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:114 下載:13 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
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.
Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244-249.
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.
Denzin, N. K., & Lincoln, Y. S. (2005). The Sage handbook of qualitative research. (No Title).
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247.
Hennig‐Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8), 737-764.
Hinson, R., Boateng, H., Renner, A., & Kosiba, J. P. B. (2019). Antecedents and consequences of customer engagement on Facebook: An attachment theory perspective. Journal of Research in Interactive Marketing, 13(2), 204-226.
Huaman‐Ramirez, R., Lunardo, R., & Vasquez‐Parraga, A. (2022). How brand self‐disclosure helps brands create intimacy with customers: The role of information valence and anthropomorphism. Psychology & Marketing, 39(2), 460-477.
Kumar, N., Scheer, L. K., & Steenkamp, J.-B. E. (1995). The effects of perceived interdependence on dealer attitudes. Journal of Marketing Research, 32(3), 348-356.
McNicoll, G. (1981). The New Social Contract: An Inquiry into Modern Contractual Relations. In: JSTOR.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
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.
Porter, M. E. (1980). Industry structure and competitive strategy: Keys to profitability. Financial Analysts Journal, 36(4), 30-41.
Porter, M. E. (1989). How competitive forces shape strategy: Springer.
Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28-52.
Spence, M. (1979). competitive forces shape strategy. Harvard Business Review.
Williamson, O. E. (1979). Transaction-cost economics: the governance of contractual relations. The journal of Law and Economics, 22(2), 233-261.
Williamson, O. E. (1983). Credible commitments: Using hostages to support exchange. The American Economic Review, 73(4), 519-540.
Wilson, D. T. (1995). An integrated model of buyer-seller relationships. Journal of the Academy of Marketing Science, 23(4), 335-345.
何雍慶, & 曾真真. 從關係品質觀點建構行銷功能委外之成功模式—以台灣保險業為例.
吳雨璇, 黃惠琳, 鄭詩穎, & 洪君羚. (2013). Facebook 涉入程度與關係銷售行為之關聯分析—以保險從業人員為例. Paper presented at the 第九屆全國商學研討會.
李秀蓮. (2022). 我國房地稅制下論房地產投資策略.
李城忠, & 陳益壯. (2005). 運動服務業關係品質對顧客忠誠度影響之探討-台中YMCA游泳俱樂部之實證研究. [A Study of Relationship Quality and Customer Loyalty in the Sports Service Industry-An Empirical Study of the Tai-Chung YMCA Swimming Club]. 人文暨社會科學期刊, 1(1), 91-108. doi:10.7118/jhss.200506.0091
林金定, 嚴嘉楓, & 陳美花. (2005). 質性研究方法:訪談模式與實施步驟分析. [Qualitative Research Method: Models and Steps of Interviewing]. 身心障礙研究季刊, 3(2), 122-136. doi:10.30072/jdr.200506.0005
林南宏, & 何幸庭. (2009). 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. [The Study on Customer Value and Customer Relationship Management Performance: A Customer-Based Perspective from the Banking Industry in Taiwan]. 顧客滿意學刊, 5(2), 1-36. doi:10.30066/jcs.200909.0001
林南宏, & 吳秋蓮. (2019). 知覺價值和售後服務對滿意度, 承諾及顧客關係績效的影響-空調產業的實證結果. 北商學報(36), 41-68.
金融監督管理委員會銀行局. (2023, 1/3/2023). 金融業務統計輯要(111年10版). Retrieved from https://www.banking.gov.tw/ch/home.jsp?id=595&parentpath=0,590&mcustomize=bstatistics_view.jsp&serno=201105120014
政府資料開放平台. (2023, 1/3/2023). 金融統計月報-金融機構一覽表. Retrieved from https://data.gov.tw/dataset/10814
洪嘉霙. (2020). 投資人對金融商品風險承受度的探討. 淡江大學, Available from Airiti AiritiLibrary database. (2020年)
張東生, 林家安, 葉俐廷, & 王柔文. (2018). 探討利他主義、利他歸因、服務品質與關係品質如何促進社會企業之永續經營. [Explore How Altruism, Altruistic Attribution, Service Quality and Relationship Quality to Achieve Sustainable Operations of Social Enterprise]. 中原企管評論, 16(1), 39-54.
郭漢鍠, 阮炳嵐, 廖書楷, & 傅志雄. (2019). 休閒活動間關聯之研究-以雲林虎尾鎮內單一 Pub 為例. 國立虎尾科技大學學報, 34(4), 49-60.
陳于琪. (2021). 打造歷久彌新的品牌-品牌經營關鍵衡量指標. 臺灣經濟研究月刊, 44(8), 115-121. doi:10.29656/term.202108_44(8).0016
陳沛綺. (2017). 關係品質、銷售人員特質及粉絲頁經營黏著度對顧客忠誠計畫之影響-以星巴克為例. 淡江大學, Available from Airiti AiritiLibrary database. (2017年)
陳家昕. (2021). 關係行銷、關係品質與顧客忠誠度之銷售溝通探討. 國立臺北商業大學, Available from Airiti AiritiLibrary database. (2021年)
陳靜誼, 郭貴玲, 洪俊聲, & 馮琡珺. (2022). 高血壓病人的他人效能、自我效能與服藥遵從性之關係:關係品質與病人參與之中介效果. [Other-efficacy, Self-efficacy and Medication adherence: The Mediating Effects of Relationship Quality and Patient Participation in Hypertension patients]. 醫務管理期刊, 23(4), 309-328. doi:10.6174/jhm.202212_23(4).309
黃韋仁. (2020). 品牌資產, 策略聯盟與市場經營績效之研究-以兩岸生技業之 A 公司為例. 國立虎尾科技大學學報, 35(2), 117-131.
溫仁愷. (2007). 品牌權益、品牌策略、通路策略對通路績效之研究—精品化手機實證. 國立臺北科技大學, Available from Airiti AiritiLibrary database. (2007年)
經濟部中小企業處. (2023, 3/26/2023). 111年中小企業白皮書. Retrieved from https://book.moeasmea.gov.tw/book/doc_detail.jsp?pub_SerialNo=2022A01686&click=2022A01686
詹益郎, 何文榮, & 許珮婷. (2008). 台灣區銀行業顧客關係管理之分析. 華人經濟研究, 6(1), 45-66.
廖啓順. (2007). 信用卡產業品牌忠誠度及顧客終身價值之實證研究. 中國廣告學刊(12), 72-89. doi:10.29986/tja.200703.0005
劉靜枝. (2019). 企業形象, 知覺價值, 服務品質, 顧客滿意度與 顧客忠誠度關係之研究—以湖口鄉農會為例.
鄧美貞, & 練姿吟. (2012). 品牌價值與無形資產、品牌策略、經營績效之相關性研究. [An Empirical Study on the Relationship of Brand Value, Intangible Asset, Brand Strategy, and Performance]. 臺灣企業績效學刊, 6(1), 27-50. doi:10.6697/tbpj.201212_6(1).0002
賴威志, 林永森, 何信弘, & 張少熙. (2022). 運動中心消費者環境氣氛、關係品質與再購意願關係之研究-兼論體驗價值之調節效果. [The Influence Relationship among Consumers' Environmental Atmosphere, Relationship Quality and Repurchase Intention in Sports Center, with Experience Value as the Moderating Variable]. 運動休閒管理學報, 19(1), 1-19. doi:10.6214/jsrm.202206_19(1).0001
簡志丞, 賴其勛, & 邴傑民. (1998). 銀行業關係品質模式之研究. In: 私立大葉大學事業經營研究所.