網路銀行服務品質影響顧客忠誠度之研究

Abstract

本研究針對台灣的網路銀行之服務品質對顧客忠誠度的影響進行探討。研究分為兩部分，第一部分是以探索性因素分析找出網路銀行的服務品質影響因素，再以迴歸分析進行網路銀行服務品質、關係品質及顧客忠誠度之因果關係驗證：雖然金融的機構管制之鬆綁，增加了台灣銀行業的競爭，電子商務的出現提供了消費金融業務的商業機會。網路銀行可以幫助銀行產業開展關係行銷，進而提高顧客的忠誠度。其次，服務品質中的危機處理和關係品質呈負向影響；關係品質和顧客忠誠度呈正向影響；服務品質和顧客忠誠度呈正向影響。這項研究表明，在台灣的網際網路銀行可以藉由改善服務品質與關係品質，來提高客戶的忠誠度。第二部分是提出一個研究模式，來驗證在台灣的網路銀行之e化服務品質、顧客滿意、顧客信任、和e化忠誠度之間的關係。以部分最小平方法結構方程模式進行分析與驗證：在競爭日益激烈的商業環境中試圖增加e化忠誠度，企業正在尋求顧客關係管理系統，以協助提供解決方案。電子商務的出現，增加了消費金融業務的重要性。網路銀行協助銀行產業發展關係行銷，進而提高客戶的忠誠度。數據是利用結構式問卷進行調查與收集，數據資料來自 442份有效問卷，以及有使用網路銀行經驗者，並以部分最小平方法結構方程模式進行分析，大多數受訪者是年輕人。研究一及研究二的驗證結果完全支持假設。管理意涵是，要贏得顧客的e化忠誠度，網路銀行可以集中在e化服務品質，增加顧客滿意度和信任。 本研究對台灣的網路銀行提供理論上貢獻是擺脫e化忠誠度的既有模式，以服務品質、顧客滿意及顧客信任作為內生變項，導出e化忠誠度的新模式。實務上的貢獻則是本研究對網路銀行 (連線銀行與使用者) 提供見解，研究發現可提供顧客區隔的指引及其他行銷活動倡議。

This study focus on how service quality influences customer loyalty in e-banks in Taiwan. The research is divided into two parts. In the first part, we deployed exploratory factor analysis to identify the service quality factors in Taiwanese e-banks. Then we used regression analysis to verify the casual relationship between service quality, relationship quality and customer loyalty. The findings are as follows: crisis handling and relationships are negatively correlated; relationship quality and customer loyalty are positively correlated; service quality and customer loyalty are positively correlated. This study suggests that Internet banking can increase customer loyalty by improving service quality and relationship quality in Taiwan. In the second part, we proposed a research model and deployed the partial least squares structural equation modeling (PLS-SEM) to verify the relationships between e-service quality, customer satisfaction, customer trust and e-loyalty in Taiwanese e-banks. This paper assesses the impact of external e-service quality, customer satisfaction, customer trust, and e-loyalty on customer behavior, focusing on the e-banks in Taiwan. Data was collected through a survey using a structured questionnaire. The data from 442 valid respondents who had experience with e-banks was analyzed by the partial least squares structural equation modeling (PLS-SEM) method and the majority of respondents were young men. The results fully supported the hypotheses. The managerial implication is that e-banks must focus on e-service quality to increase customer satisfaction and trust to earn customer e-loyalty.