顧客關係管理在網路銀行服務的應用：網站服務品質對顧客忠誠度的影響

Abstract

網路銀行充分運用資訊系統與顧客資訊，瞭解顧客交易模式，提供主動式的服務管道是非常重要的。企業透過顧客關係管理能有效的掌握顧客資訊，讓顧客成受到高的服務品質，以提升顧客對關係價值的認知，進而與顧客建立長久的雙向關係，才能使企業長期維繫顧客忠誠度。本研究由顧客關係管理觀點建構出網路銀行的網站服務品質的衡量構面，並探討網站服務品質、個人涉入、關係價值、關係結合與顧客忠誠度等構念間之關係，發展出－理論架構說明這些構念間之關係並加以整合探討。透過網路問卷共收集了508份網路銀行服務使用者的有效樣本，樣本資料分析發現本研究整體理論模式配置符合可接受的適合度檢定水準，表示本研究的理論模型可獲得支持。研究結果顯示個人涉入對網站服務品質與關係價值的認知有正向的影響關係；網站服務品質對關係價值有正向的影響關係；關係價值對關係結合有正向的影響關係；關係結合對顧客忠誠度有正向的影響關係。

It is most important for Internet Bank to understand customers' transaction patterns and provide proactive service channel through the use of the information system and consumer data. By implementing Customer Relations hip Management, businesses can effectively obtain customers' information so that their customers will feel high quality of service. That will promote customers' recognition of relationship value and build up long-term relationship between businesses and their customers. Therefore, business can hold the customers' permanent loyalty. Based on Customer Relationship Management, this research constructed the dimensions of e-service quality, and examined the relationships among the constructs of e-service quality, personal involvement, relationship value, relationship bonds, and customer loyalty in order to build up one theoretical model. The survey was carried out with a sample of 508 using internet banking services. Through quantitative analysis, the results show that personal involvement has a positive impact on e-service quality and relationship value. In addition, e-service quality has a positive influence on relationship value. Relationship value effectively promotes relationship bonds, which will increase customer loyalty. Obviously, the major findings demonstrate that the theoretical model is established and acceptable.