以知覺服務品質探討信任對網路銀行顧客忠誠度之影響

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簡鴻賓(Hung-Ping Chien) 查詢紙本館藏

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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

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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

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指導教授

林子銘(Tzu-Ming Lin)

審核日期

2004-6-17

推文