論文摘要
　　從2000年3月財政部核准第一家網路銀行成立至今，國內幾乎所有銀行都已提供網路銀行服務，而使用網路銀行的人數也逐年成長。因此如何能保留住顧客是金控公司不得不注意的議題。
　　本研究以「顧客」的觀點進行實徵研究，試圖從中來找出顧客真正的需求，及影響其對網路銀行忠誠度的主要因素。研究架構主要根據慎思行動理論及電子商務信任模式(McKnight et al., 2002a)發展而來，探討影響顧客忠誠度與信任的因素。本研究以顧客忠誠度為結果變數(視為行為意圖)，探討知覺服務品質與信任對網路銀行顧客忠誠度的影響。此外，將信任區分為信任信念與信任意圖兩個構面，並探討知覺服務品質、個人信任傾向及網路銀行熟悉度對信任信念的影響。
　　本研究設計以「網路問卷調查法」進行，分為兩部分收集資料(有使用經驗與尚未使用者)，其中尚未使用者部分僅是收集基本資料與未使用的原因。回收的有效樣本分別為315份與210份。此外，本研究為了能結合學術與實務，分別與兩家銀行進行訪談，以初步驗證本研究模式之正確性與合理性。
　　在經由實徵研究的結果發現，顧客越信任及感受到的整體服務品質越好，越會展現其忠誠。就服務品質來說，提供良好的顧客回應服務及網站設計品質，對於提升顧客對網路銀行的忠誠最為有效。此外，當顧客越傾向信任他人及越熟悉網路銀行，越容易對網路銀行產生信任。雖然顧客的一些個人因素(個人信任傾向、對網路銀行的熟悉程度)會影響到對網路銀行的信任程度，但當顧客感受到的整體服務品質越好時，越容易對網路銀行產生信任。而且這個影響比起個人因素更為顯著。就服務品質來說，提供良好的網站設計品質、安全與隱私的保障及顧客回應服務，對於提高顧客的信任最有幫助。最後，經由訪談與資料分析結果發現顧客會因感受到網路銀行的服務品質優劣，對網路銀行所表現出來的特質產生可以信任的信念，進而願意採用網路銀行，最後成為一個忠誠的顧客。

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