關係利益和企業形象對滿意度、信任及顧客關係績效的影響──一個PLS法的IPMA應用

The Effect of Relationship Benefits and Corporate Image on Satisfaction, Trust, and Customer Relationship Performance - An IPMA Application in PLS Approach

銀行業不應一昧以增加產品種類或服務項目來強化競爭優勢，而是應從顧客角度來評估，除現有的核心產品與服務之外，尚有哪些價值能夠滿足顧客需求與期望。本研究站在中小企業的顧客觀點，從內（關係利益）外（企業形象）在因素的角度切入，探討這兩個因素對中小企業滿意並信任其往來銀行的程度為何？這樣的影響對於雙方後續的關係長度及廣度是否有顯著的助益？透過偏最小平方結構方程模型進行統計分析，研究結果顯示：(1)關係利益對滿意度及信任有正向顯著的影響，(2)企業形象對滿意度及信任有正向顯著的影響，(3)滿意度及信任對關係長度有正向顯著的影響，(4)滿意度及信任對關係廣度有正向顯著的影響。最後，根據研究結論提出管理意涵及後續研究建議。

The banking industry should not enhance their competitive advantages by simply increasing product categories or service items, but instead should evaluate from the perspective of customers what other values they can offer to meet customer needs and expectations in addition to the existing core products and services. From the SMEs’ point of view, this research starts from the perspective of internal (relationship benefits) and external (corporate image) factors to explore the extent to which these two factors impact the satisfaction and trust of SMEs with their correspondent banks. Does such an influence significantly contribute to the length and breadth of the relationship between the two parties? Through the statistical analysis of partial least square structural equation modeling, the research results show that: (1) relationship benefits have a positive and significant impact on satisfaction and trust, (2) corporate image affects satisfaction and trust positively and significantly, (3) satisfaction and trust have a positive and significant influence on relationship length, and (4) satisfaction and trust have a positive and significant effect on relationship breadth. Finally, management implications and follow-up research recommendations based on the research conclusions are provided.