銀行業消金分行服務品質與顧客滿意度關聯性之研究 -以T銀行為例

THE STUDY OF THE RELATIONSHIP BETWEEN CUNSUMER BANKING SERVICE QUALITY AND CUSTOMER SATISFACTION, USING T-BANK AS AN EXAMPLE

王佩芬(Wang, Pei-Fen)

指導教授 ： 古永嘉

國立臺北大學/商學院/國際財務金融碩士在職專班/碩士(2012年)

摘要

由於當前的金融環境變遷，國內銀行業面臨競爭激烈的局面，本研究之對象國內T銀行近幾年來發展服務整合行銷策略。本研究是以個案銀行T銀行全行之「顧客」、「消金分行」、「櫃檯服務人員」三者為訪查對象，探討消金業務服務品質與顧客滿意度之關聯性，以2009年4月至2011年10月之顧客滿意度之訪查問卷計7,094份、櫃檯服務品質之實地訪查問卷計456份、電話服務品質之訪查問卷計5,278份，問卷數共計12,828份，藉由SAS統計套裝軟體的輔助，進行樣本資料的分析。研究結論如下所述：
一、 對於T銀行之顧客滿意度而言，營業環境、電話專業性為負向影響；引導服務、服務禮儀及專業度、服裝儀容、基本電話禮儀、電話積極性為正向影響。
二、 影響顧客滿意度之服務品質指標：
1. 對於顧客滿意度「服務人員提供之資訊正確度」有顯著影響的服務品質指標為服務禮儀及專業度、營業環境、基本電話禮儀、積極性等共4項。
2. 對於顧客滿意度「服務態度」有顯著影響的服務品質指標為引導服務、服務禮儀及專業度、服裝儀容、營業環境、基本電話禮儀、電話專業性、電話積極性等7項。
3. 對於顧客滿意度「客戶對分行之整體滿意度」有顯著影響的服務品質指標為營業環境、基本電話禮儀、電話專業性、電話積極性等4項。
三、 由區域及規模二因子分析得知，都會化程度越高、存款規模越小，則顧客滿意度越高，實證研究結果如下
1. 顧客滿意度調查評分中排名第一者，為台北市的第5級分行，屬於這範圍的分行共計8家，且全為2010年3月至2011年1月新設立之分行。
2. 高屏地區的第3級分行，顧客滿意度調查評分中排名皆為前三名，屬於這範圍的分行共計5家，而這5家分行多數為T銀行併購信合社之原信合社之分社，該分行之營業環境、硬體設備、人員專業度皆屬於全體分行中尚待提升者，其顧客滿意度調查評分高，這也說明了為何T銀行服務品質指標之營業環境與電話專業度，與顧客滿意度為負向影響的原因。

關鍵字

服務品質 ； 顧客滿意度

並列摘要

Due to the current financial environment changes, the domestic banking business faces intense competition situation. The object of this research, “T Bank”, sets the Service Integrated marketing strategy in recent years. This research is based on the survey with 3 different parties, “Clients”, “Consumer Banking”, and “Counter Staffs” to investigate the relationship between consumer banking service quality and customer satisfaction. From April 2009 to October 2011, we have conducted Customer Satisfaction survey questionnaires for 7,094 copies, Counter Service Quality survey questionnaires for 456 copies, and Telephone Service Quality survey questionnaires for 5,278 copies. A total of 12,828 sample questionnaires were analyzed through the SAS statistical software. The conclusions are as follows:

1. Regarding to T Bank’s Customer Satisfaction, “Operation Environment” and “Professionalized Telephone Service” have unfavorable impact, while “Guide Service”, “Service Etiquette and Professionalism”, “Employee Appearance or Attitude”, “Basic Telephone Etiquette”, and “Phone Enthusiasm” have positive influence.

2. Three Customer Satisfaction Indicators are affected by below Service Quality factors:
1) For the Indicator of “Accuracy of Information Provided”, it is significantly affected by 4 factors: “Service Etiquette and Professionalism”, “Operation Environment”, “Basic Telephone Etiquette”, and “Phone Enthusiasm”.
2) For the Indicator of “Service Attitude”, it is significantly affected by 7 factors: “Guide Service”, “Service Etiquette and Professionalism”, “Employee Appearance or Attitude”, “Operation Environment”, “Basic Telephone Etiquette”, “Professionalized Telephone Service”, and “Phone Enthusiasm”.
3) For the indicator of “Overall Satisfaction on the Branch Service”, it is significantly affected by 4 factors: “Operation Environment”, Basic Telephone Etiquette”’, “Professionalized Telephone Service”, and “Phone Enthusiasm”.

3. The area and size of two-factor analysis showed that, the higher degree of the metropolis and the smaller scale of the deposit, the higher level of the customer satisfaction. Empirical results are as follows:
1) The branch ranked #1 in the survey is a size tier 5 branch in Taipei City. There are totally 8 branches in this range. All are newly established during March 2012 and January 2011.
2) All the tier 3 branches in Kaohsiung-Pingtung area, score top 3 in this Customer Satisfaction survey. There are totally 5 branches in this range. And, most of them were Credit Cooperatives merged by T Bank. Those Branches’ operation environment, hardware, and professionalism are still pending for further development. With such a high score of Customer Satisfaction from them, it explains why T Bank’s Service Quality Indicators were negatively impacted by “Operation Environment” and “Professionalized Telephone Service”.

並列關鍵字

Service Quality ； Customer Satisfaction

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