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    Title: 銀行關係行銷、服務品質與信用卡顧客行為意向關聯性之研究--以台灣北區發卡銀行為例
    Banking relationship marketing, service quality and credit card customer behavior intention correlation study - the issuing bank Northern Taiwan
    Authors: 范姜映如
    Fan Chiang, Ying Ru
    Contributors: 鄭宇庭
    范姜映如
    Fan Chiang, Ying Ru
    Keywords: 關係行銷
    服務品質
    行為意向
    Date: 2012
    Issue Date: 2013-02-01 16:51:02 (UTC+8)
    Abstract: 近年來,台灣信用卡市場蓬勃發展,使用信用卡已逐漸成為國人的消費習慣,舉凡食、衣、住、行、育、樂都可以使用信用卡付帳。發卡銀行業者為了維持市場佔有率,不斷地推出各種促銷方案搶攻市場,然而這種全面性的大眾行銷方式,不僅成本高昂且效果有限,使得能為業者帶來的利潤亦是有限,也就是高佔有率並不一定能帶來高經濟效益。如今,舊有信用卡行銷方式已宣告失敗,對於固有顧客的維持管理才是當前的重點所在,因此銀行應思考如何提供良好的服務來滿足固有的顧客,讓顧客願意與銀行維持長期的關係,這正是「行為意向」的目的。
    本研究目的乃透過信用卡顧客之立場,探討發卡銀行的「關係行銷」與「服務品質」等兩項行銷策略構面之間的關聯性,以及對顧客「行為意向」之效果影響,期望能對發卡銀行提供一些客觀的意見,本研究採用問卷調查法,將回收之問卷資料進行統計分析,其主要的研究結果如下:
    1.信用卡顧客認同最常使用信用卡發卡銀行的關係行銷、服務品質,也具有正面的行為意向。
    2.在關係行銷部份,評價最高的是發卡銀行會提供機場免費停車服務。
    3.在服務品質部份,評價最高的是當顧客對信用卡有抱怨時,可以很容易地和該發卡銀行接觸並得到處理。
    4.在行為意向部份,大多的顧客願意在更多的場合與商店中使用該發卡銀行信用卡來消費,表示顧客對於該發卡銀行具有高度的使用意願並樂於分享使用經驗給其他人。
    5.關係行銷對服務品質呈現正向的影響關係。
    6.關係行銷對行為意向呈現正向的影響關係。
    7.服務品質對行為意向呈現正向的影響關係。
    "目 錄 I
    表目錄 II
    圖目錄 III
    第壹章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的 2
    第三節 研究流程 2
    第貳章 文獻探討 5
    第一節 關係行銷相關文獻 5
    第二節 服務品質的概述 10
    第三節 行為意向的概述 13
    第參章 研究方法 18
    第一節 研究架構 18
    第二節 研究假設 19
    第三節 研究變數 19
    第四節 研究對象及抽樣方法 21
    第五節 資料蒐集與分析 21
    第肆章 研究分析 23
    第一節 信度分析 23
    第二節 樣本結構分析 25
    第三節 顧客持有信用卡行為與顧客行為意向特徵分析 29
    第四節 信用卡顧客在關係行銷、服務品質與顧客行為意向的關聯性 33
    第五節 關係行銷、服務品質對顧客行為意向的影響性 36
    第伍章 結論與建議 39
    第一節 研究結論 39
    第二節 管理意涵 40
    第三節 研究建議 41
    參考文獻 43
    附錄 49
    Reference: 一、中文文獻
    1.王耀進(2006),「高鐵乘客知覺之服務品質、滿意度與移轉障礙對其行為意向之影響」,中華大學經營管理研究所碩士論文。
    2.古秋雲(2007),「服務品質、服務價值、顧客滿意度與顧客忠誠度關係之研究--以台灣南部某醫學中心健康檢查中心為例」,國立成功大學高階管理碩士在職專班碩士論文。
    3.李美玉(2004),「專案經理人的特質對顧客行銷、服務品質認知之影響研究--以中華電信為例」,國立台灣海洋大學航運管理學系碩士論文。
    4.林延昇(2004),「遊客對推行休閒林業地區民宿服務品質意見之研究--以奮起湖地區民宿為例」。國立嘉義大學農學院林業暨自然資源研究所碩士論文。
    5.洪順慶(2006),台灣品牌競爭力(第一版)。台北:天下雜誌。
    6.許弘裕(2004),「服務品質、顧客價值對消費者行為意向影響之研究--以國內一家壽險業為例」。朝陽科技大學保險金融管理系碩士論文。
    7.陳覺(2004),服務產品設計。台北:揚智。
    8.陳建文、洪嘉蓉(2005),服務品質、顧客滿意度與忠誠度關係之研究--以ISP為例。電子商務研究,3(2),153-172。
    9.崔立新(2004),服務品質衡量。台北:五南。
    10.黃逸甫(2001),「服務品質、價格、品牌形象與品牌個性對顧客滿意度之影響--以銀行業為例」,政治大學碩士論文。
    11.楊智緯(2005),「國際觀光旅館之品牌形象、服務品質與顧客滿意度及忠誠度之研究」,南台科技大學休閒事業管理系碩士論文。
    12.鄭華清(2003),「行銷管理」。台北:全華科技。
    13.簡永在(2002),「顧客關係策略與顧客價值、滿意度及行為意向關聯性之研究」,國立台北科技大學商業自動化與管理研究所碩士論文。

    二、英文文獻
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    3.Armstrong, G. and Kotler P. (2000). Marketing: An Introduction, 5th ed.,New Jersey:Prentice Hall.
    4.Arthur (2000).The Masterplan for Starting and Managing a Profitable,Customer-Based Marketing Program, McGraw-Hill Companies.
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    6.Barlons, Richard G, (1992). Relationship Marketing--The Ultimate in Customer Service, Retail Control, 29-37.
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    American Marketing Association, 25-28.
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    9.Bitner, M. J. (1990). Evaluating Service Encounters:The effect of hysical surroundings and employee responses, Journal of marketing, 54, 69-82.
    10.Bleeke and Ernst, (1991). The Way to Win in Cross-border Alliances, Harvard Business Review, 127-35.
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    12.Brady, M. k. and Cronin, J. J. (2001). Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchic Approach., Journal of Marketing,65(3), 34-49.
    13.Chenet, Pierre, Carolin Tynan, & Arthur Money (1999). Service Performance Gap: Re-evaluation and Re-development, Journal of Business Research, 46, 133-147.
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    100932181
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100932181
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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