服務品質、工作態度、顧客忠誠度、顧客滿意度關係之研究－以嘉義地區銀行往來客戶為例

An Investigation of Correlations Among Service Quality, Job Attitude, Customer Loyalty and Customer Satisfaction - An Examples of Banking Industry in Chiayi County

紀信光(Hsin-Kuang Chi) ； 袁淑芳(Shu-Fang Yuan) ； 趙偉智(Wei-Chih Chao)

《管理科學研究》 2014特刊 (2014/12) Pp. 1-16

https://doi.org/10.6873/MSR.201412/SP.0001

摘要

我國於民國80年代政府開始開放新銀行的開設，自此銀行業便進入了競爭態勢，而隨著銀行業客戶的流失後，業界發現除了開發新客戶外，舊有客戶也要維護好，以防止客戶數急速流失，遂開始重視客戶滿意度，並改善服務品質加強員工的工作態度，藉以增加顧客對公司的忠誠度，因此，本研究旨在探討銀行服務品質、工作態度、顧客忠誠度對顧客滿意度之影響，本研究以嘉義地區銀行客戶為調查對象，發放340份問卷，扣除不完整與無效問卷，有效回收問卷302份。研究結果：服務品質對顧客滿意度有正向顯著影響，服務品質對顧客忠誠度有正向顯著影響，顧客忠誠度對顧客滿意度有正向顯著影響，顧客忠誠度對服務品質與顧客滿意度有部份顯著中介效果，而工作態度對服務品質與顧客滿意度不具有干擾效果。

關鍵字

服務品質 ； 工作態度 ； 顧客忠誠度 ； 顧客滿意度

並列摘要

Ever since the government started to allow new banks to be set up in the 1990s, the banking industry has been entering its warring state era, when all banks are competing to fight over customers. With more and more customers seeking alternative banks for better service, the banking industry began to realize that besides gaining new customers, they should also maintain solid relationships with their existing customers in order to prevent them switching to competing banks. In order to increase customer satisfaction and hence loyalty, banks strive to improve their service quality and the working attitude of their staff. This research investigates correlations between service quality, working attitude, customer loyalty and customer satisfaction. Samples were taken from bank customers in the Chiayi region, with 340 copies of questionnaires distributed, among which 302 valid ones were returned and used for further analysis. Results: The statistical analysis was conducted using SPSS18.0 software. The hypothesis was tested using descriptive statistics analysis, factor analysis, reliability analysis, correlation analysis and regression analysis. The overall model fits the standard level of validation, indicating that the theoretical specification of this study can be supported. The variables show that there is a significant positive impact of service quality on customer satisfaction and customer loyalty. Customer loyalty has significant positive impact on customer satisfaction. There is partially significant positive mediating effect between service quality and customer satisfaction, while the impact of working attitude on service quality and customer satisfaction has not moderating effect.

並列關鍵字

Service Quality ； Job Attitude ； Customer Loyalty ； Customer Satisfaction