銀行理財專員服務品質、企業形象與顧客滿意度之研究：以H銀行為例

A Study of the Relationships Among Service Quality,Corporate Image, and Customer Satisfaction：A Case Study of Financial Specialist for H Bank

吳耀銘(Yao-Ming Wu)

指導教授 ： 吳建臺

國立虎尾科技大學/管理學院/經營管理研究所在職專班/碩士(2012年)

摘要

近年來銀行業經營競爭激烈，存放利差縮減，幾近無利可圖地步，多數人稱此為銀行的微利時代，另一方面也促使財富管理業務得以興盛；銷售理財產品雖可獲得無風險手續費收入，但由於各家銀行之產品同質性極高，顧客有投資需求時選擇性高，普遍會尋找可靠的銀行及信任理財專員辦理投資業務，如此可知理財專員的「服務品質」、銀行的「企業形象」及「顧客滿意度」為理財業務重要的指標。
本研究以H銀行作為研究對象，透過問卷調查及電腦分析，探討銀行業之服務品質、企業形象及顧客滿意度之間的關係，另分析不同背景變項中，顧客對於銀行整體滿意度的差異，其研究結果如下：
1.顧客對銀行理財專員服務品質的期望與認知有顯著差異。
2.顧客對銀行企業形象的期望與認知有顯著差異。
3.顧客對銀行理財專員服務品質認知程度與滿意度有顯著的相關
4.顧客對企業形象認知程度與滿意度有顯著相關
5.不同個人背景變數中，對銀行理財專員整體滿意度存在差異者為年齡、教育程度、婚姻狀況及月收入，其餘並無顯著差異。

關鍵字

服務品質 ； 企業形象 ； 顧客滿意度

並列摘要

In recent years, banking business is highly competitive. The profit margins of deposit and lending significantly shrink almost unprofitable; banking has entered in meager profit age. Nevertheless, encourage the wealth management business to be prosperous. Sale of wealth management financial products can get the risk-free of fee income. But banks of financial products have the high homogeneity that caused customer investments have too much choice; Customers generally contact with reliable banks or trusting financial Specialists to handle the wealth management business. Thus we can find the service quality, corporate image and customer satisfaction is important indicator for the wealth management business.

In this study, as research subjects in the H Bank, investigate about the relationship between service quality, corporate image and customer satisfaction by questionnaire and computer analysis. And analyze the variables to differences for the bank's overall satisfaction in the customer of different backgrounds. Its findings as follows: 1.The expectations and cognition of customer have obvious dissimilarity about service quality of financial specialist. 2. The expectations and cognition of customer have obvious dissimilarity about bank's corporate Image. 3. The customer of different cognition, which is service quality of financial specialist, has obvious correlation with customer satisfaction. 4. The customer of different cognition, which is corporate image, has obvious correlation with Customer satisfaction. 5. The variables have not obvious correlation with customer satisfaction in the customer of different age, educational level, marital status and monthly income.

並列關鍵字

Service Quality ； Corporate Image ； Customer Satisfaction

參考文獻

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