業務人員人格特質對於顧客滿意度之影響 -以服務品質為中介變項

現今隨著金融市場越來越多元化，其背後的競爭也相對的越來越激烈，就證券業而言，同業間的削價競爭，降低融資利率、減收手續費早已司空見慣，在如此長期的惡性競爭下，企業想要在微薄的獲利及這片紅海的市場中生存，筆者認為應該以差異化的服務品質來滿足客戶的需求，達到顧客的滿意度，獲得客戶的終身價值，進而創造公司的獲利，藉此以脫離深陷的紅海市場。而傳遞這差異化服務品質的重要角色，即是透過第一線的業務人員提供著有「溫度」的服務，才能夠長久的維繫客戶與企業之間的信賴及情感，因此本研究欲分析業務人員人格特質、服務品質與顧客滿意度三者之間的關係。本研究以國內台北地區證券公司之顧客做為研究對象，透過業務人員對其服務的顧客採用便利抽樣方式於網路線上發放問卷，發放時間為2018年2月中旬至2018年3月初，回收共140份有效問卷，研究的結果分析如下： 1.「人格特質」對於「服務品質」具有正向的影響。 2.「服務品質」對於「顧客滿意度」具有正向的影響。 3.「人格特質」對於「顧客滿意度」具有正向的影響。 4.「服務品質」對於「人格特質」具有完全中介的效果。

關鍵字

人格特質；服務品質；顧客滿意度

並列摘要

Nowadays, as financial markets become more diversified, the competition in the industry also become more and more intense. In the securities industry, cutting prices, reducing financing rates, and reducing fees have long been commonplace. In such a long period of vicious competition, the enterprises in the meager profit and this Red Sea's market need to meet customer needs with differentiated service quality, achieve customer satisfaction, increase customer's lifetime value, and then create company's profit. The companies can use the approaches to escape from the deep Red Sea market. The front-line staff play an important role to deliver this differentiated quality of service and maintain the trust and emotions between customers and companies by providing "temperature" service. Thus, the study attempt to analyze the relationship between staff personality traits, service quality and customer satisfaction. This research employed a convenient sampling method and focused on the customers of Taipei securities companies. The data were collected between mid February and early March 2018. A total of 140 valid questionnaires were analyzed. The results of the study are presented as follows: 1."Sales personality traits" have a positive effect on "service quality." 2."Service quality" has a positive effect on "customer satisfaction." 3."Sales personality traits" have a positive effect on "customer satisfaction." 4."Service quality" has a full mediating effect on "professional personality".