整合PZB服務品質模式與品質機能展開法探討農會信用部服務品質-以農會信用部為例

A Study of Applying Quality Function Deployment& Service Quality Model to Service Quality of Credit Department of Farmers’ Association – a Case Study in Taiwan

廖偉年(Wei-Nien Liao)

指導教授 ： 鄧程中

共同指導教授 ： 紀麗秋(Li-Chiu Chi)

國立虎尾科技大學/管理學院/財務金融系碩士班/碩士(2017年)

摘要

近年來由於經濟的發展與社會結構的改變，帶動金融產業的快速崛起，並在市場上各自林立。然而，在消費市場有限的環境下，廠商為了維持利益必須透過調高利率或低利息的方式來削價競爭，導致產業間的惡鬥持續循環，其中，衝擊甚劇的的莫過於傳統農會信用部，強勢崛起的新興銀行業不斷衝擊信用部的營運與市場，其原因在於多數信用部在區域、人才、科技或是行銷均無法於商業銀行相抗衡，因此，本研究認為未來信用部在面對市場競爭時，必須進行品牌區隔，同時保障服務品質與顧客承諾，藉此建立品牌良好的滿意度，已達改善並強化之成效。本研究根據現今產業現況擬定研究方向，再依照結果提出改建議。
本研究以斗六市農會信用部的客戶及行員為研究對象，分別發放客戶問卷420份、行員問卷56份，其回收有效問卷數為372份及56份。本研究之目的在於探討客戶與行員對於信用部服務品質的期望感受缺口，並分析兩者間的差異。首先利用PZB服務品質模式的SERVQUAL量表做問卷設計基礎，再利用重要度績效分析(IPA)與品質機能展開(QFD)進行評估，藉此探討信用部服務品質的特性並將客戶聲音轉換成技術的要求。此外，本研究亦在員工問卷中設計工作績效量表，用以衡量行員的工作績效。研究結果發現，客戶最重視的服務項目之前三名為「信用部重視客戶隱私，不會洩漏客戶資料」、「信用部能保障交易過程安全與保密」與「信用部信譽良好」，而行員則認為「信用部信譽良好」、「服務據點交通便利」、「信用部重視客戶隱私，不會洩漏客戶資料」和「信用部能保障交易過程安全與保密」最為重要。在實際感受上，客戶最滿意的服務是「信用部能保障交易過程安全與保密」、「信用部重視客戶隱私，不會洩漏客戶資料」以及「信用部信譽良好」；行員則將「信用部信譽良好」、「信用部提供的附加服務(例如代收水電費、信用卡扣款)，具便利性」和「信用部能保障交易過程安全與保密」評為最滿意的服務項目。行員工作績效的部分，其最重視的項目依序為「我會如期完成主管交辦的事項」、「我會依照標準作業程序完成分內工作」、「在組織中我會嚴守組織紀律」，在實際感受上，「我會如期完成主管交辦的事項」、「我的工作效率相當迅速」以及「我會依照標準作業程序完成分內工作」為行員認為最滿意的工作項目。本研究亦利用重要度-績效分析探討信用部服務品質與行員的工作績效，研究結果顯示在服務品質上具備優勢的服務項目分別為11項及8項，必須繼續維持。而行員工作績效的部分，屬於重要且必需繼續維持的項目為11項。最後，本研究利用品質機能展開法探討客戶對於服務品質的要求，結果顯示，行銷部門的「信用部提供之項目服務」、「信用部品牌形象」、管理階層的「信用部整體營運規劃」、公關部門的「服務失誤處理」以及營運部門的「員工專業能力訓練」為最需要關注或是改善的優先項目，屬於提高客戶滿意度的關鍵要素。

關鍵字

PZB品質模式 ； SERVQUAL服務品質量表 ； IPA-重要度-績效分析 ； 品質機能展開

並列摘要

Thanks to economic development and changes of the social structure, the financial industry was uprising fast and private financial organizations opened one after another. Nevertheless, demand remained but supply increased continuously resulting in a saturated financial market. Proprietors started a price war by increasing the interest rate or decreasing the interest to grasp a bigger share on the consumption market causing a vicious circle among the industries. The traditional credit departments of farmers’ associations had the greatest impact since their operation and market were influenced by the strongly burgeoning banking competitors. Most of the credit departments couldn’t compete with the general business banks in regions, talents, technology or marketing strategies. In view of this, the researcher considers the credit departments need to differentiate their brands, map out sales strategies, guarantee their service quality and fulfill their commitments to customers so as to enhance customers’ loyalty to their goodwill and reinforce improvement performance when facing the competitions on the market in the future. The direction of study is based on the status quo of the industry and strategies and suggestions for improvement are presented in compliance with the results.
The customers and personnel of the credit department of the farmers’ association in Douliu City were aimed as the object of study. 420 copies of the questionnaire were distributed to customers and 56 copies were given to the personnel with 372 and 56 effective copies retrieved respectively. The purpose of the research is to explore the gap of service quality between customers who expect and perceive and personnel who provide and to analyze the differences. Then, the PZB’s SERVQUAL scale was served as the design foundation of the questionnaire and each service item was assessed through importance performance analysis (IPA) and quality function deployment (QFD) for an understanding of the characteristics of the service quality in the credit department and transforming customers’ needs to technical requirements. Furthermore, a work performance scale was designed in the questionnaire to the personnel for evaluation. According to the findings of the research, the top three service items emphasized by the customers most are customer privacy protected without disclosure of customer information, safe and confidential transactions guaranteed and goodwill. Personnel of the credit department consider goodwill, convenient transportation to the service office, customer privacy protected without disclosure of customer information and safe and confidential transactions guaranteed the most important. As for actual perception, customers are most satisfied with safe and confidential transactions guaranteed, customer privacy protected without disclosure of customer information and goodwill. Personnel of the credit department rate goodwill, convenient additional service (e.g. agency receipt of water, electricity and credit card fees) and safe and confidential transactions guaranteed as the most satisfactory service items. Concerning performance of the personnel, the most stressed items are “I finish the tasks assigned by my superior as scheduled.”, “I complete my job in compliance with the SOP.” and “I obey the disciplines in the organization.” As for the most satisfactory work items actually perceived by the personnel, “I finish the tasks assigned by my superior as scheduled.”, “I work efficiently.” and “I complete my job in compliance with the SOP.” The IPA was conducted to analyze the work performance of the personnel in the credit department and the results reveal t hat the most advantageous service items are No. 11 and No. 8, which have to be maintained. As far as work performance is concerned, important and necessary keeping is Item 11. Finally, it is found through QFD that service and brand image of the credit department for the marketing department, overall operation planning of the credit department for the management level, disposal of service errors for the department of public relations and personnel expertise training for the operation department are the places that need to be concerned or improved first because they are the key elements to enhancement of customer satisfaction.

並列關鍵字

PZB quality model ； SERVQUAL scale ； IPA ； QFD

參考文獻

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