服務品質、顧客滿意度與顧客忠誠度關聯性之研究－以金門地區銀行業為例

A Study on the Relationship among Service Quality, Customer Satisfaction, and Customer Loyalty-A Case Study of the Banking Industry in Kinmen

楊秀玲(Hsiu-Ling Yang)

指導教授 ： 莊義雄

共同指導教授 ： 陳寧馨

長榮大學/管理學院/經營管理研究所(博)/碩士(2006年)

https://doi.org/10.6833/CJCU.2006.00088

摘要

摘要
由於民國90年我國政府通過金門地區可以與中國大陸福建沿岸通郵、通航及通商等小三通之後，帶動了金門地區觀光事業的發展，也使得金門銀行業外匯業務得以施行，也使得銀行業務量增加，但相對的其業務量增加是否會忽略其服務品質，進而影響到顧客的滿意度與忠誠度，都是值得民眾堪憂的。
最近政府大力提倡二次金改，大銀行併小銀行、公營銀行民營化都蔚為潮流，銀行業彼此競爭激烈，然而要想提升其經營績效勢必要提升其服務品質、顧客滿意度以及顧客忠誠度。
本研究以金門地區銀行業提升其服務品質，來探討是否可以提升顧客滿意度及顧客忠誠度。而主要研究目的有以下三項：(一)探討銀行業之服務品質是否會影響顧客滿意度及顧客忠誠度。(二)探討銀行業之服務品質是否會透過顧客滿意度的中介效果來影響顧客忠誠度。(三)探討不同個人屬性的顧客在服務品質、顧客滿意度、顧客忠誠度上是否有顯著差異。
實證結果發現：(一)服務品質能直接正向影響顧客滿意度。(二)服務品質能直接正向影響顧客忠誠度。(三)顧客滿意度能直接影響顧客忠誠度。(四)服務品質確實能透過顧客滿意度的中介效果來影響顧客忠誠度。(五)不同的個人屬性上：1.性別方面：在可靠性、服務的滿意與整體感受以及行為上的忠誠等三因素上具有顯著性的差異。2.年齡方面：在銀行形象、收費及專業的滿意、行為上的忠誠等三因素上具有顯著性的差異。3.年齡方面：只有行為上的忠誠因素具有顯著性的差異。4.個人年收入方面：銀行形象及客制性兩個因素才具有顯著性的差異。最後，本研究也對管理階層以及後續研究者提出幾點建議以供參考。
關鍵字：服務品質、顧客滿意度、顧客忠誠度、銀行業

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 銀行業

並列摘要

Abstract
The Taiwan government’s opening of the direct mail, shipping and trade between Kinmen and costal provinces (such as Fujian) in China in 2001 has been boosting the development of the tourism in Kinmen. This move has also started foreign exchange businesses in the banks situated in Kinmen and their revenues in this area have been on the rise. However, whether the increase in sales affects the quality of service and thus customer satisfaction and loyalty are concerning the residents.
Recently, the Taiwan government has been promoting the second-stage financial reforms. The government has been encouraging large banks to acquire smalls one, as well as the privatization of state-run banks. As the banking industry in Taiwan is so competitive, it is imperative to enhance the quality of services, customer satisfaction and loyalty in order to improve its operational performance.
This research paper uses the banks in Kinmen as the subject matter to explore whether the improvement of service quality boosts customer satisfaction and loyalty. There are three purposes of this study: (1) to explore whether the service quality of the banking industry affects customer satisfaction and loyalty; (2) to explore whether the service quality affects customer loyalty via the intermediary effects of customer satisfaction and (3) to explore whether there are significant differences for customers with different personal attributes in service quality, customer satisfaction and loyalty.
The empirical research finds that (1) the service quality has positive impacts on customer satisfaction; (2) The service quality has positives impacts on customer loyalty; (3) Customer satisfaction directly affect customer loyalty; (4) service quality affects customer loyalty via the intermediary effects of customer satisfaction; (5) In terms of personal attributes in (a) gender: there are significant differences in reliability, overall service satisfactionsm perceptions, and behavior loyalty; (b) Age: there are significant differences in bank images, service charges, professional satisfaction and behavior loyalty. (c) Profession: only behavior loyalty shows significant differences. (d) Personal annual income: only bank image and customization exhibit significant differences. Finally, this research paper also makes a few recommendations to the management levels and future researchers.
Keywords: service quality, customer satisfaction, customer loyalty, banking industry

並列關鍵字

service quality ； customer satisfaction ； customer loyalty ； banking industry

參考文獻

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