The Study on the Effectiveness of Service Quality and Customer Perceived Value on Customer Satisfaction of Credit Card I
林吟倫、封德台
E-mail: 9707897@mail.dyu.edu.tw
ABSTRACT
With the change of domestic consumption concepts and the increase of financial products as well as a boost of credit card business developed by new private banks and foreign banks, there is an unprecedented keen competition appearing in Taiwan credit card market. Particularly, after new banks joined in the market, they solicit their business with high service quality and accordingly improve customer satisfaction. The investigated subjects of this study are those who have ever used credit card installment facility offered by multinational and domestic banks. This study will probe the effect of the service quality of credit card installment facility and customer perceived value on customer satisfaction It is found that there is no significant effect of the service quality of credit card installment business on perceived risk; perceived risk shows a significant effect on customer perceived value; and customer perceived value has a significant effect on customer satisfaction.
Keywords : service quality ; customer perceived value ; customer satisfaction Table of Contents
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．
．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．
．．．．．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．
．．．．．．．．．．．．．． ix 第一章 緒論．．．．．．．．．．．．．．．．．．．． 1 第一節 研究背 景與動機．．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．．． 6 第三節 研究流程．．．．．．．．．．．．．．．． 7 第二章 文獻探討．．．．．．．．．．．．．．．．．． 9 第一 節 服務品質．．．．．．．．．．．．．．．． 9 第二節 知覺風險．．．．．．．．．．．．．．．． 11 第三節 服務品質對知覺風險的關係．．．．．．．． 16 第四節 顧客知覺價值．．．．．．．．．．．
．．． 17 第五節 服務品質對顧客知覺價值的關係．．．．．． 19 第六節 知覺風險對顧客知覺價值的關 係．．．．．． 19 第七節 顧客滿意度．．．．．．．．．．．．．．． 20 第八節 顧客知覺價值對顧客 滿意度的關係．．．．． 21 第九節 服務品質對顧客滿意度的關係．．．．．．． 21 第三章 研究方法．．．
．．．．．．．．．．．．．．． 23 第一節 研究架構．．．．．．．．．．．．．．．．． 23 第二節 研究假設．．．．．．．．．．．．．．．．． 24 第三節 變項之操作型定義與衡量．．．．．．．．．． 26 第四節 問卷設計．．．．．．．．．．．．．．．． 31 第五節 研究對象與抽樣方法．．．．．．．．．
．． 32 第六節 資料分析方法．．．．．．．．．．．．．． 33 第四章 研究資料分析．．．．．．．．．．
．．．．．． 35 第一節 問卷回收情況．．．．．．．．．．．．．． 35 第二節 樣本人口統計變數分析
．．．．．．．．．． 35 第三節 信度與效度分析．．．．．．．．．．．．． 38 第四節 相關係數與迴 歸分析．．．．．．．．．．． 46 第五節 假設檢定．．．．．．．．．．．．．．．． 54 第五章 結論與建 議．．．．．．．．．．．．．．．．． 56 第一節 研究結論與意涵．．．．．．．．．．．．． 56 第二節 研究限制．．．．．．．．．．．．．．．． 59 第三節 後續研究之建議．．．．．．．．．．．．． 60 參 考文獻．．．．．．．．．．．．．．．．．．．．．．． 61 附錄A 問卷設計版．．．．．．．．．．．．．．．．
． 71 附錄B 問卷發放版．．．．．．．．．．．．．．．．． 78 表目錄 表 1-1 近12年信用卡成長狀況．．．．．．
．．．．．． 2 表 2-1 知覺風險構面整理．．．．．．．．．．．．．．．． 15 表 3-1 服務品質量表．．．．．．．．．
．．．．．．．． 26 表 3-2 知覺風險量表．．．．．．．．．．．．．．．．． 28 表 3-3 顧客知覺價值量表．．．．．
．．．．．．．．．．． 29 表 3-4 顧客滿意度量表．．．．．．．．．．．．．．．．．． 31 表 4-1 問卷發放與回收情 況統計表．．．．．．．．．．． 35 表 4-2 研究樣本之人口統計變數分析．．．．．．．．．． 36 表 4-3 Cronbach’s α 值標準表．．．．．．．．．．．．．． 39 表 4-4 服務品質信效度表．．．．．．．．．．．．．．． 40 表 4-5 知覺風 險檢驗信效度表．．．．．．．．．．．．． 42 表 4-6 顧客知覺價值檢驗信效度表．．．．．．．．．．． 43 表 4-7 顧 客滿意度檢驗信效度表．．．．．．．．．．．． 45 表 4-8 相關係數強度意義．．．．．．．．．．．．．．． 46 表 4-9 服務品質對知覺風險相關係數分析表．．．．．．． 47 表 4-10 服務品質對顧客知覺價值相關係數分析表．．．．．
48 表 4-11 知覺風險對顧客知覺價值相關係數分析表．．．．． 48 表 4-12 顧客知覺價值對顧客滿意度相關係數分析表．
．．． 49 表 4-13 服務品質對顧客滿意度相關係數分析表．．．．．． 50 表 4-14 服務品質對知覺風險之簡單迴歸分析．
．．．．．． 51 表 4-15 服務品質對顧客知覺風險之簡單迴歸分析．．．．． 51 表 4-16 知覺風險對顧客知覺價值之簡單 迴歸分析．．．．． 52 表 4-17 顧客知覺價值對顧客滿意度之簡單迴歸分析．．．． 53 表 4-18 服務品質對顧客滿意度之 簡單迴歸分析．．．．．． 53 表 4-19 假設檢定．．．．．．．．．．．．．．．．．．． 54 圖 目 錄 圖 1- 1 研究步驟．
．．．．．．．．．．．．．．．．．．． 8 圖 3- 1 研究架構．．．．．．．．．．．．．．．．．．．． 23 REFERENCES
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