台灣銀行業善因行銷、外部線索對服務品質、知覺風險與知覺價值之影響關係研究

Abstract

本研究旨在探討善因行銷(cause related mardeting)、外部線索(external cues)分別與服務品質(service quality)以及知覺風險(perceived risk)之間的關係，並進一步發掘善因行銷與外部線索透過服務品質與知覺風險對顧客價值(customer value)的影響。透過對銀行消費者問卷調查與統計分析，結果發現，服務品質受到善因行銷與外部線索的正向影響，而知覺風險主要受到善因行銷與外部線索的負向影響。最後，本研究究考濾受服務品質與知覺風險影響的顧客價值，發現善因行銷與外部線索會透過服務品質與知覺風險顯著地影響顧客價值。

This study elucidates how cause related marketing, external cues, service quality and perceived risk is related, and explores the influence of service quality and perceived risk on customer value. Service quality found to be affected positively by cause related marketing and external cues, whereas cause related marketing and external cues negatively influence perceived risks. Finally, exactly how customer value is affected by the service quality and perceived risk is considered, and cause related marketing and the external cues notably indirectly affect customer value through service quality and perceived risk.