證券業服務品質、信任及顧客忠誠度之關係研究

A Correlation study of Service Quality, Trust and Customer Loyalty in Securities Industry

陳政宏(Cheng-Hung Chen)

指導教授 ： 羅啟源

國立臺北科技大學/管理學院/工業工程與管理系EMBA班/碩士(2008年)

摘要

近年來，在台灣金融市場裡，各個金控公司的成立，競爭日益激烈，擠壓了證券公司的發展，競爭的標準越拉越高。如果光賣商品，是無法留住忠誠的顧客的，證券業採取精耕售後服務，追求服務品質、信任與顧客忠誠度將成為企業競爭之關鍵。長久以來服務品質一直是服務業的重要課題，證券業的目的在提供各項商品與服務給顧客，以全力滿足他們的需求，讓客戶獲取最大的利益。信任在證券金融業中也是相當重要的關鍵因素，所有的交易都是建立在相互信任的基礎之下所形成。忠誠的顧客是所有成功企業的生命之源，在產品越來越難以形成差異化的產業裡，服務品質就成為決勝的關鍵，如何將服務品質優質化、有形化、具體化、差異化，是企業未來提昇顧客忠誠度的重要關鍵。本研究旨在探討證券業如何在優良的服務品質中讓顧客產生信任建構出顧客忠誠度，並且針對分析後的結果，提出應該改善方向與建議。經過本研究實證分析後得到下列幾點結論：證券業服務品質、信任與顧客忠誠度三大構面九大因素在相關分析中，所有因素之間均有顯著差異，當中又以服務品質構面客製化因素對信任構面各因素;信任構面信賴因素對顧客忠誠度各因素;服務品質構面客製化因素對顧客忠誠度各因素密切程度最為強烈。另外在證券業服務品質、信任與顧客忠誠度在基本資料差異分析中證券業顧客在不同的性別、職業、年齡、教育程度皆無顯著的差異僅在不同每月所得中服務品質的專業知識因素具顯著差異。

關鍵字

證券業 ； 服務品質 ； 信任 ； 顧客忠誠度

並列摘要

Recently, the establishment of financial holdings in Taiwan financial market urges the furious competition and squeezes the development of securities companies, leading to the raising competitive standards; as a result, it is out of the question to detain the customer loyalty exclusively with financial products. Therefore, it is a key of industrial competition to manage exquisite post-sale services and pursuing service quality, trust and customer loyalty; in other words, it is an important indicator of industrial operation and profit to advance service quality, trust and customer loyalty to affect the customers’ will to purchase. Service quality has been a key issue in services industry for a long time; the objective of securities industry is to offer customers various commodities and services for fulfilling their demands with all efforts and letting clients obtain the maximal interests. Trust is also a vital key factor in securities and finance industries for all trades build on the foundation of mutual trust. Loyal customers are the source of life to all successful enterprises; service quality becomes the key to success in an industry as the products differ little; accordingly, it is a key factor for enterprises to advance the customer loyalty via excellent, material, substantial, and diverse service quality. This study aims at inquiring customer loyalty based on customers’ trust and built in excellent service quality and proposes the direction for improvement and suggestions according to the analytic results.The findings are concluded via empirical analyses:
The difference of all factors concerning 9 factors of 3 dimensions exists regarding service quality, trust and customer loyalty via correlation analysis; amidst, the most difference exists between customization of service quality and all factors of trust, reliability of trust and all factors of customer loyalty and customization of service quality and all factors of customer loyalty. No difference of diverse genders, occupations, ages and educational levels exists regarding service quality, trust and customer loyalty via profile difference analysis; the difference of diverse monthly incomes exists regarding the professional knowledge of service quality.

並列關鍵字

Securities Industry ； Service Quality ； Trust ； Customer Loyalty

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