中 文 摘 要
近年來國內金融市場隨著自由化趨勢，向來保守經營的國內銀行業面臨結構性改變，再加上新銀行開放成立、直接金融蓬勃發展、傳統存放業務利差縮小及非銀行機構加入競爭等因素影響，國內銀行業獲利漸趨不易，銀行組織也為因應此新的金融情勢之改變而調整經營策略，在銀行傳統存放款利差日益微薄之情況下，紛紛將手續費收入視為銀行獲利的另一項重要來源。因此，使財富管理業務成為本國銀行及外商銀行競相爭取之目標；故銀行貴賓理財服務便成為「財富管理」銀行極重要的一環。本研究主旨在於探討銀行業發展財富管理業務經營策略之研究，籍由瞭解顧客對於銀行業提供財富管理業務之服務品質、顧客滿意度、信任、承諾、電子商務服務與執行顧客關係管理及再購意願之觀感意願呈現的影響關係，採發放問卷之方式進行，研究對象之母體主要以高雄市地區有提供財富管理業務之銀行客戶的填答資料，來作為實證研究資料來源，並經由統計方法獲致相關研究資訊，並提出結論及建議，期望對現行提供財富管理業務之銀行業與未來有意欲增加財富管理業務之銀行業者，在擬定經營策略時有所裨益，以及對政府主管機關與相關研究學者有所貢獻。

Abstract

With the trend of liberalization in the domestic financial market in recent years, domestic banking, which operates conservatively all the time, encounters structural changes plus establishment of new banks, tremendous growth of direct finance, spread shortness of traditional deposit business and additional competition with non-bank organizations. Domestic banking has difficulty in making profits little by little and bank organizations adjust their operating strategy to response to these changes of new financial situation. Under the circumstances of decreasing spread of traditional deposit, fee income is regarded as another crucial source of banks’ profits. Therefore, fortune management business becomes an objective that domestic banks and foreign banks strive for; thus, finance management service for banks’ VIP becomes a significant part of banks’ “Fortune Management.” The objective of the thesis lies in discussing the research in operating strategy of fortune management business of banking. By means of understanding customers’ opinions about service quality of fortune management business, customer satisfaction, trust, promise, e-commerce service and customer relationship management, and repurchase intention, adopt questionnaires issued to customers of banks which offer fortune management service in Kaohsiung City as information sources for empirical research. Then, compile statistics to gain information relevant to the research and propose the conclusion and suggestion. The thesis is expected to be beneficial for existing banks that offer fortune management service and prospective banking intends to add this service in drafting operating strategy, and make contribution to competent authorities of the government and savants related to the research.

目 錄
頁次
中文摘要................................................................................................. Ⅰ
英文摘要................................................................................................. Ⅱ
目錄......................................................................................................... Ⅲ
圖目錄..................................................................................................... Ⅴ
表目錄..................................................................................................... Ⅵ
第一章 緒論.......................................................................................….1
第一節 本國金融環境之SWOT分析...............……………………2
第二節 研究動機與問題............…………….....................….........3
第三節 研究目的............................…..………................................6
第四節 研究限制.......................................................................…...6
第二章 文獻回顧……...................................................................….....8
第一節 台灣財富管理業務發展趨勢........................................…...8
第二節 服務品質..........................……………………...............….11
第三節 顧客滿意度....................................................................….12
第四節 信任與承諾.........................................................................13
第五節 電子商務服務與顧客關係管理.….............................…..18
第六節 再購意願.....................................................................…...20
第三章 研究方法................……...........................................................22
第一節 研究架構……….............…................................................22
第二節 研究假設.............................................................................23
Ⅲ
第三節 研究變數的定義與衡量.....................................................26
第四節 問卷設計.............................................................................31
第五節 研究對象與抽樣方法...................................................…..34
第六節 統計方法分析................................................................….34
第四章 研究結果............................................................................…...39
第一節 樣本結構分析.....................................................……...….39
第二節 內容效度……….............…................................................44
第三節 因素分析建構效度.............................................................44
第四節 信度分析……………….....................................................50
第五節 相關分析.............................................................................52
第六節 路徑分析…………….....................................……....…..52
第七節 各人口統計變項與各構面之變異數分析.....................….56
第八節 結構方程模式分析….....................................……....…...62
第五章 結論與建議........................................................................…..67
第一節 研究結論……....................................................……...….67
第二節 研究建議……….............…...............................................71
參考文獻..................................................................................................75
附錄:問卷................................................................................................83





IV
圖目錄
圖1-1 研究流程圖..........................................................................……..7
圖2-1 承諾－信任模型..........................…………................................18
圖2-2 服務品質的後續行為模型................................................……..21
圖3-1 研究架構.....……………….........................................................22
圖3-2 問卷設計流程圖..........................................................................33
圖3-1 研究架構.......................................................................................42
圖3-2 本文研究架構...............................................................................48
圖4-1 本研究路徑圖……………...........................................................53
圖4-2 本研究路徑圖之實證...................................……………............55
圖4-3 標準化徑路係數圖1...................................…..…………............64
圖4-3 標準化徑路係數圖2...................................…..…………............65
圖5-1 全部路徑圖.............................…………....…..…………............71








V
表目錄
表1-1 現今金融環境SWTO分析...……………...................................02
表2-1 各家金控銀行財富管理門檻一覽表.....…..................................10
表2-2 修正後服務品質衡量構面與衡量項目.......................................12
表2-3 信任的定義彙總表.......................................................……........14
表2-4 承諾的定義彙總表…...................................................................16
表3-1 服務品質知覺的衡量項目...…………........................................26
表3-2 顧客滿意度之衡量問項..............................................….............27
表3-3 信任的衡量項目.......................……………………....................28
表3-4 承諾的衡量項目.............................................…………………..28
表3-5 再購意願的衡量項目.........………………..................................29
表3-6 電子商務服務與顧客關係管理的衡量項目...............….............30
表3-7 問卷衡量項目表....................................………………………...31
表4-1 問卷發放回收摘要表................................……………………...39
表4-2 性別分配表........................................……….............…..............39
表4-3 年齡分配表....................................................................………...40
表4-4 學歷分配表...............................………………............................40
表4-5 婚姻分配表...................................................................................41
表4-6 職業分配表.......................................................…………............41
表4-7 受訪者月所得分配表...................................................................42
表4-8 各問項之平均數與標準差...........................................................43
表4-9 各構面平均得分數.......................................................................44
表4-10 KMO and Bartlett's考驗…...........................….......................45
VI
表4-11 整體解釋的變異數................................................………….....47
表4-12 轉軸後的因素矩陣…………........................................................48
表4-13 各構面之信度分析表.............................................................…51
表4-14 相關係數矩陣...........................…..………………....................52
表4-15 路徑函數與路徑模式............................................………….....53
表4-16 路徑一分析表…………....................................................….....54
表4-17 路徑二分析表…………....................................................….....54
表4-18 研究假設的實證結果........................................................….…56
表4-19 變異數分析表－性別.………..........................…......................56
表4-20 變異數分析表－年齡.………..........................…......................57
表4-21 變異數分析表－教育.………..........................…......................58
表4-22 變異數分析表－婚姻.………..........................…......................59
表4-23 變異數分析表－職業.………..........................…......................60
表4-24 變異數分析表－收入.………..........................…......................61
表4-25 各項適配度指標1.………..........................…............…...........64
表4-26 各項適配度指標2.………..........................…............…...........65









VII

參考文獻
壹、中文部份

許展維，「銀行兼營保險之服務品質、知覺價格、顧客滿意度及顧客忠誠度之關聯性研究」，碩士論文，靜宜大學， 2001。

陳建州，「顧客滿意、信任與承諾影響因素之探討－以銀行個人理財部門為例」，銘傳大學，2002。

唐資文，「從顧客關係管理探討銀行業發展電子商務之策略」，未 出版之碩士論文，國立東華大學，2001。

柯宜君，「消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響－於三種有形性比重不同服務業之比較」，碩士論文，政治大學，2000。

徐堯年，「銀行顧客類型、服務滿意度與關係導向之研究」，碩士論文，台灣大學，2000。

華英傑，「服務品質顧客滿意度與購買傾向關係之研究－保險業之實證」，未出版碩士論文，政治大學，1996。













-75-
貳、西文部份
Anderson, J.C. and Narus, J.A.（1990）,“A Model of Distributor Firm and Manufacturer Firm Working Partnerships, ” Journal of Marketing, 54, 42-58.
Anderson, E.W. and Weitz, B.（1992）, “The Use of Pledges to Build and Sustain Commitment in Distribution Channels, ” Journal of Marketing Research,29, 28-34.
Anderson, E.W. and Mary Sullivan（1993）,“The Antecedents and Consequences of Customer Satisfaction for Firm,” Marketing Science,12,125-143.
Anderson, E.W., Fornell, C. and Lehmann, D.R.（1994）, “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden, ” Journal of Marketing,58, 53-66.
Athanassopoulos, A. D. (2000),“Customer Satisfaction Cues to Support Market Segmentation and Explain Switching Behavior,” Journal of Business Research ,47,191-192.
Bagozzi, R. P., and Yi, Y.（1988）. On the evaluation of structural equation models.Academic of Marketing Science,16,76-94.
Baldock, R. (2001). CRM must make banks more effective in their delivery to customers, not just more efficient. The Banker,151(899),15-22.
Barber, B., The Logic and Limits of Trust, New Brunswick, NJ: Rutgers University Press, 1983.
Bauer, C., and Colgan, J. (2001). Planning for electronic commerce strategy: An explanatory study from the financial services sector. Logistics Information Management, 14(1/2), 24-32.
Berkley, B. and Gupta, A.（1994）,” Improving Service Quality with Information Technology, ” International Journal of Information Management,14,109-121.
Berry, L.L.（2000）,” Relationship Marketing of Services-Growing
Interest, Emerging Perspectives, ” Academy of Marketing Science,23,236-245.
Bollen，K.A.(1989).Structural equations with latent variables，NewYork:John Wiley and Sons.
-76-
Boon, S. D. and J. G. St. Holmes (1991), “ The Dynamics of Interpersonal Trust: Resolving Uncertainty in the Face of Risk, ” In R. A. Hinde and Hz J. Groebel (Eds.), Cooperation and Prosocial Behavior, 190-211. Cambridge, England: Cambridge University Press.
Bonfield, P.（ 1996 ）,”IT Helps Satisfy Customer Needs,”Management Today,5 December.
Boulding, William, Ajay Kalra, Richard Staelin and Valarie A. Zeithaml（1993）, “A Dynamic Process Model of Service Quality：From Expectation to Behavioral Intentions,” Journal of Marketing Research,30,7-27.
Bulter, J. K. Jr. (1991),“Towards Understanding and Measuring Conditions of Trust: Evolution of a Conditions of Trust Inventory,” Journal of Management,17, 643-663.
Brock, S.J.（1997）,“Selling Alliances: Issues and Insights,” Industrial Marketing Management, 26,149-161.
Chase, Richard B. and Garvin, David A.(1989),“The Service Factory,” Harvard Business Review, 67(4),61-69.
Churchill, G.A. and Surprenant, C.（1982）,“ An investigation Into the Determinants of Customer Satisfaction, ” Journal of Marketing Research, 19, 491-504.
Cook, J.＆Wall, T. (1980),“New Work Attitude Measures of Trust, OrganizationaCommitment, and Personal Need Nonfulfillment,” Journal of OccupationalPsychology,53,39-52.
Cronin, J. Joseph Jr. and Steven A. Taylor. (1992),“Measuring Service Quality: AReexamination and Extension,” Journal of Marketing ,56(3), 55-68.
Cronin, Michael K. Brady, and G. T. Hult.(2000), “Assessing the Determination of Consumer Behavioral Intentions in Service Environments: An Investigation of A Comprehensive Model of the Effects of Quality, Value, and Satisfaction. ” Journal of Retailing, 76, 193-218.
Dabholkar, Pratibha A., Dayle.Thorpe and Joseph O. Rentz(1996), “A Measure of Service Quality for retail Stores: Scale
-77-

Development and Validation,”Journal of the Academy of Marketing Science,24(1),3-16.
Day, R.L.（1977）,“ Alternative Definitions and Designs for Measuring Consumer Satisfaction and Dissatisfaction, ” H. K. Kieth, Cambridge, MA: Marketing Science Institute.
Dodds, William B. and Kent B. Monroe.“The Effect of Brand and Price Information on Subjective Product Evaluations.” Quoted in Advances in Consumer Research, ed. E. Hirschman and M.
Holbrook (Provo,UT:Association for Consumer Research, 1985): 85-90.
Doney, Patricia M. and Joseph P. Cannon.( 1997),“An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Consumer Research, 61,35-51.
Dupont, R.（1998）,“ Relationship Marketing: A strategy for Customer-Owned Utilities in a Restructured Industry, ” Journal of Marketing,11-16.
Dwyer, F.R. and Lagace, R.R.（1986）,“On the Nature and Role of Buyer-Seller Trust, ” Chicago: American Marketing Association, 40-45.
Dwyer, F. Robert, Paul H. Schurr, and Sejo Oh. (1987),” Developing Buyer-Seller Relationships,” Journal of Marketing ,51,11-27.
Engel, James F., Roger D. Blackwell, and Paul W. Miniard. Consumer Behavior(Orlando, FL: The Dryden Press, 1993).
Fornell, C.（1992）,“A National Customer Satisfaction Barometer: The Swedish Experience. ” Journal of Marketing,6-21.
Furey, T.R.（1991）,”How Information Power Can Improve Service
Quality,”Planning Review,19(3),24-26.
Galbreath, J.（1998）,”Web-Based Banking: Creating a Technology
Road Map”, Credit World,86(5),24-28.
Garbarino, Ellen and Mark Johnson.(1999),”The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, 63,70-87.

-78-
Garvin, David A. （1984）,“what Does Product Quality Really Mean,” Sloan ManagementReview, 25-43.
Geyskens, I., Steenkamp, J.E.M. and Kumar, N.（1999）, “A Meta-Analysis of Satisfaction in Marketing Channel Relationships, ” Journal of Marketing Research,36,223-238.
Giffin, K.(1967), “The Contribution of Studies of Source Credibility to a Theory of Interpersonal Trust in the Communication Department,” Psychologica Bulletin ,68,104-120.
Gundlach, Gregory T. , Ravi S. Achrol, and John T. Mentzer. (1995) ,“The Structure of Commitment in Exchange,” Journal of Marketing, 59, 78-92.
Gruen, Thomas W., John O. Summers, and Frank Acito. (2000),
“Relationship Marketing Activities, Commitment, and Membership
Behaviors in Professional Associations,” Journal of Marketing ,64, 34-49.
Harvey,J. (1998) ,”Service Quality: a Tutorial,” Journal of Operations Management,16, 583-597.
Hempel, D.J.（1977）, “ consumer Satisfaction with the Home Buying Process: Conceptualization and Measurement, ” in The Conceptualization of Consumer Satisfaction and Dissatisfaction, Cambridge, Mass: Marketing Science Institute.
Hu, L. and Bentler, P. M.（1998）,” Fit Indices in Covariance Structure Modeling:Sensitivity to Under Parameterized Model Misspecification” PsychologicalMethods, 3(4), 424-453.
Hu, L. T. and Bentler, P. M. （1999）,” Cutoff Criteria for Fit Indices in Covariance Structureanalysis: Conventional Criteria Versus New Alternatives,” Structural EquationModeling, 6（1）, 1-55.
Karmarkar, U.S. (1999),”Integrative Research in Marketing and Operations Management,” Journal of Marketing Research,33(2), 125-134.
Larry, Y. (2001),” Successful Customer Relationship Management,” MIT Sloan Management Review, 42, 18-19.
Lewis, R. C. and B. H. Booms.(1983),“The Marketing Aspects of
-79-
Service Quality,”In Emerging Perspectives on Service Marketing, ed. L. Berry et al. New York: American Marketing Association.
Liljander, V. and Strandvik, T. （1993）,”Different Comparison Standards as Determinants of Service Quality, ” Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior, 6,118-132.
Meyer, J.P. and Allen, N.J.（1984）, “Testing the ‘Side-Bet Theory’ of Organizational Commitment: Some Methodological Considerations. ” Journal of Applied Psychology, 69,372-378.
Moorman, C., Zaltman, G. and Deshpande, R.（1992）, “Relationships
Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations, ” Journal of Marketing Research, 29, 314-328.
Mowday, R.T., Steers, R.M. and Porter, L.W.（1979）, “The Measurement of Organizational Commitment, ” Journal of Vocational Behavior, 14, 224-247.
Morgan, R.M. and Hunt, S.D.（1994）, “The Commitment-Trust Theory of Relationship Marketing, ” Journal of Marketing,58,20-38.
Oliva, T.A., Oliver, R.L. and MacMillian, L.C.（1992）, “A Catastrophe Model for Developing Service Satisfaction Strategies, ” Journal of Marketing, 56,83-95.
Oliver, R.L.（1980）, “A Cognitive Model of Antecedents and Consequences of Satisfaction Decisions, ” Journal of Marketing,460-469.
Oliver, R.L.（1993）, “Cognitive, Affective, and Attribute Bases of the Satisfaction Response, ” Journal of Consumer Research, 20,418-430.
Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry. (1985), “A Conceptual Model of Service Quality and its Implications for Future Research,” Journal of Marketing,49(4), 41-50.
Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry. (1988),“SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, 64, 12-40.
Parasuraman,A., Valarie A. Zeithaml, and Leonard L. Berry. (1991), “Refinement and Reassessment of the SERVQUAL Scale,”
-80-
Journal of Marketing, 67(4), 423.
Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry. (1991), “Refinement and Reassessment of the SERVQUAL Scale.” Journal of Marketing , 67(4), 420-450.
Parasuraman A., Zeithaml, V.A. and Berry, L.L.（1996）, “The Behavioral
Consequences of Service Quality, ” Journal of Marketing, 60, 31-46.
Pease, J.（1998）,”Using Technology to Move Beyond Customer Satisfaction, ”Health Management Technology, 39-41
Reichheld, F. F., and Sasser, W. E. (1990),”Zero Defections: Quality Comes to Services” Harvard Business Review,68(5), 105-111.
Rousseau, Denise, Sim B. Sitkin, Ronald Burt, and Colin Camerer. (1998),“Not so Different After All: A Cross-Discipline View of Trust.” the Academy of Management Review, 23(4), 393-404.
Richar, Michael K. Brady, and G. T. Hult.(2000) ,
“Assessing the Determination of Consumer Behavioral Intentions in Service Environments: An Investigation of A Comprehensive Model of the Effects of Quality, Value, and Satisfaction, ” Journal of Retailing, 76, 193-218.
Richard, Michael D. & Arthur W. Allaway. (1993), “Service Quality Attributes and ChoiceBehavior,” Journal of Service Marketing,7(1), 59-68.
Rust, Roland T. and R. L. Oliver. Service Quality: New Directions in Theory and Practice (London: Sage Publishers Inc., 1994).
Sirdeshmukh, D., Singh, J. and B. Sabol. (2002), “Consumer Trust, Value,and Loyalty in Relational Exchanges,” Journal of Marketing, 66(1), 15-37
Sitkin, S. B., Roth, N. L.(1993),“Explaining the Limited Effectiveness of Legalistic Remedies for Trust/Distrust,” Organization Science, 4, 367-392.
Singh, J. and Sirdeshmukh, D.（2000）,“Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments, ” Journal of the
-81-
Academy of Marketing Science, 28, 150-167.
Smith, J. B. and D. W. Barclay, (1997)“The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationship,” Journal of Marketing, 61(1), 3-21.
Sudman, S.(1976).Applied Sampling. New Yorh:Academic Press.
Wakefield, Robin L.(2001), “Measuring Service Quality: A Reexamination and Extension.”The CPA Journal, 55-68.
Westbrook, Robert A.(1981), “Sources of Satisfaction with Retail Outlets,” Journal of Retailing, 57, 68-85.
Wilson, D.T. （1995）, “An Integrated Model of Buyer-Seller Relationships. ” Journal of the Academy of Marketing Science, 23, 335-345.
Wigand, Rolf T.( 1997), “ Electronic Commerce：Definition, Theory, and Context, ” The Information Society, 13,1-16.
Woodside, Arch G., Lisa L. Frey, and Robert Timothy Daly.(1989), “Ling Service Quality, Customer Satisfaction and Behavioral Intentions.” Journal of Health Care Marketing ,9(4), 5-17.
Yan, G., and Paradi, J. (1998),” Internet - the Future Delivery Channel for Banking Services,” US Banker,86(5), 73-83.
Zeithaml, Valarie A. and Mary Jo Bitner, Service Marketing. NewYork, NY:Mcgraw-hill, Inc., 1996.








-82-