The Effects of Perceived Service Quality and Perceived Relationship Quality on Customer Switching Intention-The Case of Internet Banking

[[abstract]]隨著資訊科技迅速的發展及網際網路的普遍，國內銀行業者為了因應電子商務的趨勢，紛紛成立網路銀行，提供更便利與更有效率的銀行服務。由於顧客與服務人員之間沒有直接接觸，所以網路銀行不同於透過櫃檯服務的傳統銀行。因此，顧客知覺到的服務品質乃是網路銀行不可或缺的核心競爭力。因此，本研究的目的在探討顧客在使用網路銀行時，其知覺服務品質與知覺關係品質對轉換意圖的影響關係。 本研究以國內使用過網路銀行的顧客為研究對象，共回收有效問卷428份。研究結果歸納如下： 1 網路銀行的顧客知覺服務品質對顧客的知覺關係品質有正向顯著關係。 2 網路銀行的顧客知覺服務品質對顧客的轉換意圖有負向顯著關係。 3 網路銀行的顧客知覺關係品質對顧客的轉換意圖有負向顯著關係 4 網路銀行的顧客知覺關係品質並不會中介顧客的知覺服務品質與轉換意圖。[[abstract]]With the development of information technology and popularity of internet domestic banks have established internet banking to respond to the trend of electronic commerce and provide customers with more convenient and efficient banking services Internet banking is different from conventional over-the-counter banking because there is no direct contact between the customer and the service personnel Consequently the service quality of customers’ perception is indispensable core competitiveness to the Internet banking Therefore the major purpose of the study is to investigate the effects of perceived service quality and perceived relationship quality on customer switching intension when customers use Internet banking Customers with experiences of using Internet banking are chosen as research subjects in this study A total of 428 effective samples were received The conclusions of findings are as follow: 1 Customers’ perceived service quality is positively related to the customers’ perceived relationship quality on using Internet banking 2 Customers’ perceived service quality is negatively related to the customers’ switching intention on using Internet banking 3 Customers’ perceived relationship quality is negatively related to the customers’ switching intention on using Internet banking 4 Customers’ perceived relationship quality doesn’t play a mediating role on the relationship between customers’ perceived service quality and customers’ switching intention on using Internet bankin