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博碩士論文 etd-0423114-160526 詳細資訊
Title page for etd-0423114-160526
論文名稱
Title
影響百貨及量販聯名信用卡消費者滿意度之研究
A Study on Customer's Satisfaction of Department Store and Hypermarket Credit Card Holders
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
70
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-06-20
繳交日期
Date of Submission
2014-06-20
關鍵字
Keywords
品牌權益、信用卡、知覺價值、轉換成本、策略聯盟
strategic alliance, cost of switch, customer perceived value, brand equity, Credit card
統計
Statistics
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中文摘要
我國實施金融改革開放以來,各家金融機構如雨後春筍般快速發展成長,使得目前台灣目前已擁有將近40家金融業者。其中,個人金融商品又以信用卡為兵家必爭之地。根據金管會102年2月統計資訊,國內36家發卡機構中,流通卡總數已達3,618萬張,平均每人擁有1.57張信用卡。而在五花八門的信用卡產品中,又以銀行業者與百貨及量販業策略聯盟,合作推出的聯名信用卡占大宗,以提供消費比例現金回饋、附屬加值服務等,受到消費者的熱烈歡迎。在前十大信用卡產品中,有七張屬百貨及量販業聯名卡,總計台灣現有400餘種百貨及量販業聯名卡商品。

由於金融市場競爭激烈,各家業者無不積極衝高發卡量、流通卡比例、簽單金額等各項指標,以擴大市占率。然而這些指標卻不能充分反映信用卡持卡人的顧客滿意度與顧客忠誠度。因此本研究以百貨及量販業聯名卡為研究主題,探討品牌權益、知覺價值、轉換成本,對信用卡顧客滿意度的影響。

本研究針對百貨及量販業聯名信用卡持卡人進行問卷調查,研究發現:一、銀行與百貨及量販業者的品牌形象、服務口碑越佳,顧客滿意度越高。二、信用卡提供的優惠內容越多、附加服務越完整、客戶服務越好,則顧客滿意度越高。三、若轉換信用卡導致點數歸零、重新申請公共事業與帳單代繳等成本越高,顧客滿意度越高。
Abstract
Taiwan is a competitive market in terms of credit card. Every year, thousands of hundreds of credit card are issued in the market. However, in order to make margin for the banking industry, more and more banking industry has strategic alliances with department stores and hyper markets.

This study aims to discuss the customer satisfaction of department stores and hyper market credit card holders. According to the finding, the brand equity has a positive relevance on customer satisfaction. What’s more, the customer perceived value has a positive relevance on customer satisfaction. In addition, cost of switch has a positive relevance on customer satisfaction.

To sum up, credit card companies should focus their branding strategy to build up a strong image of the brand. Besides, the companies should also offer premium products and service to the customers. Last but not least, in order to fence off the competitors, one must raise the cost of switch to improve customer satisfaction.
目次 Table of Contents
第一章 緒論………………………………………………………..……...1
第一節 研究背景……………………….………………………………...1
第二節 研究動機…………………………….…………………..4
第三節 研究目的………………………….……………………..5
第四節 研究流程………………………….……………………..5
第五節 研究架構………………………………….……………..6
第二章 文獻探討………………………………………………...………..8
第一節 品牌權益……………………………………….….…….8
第二節 知覺價值…………………………………….….……...10
第三節 轉換成本………………………………………..……...11
第四節 顧客滿意度……………………………………..……...13
第三章 研究方法……………………………………………….………..15
第一節 研究架構………………………………………..……...15
第二節 研究假說……………………………………..…...……15
第三節 操作性定義與衡量……………………………..……...20
第四節 問卷設計……………………………………..………...22
第五節 資料蒐集與調查方法………………………..………...23
第四章 資料分析結果…………………………………………………...25
第一節 敘述型統計分析……………………………..………...25
第二節 信度與效度分析……………………….........…………29
第三節 變異數分析…………………………………………….35
第四節 迴歸分析…………………………………………….....40
第五章 結論與建議………………………………………..….....……....43
第一節 研究結論與管理意涵………………………...….….…43
第二節 研究建議…………………………………….......…..…48
第三節 研究限制與未來研究方向……………....…………….50
參考文獻……………………………………………………..……..….…51
附錄……………………………………………………………………….54
參考文獻 References
網站部分

中央銀行 (2014)。金融統計月報。線上檢索日期:2014年4月20日。網址:http://www.cbc.gov.tw/ct.asp?xItem=26178&CtNode=532
銀行局 (2014)。金融統計。線上檢索日期:2014年5月2日。網址:http://www.banking.gov.tw/ch/home.jsp?id=157&parentpath=0,4&mcustomize=bstatistics_view.jsp&serno=201105120008

中文部分

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