證券下單服務品質與滿意度研究-以C公司為例

國內證券業者推展證券下單交易業務，已經是相當普遍而成熟，未來要能夠在證券市場上佔有一席之地，端視其證券商所提供的內容、功能、金融商品整合的強弱、證券業所提供的安全性及穩定性與整體性的滿意度來決定。本研究整合PZB (Parasuraman, Zeithaml, Berry)構面與IPA（Importance-Performance Analysis, IPA）分析，探索證券下單的全面服務品質。藉由運用品質機能展開法(Quality Function Deployment, QFD)，將其重要性與表現情形納入二維矩陣中並與品質機能展開法交互運用探索證券下單之服務品質，將服務品質評估技術分為『營運管理』、『網路作業服務管理』、『資訊管理』等三大技術構面及14項品質技術。在本研究中發現投資人大多數對證券機構所提供的證券下單服務項目中，最重視的前3項: 網頁提供足夠的研究報告與市場訊息、營業員的服務態度、營業員必須要有專業的理財知識。然而IPA與QFD一致性優先改善要素最主要有3項: 網站系統穩定、確保客戶證券個人資料的隱私、能即時解答投資人的疑惑；例如電子郵件、留言回覆等。

關鍵字

滿意度；服務品質重要-表現程度分析；品質機能展開

並列摘要

It has been going a long time for internal securities firms to launch into online stock trading business. And now internet trading is popular and mature. So, a securities firm own a seat in future marketing which depends on good quality, rich content, a feature of functions, integrated services, online safety, overall stability and satisfaction. The study integrate the aspect of PZB( Parasuraman, Zeithaml, Berry) and analysis of IPA( Importance-Performance Analysis, IPA), explore extensive quality services of internet trading. By making use of QFD( Quality Function Deployment, QFD) for importance and condition to carry into two-dimension matrix; moreover; they interwork to explore the quality services of online trading. Furthermore, quality services are divided into three technical aspects which include management of operation, management of web-service, management of data and fourteen items of quality technology. In this study, most investors think highly of needed report of research, immediately information of marketing, service attitude and specialized financial investment and management of a stock broker. However, IPA and QFD have 3 mainly facts which include the stability of web system, insurance on personal profile, and essential factor immediately (such as: e-mail, message) that consistently are priority in improvement.

並列關鍵字

satisfaction ； Importance-Performance Analysis ； Quality Function Deployment.

參考文獻

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證券下單服務品質與滿意度研究-以C公司為例

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