頁籤選單縮合
題名 | 臺灣銀行業善因行銷、外部線索對服務品質、知覺風險與知覺價值之影響關係研究=Causal Relationship among Cause Related Marketing, External Cues, Service Quality, Perceived Risk and Customer Value in Taiwan Banking Industry |
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作者 | 陳澤義; 張保隆; 張宏生; | 書刊名 | 交大管理學報 |
卷期 | 24:2 2004.12[民93.12] |
頁次 | 頁87-117 |
分類號 | 562.29 |
關鍵詞 | 社會行銷; 外部線索; 服務品質; 知覺風險; 顧客價值; Cause related marketing; External cues; Service quality; Perceived risk; Customer value; |
語文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討善因行銷(cause related marketing)、外部線索(external cuse)分別與服務品質(service quality)以及知覺風險(perceived risk)之間的關係,並進一步發掘善因行銷與外部線索透過服務品質與知覺風險對顧客價值(customer value)的影響。透過對銀行消費者問卷調查與統計分析,結果發現,服務品質受到善因行銷與外部線索的正向影響,而知覺風險主要受到善因行銷與外部線索的負向影響。最後,本研究考慮受服務品質知覺風險影響的顧客價值,發現善因行銷與外部線索會透過服候品質與知覺風險顯著地影響顧客價值。 |
英文摘要 | This study elucidates how causes related marketing, external cuse, service quality and perceived risk is related, and explores the influence of service quality and perceived risk on customer value. Service quality found to be affected positively by cause related marketing and external cues, whereas cause related marketing and external cause negatively influence perceived risks. Finally, exactly how customer value is affected by the service quality and perceived risk is considered, and cause related marketing and the external cause notably indirectly affect customer value through service quality and perceived risk. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。