基層金融機構服務品質、顧客滿意度及顧客忠誠度之研究－以花蓮某信用合作社為例

A study on Service Quality, Customer Satisfaction and Customer Loyalty of Community Financial Institutions－Hualien Credit Cooperatives

曾紹益(Shao-Yi Tseng)

指導教授 ： 林永順

國立屏東科技大學/管理學院/農企業管理系所/碩士(2010年)

摘要

信用合作社為基層金融機構，由於受法令規章限制，及地緣因素之考量，在金融產品方面並不如一般金融機構多元，為了永續經營與發展提高顧客滿意度需盡力追求良好的服務品質，因此本研究以「基層金融機構服務品質、顧客滿意度與顧客忠誠度之研究」為研究主題。以信用合作社的顧客為實證研究對象，參酌Parasuraman, Zeithaml, and Berry（1988）三位學者所提出的服務品質觀念性模式中的認知服務品質為顧客重視與實際感受到的服務品質比較為基本架構，藉由問卷的方式來進行調查。根據實際調查所得資料，以敘述性統計、相關分析、迴歸分析等統計方法進行資料分析，以探討信用合作社對服務品質、顧客滿意度與顧客忠誠度之間的相關性。
本研究結果顯示：受訪者對保證性變數之實際感受程度最高，對有形性變數之實際感受程度最低，而「信合社服務人員對客戶的服務品質維持一定水準」、「信合社金融交易記錄正確無誤」、「信合社服務人員具備專業知識來協助客戶解決金融相關問題」等服務屬性為顧客最重視之前三項。另外服務品質對顧客滿意度有正向關係；且顧客滿意度對顧客忠誠度有正向關係。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Credit Cooperatives, which stress the role of the community among members, function less in the financial products than the other conventional banking institutions due to some restrictions of the strategies, laws and the location. To maintain the competitive advantage, Credit Cooperatives should provide the delivery of high service quality in order to influence positive levels of customer satisfaction. This study aimed to explore the relationships among service quality, customer satisfaction and customer loyalty. The subjects of this study, 406 customers from one of Hualien Credit Cooperatives, were surveyed. A questionnaire that applied PZB Service Quality Conceptual Model which concerned and measured customers’ expectations and perceptions of service quality was used. Descriptive statistics, correlation and regression analysis were applied for data analysis.
The results from this study showed that the “assurance” phase of service quality had a significant influence on the participants and the “tangibles” phase of service quality had the least significant influence on the participants; the three items of the service attributes which customers emphasized most are: (1) Credit Cooperatives should maintain a particular level of customer service quality; (2) the records of Credit Cooperatives’ financial transaction should be correct; (3) the employees of Credit Cooperatives should equip themselves with professional financial knowledge in order to help customers solve finance-relating problems. Service quality had a positive effect on customer satisfaction and customer satisfaction had a positive effect on customer loyalty.

並列關鍵字

Service Quality ； Customer Satisfaction ； Customer Loyalty

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