關係行銷與往來銀行忠誠度之探討－以內外控人格特質為干擾變數

The Study of Relationship Marketing and Correspondent Bank Loyalty - Internal-External Locus of Control as Moderating Variable

10.3966/181666012018101402003

楊台寧(Tai-Ning Yang)；陳曉天(Sheau-Tien Chen)；林詩雲(Shih-Yun Lin)

關係行銷 ； 忠誠度 ； 人格特質 ； 內外控人格特質 ； 往來銀行 ； relationship marketing ； loyalty ； personality ； internal-external locus of control ； correspondent banks

行銷科學學報

14卷2期（2018 / 10 / 01）

153 - 171

繁體中文

自台灣金融改革後，面對金融業全球化競爭，台灣的本土銀行需尋求保留優質客戶之方法，以便維持並擴大經營利基。台灣本土銀行之行銷策略中，關係行銷是舉足輕重的行銷方式，與企業客戶維持長久互動關係是銀行營運的一項重要課題。本研究試圖探討關係行銷與銀行企業客戶的忠誠度之間的關係，並以內外控人格特質作為干擾變數。本研究採問卷調查法，受試者以中小企業財務人員為訪問對象，回收後有效問卷共292份。研究結果發現，關係行銷與往來銀行忠誠度呈顯著正向關係。研究亦顯示，中小企業財務決策者之內外控人格特質對於關係行銷與往來銀行忠誠度具有顯著干擾關係。

After the financial reform in Taiwan, since local banks confront globalized competition in the financial industry, they pressingly need to develop methods to retain quality customers in order to protect and expand the niche market. For these banks, preserving business ties is an important form of relationship marketing. Relevant to decision-making patterns, personality characteristics are critical aspects affecting decision-maker's behaviors. Therefore, this research determines the effects of the small and medium enterprises (SMEs) financial decision-makers' personality characteristics on their loyalty to correspondent banks. This research applies questionnaire as the method to collect data, and uses Pearson's r as the primary analytic method. The results are as follows. Relationship marketing and loyalty have positive correlation, and SMEs financial decision-makers' personality characteristics have significant moderation effect on the relationship between relationship marketing and loyalty.

1. Aaker, D. A.(1992).The Value of Brand Equity.Journal of Business Strategy,13(4),27-32.
2. Al-Hawari, M. A. A.(2014).Does customer sociability matter? Differences in e-quality, e-satisfaction, & e-loyalty between introvert and extravert online banking users.Journal of Services Marketing,28(7),538-546.
3. Allen, N. J.,Meyer, J. P.(1996).Affective, continuance, and normative commitment to the organization: An examination of construct validity.Journal of Vocational Behavior,49(3),252-276.
4. Allport, G. W.(1937).Personality: A Psychological Interpretatio.New York:Holt.
5. Backman, S. J.,Crompton, J. L.(1991).The usefulness of selected variables for predicting activity loyalty.Leisure Sciences,13(3),205-220.
6. Barker, R. G.(1963).The Stream of Behavior: Explorations of Its Structure and Content.New York:Appleton-Century-Crofts.
7. Berry, L. L.(1995).Relationship marketing of services-growing interest, emerging perspectives.Journal of the Academy of Marketing Science,23(4),236-245.
8. Berry, L. L.(1983).Relationship Marketing.American Marketing Association.
9. Berry, L. L.,Parasuraman, A.(1991).A framework for conducting a services marketing audit.Academy of Marketing Science,19(3),255-268.
10. Boulding, W.,Kalra, A.,Staelin, R.,Zeithaml, V. A.(1993).A dynamic process model of service quality: From expectations to behavioral intentions.Journal of Marketing Research,30(1),7-27.
11. Bowen, J. T.,Chen, S. L.(2001).The relationship between customer loyalty and customer satisfaction.International Journal of Contemporary Hospitality Management,13(5),213-217.
12. Brady, M. K.,Cronin, J. J., Jr(2001).Some new thoughts on conceptualizing perceived service.Journal of Marketing,65(3),34-49.
13. Chenet, P.,Dagger, S. T.,O'Sullivan, D.(2010).Service quality, commitment and service differentiation in business relationships.Journal of Services Marketing,24(5),336-346.
14. Collier, D. A.(1991).A service quality process map for credit card processing.Decision Sciences,22(2),406-420.
15. Crosby, L. A.,Evans, K. R.,Cowles, D.(1990).Relationship quality in services selling: An interpersonal influence perspective.Journal of Marketing,54(3),68-81.
16. Dick, A. S.,Basu, K.(1994).Customer loyalty: Toward an integrated conceptual framework.Journal of the Academy of Marketing Science,22(3),99-113.
17. Dunnette, M. D.,Hough, L. M.(1991).Handbook of Industrial and Organizational Psychology.Palo Alto, CA, US:Consulting Psychologists Press.
18. Flavián, C.,Guinalíu, M.,Gurrea, R.(2006).The role played by perceived usability, satisfaction and consumer trust on website loyalty.Information & Management,43(1),1-14.
19. Flint, D. J.,Blocker, C. P.,Boutin, P. J., Jr.(2011).Customer value anticipation, customer satisfaction and loyalty: An empirical examination.Industrial Marketing Management,40(2),219-230.
20. Ford, D.(1990).Understanding Business Marker: Interaction, Relationship and Network.London:Academic Press.
21. Griffin, J.(1995).Customer Loyalty.ESENSI.
22. Gronholdt, L.,Martensen, A.,Kristensen, K.(2000).The relationship between customer satisfaction and loyalty: Crossindustry differences.Total Quality Management,11,509-514.
23. Guilford, J. P.(1959).Three faces of intellect.American Psychologist,14(8),469-479.
24. Harrison-Walker, L. J.,Neeley, S. E.(2004).Customer relationship building on the internet in B2B marketing: A proposed typology.Journal of Marketing Theory and Practice,12(1),19-35.
25. Hennig-Thurau, T.,Klee, A.(1997).The impact of customer satisfaction and relationship quality and customer retention: A critical reassessment and model development.Psychology & Marketing,14,737-764.
26. Hosmer, B. E.(1998).The loyalty effect: The hidden force behind growth, profits, and lasting value.Consulting to Management,10(2),82-83.
27. Johnson, M. D.,Selnes, F.(2005).Diversifying your customer portfolio: A dynamic array of different customer types makes for a stronger business model.MIT Sloan Management Review,46(3),11-15.
28. Jones, T. O.,Sasser, W. E.(1995).Why satisfied customers defect.Harvard Business Review,73(6),88-99.
29. Lee, M.,Cunningham, L. F.(2001).A cost/benefit approach to understanding service loyalty.Journal of Services Marketing,15(2),113-130.
30. Levitt, T.(1983).After the sale is over.Harvard Business Review,61(5),87-93.
31. Levitt, T.(1972).Production-line approach to service.Harvard Business Review,50(5),41-52.
32. Martínez, P.,del Bosque, I. R.(2013).CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction.International Journal of Hospitality Management,35,89-99.
33. McMullan, R.,Gilmore, A.(2003).The conceptual development of customer loyalty measurement: A proposed scale.Journal of Targeting, Measurement and Analysis for Marketing,11(3),230-243.
34. Menidjel, C.,Benhabib, A.,Bilgihan, A.(2017).Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty.Journal of Product & Brand Management,26(6),631-649.
35. Mishra, V.,Vaithianathan, S.(2015).Customer personality and relationship satisfaction: Empirical evidence from Indian banking sector.International Journal of Bank Marketing,33(2),122-142.
36. Morgan, R. M.,Hunt, S. D.(1994).The commitment-trust theory of relationship marketing.Journal of Marketing,58(3),20-38.
37. Noyan, F.,Şimşek, G. G.(2014).The antecedents of customer loyalty.Procedia-Social and Behavioral Sciences,109,1220-1224.
38. Oliver, R. L.(1999).Whence consumer loyalty.Journal of Marketing,63,33-44.
39. Oliver, R. L.(1980).A cognitive model of the antecedents and consequences of satisfaction decisions.Journal of Marketing Research,17(4),460-469.
40. Oliver, R. L.,Rust, R. T.,Varki, S.(1997).Customer delight: Foundations, findings, and managerial insight.Journal of Retailing,73(3),311-336.
41. Olshavsky, R. W.(1985).Towards a more comprehensive theory of choice.Advances in Consumer Research,12(1),465-470.
42. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1985).A conceptual model of service quality and its implications for future research.Journal of Marketing,49(4),41-50.
43. Peltier, J. W.,Westfall, J.(2000).Dissecting the HMO-benefits managers relationship: What to measure and why.Marketing Health Services,20(2),4-13.
44. Pervin, L. A.(1970).Personality: Theory, Assessment and Research.John Wiley & Sons.
45. Price, L. L.,Arnould, E. J.(1999).Relationship marketings: Service provider-client relationships in context.Journal of Marketing,6(4),38-56.
46. Rackham, N.,Friedman, L. G.,Ruff, R.(1996).Getting Partnering Right: How Market Leaders are Creating Long-Term Competitive Advantage.New York:McGraw-Hill.
47. Robbins, S.,Judge, T. A.,Millett, B.,Boyle, M.(2013).Organizational Behavior.Pearson Higher Education AU.
48. Roberts, B. W.,Wood, D.,Caspi, A.(2008).The development of personality traits in adulthood.Handbook of Personality: Theory and Research,3,375-398.
49. Robinson, J. P.,Shaver, P. R.,Wrightsman, L. S.(1999).Measures of Political Attitudes.Academic Press.
50. Rotter, J. B.(1966).Generalized expectancies for internal versus external control of reinforcement.Psychological Monographs: General and Applied,80(1),1-28.
51. Rotter, J. B.(1975).Some problems and misconceptions related to the construct of internal versus external control of reinforcement.Journal of Consulting and Clinical Psychology,43(1),56.
52. Rotter, J. B.(1954).Social Learning and Clinical Psychology.Englewood Cliffs, NJ:Prentice-Hall.
53. Sasser, W. E.,Olsen, R. P.,Wyckoff, D. D.(1978).Management of Service Operations: Text, Cases, and Readings.Boston, MA:Allyn and Bacon.
54. Siu, N. Y. M.,Zhang, T. J. F.,Dong, P.,Kwan, H. Y.(2013).New service bonds and customer value in customer relationship management: The case of museum visitors.Tourism Management,36,293-303.
55. Spector, P. E.(1982).Behavior in organizations as a function of employee's locus of control.Psychological Bulletin,91(3),482-497.
56. Thomas, K. W.,Velthouse, B. A.(1990).Cognitive elements of empowerment: An "interpretive" model of intrinsic task motivation.Academy of Management Review,15(4),666-681.
57. Walter, A.,Müller, T. A.,Helfert, G.,Ritter, T.(2003).Functions of industrial supplier relationships and their impact on relationship quality.Industrial Marketing Management,32(2),159-169.
58. Wijewardena, H.,Nanayakkara, G.,De Zoysa, A.(2008).The owner/manager's mentality and the financial performance of SMEs.Journal of Small Business and Enterprise Development,15(1),150-161.
59. Wong, A.,Sohal, A.(2003).Service quality and customer loyalty perspectives on two levels of retail relationships.Journal of Services Marketing,17(5),495-513.
60. Zeithaml, V. A.,Bitner, M. J.,Gremler, D. D.(2012).Services Marketing: Integrating Customer Focus Across the Firm.McGraw-Hill.
61. Zeithaml, V. A.,Parasuraman, A.,Berry, L. L.(1985).Problems and strategies in services marketing.Journal of Marketing,49(2),33-46.
62. Zhang, S. S.,van Doorn, J.,Leeflang, P. S.(2014).Does the importance of value, brand and relationship equity for customer loyalty differ between eastern and western cultures?.International Business Review,23(1),284-292.
63. 金融監督管理委員會銀行局（2018），107 年第3 季，取自：https://www.banking.gov.tw/ch/home.jsp?id=157&parentpath=0,4&mcustomize=bstatistics_view.jsp&serno=201105120009。
64. 彭思遠（2013），金融開放提振經濟轉型，取自：http://www.npf.org.tw/post/3/12487。
65. 楊國樞(1993)。我們為什麼要建立中國人的本土心理學？。本土心理學研究，1，6-88。
66. 經濟部中小企業處(2018)。2018 年中小企業白皮書。

1. 陳冠浤,高秉毅,高任首,王以德(2023)。物業管理相關企業導入政府產業補助對經營策略影響之探索性研究－高階經營決策主管個人人格特質的調節效果。物業管理學報，14(2)，1-17。