服務品質、理財服務、企業形象、價格認知和顧客滿意度之研究

A Study on the Relationships among Service Quality, Financial Service, Corporate Image, Price Perception and Customer Satisfaction

陳宏娟(Hong-Chuan Chen)

指導教授 ： 曾義明 ； 潘錫堂

淡江大學/商學院/國際貿易學系國際企業學碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00415

摘要

本研究以顧客滿意度為主題，目的在了解目前台灣的銀行業顧客滿意度之現況，並探討除了服務品質、價格競爭外是否還有其他因素影響銀行的顧客滿意度，另外針對顧客背景資料，探討不同人口統計變數，其對服務品質、理財服務、企業形象、價格認知等四個因素的顧客滿意度是否有所差異。
本研究採用問卷調查法，以台灣北部地區11家銀行為調查對象，共計發放問卷480份，回收有效問卷312份，問卷回收率65%。運用統計分析方法，包含敘述性統計、信度分析、效度分析、因素分析、迴歸分析、獨立樣本t檢定與單因子變異數分析等統計方法進行資料分析。
研究結果：
(一)影響顧客滿意度的因素，經由因素分析找出了「服務品質」、「理財服務」、「企業形象」、「價格認知」等四個因素。
(二)發現服務品質、理財服務、企業形象、價格認知和顧客滿意度皆有正面的影響。
(三)研究發現人口統計變數在企業形象上均有顯著的差異效果。不同性別、年齡、教育程度及月收入顧客在服務品質、理財服務、價格認知和顧客滿意度，並無顯著差異。不同職業在服務品質、理財服務和顧客滿意度上，具有顯著差異。
基於上述實證研究結果，本研究也提出相關結論與後續研究建議。

關鍵字

服務品質 ； 理財服務 ； 企業形象 ； 價格認知 ； 顧客滿意度

並列摘要

This research focuses on customer satisfaction, attempts to present the real situation of customer satisfaction in Taiwan banking industry, explores latent factors for customer satisfaction and the difference between consumers on demographics and factors for customer satisfaction.

The questionnaires were used as the research method. Empirical results of survey data collected from customers in 11 banks north of Taiwan, out of 480 issued questionnaires, 312 copies received are effective and various statistical methods, including descriptive analysis, reliability analysis, validity analysis, factor analysis, regression analysis, t-test analysis and One-way ANOVA are used to analyze the collected information.

The results indicate that ：
1. The important customer satisfaction factors are including “service quality factor”, “financial service factor”, “corporate image factor”, and “price perception”.
2. Service quality、banking service、corporate image、price perception are positively related to customer satisfaction.
3. Consumers corporation image are difference by the demographics variables . Sex、age、education level and monthly incomes of consumers would have no significant influence on the service quality factor , financial service factor, price perception and customer satisfaction of banks. The different of occupation of consumers would have significant influence on the service quality factor, financial service factor and customer satisfaction of banks.
Based on result of the empirical study, the conclusions are offered for future research.

並列關鍵字

Service Quality ； Financial Service ； Corporate Imag ； Price Perception ； Customer Satisfaction

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