以服務利潤鏈觀點探討顧客忠誠度之建立－以本國銀行為例

Applying Service Profit Chain to Build Customer Loyalty-An Empirical Study in Banking Industry

祝道松(Dauw-Song Zhu) ； 洪晨桓(Chen-Huan Hong) ； 陳怡安(Yi-An Chen)

《顧客滿意學刊》 3卷2期 (2007/09) Pp. 95-120

https://doi.org/10.30066/JCS.200709.0004

摘要

本研究主要應用服務利潤鏈觀點來探討顧客忠誠度之建立，驗證內部服務品質能否有助於提升員工的滿意度與忠誠度，並經由員工忠誠度的提升來創造較佳的外部服務品質，進而建立顧客的滿意度與忠誠度。本研究以台灣銀行業為研究對象，實證內部服務品質對外部服務品質之影響，分析內部服務品質、員工滿意度、員工忠誠度與外部服務品質、顧客滿意度與顧客忠誠度之關係。實證結果得知：(1)內部服務品質與員工滿意度之間具有正向關係；(2)員工滿意度與員工忠誠度之間具有正向關係；(3)員工忠誠度與外部服務品質之間無顯著關係；(4)外部服務品質與顧客滿意度之間具有正向關係；(5)顧客滿意度與顧客忠誠度之間具有正向關係。本研究結果未能完全支持服務利潤鏈模式，並提出以服務利潤鏈觀點來建立顧客忠誠度時應反思的問題與實務建議。

關鍵字

內部服務品質 ； 員工滿意度 ； 員工忠誠度 ； 外部服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The purpose of this study is to apply service profit chain to discuss the building of customer loyalty. We examine the relationship among internal service quality, employee satisfaction, employee loyalty, external service quality, customer satisfaction and customer loyalty. The result shows that there are positive correlations between internal service quality and employee satisfaction, employee satisfaction and employee loyalty, but there is no significant relationship between employee loyalty and external service quality; there are positive correlations between external service quality and customer satisfaction, customer satisfaction and customer loyalty. The model of service profit chain is not entirely supported and some introspections and practical suggestions are addressed in this research.

並列關鍵字

Internal Service Quality ； Employee Satisfaction ； Employee Loyalty ； External Service Quality ； Customer Satisfaction ； Customer loyalty

參考文獻

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