以知覺服務品質探討信任對網路銀行顧客忠誠度之影響

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：24

、訪客IP：3.147.237.38

姓名

簡鴻賓(Hung-Ping Chien) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

以知覺服務品質探討信任對網路銀行顧客忠誠度之影響

相關論文

★ 企業再造或企業組織精簡--以一家無線電視公司為例	★ 銀行業的資訊系統危機管理
★ 平衡計分卡、企業智能在企業績效管理之角色	★ 資訊系統再造管理議題之研究-以臺灣證券集中保管公司存託系統為例
★ 客服中心資訊系統之管理	★ 以科技接受模式探討採用網路ATM因素之研究
★ 美容瘦身業導入門市銷售系統之關鍵成功因素探討	★ 台商在中國大陸與越南投資遭遇問題之比較研究
★ 飛機維護管理分散式資料庫整合平台之研究-以A航空公司為例	★ 經營環境劇烈變化下企業服務系統迅速開發專案管理之個案研究－以A公司為例
★ 資訊相關從業人員之宗教信仰強度對生命意義、感激與寬恕之影響	★ 部落格經營研究—社交智能對部落格社會互動與內容之影響
★ 資管教育讓資管學生了解企業管理問題嗎?	★ 社群網站自我揭露的社會抑制之研究-人情智能與成人依附之考量
★ 人情智能對感知的情緒貼圖使用恰當性之影響	★ 行動通訊軟體使用者的人情智能對社群互動，社群認同及社群信任之影響

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

論文摘要
　　從2000年3月財政部核准第一家網路銀行成立至今，國內幾乎所有銀行都已提供網路銀行服務，而使用網路銀行的人數也逐年成長。因此如何能保留住顧客是金控公司不得不注意的議題。
　　本研究以「顧客」的觀點進行實徵研究，試圖從中來找出顧客真正的需求，及影響其對網路銀行忠誠度的主要因素。研究架構主要根據慎思行動理論及電子商務信任模式(McKnight et al., 2002a)發展而來，探討影響顧客忠誠度與信任的因素。本研究以顧客忠誠度為結果變數(視為行為意圖)，探討知覺服務品質與信任對網路銀行顧客忠誠度的影響。此外，將信任區分為信任信念與信任意圖兩個構面，並探討知覺服務品質、個人信任傾向及網路銀行熟悉度對信任信念的影響。
　　本研究設計以「網路問卷調查法」進行，分為兩部分收集資料(有使用經驗與尚未使用者)，其中尚未使用者部分僅是收集基本資料與未使用的原因。回收的有效樣本分別為315份與210份。此外，本研究為了能結合學術與實務，分別與兩家銀行進行訪談，以初步驗證本研究模式之正確性與合理性。
　　在經由實徵研究的結果發現，顧客越信任及感受到的整體服務品質越好，越會展現其忠誠。就服務品質來說，提供良好的顧客回應服務及網站設計品質，對於提升顧客對網路銀行的忠誠最為有效。此外，當顧客越傾向信任他人及越熟悉網路銀行，越容易對網路銀行產生信任。雖然顧客的一些個人因素(個人信任傾向、對網路銀行的熟悉程度)會影響到對網路銀行的信任程度，但當顧客感受到的整體服務品質越好時，越容易對網路銀行產生信任。而且這個影響比起個人因素更為顯著。就服務品質來說，提供良好的網站設計品質、安全與隱私的保障及顧客回應服務，對於提高顧客的信任最有幫助。最後，經由訪談與資料分析結果發現顧客會因感受到網路銀行的服務品質優劣，對網路銀行所表現出來的特質產生可以信任的信念，進而願意採用網路銀行，最後成為一個忠誠的顧客。

關鍵字(中)

★ 電子商務信任模式
★ 慎思行動理論
★ 熟悉度
★ 信任傾向
★ 知覺服務品質
★ 信任意圖
★ 信任信念
★ 網路銀行

關鍵字(英)

★
★

論文目次

目錄
目錄 I
圖目錄 III
表目錄 IV
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節研究程序 4
第二章文獻探討 5
第一節顧客忠誠度 6
第二節信任 16
第三節知覺服務品質 27
第四節慎思行動理論 34
第三章研究方法 37
第一節研究架構 37
第二節建立研究假說 41
第三節研究設計 48
第四章產業現況與訪談討論 54
第五章資料分析與結果 61
第一節樣本資料分析 61
第二節問卷量表之信度、效度檢定 71
第三節研究假說檢定 77
第四節本章總結 86
第六章結論與建議 89
第一節研究結果與討論 89
第二節研究貢獻 94
第三節研究限制 98
第四節未來研究方向 99
參考文獻 101
附錄A 正式問卷—有使用經驗 110
附錄B 正式問卷—尚未使用者 115

參考文獻

參考文獻
網頁及中文期刊論文部分：
1.ACNielsen Online：http://www.acnielsen.com.tw/home.asp
2.NetValue：http://www.netvalue.com
3.中華民國財政部：http://www.mof.gov.tw/
4.中華民國財政部金融局：http://www.boma.gov.tw/
5.IAMASIA(亞洲評量)，「2001年台灣地區最新線上金融調查報告」，2001年9月。
6.王振浩，「影響消費者採用網路銀行行為意向之因素研究」，國立中央大學碩士論文，2001年。
7.呂佩庭、嚴秀茹與陳家祥，「服務e化對顧客關係利益影響之探討-以網路自助服務為例」，電子商務與數位生活研討會論文集，2003年，第1421頁-1440頁。
8.陳建仲，「本國銀行網站內容與銀行特性關係之研究─個人金融業務內容分析」，朝陽科技大學碩士論文，2003年。
9.邱皓政，「量化研究與統計分析」，五南圖書出版公司，2000年。
10.張金順，「以成本與服務品質探討顧客價值對行為意圖的影響—以網路書店為例」，2003年，國立中央大學碩士論文。
11.黃俊英，「多變量分析—第七版」，中國經濟企業研究所，2000年。
12.劉容志，「總經理月訊」，IBM 金融事業客戶群，2002年4月，網址：http://www-901.ibm.com/tw/industries/fss/overview/200204.html。
13.創市際，「ARO網路測量研究」，2002年7月，網址：http://www.insightxplorer.com/news/news_09_03.html。
英文期刊論文部分：
1.Ajzen, Icek., Attitudes, personality and behavior, The Dorsey Press, 1988, 175pp.
2.Ajzen, Icek. “The theory of planned behavior,” Organizational Behavior and Human Decision Processes (50), 1991, pp.179-211.
3.Anderson, Rolph E. and Srinivasan, Srini S. “ E-satisfaction and e-loyalty: A contingency framework,” Psychology and Marketing (20:2), 2003, pp.123-138.
4.Baron, R. M. and Kenny, D. A. “The moderator-mediator distinction in social psychological research: Conceptual, strategic, and statistical considerations,” Journal of Personality and Social Psychology (51:6), 1986, pp.1173-1182.
5.Belsley, D. A., Kuh, E., and Welsch, R. E., Regression diagnostics: Identifying influential data and sources of collinearity, John Wiley, New York, 1980.
6.Bloemer, Josee, de Ruyter, Ko, and Wetzels, Martin. “Linking perceieved service quality and service loyalty: A multi-dimensional perspective,” European Journal of Marketing (33:11/12), 1999, pp.1082-1106.
7.Brady, Michael K., Cronin, J. Joseph, and Brand, Richard R. “Performance-only measurement of service quality: A replication and extension,” Journal of Business Research (55:1), 2002, pp. 17-31.
8.Caruana, Albert. “Service loyalty: The effects of service quality and the mediating role of customer satisfaction,” European Journal of Marketing (36:7/8), 2002, pp.811-828.
9.Cooper, Donald R. and Schindler, Pamela S., Business research methods 8rd, McGraw-Hill, New York, 2003, 857p.
10.Cronin, J. Joseph and Taylor, Steven A. “Measuring service quality: A reexamination and extension,” Journal of Marketing (56:3), 1992, pp.55– 68.
11.Cronin, J. Joseph and Taylor, Steven A. “SERVPERF versus SERVQUAL: Rreconciling performance-based and perceptions-minus-expectations measurement of service quality”, Journal of Marketing (58:1), 1994, pp. 125-131.
12.Cunningham, Ross M. “Brand loyalty – what, where, how much?” Harvard Business Review (39:7), 1956, pp.116-138.
13.Davis, Fred D. “Perceived usefulness, perceived ease of use and user acceptance of information technology,” MIS Quarterly (13:3), 1989, pp. 319-340.
14.Davis, Fred D., Bagozzi, Richard P. , and Warshaw, Paul R. “User acceptance of computer technology: A comparison of two thepretical models,” Management Science (35:8), 1989, pp.982-1003.
15.Devaraj, Sarv, Fan, Ming, and Kohli, Rajiv. “E-loyalty: Elusive ideal or competitive edge?” Communications of the ACM (46:9), 2003, pp.184-191.
16.Dick, S. Alan and Basu, Kunal. “Customer loyalty: Toward an integrated conceptual framework,” Journal of the Academy of Marketing Science (22:2), 1994, pp.99-113.
17.Doney, P. M. and Cannon, J. P. “An examination of the nature of trust in buyer-seller relationships,” Journal of Marketing (61:2), 1997, pp.35-51.
18.Engel, James F. and Blackwell, Roger D. Consumer behavior, The Dryden Press, New York, 1982.
19.Fishbein, M. and Ajzen, I. Belief, attitude, intention and behavior: An introduction to theory and research, Addison-Wesley Publishing Company, 1975.
20.Ganesan, S. “Determinants of long-term orientation in buyer-seller relationships,” Journal of Marketing (58:2), 1994, pp.1-19.
21.Gaski, J. F. “Interrelations among a channel entity’s power sources: Impact of the exercise of reward and coercion on expert, referent, and legitimate power sources,” Journal of Marketing Research (23:1), 1986, pp.62-77.
22.Gefen, David. “Customer loyalty in e-commerce,” Journal of the AIS (3:2), 2002, pp.27-51.
23.Gefen, David. “E-commerce: The role of familiarity and trust,” Omega (28:6), 2000, pp.725-737.
24.Gefen, David, Karahanna, Elena, and Straub, Detmar W. “Trust and TAM in online shopping: an integrated model,” MIS Quarterly (27:1), 2003, pp.51-90.
25.Gefen, David and Silver, M. “Lessons learned from the successful adoption of an ERP system,” Proceedings of the Proceedings of the 5th International Conference of the Decision Sciences Institute, Athens, Greece, 1999, pp. 1054-1057.
26.Gefen, David and Straub, Detmar. “Managing user trust in B2C e-services,” e-Service Journal (2:2), 2003, pp.7-24.
27.Giffin, K. “The contribution of studies of source credibility to a theory of interpersonal trust in the communication process,” Psychological Bulletin (68:2), 1967, pp.104-120.
28.Gommans, Marcel, Krishnan, Krish S., and Scheffold, Katrin B. “From brand loyalty to e-loyalty: A conceptual framework,” Journal of Economic and Social Research (3:1), 2001, pp.43-58.
29.Gremler, Dwayne D. and Brown, Stephen W. “Service loyalty: Its nature, importance, and implications,” in Advancing Service Quality: A Global Perspective, B. Edvardsson, S. W. Brown, R. Johnston, et al., eds. International Service Quality Association, 1996, pp.171-180.
30.Hair, Jr., Joseph F., Anderson, Rolph E., Tatham, Ronlad L., and Black,William C., Multivariate data analysis 5rd, Prentice-Hall International, Inc., New York, 1998, 730pp.
31.Jacoby, Jacob and Chestnut, Robert W., Brand loyalty: Measurement and management, John Wiley and Sons, Inc., New York, 1978, 157pp.
32.Jacoby, Jacob and Kyner, David B. “Brand loyalty vs. repeat purchasing behavior,” Journal of Marketing Research (10:1), 1973, pp.1-9.
33.Jun, Minjoon and Cai, Shaohan. “The key determinants of Internet banking service quality: A content analysis,” International Journal of Bank Marketing (19:7), 2001, pp. 276-291.
34.Kaiser, H. F. “An index of factorial simplicity,” Psychometrika (39), 1994, pp.31-36.
35.Kim, Dongmin and Benbasat, Izak. “Trust-related arguments in Internet stores: A framework for evaluation,” Journal of Electronic Commerce Research (4:2), 2003, pp.49-64.
36.Kim, Kyu and Prabhakar, Bipin. “Initial trust, perceived risk, and the adoption of Internet banking,” Proceedings of the twenty first international conference on Information systems, Brisbane, Queensland, Australia, 2000, pp. 537-543.
37.Kumar, N. “The power of trust in manufacturer-retailer relationships,” Harvard Business Review (74:6), 1996, pp. 93-106.
38.Larzelere, R. E. and Huston, T. L. “The dyadic trust scale: Toward understanding interpersonal trust in close relationships,” Journal of Marriage and the Family (42:3), 1980, pp.595-604.
39.Lee, Jungwon, Kim, Jinwoo, and Jae, Yun Moon , “What makes Internet users visit cyber stores again? Key design factors for customer loyalty,” Proceedings of the CHI 2000 Conference on Human Factors in Computing Systems,x Hague, Netherlands, 2000, pp.305-312.
40.Mayer, R. C., Davis, J. H., and Schoorman, F. D. “An integration model of organizational trust,” Academy of Management Review (20:3), 1995, pp. 709-734.
41.McKnight, D. Harrison and Chervany, Norman L. “What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology,” International Journal of Electronic Commerce (6:2), 2001-2002, pp.35-59.
42.McKnight, D. Harrison, Choudhury , Vivek, and Kacmar, Charles. “Developing and validating trust measures for e-commerce: An integrative typology,” Information Systems Research (13:3), 2002a, pp.334-359.
43.McKnight, D. Harrison, Choudhury , Vivek, and Kacmar, Charles. “The impact of initial consumer trust on intentions to transact with a web site: A trust building model,” Journal of Strategic Information Systems (11:3-4), 2002b, pp.297-323.
44.McKnight, D. H., Cummings, L. L., and Chervany, N. L. “Initial trust formation in new organizational relationships,” Academy of Management Review (23:3), 1998, pp.472-490.
45.Methlie, Leif B. and Nysveen, Herbjorn. “Loyalty of on-line bank customers,” Journal of Information Technology (14:4), 1999, pp.375-386.
46.Moorman, C., Zaltman, G., and Deshpande, R. “Relationships between providers and users of market research: The dynamics of trust within and between organizations,” Journal of Marketing Research (29:3), 1992, pp.314-328.
47.Morgan, Robert M. and Hunt, Shelby D. “The commitment-trust theory of relationship marketing,” Journal of Marketing (58:3), 1994, pp. 20-38.
48.Morrel-Samuels, Palmer. “Web survey's hidden hazards,” Harvard Business Review (81:8), 2003, pp.16-17.
49.Nunnally, Jum C. and Bernstein, Ira H., Psychometric theory 3rd, McGraw-Hill, New York, 1994.
50.Oliver, Richard L. “Whence consumer loyalty?” Journal of Marketing (63:4), 1999, pp.33-44.
51.Parasuraman, A., Zeithaml, V., and Berry, L. “A conceptual model of service quality and its implication for future research,” Journal of Marketing (49:4), 1985, pp. 41-50.
52.Parasuraman, A., Zeithaml, V. and Berry, L. “SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality,” Journal of Retailing (64:2), 1988, pp. 12-40.
53.Pennington, Robin, Wilcox, H. Dixon, and Grover, Varun. “The role of system trust in business-to-consumer transactions,” Journal of Management Information Systems (20:3), 2003, pp.197-226.
54.Pong, Ting Lu and Yee, Pui Tang. “An integrated model of service loyalty,” Academy of Business and Administrative Sciences (ABAS) 2001 International Conferences, Brussels, Belgium, 23-25 July, 2001.
55.Reichheld F. F., The loyalty effect: The hidden force behind growth, Profits and Lasting Value. Harvard Business School Press, 1996.
56.Reichheld, F. F., Jr, Robert G. Markey, and Hopton, Christopher. “ E-customer loyalty – applying the traditional rules of business for online success,” European Business Journal (12:4), 2000, pp.173-179.
57.Reichheld, F. F. and Sasser, W. E. J. “Zero defections: Quality comes to services,” Harvard Business Review (68:5), 1990, pp. 2-9.
58.Reichheld, F. F. and Schefter, P. “E-loyalty: Your secret weapon on the web,” Harvard Business Review (78:4), 2000, pp. 105-113.
59.Rempel, J. K., Holmes, J. G., and Zanna, M. P. “Trust in close relationships,” Journal of Personality and Social Psychology (49:1), 1985, pp.95-112.
60.Rombel, Adam. “The World's Best Internet Banks 2003,” Global Finance (17:8), 2003, pp.29-32.
61.Rousseau, Denise M., Sitkin, Sim B., Burt, Ronald S., and Camerer, Colin. “Not so different after all: A cross-discipline view of trust,” Academy of Management Review (23:3), 1998, pp.393-404.
62.Shaw, Paul. E-business privacy and trust: Planning and management strategies, John Wiley and Sons, Inc., New York, 2001.
63.Srinivasan, Srini S., Anderson, Rolph, and Ponnavolu, Kishore. “Customer loyalty in e-commerce: An exploration of its antecedents and consequences,” Journal of Retailing (78:1), 2002, pp.41-50.
64.Suh, Bomil and Han, Ingoo. “Effect of trust on customer acceptance of Internet banking,” Electronic Commerce Research and Applications (1:3-4), 2002, pp. 247-263.
65.Suh, Bomil and Han, Ingoo. “The impact of customer trust and perception of security control on the acceptance of electronic commerce,” International Journal of Electronic Commerce (7:3), 2003, pp. 135-161.
66.Tucker, W. T. “The development of brand loyalty,” Journal of Marketing Research (1:3), 1964, pp.32-35.
67.Wolfinbarger, Mary and Gilly, Mary C. “.comQ: Dimensionalizing, measuring and predicting quality of the e-tail experience,” Working Paper No.02-100, Marketing Science Institute, 2002, Cambridge, MA.
68.Wolfinbarger, Mary and Gilly, Mary C. “eTailQ: Dimensionalizing, measuring and pedicting etail quality,” Journal of Retailing (79:3), 2003, pp. 183-198.
69.Van Dyke, Thomas P., Kappelman, Leon A., and Prybutok, Victor R. “Measuring information systems service quality: Concerns on the use of the SERVQUAL questionnaire,” MIS Quarterly (21:2), 1997, pp. 195-208.
70.Van Dyke, Thomas P., Prybutok, Victor R., and Kappelman, Leon A. “Cautions on the use of the SERVQUAL measure to assess the quality of information systems services,” Decision Sciences (30:3), 1999, pp.877-891.
71.Yousafzai, Shumaila Y., Pallister, John G., and Foxall, Gordon R. “A Proposed Model of E-Trust for Electronic Banking”, Technovation (23:11), 2003, pp.847-860.
72.Zeithaml, Valarie A. “Service quality, profitability, and the economic worth of customers: What we know and what we need to learn,” Journal of the Academy of Marketing Science (28:1), 2000, pp.67-85.
73.Zeithaml, Valarie A., Berry, Leonard L., and Parasuraman, A. “The behavioral consequences of service quality,” Journal of Marketing (60:2), 1996, pp.31-46.
74.Zeithaml, Valarie A., Parasuraman , A., and Malhotra, Arvind. “Service quality delivery through web sites: A critical review of extant knowledge,” Academy of Marketing Science (30:4), 2002, pp.362-375.
75.Zeithaml, Valarie A., Parasuraman, A., and Malhotra, Arvind. “A conceptual framework for understanding e-service quality: Implications for future research and managerial practice,” Working Paper No. 00-115, Marketing Science Institute, 2000, Cambridge, MA.
76.Zucker, L. G. “Production of trust: Institutional sources of economic structure, 1840-1920,” Research in Organizational Behavior (8), B. M. Staw and L. L. Cummings (eds.), JAI Press, Greenwich, CT, 1986, pp.53-111.

指導教授

林子銘(Tzu-Ming Lin)

審核日期

2004-6-17

推文