影響農漁會信用部對新資訊系統使用滿意度之探討

隨著服務產業越來越多、經營環境變得很競爭、時代的變遷、人民的生活水準提高及自我意識的抬頭，對於服務的水準有很高的要求。業者如何改善服務品質，以提昇顧客滿意度，一直是被重視的問題。本研究以 Parasuraman、Zeithaml and Berry 所提出的服務品質衡量模式(SERVQUAL 量表)，以有形性、可靠性、反應性、保證性、關懷性五大構面及顧客滿意度的探討。本研究採用問卷調查，以全國農漁業及金融資訊中心使用者為研究對象，共發出 330 份問卷，有效問卷為 251 份。研究結果發現，資訊中心服務品質之期望重視度與實際感受度有形性、可靠性、反應性與關懷性有部分顯著差異，資訊中心服務品質之期望重視度與實際感受度保證性沒有顯著差異。最後依據研究分析結果提出建議，做為全國農漁業及金融資訊中心日後營運之參考，改善方面可以從有形性 3 為「資訊共用中心電腦作業系統操作容易」及有形性 4「資訊中心辦公室及訓練場所乾淨、舒適、明亮」針對 2 個問項改善讓全國農漁業及金融資訊中心使用者能感到更滿意，以縮小服務品質差距。

關鍵字

PZB 模式；服務品質；顧客滿意度；資訊中心

並列摘要

With the increasing number of service industries, the changing business environment, the changing times, the improvement of people's living standards and the rise of self-awareness, there is a high demand for service standards. How to improve the quality of service to improve customer satisfaction has always been a problem that has been valued. Based on the service quality measurement model (SERVQUAL scale) proposed by Parasuraman, Zeithaml and Berry, this study explores the five aspects of tangibility, reliability, responsiveness, assurance, and care, and customer satisfaction. In this study, a questionnaire survey was conducted, and a total of 330 questionnaires were sent to the users of the National Agricultural Fisheries and Financial Information Center. The effective questionnaires were 251.The results of the study found that there is a significant difference in the tangibleness, reliability, responsiveness and care of the information center's service quality and the actual sensibility, and the information center's service quality expectation and actual sensibility assurance are not significantly different. Finally, based on the results of the research and analysis, recommendations are made as a reference for the future operation of the National Agricultural Fisheries and Financial Information Center to narrow the gap in service quality.