題名: 關係行銷對服務品質、關係品質與顧客忠誠度影響之研究 作者: 許世芸;蔡進發;蕭至惠;李佳臻
關鍵詞: 關係 ? 銷 , 服務品質 , 關係品質 , 顧客忠誠 ?, 財富管 ? 中心 ;relationship
marketing,service quality,relationship quality,customer loyalty,wealth management department
日期: 2007-03
上傳時間: 2010-06-02T11:51:40Z 出版者: Asia University
摘要: 近??，銀?業者在面?競爭激?的產業環境下，日益體認到對於舊有顧客的維持管?是 當前銀?業的重點所在，銀?應思考如何提供?好的服務與?融商品?滿足目標顧客群，
讓顧客願意與銀?維持長期友好的關係。本研究以??抽樣方式針對台灣?、中、南地區 的銀?財富管?中心的顧客進?實證研究，探討在銀?導入關係?銷時，對服務品質、關 係品質與顧客忠誠?之影響，最後希望透過本研究實證結果可以提供銀?財富管?中心 在擬定策?時一個?考依據。本研究架構獲得實證上的支持，而得到下?五項實證結 果：1.?同的關係結合方式和服務品質有正向關係。2.?同的關係結合方式和關係品質 有正向關係。3.?同的關係結合方式和顧客忠誠?有正向關係。4.銀?財富管?的服務品 質與關係品質有正向關係。5.銀?財富管?的關係品質與顧客忠誠?有正向關係。本研 究也發現：1.南部地區的顧客較中部地區與?部地區的顧客，對於銀?關係品質和顧 客忠誠?的認同程?有較高的顯著差?。2.?齡 56~60 歲的顧客較其他?齡範圍的顧客 對於關係?銷、關係品質和顧客忠誠?構面有顯著差?。3.?同職業的顧客在整體關係?
銷構面，有顯著差?。4.?同個人平均所得的顧客在整體關係?銷和關係品質構面，有 顯著差?。5.?同平均每次交??額的顧客在整體關係?銷、服務品質、關係品質及顧客忠 誠?此四個構面中，都有顯著差?。
In recent years, the banking industry is facing a very competition environment. Bank realizes that it is very important for them to retain their existing customers. Moreover, banks try to provide good quality of service and financial merchandise to satisfy the specific customers, and to keep long-term relationship with the specific customers. We use convenient sampling method in our survey to select the certain amount of customers in the wealth management department in northern, central and southern Taiwan. We study the impact of relationship marketing on service quality, relationship quality and customer loyalty-an empirical study of the wealth management departments in banking industry.
Conclusively, this study provides strategies and references for the wealeth management departments of banks. This theoretical study is justified by the empirical study. We conclude with the following five remarks: 1. The relational marketing affects the service quality; 2. The
relational marketing affects the relational quality; 3. The relational marketing affects the customer loyalty; 4. The service quality affects the relational quality; and, 5. The relational quality affects the customer loyalty. This study also reveals: 1. The customers in southern Taiwan have higher recognition for relationship quality and customer loyalty than those in central and northern Taiwan. 2. The customer with age between 56~60 have more higher recognition than the other
customersfor relationship marketing, service quality and customer loyalty. 3. Customers with different occupations have different wealth management. 4. Customers with different average incomes have different for relationship marketing and relationship quality. 5.
Customers with different amount of average transaction have different for relationship marketing, service quality, relationship quality and customer loyalty.
