點數聯名卡之產品知識對品牌知覺利益與顧客滿意度的影響

The Effect of Product Knowledge of Point Co-branded Cards on Brand Perception Benefits and Customer Satisfaction

隨著Bank4.0時代到來，點數聯名卡成為銀行與異業點數生態系的重要交集。本研究從持卡人的角度，探討點數聯名卡持卡人的品牌知覺利益是否影響其顧客滿意度，以及持卡人的產品知識所扮演的角色。透過482位持卡人的有效問卷調查，以結構方程模式分析發現，品牌知覺利益對顧客滿意度有顯著正向影響，此外，產品知識對品牌知覺利益和顧客滿意度皆有直接顯著正向影響，但產品知識對品牌知覺利益與顧客滿意度之間的正向關係沒有調節作用。然而，結果顯示，點數聯名卡持卡人的產品知識同時影響品牌知覺利益和顧客滿意度。本研究建議，銀行業者欲提升自家點數聯名卡的競爭力與滿意度，應思考如何有效傳遞點數收集與使用通路等相關資訊，以提升持卡人的產品知識。

With the advent of the Bank 4.0 era, point co-branded card has become an important role between commercial banks and other point collection ecosystems. From the perspective of cardholders, this study attempts to explore whether the brand perception benefits of point co-branded cardholders affect their customer satisfaction, and the role of cardholders’product knowledge in the studied context. A total of 482 questionnaires were recovered after invalid questionnaires. A structural equation model analysis was carried out, and the results showed that the brand perception benefit of the cardholders had a significant positive impact on customer satisfaction. On the other hand, the product knowledge had significant positive effects on brand perception benefit and customer satisfaction. Although product knowledge did not moderate the positive impact of brand perception benefits on customer satisfaction, it had direct impact on brand-perceived benefits and customer satisfaction. Therefore, this study suggested that if banks want to improve the competitiveness and satisfaction of their point co-branded cards, they should consider how to effectively disseminate relevant information, such as point collections and point use channels, to improve cardholders’product knowledge.