The Influence of Theater Theory Factors and Experiential Quality of Internet Bank on Brand Image and Customer Loyalty-a Bank as an Example

[[abstract]]本研究整理國內外劇場理論因子和體驗品質的相關文獻，作為本研究理論架構的基礎，接著對網路銀行使用者進行品牌形象與顧客忠誠度之問卷調查，經由迴歸分析來驗證相關理論在網路銀行顧客使用後忠誠度上之差異。由於金融業者投入大量資金及心力，開發網路銀行服務項目後，消費者是否成為網路銀行的用戶，以及影響客戶使用網路銀行的滿意度，本研究以問卷方式，共回收245 份問卷，統計分析方法及迴歸分析，利用 SPSS 統計軟體做為資料分析工具，為提供業者做為日後維護修正網路銀行功能之參考。 研究結果顯示，劇場要素與體驗品質對品牌形象有正向的影響，而顧客忠誠度也對品牌形象有依賴性。因此本研究認為在網路銀行功能的設計方面，應讓使用者感覺便利舒適並有良好服務的互動性，以加深顧客心中的品牌忠誠度。 This study collates the relevant literature on the theoretical factors and experience quality of domestic and foreign theaters as the basis of the theoretical framework of this research. Then, it conducts a questionnaire survey on brand image and customer loyalty for online banking users, and verifies the relevant theories through regression analysis. The difference in loyalty between the customers of Lu Bank. Since the financial industry invested a lot of money and effort, after developing online banking services, whether consumers become Online Banking users and affecting customers' satisfaction with using online banking, this study collected 245 questionnaires by questionnaire. Statistical analysis methods and regression analysis, using SPSS statistical software as a data analysis tool, for the provider to serve as a reference for future maintenance and correction of online banking functions. The research results show that the theater elements and experience quality have a positive impact on the brand image, and customer loyalty also depends on the brand image. Therefore, this study believes that in the design of online banking functions, users should feel comfortable and comfortable and have good service interactivity to deepen the brand loyalty of customers