顧客服務品質對顧客滿意度與顧客忠誠度之影響研究－以越南VP銀行為例

Effects of Customer Service Quality on Customer Satisfaction and Loyalty－Case of Vietnam VP Bank

黎武懷英(Le Vu Hoai Anh)

指導教授 ： 張鐵軍

朝陽科技大學/管理學院/企業管理系/碩士(2018年)

摘要

摘要
本研究的主要目的是了解SERVQUAL模型在越南銀行業務環境中的適用性，以確定客戶服務與滿意度質量維度之間的關係，從而導致客戶忠誠度。為了實現這些目標，基於Parasuraman等（1988）提出的SERVQUAL模型的服務質量維度來設計調查問卷。本研究共發出了300個VP銀行的客戶，最終獲得200個有效問卷。調查結果顯示SERVQUAL模型適用於越南銀行業。在服務質量的五個維度上，顧客感知最高水平的有形和響應維度。這五個維度對服務質量和客戶滿意度都有積極的影響。總體而言，客戶對VP銀行的服務質量評估較高，這意味著VP銀行的服務質量幾乎達到了客戶滿意的期望，但服務品質並沒有轉換為對銀行的忠誠度，而是必須透過個客滿意度才能提高顧客的滿意度，其中以銀行的實體設施、可靠(正確)、安全與同理心是對VP銀行顧客的滿意度有明顯的影響效果，然而顧客滿意卻沒有帶來顧客的忠誠度，仍值得做進一步的探討。
關鍵詞：顧客滿意度、顧客忠誠度、服務質量、服務質量維度、SERVQUAL模型

關鍵字

顧客滿意度 ； 顧客忠誠度 ； 服務質量 ； 服務質量維度 ； SERVQUAL模型

並列摘要

Abstract
Nowadays, it is oblivious that customers are important stakeholders in a service firm due to the increasing competition of service business. Customers’ satisfaction has been a factor having great impact on a firm’s interest. Defining factors that affect customers’ satisfaction is more important in banks like Vietnam Prosperity Joint-Stock Commercial Bank, which so – called VP Bank in the study, as this help the firm understand customers’ needs to fulfill and maximize its profit. Previous researchers stated that customer satisfaction and customer loyalty is a result from service quality. Some of them have assessed the customer satisfaction with the dimensions of service quality. The main objectives of the study are to understand the applicability of SERVQUAL model in Vietnamese banking context, to identify the relationship among customer service and satisfaction quality dimensions, leading to customer loyalty.
To achieve these objectives, a survey questionnaire is designed base on service quality’s dimensions of SERVQUAL model proposed by Parasuraman et al (1988). The surveys were distributed to 250 VP Bank’s customers and 200 surveys were valid. SPSS (Statistical Package Social Science) software was utilized for analyzing data.
The findings reveal that SERVQUAL model is applicable in Vietnamese banking context. To the five dimensions of service quality, customers perceive the tangible and responsiveness dimensions at highest level. And the five dimensions have positive impact on service quality and customer satisfaction. In general, customers’ assessment of service quality at VP Bank is relatively high. This means that service quality at VP Bank nearly reach customers expectation to satisfy them and create high loyalty.
Key words: customer satisfaction, customer loyalty, service quality, service quality dimensions, SERVQUAL model

並列關鍵字

customer satisfaction ； customer loyalty ； service quality ； service quality dimensions ； SERVQUAL model

參考文獻

Bibliography

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