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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/83135


    Title: 建立顧客信任的服務行銷策略－以信用卡為例
    Authors: 馮鎮邦
    Contributors: 洪順慶
    馮鎮邦
    Keywords: 服務行銷
    信用卡
    信任
    服務品質
    Date: 2000
    Issue Date: 2016-03-31 13:25:46 (UTC+8)
    Abstract: 本研究鑑於國內信用卡市場自從開放以來競爭逐漸白熱化而各種行銷活動推陳出新，然信用卡本身是一個以「信用」為主體的產業，故試圖從「建立顧客信任」的觀點著手來探討建立顧客信任的原因為並研究建立顧客信任之後的後續影響。
    Reference: 一、 中文部分
    1. 王立仲，服務業關係行銷之研究，政大企研所未出版之碩士論文，民87年6月
    2. 呂春榮，信用卡使用動機之研究，成大企研所未出版之碩士論文，民81年5月
    3. 李永年，消費者服務品質認知研究---以加油站為例，政大企研所未出版之碩士論文，民87年6月
    4. 吳明隆，SPSS統計應用實務，松崗出版社，民89年1月
    5. 林建山，現代服務業行銷學，財團法人環球經濟社，民國81年1月
    6. 周文賢，多變量分析（尚未出版）
    7. 洪順慶，行銷管理，新陸書局，民國88年1月
    8. 特別企畫，信用金卡服務超級比一比，錢雜誌，1999年6月
    9. 翁金湯，利益區隔之實證研究，台大商研所未出版之碩士論文，民80年6月
    10. 黃俊英，行銷研究，華泰書局，民國84年6月
    11. 張玉琳，消費市場之關係行銷之研究---以信用卡為例，政大企研所未出版之碩士論文，民86年6月
    12. 陳炳良，信用卡的風險管理，金融財務，第三期
    13. 廖啟文，消費者服務品質認知差距的研究---以國內信用卡市場為實證研究對象，台大商研所未出版之碩士論文，民83年6月
    14. 賴信澤，信用卡之市場區隔研究，台大商研所未出版之碩士論文，民78年6月
    15. 盧銀武，台灣信用卡發展史，理財顧問，1997年9月
    16. 劉穎壽，資料庫行銷---顧客資料庫的建立及其應用之研究，政大企研所未出版之碩士論文，民83年7月
    17. 盤添儀，信用卡持卡人轉換意圖之研究，台大商研所未出版之碩士論文，民85年6月
    18. 蘇俊雄，信用卡持卡人的滿意程度與抱怨行為之研究，淡江國企所未出版之碩士論文，民82年6月
    二、 英文部分
    1. Pierre Chenet, Carolin Tynan and Arthur Money (1999), “Service Performance Gap: RE-evaluation and Redevelopment,”Journal of Bussiness Research, 133-147.
    2. Gilbert A. Churchill, Jr. (1998), Marketing Research: Methodological Fundations.
    3. Moorman Christine, Rohit Deshpande, and Gerald Zaltman (1993),“Factors Affecting Trust in Market Relationships,” Journal of Marketing, 81-101.
    4. Patricia M. Doney and Joseph P. Cannon (1997),“An Examination of the Nature of Trust in Buyer-Seller Relationships,”Journal of Marketing, Vol.61, 35-51.
    5. Christine T. Ennew, Geoffrey V. Reed and Martin R. Binks (1993), “Importance-Perfermance Analysis and the Measurement of Service Quality,”European Journal of Marketing, 59-70.
    6. Ellen Garbarino and Mark S. johnson (1999),“The Different Roles of Satisfaction, Trust, And Commitment in Customer Relationships,” Journal of Marketing , 70-87.
    7. Robert J. Kent, & Chris T. Allen (1994), “Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity,” Journal of Marketing, 97-106.
    8. Susan M. Keaveney (1995) ,“Customer Switching Behavior in Service Industries: An Exploratory Study,” Journal of Marketing, 71-82.
    9. Christopher H. Lovelock (1983),“Classifying Services to Gain Strategic Marketing Insights,” Journal of Marketing, 9-20.
    10. Vincent-Wayne Mitchell (1999)“Consumer perceived risk: conceptualisations and models,”European Journal of Marketing, 163-195.
    11. Robert M. Morgan & Shelby D. Hunt (1994),“The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, 20-38.
    12. Linda L. Price and Eric J. Arnould (1999),“Commercial Friendships: Service Provider-Client Relationship in Context,” Journal of Marketing, 38-56.
    13. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 41-50.
    14. Parasuraman, Zeithaml, Berry (1988),“SERVQUAL：A Multiple-item Scale for Measuring Consumer Perception of Service Quality,” Journal of Retailing, 12-40.
    15. Mohammed Rafiq and Pervaiz K. Ahmed (1995)“Using the 7Ps as a generic marketing mix:an exploratory survey of UK an European marketing academics,”Marketing Intelligence & Planning, 4-15.
    16. Byron Sharp (1995), “Brand Equity and Market-Based Assets of Professional Service Firms,”Journal of Professional Services Marketing, 3-13.
    17. Jagdip Singh and Deepak Sirdeshmukh (2000), “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgements”, Journal of Academy of Marketing Science, 150-167.
    18. Larry R. Smeltzer (1997)“The Meaning and Origin of Trust in Buyer-Supplier Relationships,” International Journal of Purchasing and Materials Management ,40-48.
    19. Stephen S. Tax, Stephen W. Brown, & Murali Chandrashekaran (1998),“Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing,” Journal of Marketing, 60-76.
    20. Glenn B. Voss, A. Parasurman, and Dhruv Grewal (1998), “The Roles of Price, Performance, and Expectations in Determining Satisfaction in Service Exchanges,”Journal of Marketing , 46-61.
    21. Zeithaml, Valerie A., Leonard L. Berry, and A. Parasuraman (1996), “The Behavioral Consequences of Service Quality,”Journal of Marketing, 31-46.
    22. Zeithaml, Valerie A. and Mary Jo Bitner (1996), Service Marketing, McGraw-Hill.
    Description: 碩士
    國立政治大學
    企業管理學系
    87355033
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002001984
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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