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題名 點數聯名卡之品牌知覺利益與顧客滿意度研究－以A點數聯名卡為例
Explore the Brand Perceived Benefits on Customer Satisfaction—The Case of A Point Co-branded Credit Card作者 田祐任
Tien, Yu-Jen貢獻者 洪為壐<br>季延平
Hung, Wei-Hsi
田祐任
Tien, Yu-Jen關鍵詞 點數聯名卡
品牌知覺利益
產品知識
銀行服務品質
顧客滿意度日期 2020 上傳時間 3-Aug-2020 18:43:50 (UTC+8) 摘要 隨著Bank4.0時代的到來，銀行業與一般產業的界線日漸模糊，各家銀行無不開始積極建立自家的異業生態系，其中，點數聯名卡的出現成為銀行與異業點數生態系的重要交集，藉由聯名發行的合作方式，使持卡人在使用卡片消費的同時，除了獲得商業銀行所提供的現金回饋外，也能同時透過累積紅利點數、獲得特別折扣及獲贈相關贈品等方式，得到來自合作方的優惠及利益，產生了品牌之間的聯名綜效。在當今行銷媒介多元豐富的時代，持卡人在申辦前點數聯名卡之前已有足夠的資訊透過感知而形成品牌知覺利益，進而產生申辦後的動機，然而在申辦者皆有獲取關於該卡之足夠資訊的情況下，在實際使用的顧客滿意度上仍時常出現因人而異的分歧，因此本研究決定加入兩個變數進行干擾效果的探討，分別為持卡人產品知識及發卡銀行服務品質，前者為探討持卡人在實際申辦後，是否會因為熟稔該卡的使用規則，而產生越用越好用的現象，進而影響顧客滿意度，後者主要為探討，由於當今單一點數生態系已開始與不同發卡銀行進行合作聯名，故申辦後所接收到的服務品質或成顧客滿意度的關鍵甚至影響原本知覺利益與顧客滿意度之間的關係，本研究採用問卷法，針對中信LINE Pay卡之持卡人進行調查，扣除無效問卷後共回收482份問卷。實證結果，發現品牌知覺利益構面中的功能性需求、象徵性需求、經驗性需求、銀行服務品質及持卡人產品知識對於顧客滿意度皆有顯著的正向影響，而銀行服務品質則出現了部分干擾效果，但持卡人產品知識則不存在干擾效果，本研究針對銀行服務品質的部分干擾效果進行新構面分類及深入探討，發現銀行服務品質可分為兩大類，分別為服務關心導向及便利機能導向，各自會加強功能性需求及經驗性需求與顧客滿意度之間的正向關係，最後本研究也依據研究結果，提供了幾個實務上可參考之建議。
With the advent of the Bank 4.0 era, the boundary between the banking industry and other industries are becoming blurred. In response to this critical trend, the commercial banks in Taiwan are building up their own ecosystems to connect with other industries. Among the financial services, the emergence of point co-branded card has become an important role between commercial banks and other point collection ecosystems. When cardholders use the co-branded card, they can get the cash rebates provided by commercial banks. Besides the cash rebates, cardholders can also accumulate the bonus points, get special discounts, and receive relevant gifts that belong to the ecosystem. In general, consumers get lots of benefits from the cooperation, meanwhile commercial banks take the synergy of branding from its partners. In today`s era of diversified marketing media, cardholders have enough information to form a brand perception value through perception, which in turn generates motives after bidding. However, in the case of sufficient information, there are often different personal differences in the actual customer satisfaction, so this study decided to add two variables to discuss the effects of interference, respectively for cardholder product knowledge and card issuing bank services quality, the former is to discuss whether the cardholder will become more familiar with the card`s usage rules after the actual application, then affects the customer satisfaction, the latter is mainly to discuss that because of today`s single-point ecosystem has begun to issue cards with different Banks cooperate to co-brand, the quality of service received after the bid may become the key to customer satisfaction or even affect the relationship between the originally perceived benefits and customer satisfaction. This study conducted a survey of CTBC LINE Pay cardholders. A total of 482 questionnaires that were recovered after invalid questionnaires. The empirical results show that functional need, symbolic need, empirical need, bank service quality, and cardholder product knowledge in the brand perception benefit structure have a significant positive effect on customer satisfaction, while bank service quality appears part of the interference effect, but the cardholder product knowledge does not exist interference effect. This study conducted a new facet classification and in-depth discussion on the partial interference effect of bank service quality and found that bank service quality can be divided into two categories, which are service concerns-oriented and convenience function-oriented, each will strengthen the positive relationship between functional requirements and empirical requirements and customer satisfaction. Finally, this study also provides several practical suggestions based on the research results.參考文獻 英文1. Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 13(4), 411-454.2. Amin, H. (2007). An analysis of mobile credit card usage intentions. Information Management & Computer Security, 15(4), 260-2693. Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers` assessments of service quality and value. Journal of consumer research, 17(4), 375-384.4. Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of consumer research, 12(1), 1-16.5. Braunsberger, K., Lucas, L. A., Roach, D., & Luckett, M. (2015). The Effectiveness of Credit-Card Regulation for Vulnerable Consumers. In Creating and Delivering Value in Marketing (pp. 113-113). Springer, Cham.6. Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of marketing research, 19(4), 491-504.7. Colletti, D. L. (1987). Retail banking success: a question of quality. Bank Administration, 63(4), 42-45.8. Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of marketing research, 2(3), 244-249.9. Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information systems research, 14(2), 189-217.10. Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of marketing research, 19(4), 491-504.11. Cui, C. C., Lewis, B. R., & Park, W. (2003). Service quality measurement in the banking sector in South Korea. International Journal of Bank Marketing, 21(4), 191-20112. Chu, P. Y., Lee, G. Y., & Chao, Y. (2012). Service quality, customer satisfaction, customer trust, and loyalty in an e-banking context. Social Behavior and Personality: an international journal, 40(8), 1271-1283.13. Farsad, B., & Elshennawy, A. K. (1989). Defining service quality is difficult for service and manufacturing firms. Industrial Engineering, 21(3), 17-19.14. Frei, F. X., Kalakota, R., Leone, A. J., & Marx, L. M. (1999). Process variation as a determinant of bank performance: evidence from the retail banking study. Management Science, 45(9), 1210-1220.15. Flynn, L. R., & Goldsmith, R. E. (1999). A short, reliable measure of subjective knowledge. Journal of business research, 46(1), 57-66.16. Gremler, D. D., & Gwinner, K. P. (2000). Customer-employee rapport in service relationships. Journal of Service Research, 3(1), 82-104.17. Howard, J. Y. S., & Sheth, J. (1969). JN (1969)" The Theory of Buyer Behavior. New York, 4(1), 207-21118. Hempel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and measurement. The conceptualization of consumer satisfaction and dissatisfaction, 7.19. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.20. Kotler, P. (2003). Building customer satisfaction, value, and retention. Craven, Wendy and Shelstaded, Jeff, Marketing Management. USA: New, 158-16121. Lau, M. M., Cheung, R., Lam, A. Y., & Chu, Y. T. (2013). Measuring service quality in the banking industry: a Hong Kong based study. Contemporary management research, 9(3).22. Miniard, P. W. (1984). Consumer Behavior, 6th.23. Newman, K. (2001). Interrogating SERVQUAL: a critical assessment of service quality measurement in a high street retail bank. International journal of bank marketing, 19(3), 126-13924. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.25. Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of marketing, 50(4), 135-145.26. Park, C. W., Feick, L., & Mothersbaugh, D. L. (1992). Consumer knowledge assessment: How product experience and knowledge of brands, attributes, and features affects what we think we know. ACR North American Advances, 19, 193-19827. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.28. Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of retailing, 67(4), 420.29. Rao, A. R., & Monroe, K. B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of consumer research, 15(2), 253-264.30. Roig, J. C. F., Garcia, J. S., Tena, M. A. M., & Monzonis, J. L. (2006). Customer perceived value in banking services. International Journal of Bank Marketing, 24(5), 266-283.31. Robb, C. A., & Sharpe, D. L. (2009). Effect of personal financial knowledge on college students’ credit card behavior. Journal of Financial Counseling and Planning, 20(1).32. Wirtz, J., & Bateson, J. E. (1995). An experimental investigation of halo effects in satisfaction measures of service attributes. International Journal of Service Industry Management, 6(3), 84-102中文1. 謝楚培，(2011)，就是要 [瘋潮]-次文化消費研究，東吳大學碩士論文。2. 周志峰，(1996)，經常使用循環信用之持卡人區隔特性描述及消費行為研究。3. 吳佳珞，(2012)，影響顧客持續使用信用卡因素的分析，私立東吳大學國際經營與貿易學系碩士論文。4. 劉彥均，(2014)，產品種類多樣化對消費者知覺利益之探討-以信用卡為例 (Doctoral dissertation, 劉彥均)。5. 楊文敏，(2005)，中國信託商業銀行服務品質之研究-顧客滿意度的觀點，南華大學管理科學研究所。6. 黃逸甫，(2001)，服務品質、價格、品牌形象與品牌個性 對顧客滿意度之影響─以銀行業為例，國立政治大學企業管理研究所碩士論文。7. 謝瑜珊，(2011)，運用PLS探討護理之家使命宣言管理議題與組織績效之因果路徑，嘉南藥理科技大學醫務管理系碩士論文。8. 林季葦，(2006)，銀行服務品質與顧客滿意度之研究，國立成功大學統計研究所碩士論文。9. 楊緒永，(2009)，品牌形象、知覺價值、口碑、產品知識與購買意願之研究 —以手機為例，私立南華大學企業管理系管理科學碩士論文。10. 王俊欽，(2009)，產品知識、行銷通路對消費者態度及消費者購買意圖之影響-以台灣生技保健食品為例，國立成功大學企業管理研究所碩士論文。網路部分中國信託商業銀行，(2020)，https://www.ctbcbank.com/twrbo/zh_tw/index.html。聯邦商業銀行，(2020)，https://card.ubot.com.tw/eCard/。金融監督管理委員會，(2020)，https://www.fsc.gov.tw/ch/index.jsp 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363091資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107363091 資料類型 thesis dc.contributor.advisor 洪為壐<br>季延平 zh_TW dc.contributor.advisor Hung, Wei-Hsi en_US dc.contributor.author (Authors) 田祐任 zh_TW dc.contributor.author (Authors) Tien, Yu-Jen en_US dc.creator (作者) 田祐任 zh_TW dc.creator (作者) Tien, Yu-Jen en_US dc.date (日期) 2020 en_US dc.date.accessioned 3-Aug-2020 18:43:50 (UTC+8) - dc.date.available 3-Aug-2020 18:43:50 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2020 18:43:50 (UTC+8) - dc.identifier (Other Identifiers) G0107363091 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131357 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 107363091 zh_TW dc.description.abstract (摘要) 隨著Bank4.0時代的到來，銀行業與一般產業的界線日漸模糊，各家銀行無不開始積極建立自家的異業生態系，其中，點數聯名卡的出現成為銀行與異業點數生態系的重要交集，藉由聯名發行的合作方式，使持卡人在使用卡片消費的同時，除了獲得商業銀行所提供的現金回饋外，也能同時透過累積紅利點數、獲得特別折扣及獲贈相關贈品等方式，得到來自合作方的優惠及利益，產生了品牌之間的聯名綜效。在當今行銷媒介多元豐富的時代，持卡人在申辦前點數聯名卡之前已有足夠的資訊透過感知而形成品牌知覺利益，進而產生申辦後的動機，然而在申辦者皆有獲取關於該卡之足夠資訊的情況下，在實際使用的顧客滿意度上仍時常出現因人而異的分歧，因此本研究決定加入兩個變數進行干擾效果的探討，分別為持卡人產品知識及發卡銀行服務品質，前者為探討持卡人在實際申辦後，是否會因為熟稔該卡的使用規則，而產生越用越好用的現象，進而影響顧客滿意度，後者主要為探討，由於當今單一點數生態系已開始與不同發卡銀行進行合作聯名，故申辦後所接收到的服務品質或成顧客滿意度的關鍵甚至影響原本知覺利益與顧客滿意度之間的關係，本研究採用問卷法，針對中信LINE Pay卡之持卡人進行調查，扣除無效問卷後共回收482份問卷。實證結果，發現品牌知覺利益構面中的功能性需求、象徵性需求、經驗性需求、銀行服務品質及持卡人產品知識對於顧客滿意度皆有顯著的正向影響，而銀行服務品質則出現了部分干擾效果，但持卡人產品知識則不存在干擾效果，本研究針對銀行服務品質的部分干擾效果進行新構面分類及深入探討，發現銀行服務品質可分為兩大類，分別為服務關心導向及便利機能導向，各自會加強功能性需求及經驗性需求與顧客滿意度之間的正向關係，最後本研究也依據研究結果，提供了幾個實務上可參考之建議。 zh_TW dc.description.abstract (摘要) With the advent of the Bank 4.0 era, the boundary between the banking industry and other industries are becoming blurred. In response to this critical trend, the commercial banks in Taiwan are building up their own ecosystems to connect with other industries. Among the financial services, the emergence of point co-branded card has become an important role between commercial banks and other point collection ecosystems. When cardholders use the co-branded card, they can get the cash rebates provided by commercial banks. Besides the cash rebates, cardholders can also accumulate the bonus points, get special discounts, and receive relevant gifts that belong to the ecosystem. In general, consumers get lots of benefits from the cooperation, meanwhile commercial banks take the synergy of branding from its partners. In today`s era of diversified marketing media, cardholders have enough information to form a brand perception value through perception, which in turn generates motives after bidding. However, in the case of sufficient information, there are often different personal differences in the actual customer satisfaction, so this study decided to add two variables to discuss the effects of interference, respectively for cardholder product knowledge and card issuing bank services quality, the former is to discuss whether the cardholder will become more familiar with the card`s usage rules after the actual application, then affects the customer satisfaction, the latter is mainly to discuss that because of today`s single-point ecosystem has begun to issue cards with different Banks cooperate to co-brand, the quality of service received after the bid may become the key to customer satisfaction or even affect the relationship between the originally perceived benefits and customer satisfaction. This study conducted a survey of CTBC LINE Pay cardholders. A total of 482 questionnaires that were recovered after invalid questionnaires. The empirical results show that functional need, symbolic need, empirical need, bank service quality, and cardholder product knowledge in the brand perception benefit structure have a significant positive effect on customer satisfaction, while bank service quality appears part of the interference effect, but the cardholder product knowledge does not exist interference effect. This study conducted a new facet classification and in-depth discussion on the partial interference effect of bank service quality and found that bank service quality can be divided into two categories, which are service concerns-oriented and convenience function-oriented, each will strengthen the positive relationship between functional requirements and empirical requirements and customer satisfaction. Finally, this study also provides several practical suggestions based on the research results. en_US dc.description.tableofcontents 摘要 I目次 IV圖次 V表次 VI第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 3第二章 文獻探討 5第一節 點數聯名卡 5第二節 品牌知覺利益 8第三節 產品知識 10第四節 銀行服務品質 13第五節 顧客滿意度 16第三章 研究方法 19第一節 研究架構 19第二節 研究假設 20第三節 研究變數之操作型定義 22第四節 研究設計 29第五節 統計方法 30第四章 結果與討論 31第一節 樣本敘述性統計分析 31第二節 信度分析 35第三節 效度分析 36第四節 迴歸分析 43第五節 銀行服務品質干擾效果之延伸研究 51第五章 結論與建議 60第一節 研究結論 60第二節 管理意涵 64第三節 未來研究建議及限制 68參考文獻 71附錄 研究問卷 76 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107363091 en_US dc.subject (關鍵詞) 點數聯名卡 zh_TW dc.subject (關鍵詞) 品牌知覺利益 zh_TW dc.subject (關鍵詞) 產品知識 zh_TW dc.subject (關鍵詞) 銀行服務品質 zh_TW dc.subject (關鍵詞) 顧客滿意度 zh_TW dc.title (題名) 點數聯名卡之品牌知覺利益與顧客滿意度研究－以A點數聯名卡為例 zh_TW dc.title (題名) Explore the Brand Perceived Benefits on Customer Satisfaction—The Case of A Point Co-branded Credit Card en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 英文1. Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 13(4), 411-454.2. Amin, H. (2007). An analysis of mobile credit card usage intentions. Information Management & Computer Security, 15(4), 260-2693. Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers` assessments of service quality and value. Journal of consumer research, 17(4), 375-384.4. Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of consumer research, 12(1), 1-16.5. Braunsberger, K., Lucas, L. A., Roach, D., & Luckett, M. (2015). The Effectiveness of Credit-Card Regulation for Vulnerable Consumers. In Creating and Delivering Value in Marketing (pp. 113-113). Springer, Cham.6. Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of marketing research, 19(4), 491-504.7. Colletti, D. L. (1987). Retail banking success: a question of quality. Bank Administration, 63(4), 42-45.8. Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of marketing research, 2(3), 244-249.9. Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information systems research, 14(2), 189-217.10. Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of marketing research, 19(4), 491-504.11. Cui, C. C., Lewis, B. R., & Park, W. (2003). Service quality measurement in the banking sector in South Korea. International Journal of Bank Marketing, 21(4), 191-20112. Chu, P. Y., Lee, G. Y., & Chao, Y. (2012). Service quality, customer satisfaction, customer trust, and loyalty in an e-banking context. Social Behavior and Personality: an international journal, 40(8), 1271-1283.13. 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