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Title:	點數聯名卡之品牌知覺利益與顧客滿意度研究－以A點數聯名卡為例 Explore the Brand Perceived Benefits on Customer Satisfaction—The Case of A Point Co-branded Credit Card
Authors:	田祐任 Tien, Yu-Jen
Contributors:	洪為壐季延平 Hung, Wei-Hsi 田祐任 Tien, Yu-Jen
Keywords:	點數聯名卡品牌知覺利益產品知識銀行服務品質顧客滿意度
Date:	2020
Issue Date:	2020-08-03 18:43:50 (UTC+8)
Abstract:	隨著Bank4.0時代的到來，銀行業與一般產業的界線日漸模糊，各家銀行無不開始積極建立自家的異業生態系，其中，點數聯名卡的出現成為銀行與異業點數生態系的重要交集，藉由聯名發行的合作方式，使持卡人在使用卡片消費的同時，除了獲得商業銀行所提供的現金回饋外，也能同時透過累積紅利點數、獲得特別折扣及獲贈相關贈品等方式，得到來自合作方的優惠及利益，產生了品牌之間的聯名綜效。在當今行銷媒介多元豐富的時代，持卡人在申辦前點數聯名卡之前已有足夠的資訊透過感知而形成品牌知覺利益，進而產生申辦後的動機，然而在申辦者皆有獲取關於該卡之足夠資訊的情況下，在實際使用的顧客滿意度上仍時常出現因人而異的分歧，因此本研究決定加入兩個變數進行干擾效果的探討，分別為持卡人產品知識及發卡銀行服務品質，前者為探討持卡人在實際申辦後，是否會因為熟稔該卡的使用規則，而產生越用越好用的現象，進而影響顧客滿意度，後者主要為探討，由於當今單一點數生態系已開始與不同發卡銀行進行合作聯名，故申辦後所接收到的服務品質或成顧客滿意度的關鍵甚至影響原本知覺利益與顧客滿意度之間的關係，本研究採用問卷法，針對中信LINE Pay卡之持卡人進行調查，扣除無效問卷後共回收482份問卷。實證結果，發現品牌知覺利益構面中的功能性需求、象徵性需求、經驗性需求、銀行服務品質及持卡人產品知識對於顧客滿意度皆有顯著的正向影響，而銀行服務品質則出現了部分干擾效果，但持卡人產品知識則不存在干擾效果，本研究針對銀行服務品質的部分干擾效果進行新構面分類及深入探討，發現銀行服務品質可分為兩大類，分別為服務關心導向及便利機能導向，各自會加強功能性需求及經驗性需求與顧客滿意度之間的正向關係，最後本研究也依據研究結果，提供了幾個實務上可參考之建議。 With the advent of the Bank 4.0 era, the boundary between the banking industry and other industries are becoming blurred. In response to this critical trend, the commercial banks in Taiwan are building up their own ecosystems to connect with other industries. Among the financial services, the emergence of point co-branded card has become an important role between commercial banks and other point collection ecosystems. When cardholders use the co-branded card, they can get the cash rebates provided by commercial banks. Besides the cash rebates, cardholders can also accumulate the bonus points, get special discounts, and receive relevant gifts that belong to the ecosystem. In general, consumers get lots of benefits from the cooperation, meanwhile commercial banks take the synergy of branding from its partners. In today`s era of diversified marketing media, cardholders have enough information to form a brand perception value through perception, which in turn generates motives after bidding. However, in the case of sufficient information, there are often different personal differences in the actual customer satisfaction, so this study decided to add two variables to discuss the effects of interference, respectively for cardholder product knowledge and card issuing bank services quality, the former is to discuss whether the cardholder will become more familiar with the card`s usage rules after the actual application, then affects the customer satisfaction, the latter is mainly to discuss that because of today`s single-point ecosystem has begun to issue cards with different Banks cooperate to co-brand, the quality of service received after the bid may become the key to customer satisfaction or even affect the relationship between the originally perceived benefits and customer satisfaction. This study conducted a survey of CTBC LINE Pay cardholders. A total of 482 questionnaires that were recovered after invalid questionnaires. The empirical results show that functional need, symbolic need, empirical need, bank service quality, and cardholder product knowledge in the brand perception benefit structure have a significant positive effect on customer satisfaction, while bank service quality appears part of the interference effect, but the cardholder product knowledge does not exist interference effect. This study conducted a new facet classification and in-depth discussion on the partial interference effect of bank service quality and found that bank service quality can be divided into two categories, which are service concerns-oriented and convenience function-oriented, each will strengthen the positive relationship between functional requirements and empirical requirements and customer satisfaction. Finally, this study also provides several practical suggestions based on the research results.
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Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 107363091
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0107363091
Data Type:	thesis
DOI:	10.6814/NCCU202000859
Appears in Collections:	[MBA Program] Theses

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