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研究生: 游淑斐
You, Shu-Fe
論文名稱: 顧客關係品質及品牌權益對臺灣中小企業選擇授信業務往來銀行影響之研究
Exploring the effect of customer relationship quality and brand equity on Taiwan SMEs' choice of banking service on credit business
指導教授: 鄒蘊欣
Chou, Cindy Yunhsin
口試委員: 江藍龍
Chiang, Lan-Lung
張瑋倫
Chang, Wei-Lun
鄒蘊欣
Chou, Cindy Yunhsin
口試日期: 2023/05/25
學位類別: 碩士
Master
系所名稱: 高階經理人企業管理碩士在職專班(EMBA)
Executive Master of Business Administration
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 45
中文關鍵詞: 品牌權益關係品質服務品質
英文關鍵詞: Brand equity, Relationship quality, Service quality
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202300525
論文種類: 學術論文
相關次數: 點閱:97下載:13
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  • 本研究係以深入訪談法來進行研究,主要的訪談對象係以中小企業負責人為主,本研究的受訪者共計6人,嘗試從品牌權益的面向、顧客關係品質(業務人員服務品質)面等面向進行探討中小企業客戶選擇授信往來銀行主要考量因素。經由本研究發現,中小企業客群相當重視銀行的品牌權益,品牌權益也容易受品牌忠誠度和知覺品質的影響,中小企業客群的品牌忠誠度和知覺品質水準越高時,越容易對於品牌產生較高黏著度。顧客關係品質及服務品質面部分,法金業務人員須以專業能力幫助客戶量身訂造適配的額度架構及價格條件,提供全面的金融服務,解決其授信業務上的問題,方能符合客戶的需求創造雙贏。本研究結果或可提供給銀行業者在戳力推展中小企業融資業務時擬訂相關策略之參考。

    This research is carried out by means of in-depth interviews. The main interviewees are persons in charge of small and medium-sized enterprises. There are a total of 6 respondents in this study. It is attempted to analyze from the aspect of brand equity, the quality of customer relations (service quality of business personnel) Discuss the main factors considered by small and medium-sized enterprise customers in choosing credit-granting banks. Through this research, it is found that the SME customer group attaches great importance to the brand equity of the bank, and brand equity is also easily affected by brand loyalty and perceived quality. The higher the brand loyalty and perceived quality of the SME customer group, the easier it is for the brand produce higher viscosity. In terms of customer relationship quality and service quality, legal and financial business personnel must use their professional capabilities to help customers tailor-made suitable quota structures and price conditions, provide comprehensive financial services, and solve their credit business problems in order to meet customer requirements. demand to create a win-win situation. The results of this study may provide a reference for banks to formulate relevant strategies when promoting SME financing business.

    第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與研究問題 4 第三節 研究流程 5 第二章 文獻探討 6 第一節 關係品質 6 第二節 品牌權益 13 第三章 研究方法 16 第一節 質性研究 16 第二節 訪談對象 17 第四章 研究結果與分析 20 第一節 顧客關係品質的重要性 20 第二節 品牌權益之影響力 24 第三節 舉足輕重的特定因素 27 第五章 研究結論與建議 31 第一節 研究結論 31 第二節 管理意涵 32 第三節 研究限制與未來研究建議 33 參考文獻 34 附錄 38

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