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題名：關係行銷對服務品質、關係品質與顧客忠誠度影響之研究
書刊名：管理實務與理論研究
作者：許世芸／蔡進發 引用關係／蕭至惠 引用關係／李佳臻
作者(外文)：Hsu, Shih-yun／Tsai, Chin-fa／Hsiao, Chih-hui／Li, Chia-chen
出版日期：2007
卷期：1:1
頁次：頁144-166
主題關鍵詞：關係行銷；服務品質；關係品質；顧客忠誠度；財富管理中心；Relationship marketing；Service quality；Relationship quality；Customer loyalty；Wealth management department
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:6
  • 點閱點閱:67
近年來，銀行業者在面臨競爭激烈的產業環境下，日益體認到對於舊有顧客的維持管理是當前銀行業的重點所在，銀行應思考如何提供良好的服務與金融商品來滿足目標顧客群，讓顧客願意與銀行維持長期友好的關係。本研究以便利抽樣方式針對台灣北、中、南地區的銀行財富管理中心的顧客進行實證研究，探討在銀行導入關係行銷時，對服務品質、關係品質與顧客忠誠度之影響，最後希望透過本研究實證結果可以提供銀行財富管理中心在擬定策略時一個參考依據。本研究架構獲得實證上的支持，而得到下列五項實證結果：1.不同的關係結合方式和服務品質有正向關係。2.不同的關係結合方式和關係品質有正向關係。3.不同的關係結合方式和顧客忠誠度有正向關係。4.銀行財富管理的服務品質與關係品質有正向關係。5.銀行財富管理的關係品質與顧客忠誠度有正向關係。本研究也發現：1.南部地區的顧客較中部地區與北部地區的顧客，對於銀行關係品質和顧客忠誠度的認同程度有較高的顯著差異。2.年齡56~60歲的顧客較其他年齡範圍的顧客對於關係行銷、關係品質和顧客忠誠度構面有顯著差異。3.不同職業的顧客在整體關係行銷構面，有顯著差異。4.不同個人平均所得的顧客在整體關係行銷和關係品質構面，有顯著差異。5.不同平均每次交易金額的顧客在整體關係行銷、服務品質、關係品質及顧客忠誠度此四個構面中，都有顯著差異。
In recent years, the banking industry is facing a very competition environment. Bank realizes that it is very important for them to retain their existing customers. Moreover, banks try to provide good quality of service and financial merchandise to satisfy the specific customers, and to keep long-term relationship with the specific customers. We use convenient sampling method in our survey to select the certain amount of customers in the wealth management department in northern, central and southern Taiwan. We study the impact of relationship marketing on service quality, relationship quality and customer loyalty-an empirical study of the wealth management departments in banking industry. Conclusively, this study provides strategies and references for the wealeth management departments of banks. This theoretical study is justified by the empirical study. We conclude with the following five remarks: 1. The relational marketing affects the service quality; 2. The relational marketing affects the relational quality; 3. The relational marketing affects the customer loyalty; 4. The service quality affects the relational quality; and, 5. The relational quality affects the customer loyalty. This study also reveals: 1. The customers in southern Taiwan have higher recognition for relationship quality and customer loyalty than those in central and northern Taiwan. 2. The customer with age between 56~60 have more higher recognition than the other customersfor relationship marketing, service quality and customer loyalty. 3. Customers with different occupations have different wealth management. 4. Customers with different average incomes have different for relationship marketing and relationship quality. 5. Customers with different amount of average transaction have different for relationship marketing, service quality, relationship quality and customer loyalty.
期刊論文
1.Shamdasani, P. N.、Balakrishnan, A. A.(2000)。Determinants of Relationship Quality and Loyalty in Personalized Services。Asia Pacific Journal of Management，17(3)，399-422。  new window
2.Smith, B.(1998)。Bonds, Relationship Management, and Sex-Type, Revue Canadienne des Sciences deL' Administration。Buyer-Seller Relationship，15，76-92。  new window
3.Holmlund, M.、Kock, S.(1996)。Relationship Marketing: The Importance of Banking Customer-Perceived Service Quality in Retail Banking。Service Industries Journal，16(3)，287-304。  new window
4.Evans, J. R.、Laskin, R. L.(1994)。The relationship marketing process : a conceptualization and application。Industrial Marketing Management，23(5)，439-452。  new window
5.Webster, F. E. Jr.(1994)。Defining the New Marketing Concept。Marketing Management，2(4)，22-31。  new window
6.Jacob, R.(1994)。Why Some Customers are More Equal than Others。Fortune，130(6)，215-223。  new window
7.Leuthesser, L.(1997)。Supplier Relational Behavior: An Empirical Assessment。Industrial Marketing Management，26(3)，245-254。  new window
8.Crosby, Lawrence A.、Evans, Kenneth R.、Cowles, Deborah(199007)。Relationship Quality in Services Selling: An Interpersonal Influence Perspective。Journal of Marketing，54(3)，68-81。  new window
9.Richard, Frederick F.、Sasser, W. Eral Jr.(1990)。Zero Defection: Quality Comes to Services。Harvard Business Review，68(5)，105-111。  new window
10.Shani, D.、Chalasani, S.(1992)。Exploiting niches using relationship marketing。The Journal of Consumer Marketings，9(6)，223-245。  new window
11.Christy, Richard、Oliver, Gordon、Penn, Joe(1996)。Relationship Marketing in Consumer Markets。Journal of Marketing Management，12(1-3)，175-187。  new window
12.Garbarino, Ellen、Johnson, Mark S.(19990400)。The Different Roles of Satisfaction, Trust, and Commitment in Consumer Relationships。Journal of Marketing，63(2)，70-87。  new window
13.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。Communication and Control Processes in the Delivery of Service Quality。Journal of Marketing，52(2)，35-48。  new window
14.Dwyer, F. Robert、Schurr, Paul H.、Oh, Sejo(1987)。Developing Buyer-Seller Relationships。Journal of Marketing，51(2)，11-27。  new window
15.Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect。Harvard Business Review，73(6)，88-99。  new window
16.Prus, Amanda、Brandt, D. Randall(1995)。Understanding Your Customers: What You Can Learn from a Loyalty Index。Marketing Tools，2(5)，10-14。  new window
17.Smith, J. Brock、Barclay, Donald W.(1997)。The effects of organizational differences and trust on the effectiveness of selling partner relationships。Journal of Marketing，61(1)，3-21。  new window
18.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
19.Selnes, Fred(1993)。An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty。European Journal of Marketing，27(9)，19-35。  new window
20.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
21.Brady, Michael K.、Cronin, J. Joseph Jr.(2001)。Some New Thoughts on Conceptualizing Perceived Service Quality: a Hierarchical Approach。Journal of Marketing，65(3)，34-49。  new window
22.Lee, Moonkyu、Cunningham, Lawrence F.(2001)。A Cost/Benefit Approach to Understanding Service Loyalty。Journal of Services Marketing，15(2)，113-130。  new window
23.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。  new window
24.Storbacka, Kaj、Strandvik, Tore、Grönroos, Christian(1994)。Managing customer relationships for profit: The dynamics of relationship quality。International Journal of Service Industry Management，5(5)，21-38。  new window
25.Churchill, Gilbert A. Jr.、Surprenant, Carol(1982)。An Investigation into the Determinants of Customer Satisfaction。Journal of Marketing Research，19(4)，491-504。  new window
26.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
學位論文
1.許季秦(2004)。關係行銷、服務品質與關係品質之關聯性研究--以資訊教育業為例(碩士論文)。國立中正大學。  延伸查詢new window
2.吳勇德(2002)。關係行銷方式對於顧客忠誠度的影響--以資訊教育業為例(碩士論文)。國立臺灣科技大學。  延伸查詢new window
3.謝依靜(2000)。關係結合策略與關係績效關聯性之研究--以金融服務業為例(博士論文)。國立臺灣大學。new window  延伸查詢new window
4.陳麗雅(2001)。關係結合方式與顧客忠誠度關聯性之研究─證券業服務接觸之分析(碩士論文)。銘傳大學。  延伸查詢new window
圖書
1.Griffin, J.(1996)。Customer Loyalty: How to Earn It, How to Keep It。Simmon and Schuster Inc.。  new window
2.Sasser, W. E.、Olsen, R. P.、Wyckoff, D. D.(1978)。Management of Service Operation: Text and Cases。Allyn and Bacon Inc.。  new window
3.Berry, L. L.、Parasuraman, A.、Zeithaml, V. A.(1991)。Marketing Services: Competing through Quality。New York：The Free Press。  new window
4.Kotler, Philip J.(1991)。Marketing Management: analysis, Planning, Implementation and Control。Prentice-Hall。  new window
5.Armstrong, Gary、Kotler, Philip(2000)。Marketing: An Introduction。Prentice Hall。  new window
 
 
 
 
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