銀行業服務品質與滿意度之研究－以TCSI與IPA模式評估T銀行為例

本研究的目的主要在探討銀行業影響顧客滿意度的變數，藉由企業形象、顧客期望、認知品質、認知價值、滿意度以及忠誠度等構念間的影響程度。並且透過台灣顧客滿意度指標 (TCSI) 之服務業模式，來分析銀行業顧客滿意度的前因與後果之關係。本研究以T商業銀行之顧客做為實證研究對象，採用結構方程模式來驗證顧客滿意度指標各構面的關係，藉以建立適用於銀行業的顧客滿意度指標。研究結果顯示，企業形象、認知品質及認知價值顯著正向的影響顧客滿意度，然而，顧客期望對顧客滿意度則不具有顯著影響。顧客滿意度對顧客忠誠度有正向影響。另外，本研究也利用「重要性績效分析」(Importance Performance Analysis, IPA)對各要項的重視度與滿意度進行分析，以了解這兩者間的落差，並提供業者後續策略調整與服務品質提升的參考依據。

關鍵字

顧客滿意指標；重要性績效分析；服務品質

並列摘要

The research’s purpose was mainly to explore the variables of influencing the customer’s satisfaction with bank industry, and analyze the relationship between the cause and effect of customer’s satisfaction with bank industry by means of the influencing degree among dimensions of the enterprise image, the customer expectation, the perceived quality, the perceived value, satisfaction, and loyalty, and via the service industry mode in Taiwan Customer Satisfaction Index (TCSI). This survey is based on the consumers of T Bank in Taichung Area. This research adopts structure equation modeling to identify each factor relates to customer satisfaction index by being applicable to the customer satisfaction index of bank industry in Taiwan. The research shows that the enterprise image, the perceived quality and the perceived value have notable influence on customer satisfaction, however, the customer expectation doesn’t present notable influence on the customer satisfaction. The customer satisfaction has positive influence on the customer loyalty. In addition, the method of Importance Performance Analysis, IPA, is also adopted to investigate the gap between the importance and satisfaction of the selected service measures. The results are useful to the T BANK for improving service qualities and adjusting competing strategies.