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E89049
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信用卡市場關係品質及關係行銷策略建立之研究
The Study on the Credit Card Relationship Quality and Relationship Marketing Strategy
1.李樑堅
1.Liang-chien Lee
1.義守大學財務金融系
1.Department of Finance, I-Shou University
001,002,003,004
1.義守大學財務金融系
1.Department of Finance, I-Shou University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1999-08-01
A.14 計畫執行期間(訖):2000-07-31
A.16 收到日期:2000-10-25
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與商業銀行往來的社會大眾

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C.2 聯絡日期:2000-10-25
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1.義守大學財務金融系
1.Department of Finance, I-Shou University
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C.7 資料公開日期:2000-08-01
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1.交易行銷
2.事先區隔
3.徑向分析
4.關係行銷
5.關係品質
1.Path Analysis
2.Priori Segmentation
3.Relationship Marketing
4.Relationship Quality
本研究將消費者以事先區隔的方式加以分類,區隔的基礎乃以持卡情況為依歸,再將部份持卡情況加以合併,而成為三個本研究所要探討的族群,這三個族群分別是穩定持卡族、潛在持卡族、潛在剪卡族等。本研究以LISREL軟體分析「關係行銷--關係品質」的徑向模式,並建立其因果模式,以了解關係行銷與關係品質間的結構。此外,對關係行銷因素與交易行銷因素同時加以探討,首先利用因素分析法得到關係行銷因素構面與利益行銷因素構面,構面確定之後再利用MANOVA及Scheffe\'s檢定加以分析,再對三族群的人口統計、持卡資料、信用卡綜合問題、關係品質作卡方檢定,以了解三個主要信用卡族群在各項目上是否存在差異性。最後則對所有消費在關係行銷與交易行銷重要性做一個總檢定,了解消費者對兩種行銷策略的差異性。依據上述分析結果,本研究的重要結論如下:1.本研究以LISREL徑向分析的結果,證實信用卡「關係行銷--關係品質」之間確實存在徑向關係,除了“資料庫管理”外,“信譽與承諾”、“關鍵事件補救”、“關係銷售行為”、“關係接觸程度”等在α=0.05下呈顯著。2.在α=0.05下,信用卡消費者認為關係行銷構面的重要性大於交易行銷構面。3.最後由於本研究族群區隔方法適合,在人口統計、持卡資料、信用卡綜合問題、關係品質的檢定上,在α=0.05下呈現顯著差異,因此能針對各族群特性訂定出適當的行銷策略。

This research was used priori segmentation method to differentiate the consumer. The differentiation was based of hold credit card situation. And differentiate three groups to discuss. The three groups were stable holding cards, latent holding cards and latent cutting cards. This research used LISREL software to analysis relationship marketing to relationship quality path model, that can to establish the cause and effect model and to realize the structure between relationship marketing and relationship quality. Besides, this research also discussed both factors of relationship marketing and transaction marketing. At first, we used the factor analysis to obtain the effect factors. After confirmed the factors, we used MANOVA test and Scheffe\'s test to analysis. And then was aimed at these three group\'s data, that is vital statistics, hold card situation, composite question and relationship quality, make use of χ2 test to realize the discrepancy between them. Finally, the research used t-test to realize the discrepancy between relationship marketing and transaction marketing. According the above-mentioned analysis, we obtain the result as follow: * This research ascertained the path relation between relationship marketing and relationship quality. * In α=0.05, credit card\'s consumer agree relationship marketing is important to transaction marketing. * Finally, because the priori segmentation method is fit, so the research can aimed at different group\'s provided the marketing strategy.

D.16 完成檢誤日期:2002-11-18
D.17 預定釋出日期:2002-12-18
D.18 初次釋出日期:2002-12-26
D.19_1 最新版釋出日期:2002-12-26
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10.6141/TW-SRDA-E89049-1
追蹤清單
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