大眾銀行顧客服務品質滿意度之研究

A study of customer service quality satisfaction of Ta Chong Commercial Bank

楊錦紋(Chin-Wen Yang)

指導教授 ： 黃志文

淡江大學/商學院/國際貿易學系國際企業學碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00994

摘要

在金融機構競爭激烈的環境中，單靠傳統的調整存放款利率，
改善價格競爭的條件是不夠的，必須進一步提升非價格的競爭能力，
特別是服務品質方面，才是創造競爭優勢的因應之道。本研究主旨
在探討銀行顧客對銀行期望的服務品質和對服務品質的感受程度，
評估銀行服務品質管理現況與服務水準。本研究是以大眾銀行台北
市區與該行有開戶往來的客戶為抽樣對象，採便利抽樣，有效問卷
有379份。

研究結果發現：1. 依Parasuraman 等學者提出的決定服務品質
因素，結果顯示顧客最重視「反應性」及「可靠性」二構面。
2. 顧客最滿意的是「可靠性」及「有形性」二構面。3. 大眾銀行
顧客對於各項服務屬性的重視程度與滿意程度均具有顯著差異。
4. 依據重要程度—績效分析來看，大眾銀行在十一個服務項目評
價具有競爭優勢，有三項需要積極改善的，列為次要改善的有八項，資源錯置有四項。

關鍵字

銀行服務品質 ； 大眾銀行 ； 顧客滿意度

並列摘要

Upon the highly competitive financial market in Taiwan, the traditional way to adjust the interest rate to improve the competitive position is insufficient .
Upgrading the non-pricing competitive, especially the service quality is a way to improve the competitive edge. The purpose of this research is to study the feeling and expectation of bank customers toward bank’s service quality, in order to evaluate the management and standard of service quality of Ta Chong Commercial Bank. By using convenience sampling, a total of 379 questionnaires of Ta Chong Commercial Bank’s customers were collected from Taipei Branches in Taipei area.

The research findings are as follows:
1.Based on Parasuraman’s research, the Ta Chong Commercial Bank’s customers are concerned “Responsiveness” and “Reliability” dimensions.
2.Customers are satisfied on “Reliability” and “Tranquility” dimensions.
3.The customers have significant difference on all service attributes between degree of importance and degree of satisfaction.
4.From the degree of importance and performance analysis, Ta Chong Commercial Bank has eleven service items evaluation as having competitive advantage, three itmes need to improve, another eight items are listed as minor improvement, and four items are listed as resource distortion.

並列關鍵字

Service quality of Bank, ； Ta Chong Commercial Bank

參考文獻

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