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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：17 、訪客IP：3.138.124.213
姓名 陳良綱(Liang-kang Chen) 查詢紙本館藏 畢業系所 資訊管理學系在職專班 論文名稱 網路銀行服務品質、成本價值與顧客滿意度之研究
(A Study of Service Quality, Value Proposition and Customer Satisfaction on Internet Banking)相關論文 檔案 [Endnote RIS 格式]
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- 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) 在網際網路盛行的時代，金融業者積極推動電子金融服務，不論在節省成本或策略發展上，都屬於新的契機。而網路銀行在電子金融服務的平台上扮演舉足輕重之角色，如何掌握住顧客的心，也是業者所要面臨的挑戰。
本研究的目的，在於了解顧客使用網路銀行後的服務品質感受，以及顧客使用網路銀行後所節省的成本，進一步探討顧客的滿意度及忠誠度，並提供金融業者發展網路銀行業務參考之建議。
本研究以使用過國內外網路銀行的使用者作為抽樣樣本，採用網路問卷的方式，經由資料的統計分析後，本研究發現，使用者評價較高的是網路銀行不受時間、空間限制及快速反應之特性，以及其可節省使用者往返銀行的時間及費用，但使用者對於網站的美工版面、網站活動的一致性及個人隱私保護的評價則為最低，而與顧客滿意度及忠誠度最為相關則包含顧客是否信任其服務及使用時是否需要耗費心力。
本研究提供給業者發展網路銀行之建議，包括(1) 依顧客的角度設計網站的流程，以降低顧客使用的困難度；(2) 提供網路銀行顧客特殊的優惠，以提高使用誘因；(3) 加強系統安全及資料防護，以建立顧客對網路交易的信任；(4) 提高網站及客服人員的服務品質，以提升顧客的滿意度及忠誠度。
摘要(英) In the internet age, financial institutions pay more attention on cost saving and strategies development. How the Internet banking services to satisfy customers’ demands will be an important issue on Electronic Financial Service.
In this research, we attempt to know how satisfied the users are and how much costs they save after they use the Internet banking services. Furthermore, we study the satisfaction and loyalty in order to suggest the financial institutions.
The research uses the internet questionnaires and deal data with the statistical analysis. The research evidences that the features of the Internet banking, being unbounded by time and space and the rapid response, as well as time and cost saving for going to the banks, receive the highest appraisal; while the web design, consistence of the websites’ activities, and privacy protection receive the lowest appraisal by users. Moreover, what most correlated to the customers’ satisfaction and loyalty are the customers’ reliability to the services and the handiness while using it.
The research provides the Internet banking developers with the following suggestions:
(1) Design the website workflows with customers’ perspectives to reduce the difficulties in using.
(2) Offer special premiums as the incentives to Internet banking users.
(3) Pay more attention on the protection of customer individual data and system stability to establish the dependence on Internet banking.
(4) Enhance the quality of web station and customer services to increase satisfaction and loyalty
關鍵字(中) ★ 網路銀行
★ 顧客忠誠度
★ 顧客滿意度
★ 成本價值
★ 服務品質關鍵字(英) ★ internet banking
★ service quality
★ value proposition
★ customer satisfaction
★ customer loyalty論文目次 摘要................................................................................................................................i
Abstract ..........................................................................................................................ii
致謝詞.......................................................................................................................... iii
目錄...............................................................................................................................iv
圖目錄..........................................................................................................................vii
表目錄........................................................................................................................ viii
第一章 緒論................................................................................................................1
1.1 研究背景.............................................................................................1
1.2 研究動機.............................................................................................3
1.3 研究目的.............................................................................................4
1.4 研究流程.............................................................................................5
第二章 文獻探討........................................................................................................6
2.1 網路銀行.............................................................................................6
2.1.1 網路銀行的定義································································································ 6
2.1.2 網路銀行提供的服務························································································ 7
2.2 服務品質.............................................................................................8
2.2.1 服務品質的定義與特性···················································································· 8
2.2.2 服務品質的概念性模式···················································································· 9
2.2.3 服務品質的衡量構念······················································································ 11
2.2.4 網路銀行服務品質的主要因素······································································ 12
2.3 顧客知覺價值....................................................................................13
2.3.1 顧客知覺價值的定義······················································································ 13
2.3.2 電子商務的顧客知覺價值·············································································· 15
2.4 顧客滿意度........................................................................................18
2.4.1 顧客滿意度的定義·························································································· 18
2.4.2 顧客滿意度的模式·························································································· 20
2.5 顧客忠誠度........................................................................................21
2.5.1 顧客忠誠度的定義·························································································· 21
2.5.2 顧客忠誠度的衡量·························································································· 22
第三章 研究方法......................................................................................................24
3.1 研究架構...........................................................................................24
3.2 研究變數之定義與衡量.....................................................................25
3.2.1 服務品質··········································································································· 25
3.2.2 成本價值··········································································································· 25
3.2.3 顧客滿意度······································································································· 26
3.2.4 顧客忠誠度······································································································· 26
3.3 研究假說...........................................................................................27
3.4 研究對象...........................................................................................29
3.5 問卷設計...........................................................................................29
3.5.1 問卷研擬過程·································································································· 29
3.5.2 問卷內容··········································································································· 30
3.6 問卷發放與資料收集方式.................................................................32
第四章 研究結果及討論..........................................................................................34
4.1 人口統計變數分析............................................................................34
4.1.1 性別··················································································································· 34
4.1.2 年齡··················································································································· 34
4.1.3 居住地··············································································································· 35
4.1.4 教育程度··········································································································· 36
4.1.5 婚姻··················································································································· 36
4.1.6 年所得··············································································································· 37
4.1.7 行業別··············································································································· 37
4.1.8 帳戶數··············································································································· 38
4.1.9 使用頻率··········································································································· 39
4.1.10 最常使用的交易功能······················································································ 39
4.1.11 最常使用的網路銀行······················································································ 40
4.1.12 帳戶數與使用頻率·························································································· 42
4.2 問卷信度與效度分析........................................................................43
4.2.1 信度分析··········································································································· 43
4.2.2 效度分析··········································································································· 44
4.3 敘述統計量分析................................................................................45
4.3.1 服務品質··········································································································· 45
4.3.2 顧客成本價值·································································································· 48
4.3.3 顧客滿意度······································································································· 50
4.3.4 顧客忠誠度······································································································· 51
4.3.5 最常使用之五大網路銀行·············································································· 52
4.4 相關分析...........................................................................................52
4.5 單因子變異數分析............................................................................54
4.5.1 性別差異··········································································································· 54
4.5.2 年齡差異··········································································································· 54
4.5.3 居住地差異······································································································· 55
4.5.4 教育程度差異·································································································· 56
4.5.5 婚姻狀況與4 個構念······················································································ 57
4.5.6 年所得差異······································································································· 58
4.5.7 帳戶數差異······································································································· 59
4.5.8 使用頻率差異·································································································· 60
4.6 假說檢定...........................................................................................62
4.7 研究發現與討論................................................................................64
第五章 結論與建議..................................................................................................66
5.1 研究結論...........................................................................................66
5.1.1 服務品質以反應性認知感受最高，成本價值以時間成本認知感受最高66
5.1.2 服務品質、成本價值與顧客之滿意度、忠誠度的關係····························· 67
5.1.3 顧客滿意度及顧客忠誠度呈顯著正相關····················································· 67
5.2 研究建議...........................................................................................67
5.2.1 對實務之建議·································································································· 68
5.2.2 對後續研究者之建議······················································································ 69
5.3 研究限制...........................................................................................70
參考文獻......................................................................................................................71
附錄..............................................................................................................................74
附錄一 實體問卷.......................................................................................74
附錄二 優仕網簡介....................................................................................78
參考文獻 中文部分：
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英文部分：
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網路資料：
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指導教授 周惠文(Huey-wen Chou) 審核日期 2009-6-17 推文 plurk
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