網路銀行創新服務對企業客戶關係品質之影響研究

• Main Author: 呂傳嘉
• Other Authors: 陳惠芳
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/38678882828540534303

碩士 === 東吳大學 === 國際貿易學系 === 90 === With the development of e-commerce, the role of netbanks is more and more important. Providing services which meet corporations’ needs is one of the most important issues for netbanks. After surveying 53 netbanks in Taiwan, We find most netbanks just implant their services in physical banks to their banks on line, make them e-commercialize. When the netbank was built, they did not take the edges of internet into consideration. We have no idea whether these services meet corporations’ needs or not. Our research would like to provide a new direction of positioning for nebank by applying TAM and relationship marketing to our model. And we will make our research more meaningful by questionnaire analyzing. We think that the perceived usefulness of the corporation to the services of netbanks will affect the level of relationship which corporations perceived to netbanks. And this phenomenon will affect the quality of relationship which corporations perceived to netbanks. The result of this research shows the hypotheses we made were supported. One of the main findings is that the perceived usefulness of innovational services affects the level of relationship positively and significantly. The other is that level of relationship affects the quality of relationship positively and significantly. Our research provide practical evidences to netbanks. They have to rethink their positioning of their netbanks. The role of the netbanks is not only the marketing homepage of physical banks. They are part of the e-commerce, and play a very important role in the future of e-commerce.