台灣證券市場發展成熟，同業競爭激烈，加上金控證券商也加入市場，過去榮景不在，如今面臨的是價格的競爭與微利的挑戰。如何在這競爭市場中保持領先的地位成為各大證券商努力的目標，如果在這競爭市場中，可以得到高顧客滿意度，維持高的顧客忠誠度，將有助於站穩市場地位。
本研究探討證券商服務品質、顧客知覺價值對顧客滿意度與忠誠度是否存在明顯之關連性。依據過去學者的研究文獻作為理論基礎調整後，以深入訪談與問卷調查的方式收集各大證券商顧客的意見，再透過統計分析軟體探討服務品質、顧客知覺價值對顧客滿意度與忠誠度間的關係後，發現與建議如下：
一、 知覺價值（物超所值與形象認同）對顧客滿意度與忠誠度有正面且非常顯著之關係，其顯著程度高過於服務品質。
二、 顧客滿意度會直接影響顧客忠誠度，但發現顧客滿意度高並不代表推薦意願就高。
三、 人口統計中女性與高等教育對於服務品質與知覺價值有顯著關係。其中以服務客制化與物超所值構面對人口變項間的影響最為顯著。
四、 影響顧客滿意度之主要因素為知覺價值，而知覺價值包含提供物超所值服務與建立形象認同，這兩因素直接影響顧客滿意度。
五、 建議證券商持續努力建立良好企業形象、服務形象、軟體形象、公益形象、及行銷活動，藉此改善顧客的知覺價值，提高顧客滿意度與忠誠度。 / The securities industry is well developed in Taiwan. Securities brokers have to compete with the other brokers while financial holding securities are also in price competition and profit control. How to keep the leading position in securities industry becomes an important issue for all Securities corporations in Taiwan. To occupy a leading position in securities industry, securities firms not only have to improve customer satisfaction, but also have to maintain highly customer loyalty.
This case study is focusing on the effect of securities corporation’s service quality and perceived value on customer satisfaction and loyalty in Taiwan. According to theories, we use different ways such as PZB’ SERVQUAL, Petrick, Czepitas and GMK’s factors that measure service quality, perceived value, customer satisfaction, and customer loyalty. The results of the study are as follows:
1. Perceived value have the positive relationship with customer's satisfaction and loyalty.
2. Customer’s satisfaction will directly affect customer's loyalty. But it does not mean there will be highly customer recommendation.
3. The case shows that female comsumers and highly educated customers are easy affected by service quality and perceived value.
4. Perceived value is the major factor that affects customer's satisfaction mostly.
5. The results of the study is proposed that securities corporation should set up good corporate image、service image、software image、public image and sale promotion to improve perceived value on customer satisfaction and loyalty.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095932303 |
| Creators | 劉明賢, Liu, Thomas |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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