题名

顧客價值與顧客關係管理績效之研究：來自台灣銀行業的顧客觀點

并列篇名

The Study on Customer Value and Customer Relationship Management Performance: A Customer-Based Perspective from the Banking Industry in Taiwan

DOI

10.30066/JCS.200909.0001

作者

林南宏(Nan-Hong Lin)；何幸庭(Hsin-Ting Ho)

关键词

顧客價值 ； 顧客滿意度 ； 顧客忠誠度 ； 顧客關係管理 ； Customer Value ； Customer Satisfaction ； Customer Loyalty ； Customer Relationship Management

期刊名称

顧客滿意學刊

卷期/出版年月

5卷2期（2009 / 09 / 01）

页次

1 - 36

内容语文

繁體中文
中文摘要

銀行業近年來競爭日趨白熱化，各銀行必須找出影響顧客價值的因素以制定有效的競爭策略，使顧客產生較高的認知價值方能轉化成提升顧客忠誠度的動力，如此方有競爭優勢。 本研究以臺灣地區各家銀行的往來顧客群做爲研究母體。銀行的選擇是以2005年商業周刊所列示的一千大金融業排名爲基準，從前三十名（由高至低）中以每十名爲一層級分出三層，各層級再隨機抽取一家銀行做爲各層級的研究對象代表。總計發出900問卷，回收問卷354份，扣除無效問卷後有效問卷295份，有效問卷回收率爲32.77%。 研究結果發現：(1)不同層級顧客群在顧客價值、顧客滿意度與顧客忠誠度上並無顯著差異；(2)顧客價值對顧客滿意度與顧客忠誠度均具有正向影響關係，其中顧客滿意度與顧客忠誠度亦存在正向關係，由此可知顧客滿意度具有完全中介效果；(3)顧客價值中以功能性價值、情緒性價值、感受到的犧牲對顧客滿意度影響相對較大；(4)顧客價值中以社會性價值對顧客忠誠度影響相對較大。
英文摘要

Given the banking industry has undergone intense competition in recent years, each bank must identify factors that affect customer value in order to set up effective competitive strategies. This study deals with the issues regarding customer value and the performance of customer relationship management in Taiwan's banking industry. The selection of the three banks studied was stratified from the top 30 of Business Weekly’s 2005 1000-top listing of the banking industry. Nine hundred questionnaires were distributed, with 354 copies returned. Not counting invalid copies, a valid return rate of 32.77% was reached. The study finds that: (1) The 3 banks' customers have no significant difference in terms of their perceived customer value, customer satisfaction and customer loyalty. (2) The customer value has a positive effect on customer satisfaction and customer loyalty, while the customer satisfaction has a positive effect on customer loyalty as well, which proves that the customer satisfaction has a complete mediator effect in the relationship. (3) The functional value, emotional value and perceived sacrifice among customer value impact customer satisfaction more than social value does. (4) The social value has a stronger effect on customer loyalty than other three factors of customer value have.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
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  2. 黃上郡、李城忠、吳春玫(2017)。顧客價值、顧客滿意度與顧客忠誠度關係之研究─以拿鐵拉花咖啡店為例。管理資訊計算，6(1)，26-38。
  3. 廖碧玲,周素娥(2019)。美容師職能對消費者再購意願之影響－以顧客滿意度與人際信任為中介變項。中科大學報，6(1)，47-66。
  4. 劉嘉麒、朱永蕙、王儒堅(2018)。海底撈征服台灣? 過度服務對吸引力與顧客滿意度之影響。運動休閒餐旅研究，13(1)，17-37。
  5. 謝素琴、林添佑、周台龍(2016)。美白產品消費者價值驅動因素之探討─以台中市居民為例。東亞論壇，494，1-14。
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