The Effects of Service Quality and Service Delivery Attributes on Customer Satisfaction and Loyalty in In
鐘世昌、顏昌華
E-mail: 9800827@mail.dyu.edu.tw
ABSTRACT
In recent years, the financial market is extremely competitive and with the advancement of internet, the internet banking is thus popular and prevails. The purpose of this research is to explore the relationship among service quality, service delivery attributes of Internet banking and customer satisfaction. At the meantime, based on the price competition and banks’ image, the relationship between customer satisfaction and loyalty is also under studied. The research adopts one by one face to face investigation. The research is focused on those who use internet banking of the foreign banks to transact. A total number of 350 questionnaires were distributed and 26 incomplete surveys were removed, yielding a response rate of 92.57 percent. In total, 324 questionnaires were usable. This result of the research indicated that the customer places importance on the tangibility, the obligation and the response in the overall performed service of the bank. In the conveyed attribute of Internet bank, the customers pay more attention its speed and its reliability. The relationship of customer satisfaction and loyalty will not be influenced by the factors of the bank image and its price. Practically, this research might deliberately offer certain basis to foreign banks in formulating their marketing strategy Keywords : service quality ; service delivery attributes ; customer satisfaction ; loyalty
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 ．．．．．．．．．．．．．
．．．．．．．． x 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景．．．．．．．．
．．．．．．．．． 1 第二節 研究動機．．．．．．．．．．．．．．．．． 3 第三節 研究目的．．．．．．．
．．．．．．．．．． 6 第四節 研究流程．．．．．．．．．．．．．．．．． 7 第二章 文獻探討．．．．．．
．．．．．．．．．．． 9 第一節 服務品質．．．．．．．．．．．．．．．．． 9 第二節 服務傳遞屬性．．．
．．．．．．．．．．．． 14 第三節 顧客滿意度．．．．．．．．．．．．．．．． 19 第四節 顧客忠誠度．．
．．．．．．．．．．．．．． 22 第五節 服務品質、服務傳遞屬性對顧客滿意度之綜 合探討．．．．．．．．．．
．．．．．．．．．．．．． 31 第六節 品牌知名度、價格誘因對顧客滿意度與忠誠 度關係之綜合探討．．．．．．
．．．．．．．．．．．． 32 第三章 研究方法．．．．．．．．．．．．．．．．． 34 第一節 研究架構．．．
．．．．．．．．．．．．．． 34 第二節 研究假設．．．．．．．．．．．．．．．．． 35 第三節 變數的操作 性定義．．．．．．．．．．．．． 41 第四節 問卷設計．．．．．．．．．．．．．．．．． 46 第五節 抽樣設 計．．．．．．．．．．．．．．．．． 46 第六節 資料分析方法．．．．．．．．．．．．．．． 47 第四章 實 證分析．．．．．．．．．．．．．．．．． 50 第一節 樣本資料分析．．．．．．．．．．．．．．． 50 第二節 信度與效度分析．．．．．．．．．．．．．． 54 第三節 相關分析．．．．．．．．．．．．．．．．． 58 第四 節 理論模式驗證．．．．．．．．．．．．．．． 59 第五章 結論與建議．．．．．．．．．．．．．．．． 65 第一節 結論．．．．．．．．．．．．．．．．．．． 65 第二節 建議．．．．．．．．．．．．． ．．．．．．67 第三節 管理貢獻與管理意涵．．．．．．． ．．．． 69 第四節 研究限制與未來研究建議．．．．．．．．．． 70 參考文獻．．．．．．．．．．．．．．．．．．．．．． 73 附錄 研究問卷．．．．．．．．．．．．．．．．．
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