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題名：信用卡逾繳戶對發卡銀行電話催收機制之態度研究
書刊名：行銷評論
作者：余朝權 引用關係／孫曉玲／王政忠
作者(外文)：Yu, Chao-chuan／Sun, Hsiao-ling／Wang, Cheng-chung
出版日期：2005
卷期：2:4
頁次：頁395-422
主題關鍵詞：信用卡；電話催收；服務品質；企業形象；顧客態度；Credit card；Telephone debt collection；Service quality；Corporate image；Customer attitude
原始連結：連回原系統網址new window
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迄2005年，臺灣信用卡循環信用餘額已突破新臺幣4,736億，對發卡銀行而言，持卡人逾期還款將是銀行呆帳大增的一大隱憂。因此，發卡銀行無不致力於強化其催收機制，其中，最普遍的催收方式即是電話催收。然而，電話催收機制迄今尚未有實證研究，本研究以電話催收機制為核心構念，視電話催收機制為發卡銀行服務品質之一環，探討發卡銀行電話催收機制的因素構面以及電話催收機制對發卡銀行的企業形象、滿意度以及忠誠度的影響。研究以便利抽樣方式，透過問卷收集資訊，有效樣本有142份，佔有效問卷數的24.9%。經過實證分析，本研究獲得以下五個結論：1.電話催收機制乃服務品質之一環，兩者間具有顯著正向關係；2.電話催收機制經過因素分析後，可分成三個因素構面：「基礎催收戰術」、「權益維護」，及「催促還款戰術」；3.信用卡逾繳戶對之各電話催收機制項目均有一定程度之重視，其中，最重視的項目為逾繳戶的權益維護，以及基本的催收態度；4.電話催收機制與顧客滿意度、忠誠度均有顯著關係，同時也會影響逾繳戶對發卡銀行企業形象的認知；5.因徑分析結果顯示，電話催收機制對於發卡銀行企業形象以及顧客滿意度具有直接的顯著影響，但對於顧客忠誠度的影響則是透過對顧客滿意度之影響。而發卡銀行企業形象對顧客滿意度具有直接影響力，並透過顧客滿意度間接對顧客忠誠度產生影響。
Until 2005, the total credit balance of credit card holders has risen to over four hundred billion NT dollars. There is a high risk of bad debts for those credit card issuing organizations, especially issuing banks. Facing the increasing bad debts which came from card holders, most issuing banks are trying every effort to enhance debt collection mechanism. Among the various debt collection ways, telephone debt collection (TDC) is one of the popular collection ways that is used in practice but is rarely studied in the past. Factors of telephone collection will be explored. This paper uses TDC as the main construct, and tries to clarify TDC is part of the issuing bank's service quality, their relationship with satisfaction and loyalty of card debtors will also be studied. This research collects 648 respondents by convenient sampling. Among them, 142 effective respondents (or 24.9% of the total) were card holders with debt and used as research sample. The main findings of this research are as follows: 1.There exist significant positive relationship between telephone debt collection and service quality of issuing banks. 2. Telephone collection quality could break into three factors which are 'basic collection tactics,' 'rights preservation,' and 'accelerative collection tactics.' 3. Card debtors weighted every telephone debt collection items differently. The most important items are preservation of card debtor's rights and basic collection attitude. 4. TDC has significant relationship with customer satisfaction and customer loyalty. It also affects card debtors' cognition of issuing bank's corporate image. 5. Path analysis shows that TDC has direct influence on corporate image and customer satisfaction. TDC has indirect influence on customer loyalty through customer satisfaction. Corporate image has direct influence on customer satisfaction and indirect influence on customer loyalty through customer satisfaction.
期刊論文
1.Stafford, M. R.(1996)。Demographic Discriminators of Service Quality in the Banking Industry。The Journal of Service Marketing，10(4)，6-22。  new window
2.Sutton, R.(1991)。Maintaining norms about expressed emotions: The case of bill collectors。Administrative Science Quarterly，36(2)，245-268。  new window
3.Dick, A. S.、Basu, K.(1994)。Customer Loyalty: Towards an Integrated Framework。Journal of the Academy of Marketing Science，22(2)，99-113。  new window
4.Nguyen, N.、Leblanc, G.(2001)。Corporate Image and Corporate Reputation in Customers' Retention Decisions in Services。Journal of Retailing and Consumer Services，8(4)，227-236。  new window
5.余朝權、葉晶雯(19981100)。航空客運業知覺品質與其前因變項之分析。東吳經濟商學學報，23，109-140。new window  延伸查詢new window
6.江建良、胡同來、郭家媚(20030900)。銀行業服務品質之研究--以公民營銀行為例。臺北科技大學學報，36(2)，113-126。new window  延伸查詢new window
7.曾惠明、張春雄、黃錫深(20030700)。全民健保局欠繳保費催收作業反應調查分析--以民營公司行號為例。管理評論，22(3)，49-65。new window  延伸查詢new window
8.Levesque, T. J.、McDougall, G. H. G.(1996)。Determinants of customer satisfaction in retail banking。International Journal of Bank Marketing，14(7)，12-20。  new window
9.周泰華、黃俊英、郭德賓(19990300)。服務品質與顧客滿意評量模式之比較研究。輔仁管理評論，6(1)，37-67。new window  延伸查詢new window
10.Andreassen, Tor Wallin、Lindestad, Bodil(1998)。Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise。International Journal of Service Industry Management，9(1)，7-23。  new window
11.Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect。Harvard Business Review，73(6)，88-99。  new window
12.Heskett, James L.、Jones, Thomas O.、Loveman, Gary W.、Sasser, W. Earl Jr.、Schlesinger, Leonard A.(1994)。Putting the Service-Profit Chain to Work。Harvard Business Review，72(2)，164-174。  new window
13.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
14.Berry, Leonard L.(1995)。Relationship Marketing of Services: Growing Interest, Emerging Perspectives。Journal of the Academy of Marketing Science，23(4)，236-245。  new window
15.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
16.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
17.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
18.Anderson, Eugene W.、Sullivan, Mary W.(1993)。The Antecedents and Consequences of Customer Satisfaction for Firms。Marketing Science，12(2)，125-143。  new window
19.Boulding, William、Kalra, Ajay、Staelin, Richard、Zeithaml, Valarie A.(1993)。A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions。Journal of Marketing Research，30(1)，7-27。  new window
20.Bitner, Mary Jo(1990)。Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses。Journal of Marketing，54(2)，69-82。  new window
21.Anderson, Eugene W.、Fornell, Claes、Lehmann, Donald R.(1994)。Customer satisfaction, market share, and profitability: Findings from Sweden。Journal of Marketing，58(3)，53-66。  new window
學位論文
1.黃玉真(2003)。消費金融業帳款催收專員職能模型之建立(碩士論文)。國立中央大學。  延伸查詢new window
2.許嘉惠(2002)。從關係行銷觀點研究影響顧客重購意願之因素--以信用卡為例(碩士論文)。輔仁大學，臺北縣。  延伸查詢new window
圖書
1.Martineau, P.(1960)。Developing the Corporate Image。New York, NY：Charles Scribners Sons。  new window
2.孫嘉駿、藺明忠(2004)。催收百分百：專業催收管理之實戰寶典。台北：桂冠。  延伸查詢new window
3.Frischer, C. S.、夏荷立(2003)。處理逾期應收帳款的常勝技巧。台北：美商麥格羅。  延伸查詢new window
4.Rachlin, H.(1976)。Introduction to Modern Behaviorism。San Francisco：Freeman。  new window
5.Rust, Roland T.、Zahorik, Anothony J.、Keiningham, Timothy L.(1996)。Service Marketing。New York：Mcgraw-Hill。  new window
6.Walters, C. Glenn(1974)。Consumer Behavior: Theory and Practice。Richard D. Irwin Inc.。  new window
7.Keller, K. L.(2000)。Building and Managing of Corporate Brand Equity。London：Oxford University Press。  new window
8.Kerlinger, Fred N.(1996)。Foundation of Behavior Research。New York, NY：McGraw-Hill Book Company。  new window
9.Hochschild, Arlie Russell(1983)。The Managed Heart: Commercialization of Human Feeling。University of California Press。  new window
10.Kotler, Philip(2003)。Marketing management。Prentice-Hall, Inc.。  new window
 
 
 
 
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