金融業服務品質對客戶忠誠度與企業經營績效的影響之研究-以臺灣土地銀行為例

Effects of Quality of Service on Customer Loyalty and Business Performance in Financial Industry– A case study on Land Bank of Taiwan

呂建宏(Chien-Hung Lu)

指導教授 ： 劉家銘

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2016年)

摘要

現今臺灣的經濟發展已走向國際化與自由化，競爭非常激烈。自民國八Ｏ年代政府開放新的民營銀行設立以來，銀行業競爭逐漸激烈。尤其是到了九Ｏ年代之後，金融機構的相互合併以及金融控股公司的成立，都促使了金融業的環境，競爭更加激烈。各銀行的利率價格戰，使得傳統銀行業的存放利差縮小，傳統的存放利差已不再是銀行業賴以生存之道。各銀行開始思考如何以差異化的服務品質來吸引客戶，以滿足客戶的需要，進而為銀行業創造新的獲利來源。
服務品質攸關客戶接受服務後的滿意程度，而滿意程度亦會成為客戶對該金融業的內在評量指標。國內許多的外商或本國的金融機構在金融領域上表現優異的競爭能力，所依勢的正是其專業與服務品質。
本研究以台灣土地銀行做為研究的實證對象，旨在探討金融業服務品質對客戶忠誠度與企業經營績效影響之研究。本研究方法主要採量化之問卷調查法進行，共發出300份問卷，回收272份，有效問卷250，問卷回收率為83.3%。本研究以SPSS 22.0統計分析軟體進行實證作業，透過因素分析、信效度分析與迴歸分析來解釋構面的架構並建立評估指標。
本研究的研究成果主要有下列四項：
一、服務品質對於客戶忠誠度有顯著正向的影響。
二、客戶忠誠度對於企業經營績效有顯著正向的影響。
三、服務品質對於企業經營績效具顯著正向的影響。
四、客戶忠誠度對服務品質與企業經營績效具有中介效果。

關鍵字

服務品質 ； 客戶忠誠度 ； 經營績效

並列摘要

The internationalization and liberalization of economic development in Taiwan has enhanced the fierce competition. Since the government opened the establishment of new private banks in the 80s, become more fierce competition in banking industry. After the 90s, the merging of financial institutions and the establishment of financial holding companies facilitated more competitive environment in financial industry. The battle of interest-rate prices among banks minimized the deposit and loan interest rate difference in traditional banking industry which no longer survived on traditional deposit and loan interest rate difference. Attracting customers with differential quality of service to satisfy customer demands was then taken into account to further create new profits for banking industry.
Quality of service is related to customer satisfaction after receiving services, and satisfaction becomes an internal indicator to evaluate financial industry. A lot of foreign businesses or domestic financial institutions present excellent competitiveness in finance, depending on the profession and quality of service.
Taking Land Bank of Taiwan as the research subject, this study aims to discuss the effect of quality of service on customer loyalty and business performance in financial industry. Quantitative questionnaire survey is utilized in this study. Total 300 copies of questionnaire are distributed, and 272 copies, including 250 valid ones, are retrieved, with the retrieval rate 83.3%. The empirical results of this research were gained by SPSS 22.0, to explain the construction of dimensions and build evaluation indices through factor analysis, reliability and validity analysis and regression analysis.
The research results are concluded as below.
1.Quality of service reveals significantly positive effects on customer loyalty.
2.Customer loyalty appears remarkably positive effects on business performance.
3.Quality of service presents notably positive effects on business performance.
4.Customer loyalty shows mediation on quality of service and business performance.

並列關鍵字

quality of service ； customer loyalty ； business performance

參考文獻

王耀進(2007)，「高鐵乘客知覺之服務品質、滿意度與移轉障礙對其行為意向之影響」，中華大學經營管理研究所未出版碩士論文。

林慶村(2005)，「銀行業服務品質、企業形象、顧客滿意度與顧客忠誠度關聯性之研究」，朝陽科技大學企業管理系未出版碩士論文。

洪嘉蓉( 2004)，「服務品質、滿意度與忠誠度關係之研究—以中華電信公司ADSL顧客為例」，大葉大學資訊管理研究所未出版碩士論文。

許嘉霖（2009），「提升服務品質的思維與作法」，品質月刊，第四十五卷第二期，頁29-37。

陳國嘉、陳家祥與姜昭光(2005)，運用平衡計分卡建構金融業經營績效指標之研究，育達學院學報，第九期，頁43-61。