- 期刊
- OpenAccess
運用Fuzzy Kano模式進行大陸地區銀行服務品質之研究
Using of Fuzzy Kano Model of the Mainland of Banking Service Quality
摘要
台資銀行現對中國大陸市場躍躍欲試，對對岸銀行營運之相關訊息需求甚恐，目前已有來自全球22個國家之外資銀行已在中國大陸設立超過200家分行、79家支行，已對中資銀行之經管管理產生街擊。過去各家銀行所實行的商品戰及價格競爭的策略，已不能再被視為銀行長期的優勢。消費者選擇銀行的考量因素除了商品與價格之外，消費者對銀行的服務品質與消費經驗，乃是另外兩項重要關鍵。Kano二維品質模式理論上應是補充傳統品質屬性考慮不周之處，應能更合乎消費者的觀點與成受，但Kano模型所採用二元邏輯（binary logic）問卷的方式，受測者可能須將心中的投雜戚受以簡化的方式回答，對於欲尋求正確顧客訊息的研究似乎並不適當。所以本研究採用結合模糊理論觀點之Fuzzy Kano模式進行銀行服務品質屬性分類。研究者認為對於是以類別尺度而非數值尺度為概念設計的Kano正反問卷而言，模糊問卷或模糊語意所得之量化結果，並不足以合理的推斷出品質屬性的類別。因此研究者藉由隸屬度函數及允許存在多重感受的概念來設計模糊Kano問卷與進行模糊Kano眾數屬性分類。期望能以更符合人類思維的問卷設計方式與判別方法，使Kano二維品質模型的調查結果可以包含更多且更完整、更具代表性的顧客訊息，籍以分析對岸商業銀行服務品質之現況，獲得品質提昇之參考建議。問卷發放上以上海地區銀行客戶居多，總計有效回收問卷400份，依本研究結果可知，雖選擇不同，但判讀結果差異甚小，有一致的趨勢。
並列摘要
Taiwanese banks are eager for the Chinese mainland market. The other side in China has an urgent demand for bank operations and related information needed. There are 22 countries from worldwide of foreign banks in mainland China has set up more than 200 subsidiaries, and 79 branches which has caused a big impact on the bank management in China. In the past, banks applied commodity price competition strategy can now no longer be taken as a long-term advantages. Consumers' considerations on banks chosen in addition to goods, the consumer will go for banking service quality and consumers' past experience become two key factors. Theories of Kano's two-dimensional quality model should be considered to make up the incomplete traditional quality different option, it's more in line with consumer views and feelings. However, with Kano's binary logic model questionnaires, tester may simplify way of answers not having a complex feeling mindset. To find the right customer information may not seem to be appropriate. Therefore, this study uses fuzzy theory point of view of the Fuzzy Kano's model on banking service quality classification.The researchers believed to calcify in different categories rather than quantifying the concept to design the Kano survey in terms of positive and negative ways. Using fuzzy or fuzzy linguistic questionnaire to quantify the results, and not reasonable enough to infer quality attributes on categories. So the researchers subordination level by allowing the existence of multiple function and experience to design the fuzzy concept of Kano's questionnaire and the number of properties of all being classified. Expecting to better fit into human ways of thinking and identification of questionnaire design, the theories of Kano's two-dimensional model quality survey results can be more completed and representative to response customers' information. To analyze the quality of commercial banking services to the other side of the Mainland current situation, improving quality reference recommendations. On the questionnaires to focus the majority of bank customers in Shanghai, total 400 valid questionnaires, results of this research shows that, although the choice of varieties , but very small differences in interpretation of results, a consistent trend.