服務品質、顧客滿意度、忠誠度關係之研究－以台灣國內外銀行為例

台灣的第一間銀行的起源是在日本統治時期，日本政府為了要統一台灣的貨幣的政策，引用日本國內的貨幣政策來台，才讓台灣國內的銀行業慢慢建立，到今年台灣國內本土的現有銀行就已經有37間，外商銀行則有26間，這些銀行間數還未包括已經倒閉或被合併掉的，但由於各家銀行業所提供的現有同質性商品過高，那在這競爭激烈的過程中，銀行業要如何提供好的服務品質讓顧客滿意，進而產生忠誠度，就是各間銀行業所需要探討與改善的。本研究將以有在使用網路的銀行顧客去做問卷發放填寫，並以服務品質、顧客滿意度與忠誠度去設計各構面與題項，也發放了155份有效樣本，之後進行描述性統計、獨立樣本t檢定、單因子變異數去進行資料分析且提出改善之建議，希望藉此可以提供銀行業參考改善。研究發現，填答者以男性居多且大部分已婚，年齡則分布在41-50歲、教育程度方面以研究所（含以上）學歷居多、職業則以服務業居多且大部分填答者都是選擇本國銀行為主，且發現服務品質對顧客滿意度有顯著相關，且關懷性與有形性越高其顧客滿意度越高。而服務品質對忠誠度也有顯著相關，關懷性與有形性越高其顧客忠誠度越高。

關鍵字

服務品質；顧客滿意度；忠誠度

並列摘要

The origin of Taiwan’s first bank was during the period of Japan’s reign. The Japanese government’s policy is to reunify Taiwan’s currency by ushering in Japan’s domestic monetary policy to Taiwan, allowing Taiwan’s domestic banking industry to slowly establish itself. Until this year, currently in Taiwan there are existing 37 domestic banks and 26 foreign banks. The number of banks has not yet included banks bankrupted or merged. However, due to the very high homogeneity of commodities currently provided by banks, under the process of the fierce competition, how the banking industry can provide good service quality to satisfy customers and then create loyalty is what the banking industry needs to explore and improve. This study will use the questionnaires filled out by Internet-using bank customers, where service quality, customer satisfaction and loyalty are designed for constructs with items. This has resulted in 155 copies of samples sent. The following are descriptive statistics, independent sample T-test, and one-way ANOVA used to perform data analysis as well as the improvements proposed for suggestions. It is hoped this can offer the banking industry a reference for improvement. As found in this study, most respondents are male, many of who are married. The age ranges from 41 to 50 years. Their education levels are most graduates onwards and the majority of their occupations are in the service industry, many of which choose local banks to fill out the questionnaires. The findings are that the service quality has a significant positive correlation with customer satisfaction and that the higher the empathy and the tangible are, the greater the customer satisfaction becomes. And the quality of service also significantly has positive correlation with loyalty. That is, the higher the empathy and the tangible are, the greater the customer loyalty gets.