運用PZB模式探討銀行之服務品質、顧客滿意度與顧客忠誠度－以雲林某銀行為例

銀行的服務是經由服務提供者與顧客面對面接觸時所產生，所以員工的服務與表現將直接影響銀行的服務品質與績效。在當前競爭激烈的時代，銀行亦必須致力於其服務品質的提升以保有市場競爭力。有鑑於此，本研究以某銀行之雲林縣分行為研究對象，利用PZB服務品質模式來探討其服務品質、顧客滿意度與顧客忠誠度。期望研究之結果能提供給雲林地區銀行服務人員做為提昇服務品質的參考，提高銀行整體服務品質滿意度。本研究結果顯示服務品質期望程度介於在「重要」與「非常重要」之間，而實際感受程度介於在「同意」與「非常同意」之間，忠誠度問項之同意程度介於「普通」與「同意」之間。個別構面平均數值在服務品質期望方面以「保證性」最高；在實際感受方面最高為「可靠性」；顧客滿意度以「回應性」之差異最大，其次是「保證性」與「有形性」，而在「可靠性」與「關懷性」構面則顯示無差異。

關鍵字

PZB模式；服務品質；顧客滿意度；顧客忠誠度；銀行

並列摘要

Bank service is provided through face to face interaction between bank staffs and customers. Hence, bank staffs’ performance will have direct impact on bank’s service quality and effectiveness. In today’s high competitive environment, it is very important for a bank to improve its service quality in order to remain its competitiveness. Therefore, the objective of this study is to use PZB service quality model in investigating a Yunlin bank’s service quality, customer satisfaction, and customer loyalty. The results of this study show the following: 1. Customer’s expectation of service quality is between “important” and “very important”; 2. Customer’s actual feeling of service quality is between “agreeable” and “very agreeable”; 3. Customer loyalty is between “fair” and “agreeable”; 4. “Assurance” dimension has the highest mean in customer’s expectation of service quality; 5. “Reliability” dimension has the highest mean in customer’s actual feelings of service quality; 6. The least customer satisfaction is in “Responsiveness” dimension and the greatest customer satisfaction is in “Reliability” and “Empathy” dimensions.