台灣北區信用卡發卡銀行顧客評價模式之研究

The Study of Customer Evaluation Index for the Credit Card Issuing Banks: An Example of the Populace in North Area

10.6736/JPSR.200806_5(2).0003

梁榮輝(Jung-Hui Liang)；陳湘菱(Hsiang-Ling Chen)

歐洲顧客滿意模式 ； 企業形象 ； 顧客期望 ； 產品品質 ； 服務品質 ； 感受價值 ； 顧客滿意 ； 顧客忠誠 ； ECSI ； Corporate Image ； Customer Expectations ； Product Quality ； Service Quality ； Perceived Value ； Customer Satisfaction and Customer Loyalty

績效與策略研究

5卷2期（2008 / 06 / 01）

33 - 47

繁體中文

信用卡高度普及的時代，消費的習慣也逐漸由使用信用卡來取代現金支付，因此信用卡儼然已成為民眾日常生活消費的重要支付工具。在各發卡銀行全力拓展信用卡業務，且發卡量已達飽和之際，發卡銀行業如何突顯企業本身的良好形象，與建立顧客對企業之期望，並加強產品與服務品質，給予顧客良好的感受價值，進而提昇顧客滿意度及顧客忠誠度。 利用歐洲顧客滿意模式(ECSI)作為本文之概念性架構，以企業形象、顧客期望、產品品質、服務品質、感受價值、顧客滿意與顧客忠誠等七構面作為信用卡發卡銀行顧客評價研究模式，透過獨立樣本t檢定、單因子變異數分析與路徑分析來探究信用卡發卡銀行之顧客滿意模式。 研究結果發現，信用卡發卡銀行之企業形象、顧客期望、產品品質、服務品質、感受價值、顧客滿意與顧客忠誠皆未達滿意水準。服務品質對顧客忠誠度的直接影響效果較企業形象對顧客忠誠度的影響大；而服務品質經由感受價值與顧客滿意度到顧客忠誠度的間接影響效果最為顯著，因此欲提高顧客忠誠度，服務品質為其重要的操作變數。

On credit card highly popular time, the habits of consumption is used the credit card to become to replace cashes to pay gradually. Therefore, the credit card has already assumes that the important means of payment which people's daily living consumption. Expand the business of the credit card in every issuing bank, and when issued volume has already reaches the saturation, the issuing banks must own good corporate image, setting up customer's expectation, strengthening product quality and service quality, and award the good perceived value to customers, then promote customer satisfaction and customer loyalty. This paper is based on the ECSI model, with corporate image, customer expectations, product quality, service quality, perceived value, customer satisfaction and customer loyalty to build customer evaluation index of the credit card issuing banks. Using independent-sample t test, one-way ANOVA and path analysis is applied customer evaluation index of the credit card issuing banks. The findings of this paper show that corporate image, customer expectations, product quality, service quality, perceived value, customer satisfaction and customer loyalty of the credit card issuing banks do not achieve significant levels. Service quality and customer loyalty have a direct effect. Service quality construct mediate between customer satisfaction and customer loyalty. Therefore, to meet customer loyalty is salient for upgrading service quality.

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