銀行顧客之購買行為與多重通路使用關聯性

The Link between Purchase Behaviors of Bank Customers and Multichannel Adoptions

10.29931/MR.201112.0002

婁文信(Wen-Shinn Low)；李政達(Jeng-Da Lee)；廖涵玟(Hun-Wen Liao)

多重通路 ； 交叉購買 ； 交易頻率 ； 主動接觸 ； 銀行業 ； multichannel ； cross-buying ； transaction frequency ； customer-initiated contact

行銷評論

8卷4期（2011 / 12 / 01）

453 - 472

繁體中文

近年來，隨者市場競爭激烈，有越來越多的公司採多重通路行銷，有關多重通路的研究也逐漸增加。在學者的研究中，較少對於使用多重通路的顧客購買特質做研究。現今銀行家數眾多，彼此競爭激烈，而各家銀行也紛紛使用多重通路來服務客戶。本研究透過國內兩家大型銀行之600份樣本，以羅吉斯迴歸分析探討銀行顧客之購買行為與多重通路使用之關聯性。結果顯示，交叉購買愈多，與銀行往來愈久，且交易頻率愈高的顧客，對於多重通路的使用數愈高，但主動與銀行接觸的顧客反而較少使用多重通路；年齡、性別與收入均會影響多重通路的使用，而銀行所在的地區不同，其顧客使用多重通路的特質也有所不同，本研究並對銀行業者提供實務上涵義。

Along with the increasingly fierce competition of market, many companies have used multiple channels in their business transaction settings. Research on multichannel marketing has also increased in recent years. However, less attention has been paid to the customer purchase characteristics. Nowadays, there are many banks in Taiwan and they are facing tough competition. Many have used multichannel to serve customers. This study explores the link between purchase behaviors of banks customers and multichannel adoptions by sampling 600 customers from two banks. Ordered logistic regression was used to examine the relationships between customer purchase characteristics and the channels a customer used for transactions with the bank. The results of the study show that cross-buying, transaction tenure as well as purchase frequency are significantly associated with multichannel adoption. Age, gender and income also influence multichannel adoption. Customers in different banks and different branches have show different purchase behaviors. Theoretical implications are disused and practical implications are suggested for banking industry and other associates.

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