政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/134223
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113324/144300 (79%)
Visitors : 51144767      Online Users : 860
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/134223


    Title: 銀行產業公共關係指標之建構
    The Study on the Construction of Public Relations Indicators for the Banking Industry
    Authors: 周旻璇
    Chou, Min-Syuan
    Contributors: 鄭自隆
    周旻璇
    Chou, Min-Syuan
    Keywords: 銀行產業
    公共關係
    修正式德菲法
    因素分析
    banking industry
    public relations
    the Modified Delphi method
    factor analysis
    Date: 2021
    Issue Date: 2021-03-02 15:01:08 (UTC+8)
    Abstract: 本研究旨為建構銀行產業公關服務範圍之主要評估指標，並歸納出銀行產業公關服務的構面。研究脈絡首先探討目前銀行產業的特性，分別為「銀行為主要資金提供者」、「銀行家數多及密集度高導致競爭加劇」、「銀行規模小」、「銀行獲利及報酬率逐年提高」及「逐年走向國際化」等特質。並由公共關係管理及實務應用等相關文獻歸類出銀行產業公關服務之評估指標，使用修正式德菲法，整合產業界及媒體界等實務專家之意見，達專家一致共識之58項評估指標；再根據此指標進行因素分析，最後總結銀行產業公關服務範圍共4構面及20項主要評估指標，期盼能提供銀行產業公共關係服務在實務上的參考依據。此4構面分別為:
    1.透過關係管理追求雙贏、促進品牌忠誠度及達成組織目標。
    2.透過媒體傳播與企業社會責任之推動形塑組織形象。
    3.透過「整合行銷傳播」進行雙向溝通。
    4.透過員工訓練及傳播科技落實危機管理。
    The purpose of this study is to construct the main evaluation indicators and to summarize the dimensions of the public relations service for the banking industry. The research context first discusses the characteristics of the current banking industry, which are "banks are the main fund provider", "more and more intensive banks lead to intensified competition", "small scale of banks", "the profit and return rates of banks are increasing year by year" and "banking internationalization year-by-year". Based on the public relations management and practical application literature, the evaluation indexes of the banking public relations service were classified, and the Modified Delphi method was used to analyze and investigate the opinions of experts in the industry and the media, and the consensus of the experts was reached. Then according to these indicators for factor analysis, finally summarizes the banking industry public relations service scope of 4 dimensions and 20 main evaluation indicators, hoping to provide the banking public relations service in practice reference basis. The four dimensions are as follows:
    1. Pursue a win-win situation, promote brand loyalty and achieve organizational objectives through relationship management.
    2. Shape the organization image through media communication and promotion of corporate social responsibility.
    3. Two-way communication through integrated marketing communication.
    4. Implement crisis management through staff training and communication technology
    Reference: 1.中文書目及文獻
    丁捷軒 (2017)。探討公司治理、企業社會責任及企業績效之關聯性:臺灣銀行業的實證研究。國立臺北大學，國際企業研究所，碩士論文，臺北。
    王美惠 (2009)。服務品質、關係行銷、企業形象、顧客滿意度與顧客忠誠度之關聯性研究—以銀行企業金融業務為例。南臺科技大學，高階主管企管碩士班，碩士論文，臺南。
    《中央銀行金融統計資料》直接金融-間接金融存量，日期: 2020年12月，取自: https://www.cbc.gov.tw/tw/cp-524-1077-F52BC-1.html
    《行政院主計處》國民所得統計摘要-民國40年至108年，日期: 2020年12月編制，取自: https://www.stat.gov.tw/public/data/dgbas03/bs4/nis93/ni.pdf
    《安侯建業 KPMG》2019年臺灣銀行業報告，日期: 2019年04月12日，取自: https://home.kpmg/tw/zh/home/insights/2019/04/tw-kpmg-2019-taiwan-banking-report.html
    赤道原則《維基百科》，取自: https://zh.wikipedia.org/wiki/赤道原則
    李欣怡 (2014)。故事行銷觀點下的金融品牌傳播研究：以大眾銀行形象廣告為例。國立臺灣師範大學，大眾傳播研究所，碩士論文，臺北。
    吳則廣 (2002)。銀行分行型類及其公共關係模式之研究--以中部地區銀行分行為例。大葉大學，工業關係研究所，碩士論文，彰化。
    《金融管理委員會》金融競爭力專區，日期:2021年1月29日，取自: https://www.fsc.gov.tw/ch/home.jsp?id=8&parentpath=0
    《金融管理委員會》新聞稿: 金融控股公司或銀行投資金融控股公司、銀行、保險公司及證券商應遵行事項，日期: 2018年11月29日，取自: https://www.fsc.gov.tw/ch/home.jsp?id=128&parentpath=0,3&mcustomize=lawnew_view.jsp&dataserno=201811290002&toolsflag=Y&dtable=NewsLaw
    《金融管理委員會》新聞稿: 落實企業社會責任，共同創造美好社會，日期: 2015年06月25日，取自: https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=201506250004&toolsflag=Y&dtable=News
    《金融管理委員會》新聞稿: 強制上市(櫃)特定公司編製企業社會責任報告書，日期: 2014年09月18日，取自: https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=201409180005&toolsflag=Y&dtable=News
    《金融管理委員會》綠色金融行動方案，取自: https://www.fsc.gov.tw/ch/home.jsp?id=616&parentpath=0,7
    《金融管理委員會》金融統計指標，取自: https://www.banking.gov.tw/ch/home.jsp?id=595&parentpath=0,590
    《金融管理委員會》金融統計資料之基本金融資料(109年第3季)，本國銀行排名表，取自: https://www.banking.gov.tw/ch/home.jsp?id=157&parentpath=0,4&mcustomize=bstatistics_view.jsp&serno=201105120009
    《國泰金控》2018企業社會責任報告書，發布日期: 2019年6月，取自: https://www.cathayholdings.com/holdings/csr/intro/csr-report
    《富邦金控》2018企業社會責任報告書，發布日期: 2019年，取自: https://www.fubon.com/financialholdings/citizenship/downloadlist/downloadlist.html
    查天佑、謝寶煖 (2009)。<大學教師對與圖書館員合作推動資訊素養融入課程之態度>。《教育資料與圖書館學》，46(4)，440-467。
    張依依 (2007)。《公共關係理論的演進與變遷》 臺北: 五南書局.
    張玉芳 (2012)。由消費者行為分析建構銀行整合性行銷-以X個案銀行為例。淡江大學，財務金融學系碩士在職專班，碩士論文，臺北。
    張婷婷 (2017)。從事企業社會責任社會與環境構面活動對公司財務績效之影響-以臺灣上市(櫃)銀行業為例。國立臺北商業大學，會計財稅研究所，碩士論文，臺北。
    陳巧涵 (2019)。誰是綠色銀行？我國銀行施行綠色金融措施之研究。國立臺北大學，財政學系，碩士論文，臺北。
    陳龍彬 (2017)。企業社會責任對企業形象、顧客信任及顧客知覺價值影響-以銀行業為例。國立彰化師範大學，企業管理學系國際企業經營管理，碩士論文彰化。
    曾詳恩 (2019)。網路銀行之劇場要素、體驗品質對品牌形象與顧客忠誠度影響之研究-以某銀行為例。亞洲大學，經營管理學系碩士在職專班，碩士論文，臺中。
    黃, Wendell(2013)。<主成分分析(Principal component analysis)與因素分析(Factor analysis)>，日期: 2013年06月15日，取自: https://molecular-service-science.com/2013/06/15/principal-component-analysis-and-factor-analysis/
    黃庭儀 (2015)。網路媒體品牌好評度對銀行非傳統業務經營績效之影響。國立臺灣大學，財務金融學研究所，碩士論文，臺北。
    黃懿慧 (1999)。<西方公共關係理論學派之探討-90年代理論典範的競爭與辯論>。《廣告學研究》， 12: 1-37。
    楊麗蓉 (2018)。如何發展銀行品牌形象-以專注於財富管理業務的遠東國際商業銀行為例。國立臺灣師範大學，高階經理人企業管理碩士在職專班，碩士論文，臺北。
    趙士儀 (2017)。臺灣綠色產業及綠色銀行之經濟分析》。國立中興大學，應用經濟學系所，碩士論文，臺中。
    齊國瑛 (2007)。中華民國消費者文教基金會成員採行倫理消費之行為意向。國立中山大學，公共事務管理研究所，碩士論文，高雄。
    鄭自隆 (2013)。《公共關係 策略與管理》。臺北∶前程文化。
    鄭自隆 (2014)。《傳播研究與效果評估》。臺北∶五南書局。
    鄭自隆 (2015)。《廣告策略與管理∶理論與案例交鋒對話》。臺北∶華泰文化。
    駱秉寬 (2019)。 <股東行動主義的崛起與挑戰>，《工商時報 名家評論》，日期: 2019年08月30日，取自: https://view.ctee.com.tw/legal/11250.html
    蔡宜蓁 (2018)。 臺灣商業銀行企業社會責任對經營績效的影響。國立高雄第一科技大學，金融系碩士班，碩士論文，高雄。
    魏錫賓(1999)。 〈大者越大 歐美銀行數量也減少〉。《自由財經》 日期: 2018年08月27日，取自: https://ec.ltn.com.tw/article/paper/1227411

    2.英文書目及文獻
    Armstrong, J. S. (2001). Principles of forecasting: a handbook for researchers and practitioners (Vol. 30): Springer Science & Business Media.
    Barnes, J. G. (1997). Closeness, strength, and satisfaction: examining the nature of relationships between providers of financial services and their retail customers. Psychology & Marketing, 14(8), 765-790.
    Beavers-Moss, D. (2001). PR: The Credibility Enhancer. Bank Marketing, 33(4), 37-41.
    Broom, G., Center, A., & Cutlip, S. (1994). Effective Public Relation. In: Englewood Cliffs, New Jersey: Prentice-Hall.
    Broom, G. M., Lauzen, M. M., & Tucker, K. (1991). Public relations and marketing: Dividing the conceptual domain and operational turf. Public Relations Review, 17(3), 219-225.
    Bruning, S. D. (2000). Examining the role that personal, professional, and community relationships play in respondent relationship recognition and intended behavior. Communication Quarterly, 48(4), 437-448.
    Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business horizons, 34(4), 39-48.
    Chang, L. (1994). A psychometric evaluation of 4-point and 6-point Likert-type scales in relation to reliability and validity. Applied psychological measurement, 18(3), 205-215.
    Clark, C. E. (2000). Differences between public relations and corporate social responsibility: An analysis. Public Relations Review, 26(3), 363-380.
    Cochran, S. W. (1983). The Delphi method: Formulating and refining group judgements. Journal of Human Sciences, 2(2), 111-117.
    Coombs, W. T. (2007a). Crisis management and communications. Institute for public relations, 4(5), 6.
    Coombs, W. T. (2007b). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate reputation review, 10(3), 163-176.
    Cuieford, J. (1965). Fundamental Statistics in Psychology and Education, 4th (Ed), NY McGraw Hill.
    Cutlip, S., & Center, A. (1978). Effective Public Relations. Englewood Cliffs, New Jersey: Prentice-Hall.
    Dacin, P. A., & Brown, T. J. (2006). Corporate branding, identity, and customer response. Journal of the Academy of Marketing Science, 34(2), 95-98.
    Dalkey, N., & Helmer, O. (1963). An experimental application of the Delphi method to the use of experts. Management science, 9(3), 458-467.
    De Vet, E., Brug, J., De Nooijer, J., Dijkstra, A., & De Vries, N. K. (2005). Determinants of forward stage transitions: a Delphi study. Health education research, 20(2), 195-205.
    Delbecq, A. L., Van de Ven, A. H., & Gustafson, D. H. (1975). Group techniques for program planning: A guide to nominal group and Delphi processes: Scott, Foresman.
    Dilenschneider, R. L. (2000). The corporate communications bible: Everything you need to know to become a public relations expert: New Millennium Press.
    Dolphin, R. R. (2004). The strategic role of investor relations. Corporate communications: An international journal.
    Dolphin, R. R., & Fan, Y. (2000). Is corporate communications a strategic function? Management Decision, 38(2), 99-106.
    Duncan, T., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. Journal of marketing, 62(2), 1-13.
    Elliott, S. (2012). Public relations defined, after an energetic public discussion. New York Times, 5.
    Faherty, V. (1979). Continuing social work education: Results of a Delphi survey. Journal of Education for Social Work, 15(1), 12-19.
    George, D., & Mallery, M. (2003). Using SPSS for Windows step by step: a simple guide and reference. Boston, MA: Allyn & Bacon.
    Goffman, E. (1990). The presentation of self in everyday life [1959]: na.
    Gordon, T., Glenn, J., & Gordon, T. (2003). Futures research methodology version 2.0. American Council for the United Nations University.
    Gordon, T., & Pease, A. (2006). RT Delphi: An efficient,“round-less” almost real time Delphi method. Technological forecasting and social change, 73(4), 321-333.
    Gordon, T. J., & Helmer, O. (1964). Report on a long-range forecasting study. Retrieved from
    Grunig, J. E., & Grunig, L. A. (1992). Models of public relations and communication. 1992, 285-325.
    Grunig, J. E., & Hunt, T. T. (1984). Managing public relations: Holt, Rinehart and Winston.
    Gummer, P. S. (1995). Financial public relations. In Strategic Public Relations (pp. 50-70): Springer.
    Habibi, A., Sarafrazi, A., & Izadyar, S. (2014). Delphi technique theoretical framework in qualitative research. The International Journal of Engineering Science, 3(4), 8-13.
    Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis (Vol. 5): Prentice hall Upper Saddle River, NJ.
    Harris, T. L. (1997). Integrated marketing public relations. The Handbook of strategic public relations integrated communications, McGraw-Hill.
    Hasson, F., Keeney, S., & McKenna, H. (2000). Research guidelines for the Delphi survey technique. Journal of advanced nursing, 32(4), 1008-1015.
    Heath, R. L. (2002). Comment: Issues management: Its past, present and future. Journal of Public Affairs, 2(4), 209-214.
    Heath, R. L., & Toth, E. L. (2013). Rhetorical and critical approaches to public relations II. New York: Routledge.
    Heiko, A. (2012). Consensus measurement in Delphi studies: review and implications for future quality assurance. Technological forecasting and social change, 79(8), 1525-1536.
    Hilbert, M., Miles, I., & Othmer, J. (2009). Foresight tools for participative policy-making in inter-governmental processes in developing countries: Lessons learned from the eLAC Policy Priorities Delphi. Technological forecasting & social change, 76(7), 880-896.
    Hon, L. C., & Grunig, J. E. (1999). Guidelines for measuring relationships in public relations. In: Gainesville, FL: Institute for public relations.
    How the Banking Sector Impacts Our Economy, Updated Feb 17, 2020, from: https://www.investopedia.com/ask/answers/032315/what-banking-sector.asp
    Hutton, J. (1999). The definition, dimensions, and domain of public relations. Public Relations Review, 25(2), 199-214.
    Ishikawa, A., Amagasa, M., Shiga, T., Tomizawa, G., Tatsuta, R., & Mieno, H. (1993). The max-min Delphi method and fuzzy Delphi method via fuzzy integration. Fuzzy sets and systems, 55(3), 241-253.
    Jefkins, F. (1983). Public relations for marketing management: Springer.
    Jones, J., & Hunter, D. (1995). Consensus methods for medical and health services research. British Medical Journal, 311(7001), 376-380.
    Kelly, K. S. (2001). Stewardship: The fifth step in the public relations process. Handbook of public relations, 279-289.
    Ki, E.-J. (2013). A model of an organization–public relationship for the banking industry. Public Relations Review, 39(3), 216-218.
    Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of marketing, 75(4), 132-135.
    Kotler, P. (2019). Marketing management: Pearson UK.
    Kotler, P., & Lee, N. (2005). Best of breed: When it comes to gaining a market edge while supporting a social cause,“corporate social marketing” leads the pack. Social marketing quarterly, 11(3-4), 91-103.
    Lages, C., & Simkin, L. (2003a). The dynamics of public relations. European Journal of Marketing, Vol. 37 No. 1.2, pp.298-328.
    Lages, C., & Simkin, L. (2003b). The dynamics of public relations. European Journal of Marketing.
    Landeta, J. (2006). Current validity of the Delphi method in social sciences. Technological forecasting & social change, 73(5), 467-482.
    Landeta, J., & Barrutia, J. (2011). People consultation to construct the future: a Delphi application. International Journal of Forecasting, 27(1), 134-151.
    Lindenmann, W. K. (1993). An`effectiveness yardstick`to measure public relations suc. Public Relations Quarterly, 38(1), 7.
    Linstone, H. A., & Turoff, M. (1975). The delphi method: Addison-Wesley Reading, MA.
    List of banking crises, Wikipedia, from: https://en.wikipedia.org/wiki/List_of_banking_crises
    Lynn, V. (1999). Marketing vs. Public relations. Bank Marketing, 31(11), 18-21.
    Manheim, J. B., & Pratt, C. B. (1986). Communicating corporate social responsibility. Public Relations Review, 12(2), 9-18.
    Markmann, C., Spickermann, A., von der Gracht, H. A., & Brem, A. (2020). Improving the question formulation in Delphi‐like surveys: Analysis of the effects of abstract language and amount of information on response behavior. Futures & Foresight Science e56.
    Milles, R. (1987). Managing the corporate social environment. In: Prentice-Hall, Englewood Cliffs, NJ.
    Moher, D., Schulz, K. F., Simera, I., & Altman, D. G. (2010). Guidance for developers of health research reporting guidelines. PLoS medicine, 7(2), pmed.1000217.
    Murphy, M., Black, N., Lamping, D., McKee, C., Sanderson, C., Askham, J., & Marteau, T. (1998). Consensus development methods, and their use in clinical guideline development. Health technology assessment, 2(3), 5-83.
    Murry Jr, J., & Hammons, J. (1995). Delphi: A versatile methodology for conducting qualitative research. The review of higher education, 18(4), 423-436.
    Nunnally, J.C. (1978). An overview of psychological measurement. Clinical diagnosis of mental disorders, 97-146.
    Olarewaju, P. (2002). The Role of Public Relations in Banking Business of the Future. Union Digest, 7(1&2), 36-49.
    Parenté, F. J., & Anderson-Parente, J. K. (1987). Delphi inquiry systems. Judgmental forecasting, 129-156.
    Raskin, M. S. (1994). The Delphi study in field instruction revisited: Expert consensus on issues and research priorities. Journal of Social Work Education, 30(1), 75-89.
    Rayens, M. K., & Hahn, E. J. (2000). Building consensus using the policy Delphi method. Policy, politics & nursing practice, 1(4), 308-315.
    Reynolds, B., & Seeger, M. W. (2005). Crisis and emergency risk communication as an integrative model. Journal of health communication, 10(1), 43-55.
    Sandin, D., & Simolin, T. (2006). Public relations: as perceived and practiced by commercial banks. In.
    Scheibe, M., Skutsch, M., & Schofer, J. (2002a). IV. C. Experiments in Delphi methodology. J In: Linstone H, Turoff M The Delphi method: techniques applications, 257-281.
    Scheibe, M., Skutsch, M., & Schofer, J. (2002b). IV. C. Experiments in Delphi methodology. In: Linstone H, Turoff M The Delphi method: techniques, 257-281.
    Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1994). The new marketing paradigm: Integrated marketing communications: McGraw Hill Professional.
    Shields, T., Silcock, G., Donegan, H., & Bell, Y. (1987). Methodological problems associated with the use of the Delphi technique. Fire Technology, 23(3), 175-185.
    The digital trends disrupting the banking industry in 2021, Jan 7, 2021, from: https://www.businessinsider.com/banking-industry-trends
    Thomas, A. S., & Simerly, R. L. (1994). The chief executive officer and corporate social performance: An interdisciplinary examination. Journal of Business Ethics, 13(12), 959-968.
    Top 1000 World Banks 2019-The Banker International Press Release-for immediate release, retrived July 1 2019, from: https://www.thebanker.com/Top-1000-World-Banks/Top-1000-World-Banks-2019-The-Banker-International-Press-Release-for-immediate-release
    Turoff, M. (1972). Delphi and its potential impact on information systems. Paper presented at the Proceedings of the November 16-18, 1971, fall joint computer conference.
    Vincent, L. (1999). Marketing vs. Public relations. Bank Marketing, 31(11), 18-21.
    Wells, W., Burnett, J., Moriarty, S. E., Pearce, R. C., & Pearce, C. (2003). Advertising: Principles and practice (Vol. 328): Prentice hall Englewood Cliffs, NJ.
    Whitman, N. I. (1990). The Delphi technique as an alternative for committee meetings. Journal of Nursing Education, 29(8), 377-379.
    Wood, D. J. (1991). Social issues in management: Theory and research in corporate social performance. Journal of Management, 17(2), 383-406.
    Worcester, R. (1997). Managing the image of your bank: the glue that binds. International Journal of bank marketing, Vol. 15 No. 5, pp. 146-152.
    World Bank, Global Financial Development Database. (2019). Retrieval from: https://www.worldbank.org/en/publication/gfdr/data/global-financial-development-database
    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    107464022
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107464022
    Data Type: thesis
    DOI: 10.6814/NCCU202100213
    Appears in Collections:[Master`s Program in Communication] Theses

    Files in This Item:

    File Description SizeFormat
    402201.pdf7714KbAdobe PDF253View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback