萬泰銀行內部員工服務品質滿意度之研究

A study of Internal Employees’’ Service Quality Satisfaction: A Case study of Cosmos Bank

李建瑩(Cheng-Ying Li)

指導教授 ： 黃志文

共同指導教授 ： 劉菊梅

淡江大學/商學院/國際企業學系碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00057

摘要

在金融機構競爭激烈的環境中，單靠傳統的調整存放款利率，改善價格競爭的條件是不夠的，必須進一步提升非價格的競爭能力，特別是服務品質方面，才是創造競爭優勢的因應之道。本研究主旨在探討銀行員工對銀行期望的服務品質和對服務品質的感受程度，評估銀行服務品質管理現況與服務水準。本研究是以萬泰銀行台北市區總行與分行的內部員工(區分主管與一般員工)為抽樣對象，採便利抽樣，有效問卷有356份。

研究結果發現：
1. 依Parasuraman等學者提出的決定服務品質的五個因素，結果顯示內部員工最重視「反應性」及「可靠性」二構面。
2. 員工最滿意的是「確實性」及「可靠性」二構面。
3. 萬泰銀行員工對於各項服務屬性的重視程度與滿意程度大多數均具有顯著差異。

關鍵字

銀行服務品質 ； 萬泰銀行 ； 滿意度 ； 內部員工

並列摘要

Upon the fierce competition of Taiwan financial market the traditional method to adjust the loan interest rate is insufficient. Upgrading the non-price competition, especially the service quality is the best way to maintain the research is to investigate the feeling, and expectation to Cosmos Bank from all bank employees.

By using convenience sample method a total of 356 questionnaires are collected from the employees of Cosmos Bank in Taipei Headquarter and branches. The findings of this research are as follows:
1. Based on Parasuraman’s five factor of decisive service quality , the internal employees are emphasized on the “ Responsiveness “ factor and “ Reliability ” factor ,
2. The employees are satisfied on “Assurance” and “Reliability” dimensions.
3. All Cosmos Bank’s employees have significant difference on various service attributes and satisfactions.

並列關鍵字

Service quality of Bank ； Cosmos Bank

參考文獻

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10. Parasuraman A., Zeithaml, V. A. and Berry, L. L. (1985), "A Conceptual Model of Service Quality and Its Implications for Future Research," Journal of Marketing, 49(Fall), 1985, p.48.