資訊不對稱下的服務品質-銀行業實證

Service Quality Under Information Asymmetry-Evidence from Banking Institution

余宜真(Yi-Jhen Yu)

指導教授 ： 柯承恩

國立臺灣大學/管理學院/會計學研究所/碩士(2009年)

https://doi.org/10.6342/NTU.2009.00146

摘要

近期受到金融風暴及經濟不景氣的影響，銀行業面臨經營困難的窘境。平衡計分卡可將四大構面的策略目標轉化為績效衡量指標，使組織上下能夠同心協力為了達成策略而努力。因此，許多企業使用平衡計分卡以提升競爭力。在平衡計分卡的顧客構面中，如何衡量服務品質是一直很重要且困難的課題。
　　櫃檯、房貸及法金是商業銀行的三大業務，櫃檯業務的資訊不對稱程度低，房貸居中，法金高。本研究的研究目的有三：首先，探討資訊不對稱是否會影響顧客滿意度。其次，探討資訊不對稱是否會造成供需雙方之滿意度存在差異。最後，探討資訊不對稱是否會影響顧客對服務品質項目的重要性認知。
　　本研究根據櫃檯、房貸及法金的資訊不對稱程度提出研究假設。為蒐集研究所需資料，本研究採問卷調查法，根據相關文獻並諮詢專家意見，設計櫃檯、房貸及法金服務品質問卷，並以個案銀行及其顧客為研究對象。問卷回收後，本研究使用敘述統計及T檢定進行資料分析，並使用SPSS 17.0作為統計分析工具，研究結果發現：
1.供需雙方對櫃檯服務品質之整體滿意度無顯著差異。
2.供需雙方對房貸服務品質之整體滿意度有顯著差異。
3.供需雙方對法金服務品質之整體滿意度有顯著差異。
4.顧客對櫃檯與房貸服務品質之整體滿意度有顯著差異。
5.顧客對房貸與法金服務品質之整體滿意度無顯著差異。
6.顧客對櫃檯與法金服務品質之整體滿意度有顯著差異。
7.供需雙方對房貸服務品質整體滿意度之差異，大於供需雙方對櫃檯服務品質整體滿意度之差異。
8.供需雙方對法金服務品質整體滿意度之差異，與供需雙方對房貸服務品質整體滿意度之差異無顯著差異。
9.供需雙方對法金服務品質整體滿意度之差異，大於供需雙方對櫃檯服務品質整體滿意度之差異。
10.資訊不對稱程度高的服務，顧客比較重視「資訊」類別的服務品質項目。

關鍵字

資訊不對稱 ； 銀行 ； 服務品質 ； 顧客滿意度

並列摘要

Banks face operation difficulties under the impact of the financial crisis and the economic recession in recent years. Balanced Scorecard translates strategic objectives into the performance measurement indicators, so the whole organization will implement strategies with a heart. Therefore, many enterprises have started to adopt Balanced Scorecards to enhance their competitive power. How to measure the service quality is a very important and difficult issue in the customer dimension of Balanced Scorecard.
　　The major businesses of commercial banks include counter services, mortgages and corporate banking. Counter services have low information asymmetry； mortgages have mediate information asymmetry；corporate banking has high information asymmetry. This study has three research purposes. First research purpose is to exam whether information asymmetry effects on customer satisfaction. Second research purpose is to exam whether information asymmetry causes the gap of satisfaction between suppliers and customers. Third research purpose is to exam whether information asymmetry effects on customers’ perceived importance of service quality items.
　　Research hypotheses are developed from the degrees of information asymmetry of counter services, mortgages and corporate banking. This study is based on questionnaire research method. Questionnaires which measure the service quality of counter services, mortgage and corporate banking are designed base on the literature review and consultation from area experts. This study selects samples including not only demanders but also suppliers. Descriptive statistics and T-test are adopted to analyze data after gathering questionnaires.
　　The adopted statistic analysis tool was SPSS 17.0 and the induced conclusions are as follows.
1.Overall satisfactions toward the service quality of counter services between suppliers and demanders are not significantly different.
2.Overall satisfactions toward the service quality of mortgages between suppliers and demanders are significantly different.
3.Overall satisfactions toward the service quality of corporate banking between suppliers and demanders are significantly different.
4.Customers’ overall satisfactions toward the service quality of counter services and mortgages are significantly different.
5.Customers' overall satisfactions toward the service quality of mortgages and corporate banking are not significantly different.
6.Customers' overall satisfactions toward the service quality of counter services and corporate banking are significantly different.
7.The difference of overall satisfactions toward the service quality of mortgages between suppliers and demanders is larger than that of counter services.
8.The difference of overall satisfactions toward the service quality of corporate banking between suppliers and demanders is not larger than that of mortgages.
9.The difference of overall satisfactions toward the service quality of corporate banking between suppliers and demanders is larger than that of counter services.
10.Customers emphasize the information when the degree of information asymmetry of the service is high.

並列關鍵字

information asymmetry ； bank ； service quality ； customer satisfaction

參考文獻

16.謝依靜，2004年，金融服務業顧客關係利益與忠誠度之探討，台灣管理學刊，第4卷第2期，第237頁。

5.林季葦，2005年，銀行服務品質與顧客滿意度之研究，國立成功大學碩士論文，第98-100頁。

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