自1991年起開放設立之新銀行逐漸成為左右台灣金融市場發展之重要角色,特別是消費金融業務,而其中最重要之金融商品實屬房屋貸款;因此如何在房屋貸款各項服務中作出差異化,並創造出競爭優勢,即為現今各銀行必須突破之關鍵。本研究自服務品質之觀點切入,以ANP法建立較完整之房屋貸款撥款前後服務品質指標,並提出具體之建議。研究結果顯示: 一、房屋貸款撥款前服務品質項下最重要之因素為保證程度,房屋貸款撥款後服務品質項下最重要之因素為關懷程度。 二、有形程度、可靠程度、反應程度在房屋貸款撥款前服務品質項下之優先順序,以及房屋貸款撥款服務品質項下之優先順序並無不同:但保證程度及關懷程度,在房屋貸款撥款前服務品質項下之優先順序,以及房屋貸款撥款後服務品質項下之優先順序存在明顯差異。 三、房屋貸款客戶於撥款前最重視之因素在於房屋貸款業務人員回應客戶問題時,是否具備應有之專業知識。 四、房屋貸款客戶於撥款後最重視之因素在於房屋貸款申請單位是否能提供客戶近似客製化之服務。
New banks established in 1990s play essential roles in the development of Taiwan financial market, especially consumer finance; and housing loans are the most important financial instruments in the competitive consumer finance business. Therefore, creating differentiation and competitive advantage among various services of housing loans are the kernels for modern banks. This study tries to use ANP method to construct more comprehensive service quality indicators of housing loans including before and after approval as well as brings up some specific proposals. The results of this study are summarized as follows. 1. The key factor of first hierarchy before approval of housing loans is assurance, whereas the key factor of first hierarchy after approval of housing loans is empathy. 2. The key factor of tangibility, reliability and responsiveness has the same priority on before-approval and after-approval, however the key factors of assurance and empathy have different priority on before and after loan approval. 3. Whether sales of housing loans have know-how to respond to clients’ questions is a crucial factor for clients before loan approval. 4. Whether the application section can provide the service of near customization is an important factor for clients of housing loans after loan approval.