政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/94645

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113318/144297 (79%)
Visitors : 51092547 Online Users : 545

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Scope

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

政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 > Item 140.119/94645

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/94645

Title:	多重通路互補與替代關係之探討-以台灣銀行業為例 The Study of the Complementarity and Substitution Relationship of Multiple Channels-By Example of Taiwan Banking Industry
Authors:	馬紹懷 Ma, Shao Huai
Contributors:	張愛華 Chang, Ai Hwa 馬紹懷 Ma,Shao Huai
Keywords:	通路多重通路網路銀行顧客滿意度服務品質行為意圖 Channel Multi-channel Internet banking Customer Satisfaction Service Quality Behavior Intention
Date:	2008
Issue Date:	2016-05-09 11:24:41 (UTC+8)
Abstract:	多重通路的經營型態於台灣已呈現穩定發展的狀態。然而，在過往研究中多重通路之間的關係較多從廠商的角度探討通路衝突與互補的情形，忽略了學者Stewart 與 Pavlou (2002)所強調：「多重通路間彼此互補或替代的關係，應由消費者的觀點來加以檢視」。本研究從消費者的角度，檢視在消費者心中不同通路之間呈現出替代亦或是互補的關係。以銀行業為研究背景，並以近半年內曾使用多重通路辦理銀行相關業務的民眾為抽樣對象，同時採用網路問卷以及人員訪問的方式，收回有效問卷共365份。藉由多元迴歸分析，針對銀行所提供之廣泛性決策與非廣泛性決策型業務，從服務品質的角度，探討消費者在實體通路與網路通路中的顧客滿意度對消費者未來持續與該銀行往來意願之影響。並藉由消費者對不同通路之顧客滿意度的交互作用分析，推論在消費者心中多重通路彼此間的互補或替代關係。研究結果顯示，針對廣泛性決策型業務： 1. 消費者「對實體銀行服務人員相關的滿意度」以及「對網路銀行的整體滿意度」，皆對未來持續往來意圖有顯著的正向影響。 2. 網路銀行整體價值與實體銀行中的環境及便利性間呈現出互補的效果。針對非廣泛性決策型業務： 1. 消費者「對實體銀行服務人員相關的滿意度」以及「對網路銀行的資訊提供滿意度」，皆對未來持續往來意圖有顯著的正向影響。 2. 網路銀行交易價值與實體銀行中的服務人員間呈現出互補的效果。 3. 網路銀行交易價值與實體銀行中的環境及便利性間呈現出替代的效果。 The multi-channel business model has been stable development in Taiwan. However, most of the researches toward the channel relationship within the multi-channel environment focused on the corporation perspective in the past research, but ignored what Stewart and Pavlou (2002) have stressed that substitution and complementarity of different channels should be examined from a customer perspective. This research surveyed the channel relationship from the perspective of the consumer. The research chose the banking industry environment, and targeted the consumer who has applied multiple channels in dealing with banking related service in the last 6 months. The survey collected 365 valid questionnaires by adopting internet survey and people interview. By using multiple regression analysis, the research differentiated the extensive and non-extensive decision making services and probed the impact of the satisfaction in brick-and-motar (B&M) channel and internet channel toward the intention to continuous dealing with the bank company with the view of service quality. By adopting interactive analysis of customer satisfaction in different channels, the research deduced the relationship of multiple channels. The research concludes that for the extensive decision making services: 1. The satisfaction of the employee in the B&M bank and the satisfaction of the internet bank both have significant positive impact toward the intention to continuous dealing with the bank company. 2. There is complementarity effect between the overall value of the internet bank and the environment and convenience of the B&M bank. For the non-extensive decision making services: 1. The satisfaction of the employee in the B&M bank and the satisfaction of the information providing in the internet bank both have significant positive impact toward the intention to continuous dealing with the bank company. 2. There is complementarity effect between the trading value of the internet bank and the employee of the B&M bank. For the non-extensive decision making services: 3. There is substitution effect between the trading value of the internet bank and the environment and convenience of the B&M bank.
Reference:	中文部份日本文摘編譯中心譯，日本流通經濟研究所編(1991)，流通事典，台北：故鄉出版有限公司，初版。王筱鈴(2000)，我國網路銀行發展現況及實證研究，國立台北大學會計研究所未出版之碩士論文。李沃牆(2001)，「電子商務下國內銀行業之經營策略」，產業金融季刊，第111期，2-17頁。李欣盈(2006)，多元通路購物者之顧客滿意與通路忠誠，國立台北大學企業管理研究所未出版之碩士論文。李佩娗(2005)，網路銀行服務品質與顧客滿意度之研究，國立成功大學統計學研究所未出版之碩士論文。吳靜宜(2000)，購買過程中運用網際網路與實體商店之比較研究，國立成功大學國際企業研究所未出版之碩士論文。林仁宗(2001)，實體通路與虛擬通路競合關係與發展契機之研究－以網路購物市場發展為例，國立臺灣大學商學研究所未出版之碩士論文。林玉棠(2003)，虛實通路特性與顧客價值關係之探討-以數位影像沖印產業為例，國立高雄第一科技大學行銷與流通管理系未出版之碩士論文。林季葦(2006)，銀行服務品質與顧客滿意度之研究，國立成功大學統計學研究所未出版之碩士論文。林建煌(2002)，消費者行為，台北：智勝文化事業有限公司，初版。林素儀(1998.02)，「銀行業電子商務應用與發展」，通訊雜誌，頁次88-97。林鈴玉(2000)，「由電子商務發展談網路銀行服務」，主計月報，第536期，頁次87-92。周善瑜與楊欣怡(2002)，「以網際網路區別消費者之最適通路設計」，管理學報，第19卷第2期，頁次209-241。周逸衡、關復勇與滕以勇(1998)，「人員服務接觸與消費者反應間關係之研究-以眼鏡業為例」，中華民國商業流通研討會，高雄：高雄第一科技大學。孫珍如(2000)，「國內網路銀行的發展現況」，產業決策情報服務體系(MIC)研究報告，資訊市場情報中心，臺北。翁崇雄(1993)，評量服務品質與服務價值之研究—以銀行業為實證，國立台灣大學研究所未出版之博士論文。許晉斌(2003)，教育訓練成效對組織承諾與員工生產力影響之研究–以國內網路銀行為例，長榮大學經營管理研究所未出版之碩士論文。張淑娟(2000)，網路使用者在網上購買電腦或其周邊商品之消費行為研究，淡江大學管理科學研究所未出版之碩士論文。莊景弼(2000)，我國網路銀行關係品質模式之研究，大葉大學資訊管理研究所未出版之碩士論文。陳正昌，程炳林，陳新豐，劉子鍵(2005)，多變量分析方法－統計軟體應用，台北：五南出版社，四版。陳利娟(2000)，一對一網路行銷之探索性研究，國立台灣科技大學企業管理學程未出版之碩士論文。陳錦村(1982)，「商業銀行財務比率之特性分析」，基層金融，第二十八期。黃慧文(2000)，COBIT觀點下,網路銀行內部控制與稽核之研究，中原大學會計研究所未出版之碩士論文。葉人瑋(2004)，消費者科技準備度與網路銀行使用意願關聯性之研究，國立雲林科技大學企業管理學系碩士班未出版之碩士論文。葉炳宏(1983)，「銀行全面性品管制度的建立」，基層金融，第八期。資策會創新應用服務研究所(2007)，我國網際網路用戶數調查報告，資訊市場情報中心，台北。資策會電子商務研究所(2007)，2007年台灣電子商店發展趨勢報告，資訊市場情報中心，台北。經濟部統計處(2007, 12)，經濟部商業動態統計月報，經濟部統計處，台北。經濟部商業司(2007)，96年度B2C電子商店經營調查報告，經濟部商業司，台北。鄭伊雯(1997.09)，「資訊時代新趨勢-網路銀行」，今日合庫，頁次44-52。鄭皓文(2000)，台灣地區本國銀行網站之服務品質衡量研究，國立中山大學企業管理研究所未出版之碩士論文。蘇雲華，何雍慶(1995.01)，「服務行銷顧客滿意模式與服務品質模式之比較研究」，輔仁管理評論，第2期，頁次36-58。英文部份 Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. NJ: Prentice-Hall Englewood Cliffs. Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., et al. (1997). Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces. Journal of Marketing, 61(3), 38-53. Alderson, W. (1965). Dynamic Marketing Behavior: A Functionalist Theory of Marketing. Homewood, IL: Richard D. Irwin. Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143. Bagozzi, R. P. (1992). The Self-Regulation of Attitudes, Intentions, and Behavior. Social Psychology Quarterly, 55(2), 178-204. Balasubramanian, S. (1998). Mail versus Mall: A Strategic Analysis of Competition between Direct Marketers and Conventional Retailers. Marketing Science, 17(3), 181-195. Balasubramanian, S., Raghunathan, R., & Mahajan, V. (2005). Consumers in a Multichannel Environment: Product Utility, Process Utility, and Channel Choice. Journal of Interactive Marketing, 19(2), 12-30. Benjamin, R., & Wigand, R. (1995). Electronic Markets and Virtual Value Chains on the Information Superhighway. Sloan Management Review, 36(2), 62-72. Bennett, R., Hartel, C. E. J., & McColl-Kennedy, J. R. (2005). Experience as a Moderator of Involvement and Satisfaction on Brand Loyalty in a Business-to-business Setting. Industrial Marketing Management, 34(1), 97-107. Berman, B. (1996). Marketing Channels. New York. Bucklin: John Wiley & Sons. Birgelen, M. v., Jong, A. d., & Ruyter, K. d. (2006). Multi-channel Service Retailing: The Effects of Channel Performance Satisfaction on Behavioral Intentions. Journal of Retailing, 82(4), 367-377. Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable. Journal of Marketing, 54(1), 71-84. Bitner, M. J., Brown, S. W., & Meuter, M. L. (2000). Technology Infusion in Service Encounters. Academy of Marketing Science Journal, 28(1), 138-149. Bowersox, D. J., & Cooper, M. B. (1992). Strategic Marketing Channel Management: McGraw-Hill New York. Bucklin, L. P. (1966). A Theory of Distribution Channel Structure. University of California, Institute of Business and Economic Research. Bucklin, L. P. (1972). Competition and Evolution in the Distribution Trades. N.J.: Pretince Hall. Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal of Marketing Research, 2, 244-249. Carman, J. M. (1990). Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions. Journal of Retailing, 66(1), 33-55. Churchill, G. A., & Surprenant, C. (1982). An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research, 19, 491-504. Colletti, D. L. (1987). Retailing Banking Success: A Question of Quality. Bank Administration, 63(4), 42-45. Coughlan, A. T., Anderson, E., Stern, L. W., & El-Ansary, A. I. (2001). Marketing Channels. Upper Saddle River, New Jersey: Prentice-Hall. Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193-218. Crosby, L. A., & Stephens, N. (1987). Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry. Journal of Marketing Research, 24(4), 404-411. Darian, J. C. (1987). In-Home Shopping: Are There Consumer Segments? Journal of Retailing, 63(2), 163-186. Day, R. L. (1977). Extending the Concept of Consumer Satisfaction. Advances in Consumer Research, 4(1), 149-154. Day, R. L., & Bodur, M. (1978). Consumer Response to Dissatisfaction with Services and Intangibles. Advances in Consumer Research, 5(1), 263-272. Doody, A. F., & Davidson, W. R. (1967). Next Revolution in Retailing. Harvard Business Review, 45(3), 4-188. Dratva, R. (1995). WWW-based Home Banking Services in Switzerland: A Case Study. Computer Networks and ISDN Systems, 28(1-2), 199-208. Eng, V., & Scansaroli, J. A. (1997). Interactive Retailing: Consumers online. Chain Store Age, 46(2), 26-75. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior (8 ed.). NY: Dryden Press. Ernst, & Young. (1999). Global Online Retailing: A Special Report: Ernst & Young. Farsad, B., & Elshennawy, A. K. (1989). Defining Service Quality Is Difficult for Service and Manufacturing Firms. Industrial Engineering, 21(3), 17-19. Fisk, G. (1961). A Conceptual Model for Studying Customer Image. Journal of Retailing, 37(4), 1-8. Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21. Frazier, G. L., & Shervani, T. A. (1992). Multiple Channels of Distribution and Their Impact on Retailing. New York: R.A.Peterson. Friedman, & Furey. (2003). The Channel Advantage: Going to Market with Multiple Sales Channels to Reach More Customers, Sell More Products, Make More Profit. NY: Butterworth Heinemann. Gorsch, D. (2000). The Impact of Hybrid Channel Structures on the Customer Purchase Process: A Research Outline. Proceedings of the 23rd Information Systems Research Seminar in Scandinavia. Grau, J. (2006). Multi-channel Shopping: The Rise of the Retail Chains: E-Marketer. Guirdham, M. (1972). Marketing: The Management of Distribution Channels. New York: Pergamon Press. Hansell, S. (2002). A Retailing Mix: on Internet, in Print and in Store. The New York Times. Hardy, K. G., & Magrath, A. J. (1988). Marketing Channel Management: Strategic Planning and Tactics: Scott, Foresman. Harris, K., Baron, S., & Parker, C. (2000). Understanding the Consumer Experience : It` s `Good To Talk`. Journal of Marketing Management, 16(1-3), 111-127. Hempel, D. J. (1977). Consumer Satisfaction with the Home Bying Process: Conceptualization and Measurement. Campbridge, Mass.: Marketing Science Institute. Hoffman, D. L., & Novak, T. P. (1996). Marketing in Hypermedia Computer-mediated Environments: Conceptual Foundations. Journal of Marketing, 60(3), 50-68. Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. New York: Wiley. Howcroft, B., Hamilton, R., & Hewer, P. (2002). Consumer Attitude and the Usage and Adoption of Home-based Banking in the United Kingdom. The International Journal of Bank Marketing, 20, 111-121. Hunt, K. H. (1977). Customers Satisfaction/Dissatisfaction-Overview and Future Directions. Campbridge, MA: Marketing Science Institute. Jain, S. C. (1999). Marketing Planning & Strategy (sixth edition ed.): Thomson South-Western. Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching Barriers and Repurchase Intentions in Services. Journal of Retailing, 76(2), 259-274. Kalakota, R., & Whinston, A. B. (1997). Electronic Commerce: A Manager`s Guide. Massachusetts: Addison-Wesley Professional. Kotler, P. (1994). Marketing Management: Analysis, Planning Implementation and Control (8th ed ed.). New York: Prentice-Hall. Kotler, P. (2000). Marketing Management. NJ: Prentice Hall Englewood Cliffs. Lance, C. E. (1988). Residual Centering, Exploratory and Confirmatory Moderator Analysis, and Decomposition of Effects in Path Models Containing Interactions. Applied Psychological Measurement 12(2), 163-175. Lovelock, C. H. (1983). Classifying Services to Gain Strategic Marketing Insights. Journal of Marketing, 47(3), 9-20. McNair, M. P., & May, E. G. (1978). The Next Revolution of the Retailing Wheel. Harvard Business Review, 56(5), 81-91. Methlie, L. B., & Nysveen, H. (1999). Loyalty of On-line Bank Customers. Journal of Information Technology, 14(4), 375-386. Noble, S. M., Griffith, D. A., & Weinberger, M. G. (2005). Consumer Derived Utilitarian Value and Channel Utilization in a Multi-channel Retail Context. Journal of Business Research, 58(12), 1643-1651. Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Retailing, 57(3), 25-48. Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and Reassessment of the SERVQUAL Scale. Journal of Retailing, 67(4), 420-450. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 5-6. Peter, J. P., & Olson, J. C. (1993). Consumer Behavior and Marketing Strategy. Homewood, IL: Irwin. Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the Internet for consumer marketing. Academy of Marketing Science. Journal, 25(4), 329. Porter, M. E. (2001). Strategy and the Internet. Harvard Business Review, 79(3), 62-78. Quelch, J. A., & Stephen, B. A. (1981). Consumer Satisfaction with Professional Services. In J. H. Donnelly & W. R. George (Eds.), Marketing of Services. Chicago: American Marketing Association. Rayport, J. F., & Sviokla, J. J. (1994). Managing in the Marketspace. Harvard Business Review, 72(6), 141-150. Rosenberg, L. J., & Hirschman, E. C. (1980). Retailing Without Stores. Harvard Business Review, 58(4), 103-112. Rust, R. T., Zahorik, A. J., & Keiningham, T. L. (1995). Return on Quality (ROQ): Making Service Quality Financially Accountable. Journal of Marketing, 59(2), 58-70. Salomon, I., & Koppelman, F. (1988). A Framework for Studying Teleshopping Versus Store Shopping. Transportation Research A, 22(4), 247-255. Sarkar, M., Butler, B., & Steinfield, C. (1998). Cybermediaries in Electronic Marketspace: Toward Theory Building. journal of business research, 41(3), 215-221. Saunders, C. (2002). Multi-Channel Buyers Worth Pursuing. Internet Advertising Report. Schneiderman, R. (1980). Non-store Shopping Growing as Consumer Habits Change. Merchandising, 5(9), 60-61. Schoenbachler, D. D., & Gordon, G. L. (2002). Multi-channel Shopping: Understanding What Drives Channel Choice. The Journal of Consumer Marketing, 19(1), 42-53. Seiders, K., Voss, G. B., Grewal, D., & Godfrey, A. L. (2005). Do Satisfied Customers Buy More? Examining Moderating Influences in a Retailing Context. Journal of Marketing, 69(4), 26-43. Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer Satisfaction and Loyalty in Online and Offline Environments. International Journal of Research in Marketing, 20(2), 153-175. Stern, L. W., & El-Ansary, A. (1988). Marketing Channels. Englewood Cliffs, NJ: Prentice-Hall Stewart, D. W., & Pavlou, P. A. (2002). From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media. Academy of Marketing Science. Journal, 30(4), 376-396. Taher, A., Leigh, T. W., & French, W. A. (1996). Augmented Retail Services: The Lifetime Value of Affection. Journal of Business Research, 35(3), 217-228. Tiernan, B. (2001). The Hybrid Company: Reach All Your Customers Through Multi-channels Anytime, Anywhere. Chicago: Dearborn Trade Pub., a Kaplan Professional Co. Wallace, D. W., Giese, J. L., & Johnson, J. L. (2004). Customer Retailer Loyalty in the Context of Multiple Channel Strategies. Journal of Retailing, 80(4), 249-263. Westbrook, R. A. (1980). A Rating Scale for Measuring Product/Service Satisfaction. Journal of Marketing, 44(4), 68-72. Westbrook, R. A. (1981). Sources of Consumer Satisfaction with Retail Outlets. Journal of Retailing, 57(3), 68-86. Wind, Y., & Mahajan, V. (2002). Convergence Marketing. Journal of Interactive Marketing, 16(2), 64-79. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and Control Processes in the Delivery of Service Quality. Journal of Marketing, 52(2), 35-48. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46. Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and Strategies in Services Marketing. Journal of Marketing, 49(2), 33-46.
Description:	碩士國立政治大學企業管理學系 95355031
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0095355031
Data Type:	thesis
Appears in Collections:	[企業管理學系] 學位論文

Files in This Item:

There are no files associated with this item.

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