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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/17972完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 沈中華(Chung-Hua Shen) | |
| dc.contributor.author | Ting-Yi Hwang | en |
| dc.contributor.author | 黃庭儀 | zh_TW |
| dc.date.accessioned | 2021-06-08T00:47:26Z | - |
| dc.date.copyright | 2015-08-11 | |
| dc.date.issued | 2015 | |
| dc.date.submitted | 2015-07-24 | |
| dc.identifier.citation | 英文文獻
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/17972 | - |
| dc.description.abstract | 在台灣，銀行產業可謂百家爭鳴，顧客可在眾多的銀行品牌中作選擇，各銀行必須做好顧客關係管理，提升顧客對品牌的認同，才有機會脫穎而出，因此若能引入大數據分析技術，追蹤市場口碑，改善顧客關係管理，便能提升競爭力。本研究運用大數據分析中的文本採礦技術，針對台灣 39 家本國一般銀行各自在社群媒體與新聞媒體的討論資料，依情緒特徵進行情感分類，探討各銀行在社群媒體與新聞媒體上的品牌好評度，與銀行之金融卡發放業務、信用卡發放業務以及非傳統業務經營績效之關聯性，希望此研究能開拓台灣銀行業者對於大數據分析的視野，善用文本採礦技術理解市場對於自身品牌的評價，持續優化顧客關係管理，提升競爭力。
本研究的實證結果發現，銀行在社群媒體的品牌好評度，與金融卡流通增加張數、信用卡發放張數以及手續費收入比率有顯著正向關係，顯示銀行的品牌形象，會影響有金融卡與信用卡服務需求的消費者在銀行上之選擇，以及其非傳統業務績效之表現；另外，銀行在新聞媒體的品牌好評度，與信用卡發放張數以及手續費收入比率有顯著負向關係，顯示各銀行於新聞媒體的品牌好評度，多為其自身透過公關新聞稿所打造，當信用卡發放與非傳統業務績效表現越差，則銀行的公關行銷部門越會藉由發送對自身形象有利的新聞稿，來提升自己在市場的品牌形象。 | zh_TW |
| dc.description.abstract | As cut throat competition prevailing in the market of banking in Taiwan, customers have many brand choice. Developing customer relationship management to create sense of belongingness for the brand is the key of success. Big data are storing billions of data items about customers, and can help banking track word of mouth to improve customer relationship management. This research
examined the effect of word of mouth from social media and news media on business of ATM cards, credit cards and performance of nontraditional activities for Taiwanese 39 domestic banks by text mining techniques. The results showed that the good word of mouth on social media has significant positive effect on business of ATM cards, credit cards and performance of nontraditional activities. Therefore, the brand image influences customer’s choices for both ATM cards and credit cards among lots of brand of banks, and good brand image brings better performance of nontraditional activities. However, the good word of mouth on news media has significant negative effect on business of credit cards and performance of nontraditional activities. It showed that worse business of credit cards or performance of nontraditional activities gives banks incentive to build better enterprise images by news release of public relations. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T00:47:26Z (GMT). No. of bitstreams: 1 ntu-104-R02723017-1.pdf: 1606774 bytes, checksum: 43691daab007ac934899117bc7c5911a (MD5) Previous issue date: 2015 | en |
| dc.description.tableofcontents | 口試委員會審定書...............................i
誌 謝...................................... i i 中 文 摘要 ...............................i i i 英 文 摘 要 ............................... i v 目 錄 ....................................... v 圖 次 ......................................v i 表 次 ....................................v i i 第一章 緒論..................................1 第一節 研究背景與動機...........................1 第二節 研究目的.................................2 第二章 文獻探討................................4 第一節 大數據分析與銀行產業之相關應用............4 一、大數據(Big Data)的定義......................4 二、大數據型態：結構化資料與非結構化資料..........5 三、大數據分析：數據採礦、文本採礦................7 四、大數據分析應用於銀行產業之文獻探討............9 第二節 影響銀行非傳統業務績效之決定因素...........16 一、銀行特徵變數................................16 二、總體經濟變數................................18 第三章 研究設計...............................21 第一節 研究假說.................................21 一、探討銀行品牌好評度與金融卡發放業務之關係......21 二、探討銀行品牌好評度與信用卡發放業務之關係......22 三、探討銀行品牌好評度與非傳統業務績效之關係......23 第二節 研究對象、範圍及期間......................24 第三節 本國銀行品牌的網路好評度分析...............26 第四節 研究方法與實證模型........................35 第四章 實證結果分析............................41 第一節 變數的敘述統計............................41 第二節 銀行品牌好評度與金融卡發放業務之關係........43 第三節 銀行品牌好評度與信用卡發放業務之關係........46 第四節 銀行品牌好評度與非傳統業務績效之關係........49 第五章 結論及展望..............................52 第一節 結論......................................52 第二節 展望......................................59 參考文獻.........................................61 | |
| dc.language.iso | zh-TW | |
| dc.title | 網路媒體品牌好評度對銀行非傳統業務經營績效之影響 | zh_TW |
| dc.title | The Effect of Word of Mouth from Internet Media on Nontraditional Activities Performance in Banking | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 103-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 王祝三(Chu-San Wang),黃玉麗(Yu-Li Huang),黃宜侯(Yi-Hou Huang),吳孟紋(Meng-Wen Wu) | |
| dc.subject.keyword | 銀行,品牌形象,文本採礦,顧客關係管理,非傳統銀行業務, | zh_TW |
| dc.subject.keyword | Banking,Brand Image,Text Mining,Customer Relationship Management,Nontraditional Activity, | en |
| dc.relation.page | 68 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2015-07-24 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 財務金融學研究所 | zh_TW |
| 顯示於系所單位： | 財務金融學系 | |
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