ASIA unversity:Item 310904400/117104
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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/117104


    Title: 疫情下之金融科技、品牌權益、服務品質、滿意度與忠誠度之研究
    Other Titles: A Study of the Relationship among FinTech, Brand equity, Service quality, Satisfaction and Loyalty under the epidemic
    Authors: 黃柏凱
    HUANG, PO-KAI
    Contributors: 凃宥德
    TU,YU-TE
    經營管理學系碩士在職專班
    Keywords: 金融科技;品牌權益;服務品質;滿意度;忠誠度
    FinTech;Brand Equity;Service Quality;Satisfaction;Loyalty
    Date: 2023
    Issue Date: 2023-11-22 02:08:29 (UTC+0)
    Abstract: COVID-19病毒已肆虐全球至今三年多的時間，大眾最大的改變就是將許多日常事務，搬到線上進行處理，因此為了減少人與人的接觸，而不得不進行線下轉線上的改變，從日常購物、飲食外送到居家辦公等，皆透過網路科技解決，其中金融科技更是首當其衝的重要；本研究欲透過大眾對於生活型態的改變，瞭解大眾使用金融科技之特性；並探討金融科技、品牌權益、服務品質、滿意度與忠誠度之相關性。根據本研究問卷調查與研究分析後，研究顯示金融科技對品牌權益與服務品質具有正向顯著關係、品牌權益與服務品質對滿意度具有正向顯著關係、品牌權益與服務品質對忠誠度具有正向顯著關係、滿意度對忠誠度具有正向顯著關係，另外發現滿意度對品牌權益與忠誠度具有中介效果、滿意度對服務品質與忠誠度具有中介效果。
    The COVID-19 virus has ravaged the world for more than three years. The biggest change for the public is to move many daily affairs online for processing. Therefore, in order to reduce the contact between people, it has to change from offline to online. From daily shopping, food delivery to home office, etc., all are solved through network technology, among which fintech is the most important; this research aims to understand the characteristics of the public's use of fintech through the changes in the public's lifestyle; and explore Correlation among fintech, brand equity, service quality, satisfaction and loyalty.According to the questionnaire survey and research analysis of this study, the research shows that fintech has a positive and significant relationship between brand equity and service quality, brand equity and service quality have a positive and significant relationship with satisfaction, brand equity and service quality have a positive and significant relationship with loyalty, and satisfaction has a positive and significant relationship to loyalty. In addition, it is found that satisfaction has a mediating effect on brand equity and loyalty, and satisfaction has a mediating effect on service quality and loyalty.
    Appears in Collections:[Department of Business Administration] Theses & dissertations

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