Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/21149
標題: The Influential Factors of Servicing Bank Selection for Internationalized Firms in Overseas Market: Switch Intension of Taiwan Firms in Mainland China after the Open Policy in Financial Sector
國際化廠商選擇海外服務銀行之因素—兩岸金融市場開放後台商往來銀行移轉之意圖
作者: 黃思瑜
Huang, Szu-Yu
關鍵字: antecedents of commitment
承諾之前置因素
commitment
switching intention
banking-corporate relationship
perceived switching costs
承諾
移轉意圖
企業與銀行間關係
知覺的移轉成本
出版社: 企業管理學系所
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摘要: As the exchange between Taiwan and mainland China''s new era. In 2009, Taiwan and mainland China has signed “Memorandum of Understanding”, and our bank had been approved to have branch in mainland China in 2010. Therefore, we use the perspective of Taiwanese overseas firms how to choose the service bank branch factors and discuss the banking-corporate relationship of switching intention. During the study let Taiwanese banks understand the development of commitment in banking-corporate relationship. In addition, also concern about the banking-corporate interdependence relationship and perceived switching costs, discuss those whether or not have moderate during commitment and switching intention. According to the 2010 Taiwan firms invested list survey by the Investment Commission of Taiwan. We let the Taiwan firms in Yangtze River Delta as our target, and used a questionnaires-based survey instrument mailed to those companies. 152 valid samples were collected. The research hypotheses were examined by several statistical techniques, including descriptive statistical analysis, Pearson correlation analysis, multiple regression analysis and hierarchical regression analysis. The empirical results show that the Affective Commitment is positively affected by antecedents of commitments (e.g. Service Quality, Trust, and Customer Orientation). The Calculative Commitment is negatively affected by Trust). Furthermore, the Switching Intentions is positively affected by Calculative Commitment. In terms of the moderating effects of banking-corporate relationship, it is shown that had no moderating significant moderating effects on Affective Commitment and Switching Intentions, but had moderating effect on Calculative Commitment and Switching Intentions. And the Perceived Switching Costs is shown that had no moderating significant moderating effects on Calculative Commitment and Switching Intentions. Finally, based on the empirical results, we proposed theoretical and managerial implications and suggestions for future research.
隨著1987~1988年間我國國人赴大陸探親與大陸傑出人士來台兩項政策打破兩岸人民長達40年的阻隔,也邁向兩岸相互交流的新紀元。1992年更加開放台商可間接赴大陸投資的政策下,台商的海外分公司在當地市場的金融服務需求也日漸強烈,然而事隔17年後在2009年簽署「海峽兩岸金融合作協定」、2010年我國台資銀行獲中國銀監會與金管會准許至中國大陸設立分行。因此,在兩岸金融與經貿往來頻繁下,以國際化廠商如何選擇服務銀行之要素變為銀行首要關注的焦點。故本研究以台商角度探討台商海外分公司如何選擇海外服務銀行之因素,且更加探討台商往來銀行移轉之意圖。此外,台資銀行亦可了解企業與銀行間承諾關係的發展,以及注重承諾之前置因素與承諾後的結果發展。另外,本研究更納入企業與銀行間相互依賴的關係及知覺的移轉成本,來探討其對企業與銀行間承諾與移轉意圖是否有干擾影響。 本研究以長江三角洲地區之台商為研究對象,根據2010年投資審議委員會調查之台商名冊為分析對象,以郵寄方式發放問卷,最後回收有效問卷總計152份。將問卷資料進行敘述性統計、信效度分析、相關分析及多元迴歸分析與階層回歸分析,以驗證本研究之假說。 透過實證研究結果顯示,承諾之前置因素(服務品質、信任、顧客導向)對於情感式承諾有正向顯著影響;承諾之前置因素(信任)對算計式承諾有負向顯著影響;算計式承諾對於移轉意圖有正向顯著影響;企業與銀行間相互依賴的關係對於情感式承諾與移轉意圖無顯著干擾效果,但對於算計式承諾與移轉意圖有顯著干擾效果;知覺的移轉成本對於算計式承諾與移轉意圖無顯著干擾效果。另外本研究最後依據分析結果提出研究貢獻與實務意涵,而提出研究限制給予未來研究之建議。
URI: http://hdl.handle.net/11455/21149
其他識別: U0005-1606201122210200
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