綜合證券商服務品質與業績績效關係之研究

A Study of the Relationship between Service Quality And Performance of Securities Firms

王精文(Ching-Wen Wang) ； 沙俊豪(Chun-Hao Sha)

《企業管理學報》 48期 (2000/12) Pp. 27-58

摘要

本研究目的在於探討國內綜合證券商服務品質、顧客滿意度與業績績效三者之間的關係，以及服務品質之因素構面。以國內某綜合證券公司為研究母體，採定量方法以問卷調查500位顧客，共回收有效樣本275份，另以訪談方式問10位業務人員。研究結果發現，顧客的期望服務水準與認知服務水準有顯著差異。以因素分析萃取出六個服務品質構面：「保證性」、「資訊提供」、「可靠性」、「關懷性」、「經營能力」、「有形性」。而綜合證券商之業績績效與服務品質、顧客滿意度之間具有相關性；服務品質與顧客滿意度之間亦有顯著正相關；營業員的業績與所提供的服務好壞也有相關性存在。

關鍵字

綜合證券商 ； 服務品質 ； 顧客滿意度 ； 業績績效

並列摘要

The purpose of this paper is to examine the relationship among service quality, customer satisfaction and sales performance, and to study the dimensions of the service quality. We used quantitative and qualitative methods. All subjects composed of customers and salesmen are from a Taiwan securities firms. 500 customers which 275 are valid are surveyed. The results showed that customers expected service quality deviate much from what service quality is perceived. Six dimensions of the service quality can be derived: assurance, information providing, reliability, empathy, operation capability, and tangibility. Securities firms sales are relevant to the service quality and customer satisfaction. Service quality and customer satisfy are highly positively related, and salesmen services have correlation with sales performance.

並列關鍵字

Securities Firms ； Service Quality ； Customer Satisfaction ； Performance