服務品質與知覺價值對民眾借貸意願影響之研究-以高雄市仁武農會為例

本研究主要探討服務品質與知覺價值對於民眾申辦借貸意願影響之研究。並以仁武區農會會員為研究對象，以實測問卷方式收集，共收集400份有效問卷，經SPSS統計分析軟體進行信度及效度分析、敘述性統計分析、變異數分析、t 檢定、相關分析及路徑分析來檢定服務品質、知覺價值、借貸行為意願等三個構面之差異與關係。樣本以「男性」、「46-55歲」、「商業」、「大學或專科」、「個人月平均收入40,001-60,000元」、「已婚」者居多。經由實證分析研究結果如下：本研究結論：（1）服務品質對知覺價值的影響具有正向關係，表示消費者對服務品質的滿意度越高，則對知覺價值的認同程度也會越高。（2）服務品質、知覺價值對借貸意願的影響具有正向關係，表示消費者對服務品質與知覺價值的認同程度越高，則來農會辦理借貸業務之意願也會越高。（3）服務品質透過知覺價值中介變數對應借貸意願影響最為明顯，故服務品質會影響民眾前往農會辦理金融借貸的意願，其中透過知覺價值中介變數對借貸意願之總效果影響最大。最後本研究依結果進一步提出可能的管理意涵，並提出可行建議供仁武區農會在規劃及行銷金融借貸方案上之引用參考。

關鍵字

服務品質；知覺價值；借貸意願；仁武農會

並列摘要

This research mainly explores the impact of service quality and perceived value on people's willingness to apply for loans. And with members of the Renwu Farmers’ Association as the research object, it collected 400 valid questionnaires in the form of measured questionnaires, and analyzed reliability and validity through SPSS statistical analysis software, narrative statistical analysis, variance analysis, t test, and correlation analysis and path analysis are used to verify the differences and relationships among the three dimensions of service quality, perceived value, and willingness to borrow and lend. The sample is mostly "male", "30-39 years old", "industry and commerce", "university or college", "personal average monthly income of 23,801-40,000 NTD", and "married". The results showed that A.The influence of service quality on perceived value has a positive relationship, which means that the higher consumers' satisfaction with service quality, the higher the degree of recognition of perceived value. B.Service quality and perceived value have a positive relationship with the willingness to borrow, which means that consumers have a higher degree of recognition of service quality and perceived value. C.Service quality has the most obvious impact on the willingness to borrow through perceived value variables. Therefore, the quality of service will affect the people's willingness to go to the Farmers' Association for financial borrowing, and the perceptual value variable has the greatest impact on the borrowing willingness. The result of the research proposes the suggestion of planning and marketing to operators and related agencies.