题名

銀行信用卡業務顧客自發行為之研究

并列篇名

The Study of Customer Voluntary Performance on Credit Card Business

DOI

10.30163/BR.200706.0006

作者

王美慧(Mei-Huey Wang)；張書豪(Shu-Hao Chang)；周美雲(Mei-Yuan Chou)

关键词

顧客自發行為 ； 企業形象 ； 知覺價值 ； 顧客滿意度 ； 關係品質 ； Customer Voluntary Performance ； Corporate Perceived Image ； Value ； Customer Satisfaction ； Relationship Quality

期刊名称

文大商管學報

卷期/出版年月

12卷1期（2007 / 06 / 01）

页次

139 - 164

内容语文

繁體中文
中文摘要

本研究在檢測發卡銀行企業形象、知覺價值、顧客滿意度、關係品質，對顧客自發行為之影響力，經由613個持卡人並採用結構方程模式從事驗證，得知企業形象、知覺價值會透過顧客滿意度、關係品質影響顧客自發行為。研究顯示在消費金融業中透過廣告行銷手法建立企業形象與提昇消費者知覺價值，並維繫顧客關係以引導顧客自發行為有其必要性。本研究試圖發掘持卡人自發性忠誠、合作與參與行為之影響因素，以提供銀行業者在實務上的參考依據，並幫助制定有效之營運策略。
英文摘要

The research studies the influence of credit card banks' corporate image, perceived value, customer satisfaction and relationship quality on customer voluntary performance. This study investigates 613 credit card holders and adopts Structural Equation Modeling (SEM) to test our model. The results indicate that corporate image and perceived value will affect customer voluntary performance through customer satisfaction and relationship quality. The study shows that it’s necessary to adopt maintain customer relationship to bring customer voluntary performance. This study attempts to find out the influence factors on credit card holders' loyalty, cooperation and participation behavior to provide the bankers some practical suggestions to make effective strategies.
主题分类 人文學 > 地理及區域研究
社會科學 > 經濟學
社會科學 > 財金及會計學
社會科學 > 管理學
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