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題名 顧客對暹邏銀行之網路銀行顧客服務滿意度調查
作者 丘曉菁
貢獻者 張愛華
丘曉菁
關鍵詞 網路銀行
暹邏
客戶滿意
日期 2006
上傳時間 18-Sep-2009 15:02:48 (UTC+8)
摘要 顧客對暹邏銀行之網路銀行顧客服務滿意度調查
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描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
93933044
95
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0093933044
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.author (Authors) 丘曉菁zh_TW
dc.creator (作者) 丘曉菁zh_TW
dc.date (日期) 2006en_US
dc.date.accessioned 18-Sep-2009 15:02:48 (UTC+8)-
dc.date.available 18-Sep-2009 15:02:48 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 15:02:48 (UTC+8)-
dc.identifier (Other Identifiers) G0093933044en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35446-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 93933044zh_TW
dc.description (描述) 95zh_TW
dc.description.abstract (摘要) 顧客對暹邏銀行之網路銀行顧客服務滿意度調查zh_TW
dc.description.tableofcontents 1 Introduction
1.1 Motivation of the research 1
1.2 Background 3
1.2.1 Characteristics of the Thai retail banking industry 3
1.2.2 Internet banking service 6
1.2.3 Internet banking in Thailand 9
1.3 Statement of problem 12
1.4 Purpose of the research 12
1.5 Organization of the research 12

2 Literature Review 13
2.1 Definition of Service Quality 13
2.2 Definitions of E-service quality 17
2.3 Service Quality in Banking 21
2.4 Customer satisfaction 23
2.5 Service Quality and Satisfaction 28
2.6 Definition of loyalty 29

3 Research Framework and Methodology 34
3.1 Research questions 34
3.2 Conceptual Framework 36
3.3 Research Hypothesis 39
3.4 Scope & object of the research 40
3.4.1 History of Siam Commercial Bank 40
3.4.2 Overview of business structure 41
3.4.3 Siam Commercial Bank information technology 42
background
3.4.4 Online customer service system 43
3.4.5 Real Time Customer service 44
3.5 Research methods 45
3.5.1 Face-to-face interview design 45
3.6 Questionaire development 46
3.6.1 Pilot Testing and Amendment 48
3.6.2 Questionnaire Administration 49
3.7 Data collection 49
3.7.1 Sample Selection 50
3.7.2 Selecting the Sampling Method 50
3.7.3 Respond rate 51
3.8 Validity and Reliability 51
3.8.1 Validity 51
3.8.2 Reliability 52
3.9 Data analysis methods 53

4 Data Analysis 54
4.1 The profile of respondents 55
4.2 Customer perception of service quality 56
4.3 Customer perception of satisfaction 59
4.4 Hypothesis testing 60
4.4.1 Relationship between whole service quality dimension and customer satisfaction
60
4.4.2 Customer loyalty 63
4.4.3 Relationship between customer satisfaction 65
and customer loyalty
4.5 Intention to use Siam Commercial Internet Banking 65
4.6 The important for Siam Commercial Bank
to have online
customer service 67
The summary of banker’s perspective 69

5 Conclusion and recommendation 73
5.1 Conclusion 73
5.2 Recommendation 75
5.3 Limitations and suggestions for future studies 77

Reference 78

Appendix 1: Questionnaire
Appendix 2: Guidelines for interview the bank’s employees.
Appendix 3: Questionnaire Thai version
Appendix 4: World internet usage and population statistic
Appendix 5: Satisfaction level grouping by respondents’ age
Appendix 6: Satisfaction level grouping by respondents’ income		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0093933044en_US
dc.subject (關鍵詞) 網路銀行zh_TW
dc.subject (關鍵詞) 暹邏zh_TW
dc.subject (關鍵詞) 客戶滿意zh_TW
dc.title (題名) 顧客對暹邏銀行之網路銀行顧客服務滿意度調查zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) [1] Anderson W. and Sullivan M. (1993), The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, Vol. 12, No. 2, pp. 125-143zh_TW
dc.relation.reference (參考文獻) [2] Assael, H. (1987). Consumer Behavior and Marketing Action. 3rd ed. Boston, Kent.zh_TW
dc.relation.reference (參考文獻) [3] Asubonteng, P. Mccleary, K.J., & Swan, J.E. (1996). SERVQUAL revisited: a critical review of service quality. The Journal of Services Marketing, Vol. 10, No.6, pp. 62-81.zh_TW
dc.relation.reference (參考文獻) [4] Bahia, K. and Nantel, J. (2000) A reliable and valid measurement scale for the perceived service quality of banks. International Journal of Bank Marketingzh_TW
dc.relation.reference (參考文獻) Vol.18, No. 2, pp. 84-91.zh_TW
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