臺灣博碩士論文加值系統

現今網路銀行已經十分普遍，允許銀行客戶從任何地方存取帳戶與方便地管理資金。在蒙古，有愈來愈多的人使用網路銀行的各種服務。面對競爭激烈的市場，銀行需要瞭解影響蒙古網路銀行客戶滿意度和忠誠度的重要影響因素，以便保留現有客戶並獲得新客戶。因此，本研究旨在瞭解客戶忠誠度，客戶滿意度和其重要影響因素（聲譽、服務質量、信任、認知價值）之間的關係。本研究根據文獻發展研究模式與建立研究假設。本研究採用線上調查方法，共蒐集155個蒙古網路銀行客戶之有效問卷。研究資料透過SmartPLS 3.0與SPSS 22統計軟體進行量化資料分析。研究結果顯示聲譽，服務品質和信任度對客戶滿意度有顯著且正向之影響，而客戶滿意度進而顯著正向影響客戶忠誠度。研究結果建議銀行必須提高服務品質、聲譽和信任度，以維繫客戶滿意度與忠誠度。最後提出研究限制與未來研究方向。

Internet banking has become so widespread today and allows customers to access their accounts and conveniently manage their money from where they are. In Mongolia, more and more people use internet banking services. In a highly competition market, banks need to understand what are the key influencing factors of customer satisfaction and loyalty towards Mongolian internet banking in order to keep existing customers and acquire new ones. Hence, this study aims to understand the relationships between customer loyalty, customer satisfaction and the determinants - reputation, service quality, trust and perceived value. A conceptual model and research hypotheses were developed based on previous literatures. Research data was collected from 155 Mongolian internet banking customers with the online survey method. The subsequent quantitative analysis was conducted using two statistical tools, SmartPLS 3.0 and SPSS 22. The results showed reputation, service quality and trust have significantly positive impacts on customer satisfaction, which in turn has a significantly positive impact on customer loyalty. This study suggests that banks need to improve the service quality, trustworthiness, and brand image of bank to leverage customer satisfaction. Finally, research limitation and future study direction were proposed.

摘 要......i
Abstract......ii
Acknowledgment......iii
Table of contents......iv
List of Tables......vi
List of Figures......vii
Chapter 1 Introduction......1
1.1. Research Background and Motivation......1
1.2. Research objective......5
1.3 The structure of study......6
Chapter 2 Literature Review......8
2.1 E-banking......8
2.2 Internet banking......9
2.3 Banking sector in Mongolia......10
2.4 Service quality......11
2.5 Perceived value......12
2.6 Trust......13
2.7 Reputation......14
2.8 Customer satisfaction......15
2.9 Customer loyalty......16
Chapter 3 Research Methodology......18
3.1 Research framework......18
3.2 Research hypothesis......19
3.3 Questionnaire design and measurement......21
3.4 Data analysis......25
3.4.1 Research reliability and validity......26
3.4.2 Statistical analysis......27
Chapter 4 Results......29
4.1 Demographics of participants......29
4.2 Usage of internet banking......31
4.3 Factor analysis......33
4.4 Reliability and validity analysis......34
4.5 Hypotheses analysis......38
Chapter 5 Conclusion......41
5.1 Discussion......41
5.2 Conclusion......43
5.3 Recommendation......45
5.4 Limitation......45
Reference......46
Appendix I –English version of questions......51
Appendix II Mongolian version of questions......58
Abstract......66

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