银行消费者信用贷款业务之顾客自发行为研究.PDF

經營管理論叢 Vo1.3, No.2, 2007第 77-96頁 銀行消費者信用貸款業務之顧客自發行為研究 The Study of Customer Voluntary Performance on Consumer Credit Loan of Banking 池文海 1 張書豪 2 林一為3 (Received: May. 15, 2006 ；First Revision: Jun. 28, 2007 ；Accepted: Jul. 24, 2007) 摘要 許多研究指出如何使顧客產生自發行為是管理者主要的焦點，本研究檢測消費者在 銀行信用貸款時，銀行之服務品質、銷售行為、企業形象、知覺風險、關係品質，對顧 客自發行為之影響力。經由 568個顧客並採用結構方程模式進行驗證，得知服務品質對 顧客自發行為的總影響效果最高，其次為企業形象與關係品質。研究顯示在消費金融業 中透過服務品質的提昇、企業形象的建立與顧客關係品質的維繫，以引導顧客自發行為 有其必要性。本研究試圖發掘顧客自發性忠誠、合作與參與行為之影響因素，以提供銀 行業者在實務上的參考依據，並幫助制定有效之營運策略。 關鍵字：顧客自發行為、服務品質、銷售行為、企業形象、知覺風險、關係品質 Abstract Many studies indicated that managers primarily focus on how to improve customer voluntary performance. The research studies the influence of service quality, selling behavior, corporate image, perceived risk and relationship quality on customer voluntary performance when customers loan in banks. This study investigates 568 customers and adopts Structural Equation Modeling (SEM) to test our model. The results indicate that service quality has a most significant total effect on customer voluntary performance, and the next affecting factors are corporate image and relationship quality. The study shows that it’s necessary to enhance service quality, corporate image and maintain customer relationship quality to bring customer voluntary performance in consumer banking. This study attempts to find out the influence factors on customer voluntary loyalty, cooperation and participation behavior to provide the bankers some practical suggestions to make effective strategies. Keywords: Customer Voluntary Performance, Service Quality, Selling Behavior, Corporate Image, Perceived Risk, Relationship Quality. 1國立東華大學企業管理學系教授 2明道大學國際行銷與運籌學系助理教授 3 異世行銷市場調查股份