新莊區農會信用部服務品質對顧客滿意度與顧客忠誠度之影響

Service Quality of Credit Department of Xin-zhuang District Farmers' Association on Consumer Loyalty and Satisfaction

徐文振(Wen-Chen Hsu) ； 雷立芬(Li-Fen Lei) ； 顏建賢(Chien-Hsien Yen)

《農民組織學刊》 20期 (2016/03) Pp. 71-137

https://doi.org/10.6655/JFO.2016.20.71

摘要

農會是臺灣重要的農民組織之一，屬於多功能、多目標、連環相輔性的綜合性事業體。1989年政府放寬銀行設立，使農會面臨史無前例的競爭壓力，農會信用部的經營方向也需有全方位的考量。本研究將以新莊區農會信用部為例，探討都會型農會信用部的服務品質與顧客關係，以充實農會信用部之研究資料。本文利用Parasuraman et al. (1985)所發展之衡量服務品質的模式，以及Parasuraman et al. (1988)所提出的服務品質衡量模式[SERVQUAL (Service Quality) 量表]，以有形性、可靠性、反應性、保證性、關懷性五大構面設計問卷，根據研究發現，建議新莊區農會信用部可以藉由提升服務品質來增加顧客的滿意度使顧客產生忠誠的行為和態度，以增進該信用部之利潤以及佔有率並維持其成長率，使顧客產生較高的滿意度與忠誠度。

關鍵字

農會信用部 ； 服務品質 ； 結構方程式模型

並列摘要

The Farmers' Association is one of the most important farmers' organizations in Taiwan and is also a multi-functional, multi-objective, integrated chain of complementary business unit. However, since the Government relaxed the establishment restrictions of banks in 1989, the Farmers' Association has faced unprecedented competition pressures and the business direction of the credit department of the Farmers' Association needed to be considered more comprehensively. This study focuses on the service quality and customer relationships of the credit department of urban type Farmers' Association based on the cases of the credit department of Xinzhuang District Farmers' Association so as to provide with more research results on credit department of the Farmers' Association. This study uses SERVQUAL Model developed by (Parasuraman et al. 1985), utilizes the SERVQUAL (Service Quality) Chart developed by the same in 1988 and designed questionnaires based on five factors - tangibles, reliability, responsiveness, assurance and empathy. According to the research, it is advised that the credit department of Xinzhuang District Farmers' Association may increase customer satisfaction by improving service quality so as to gain customer loyalty in order to enhance the profits of that credit department and market share and maintain its growth rate. The customers will then have a higher degree of satisfaction and loyalty.

並列關鍵字

Credit department of the Farmers' Association ； service quality ； Structural Equation Modeling (SEM)