運用結構方程模式探討服務品質對顧客滿意度與顧客忠誠度之研究：以臺北縣某信用合作社為例

Applying Structural Equation Model to Explore the Study of Service Quality on Customer Satisfaction and Customer Loyalty: An Empirical Study of Credit Cooperation of Taipei County

林玉彬(Yu-Pin Lin) ； 林子珅(Tzu-Shen Lin)

《真理財經學報》 22期 (2010/06) Pp. 27-66

https://doi.org/10.29963/TOJEB.201006.0002

摘要

在金融自由化與國際化的政策下，金融業務日趨標準化，銀行的服務項目差異化縮小，加上我國政府大量開放新的競爭者進入金融市場，造成整個金融體系發生劇烈變化。本研究以Parasuraman， Zeithaml and Berry（簡稱PZB，1985）所提出之服務缺口分析模式，以信用合作社顧客為對象，試圖運用結構方程模式之理論為基礎，探討服務品質對顧客滿意度之影響，進而影響顧客忠誠度。研究結果顯示對於服務品質與顧客滿意度及忠誠度之間的關聯性，由研究假說之成立，可推論出服務品質正向影響顧客滿意度：當信合社的信賴性、關懷性及有形性服務品質的提升，對於顧客的預期及認知滿意度亦隨之提昇。因此信合社可透過人員的在職訓練，加深員工對顧客以客為尊的觀念，可提高顧客的滿意度。對於顧客滿意度正向影響顧客忠誠度，亦即顧客預期程度和認知成效對顧客行為面和態度面忠誠具有顯著的正向影響，所以可以透過顧客預期及認知滿意度的提升，進而對顧客的行為面及態度面忠誠度有提升的作用。

關鍵字

服務品質 ； 顧客滿意 ； 顧客忠誠 ； 結構方程模式

並列摘要

Affected by financial industry's liberalization and internationalization, financial businesses are becoming more standardized. The entire financial system has been undergoing dramatic changes due to severe challenges and competition. One of the striking challenges comes from the open-door policy of our government. More and more competitors in the market require more competitive strategies to meet with the demands from customers.The present study aims to discuss the relationship between the influence of service quality on customer satisfaction and customer loyalty. The research methodology derived mainly from the gap analysis model provided by PZB, based on the structural equation modeling. The results indicate that there is a positive relationship between service quality and customer satisfaction. In other words, better customer service quality will lead to better customer satisfaction and customer loyalty. Thus, in-service training is requisite for credit corporation to enhance their service quality. Through the improvement of service quality, it will be helpful for credit corporation to strengthen their confidence in advancing customers' loyalty.

並列關鍵字

Service quality ； customer satisfaction ； customer loyalty ； structural equation model

參考文獻

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李紀珠()。,未出版。