服務品質與銀行績效關聯性之分析-以國內某銀行為例

The Analysis of the Relationship between the Service Quality and Banking Performance–The Case of a Domestic Bank

江良文(Liang-Wen Chiang)

指導教授 ： 倪衍森

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00023

摘要

自從政府於1996年開放新銀行設立以來，彼此的業務同質性太高，導致銀行產業競爭激烈，存放款利差縮小，各種型式之價格競爭紛紛出籠，不僅侵蝕本業的獲力能力，也嚴重影響銀行承受存、放款風險的能力。為了提高盈餘能力，有些銀行開始採取差異行銷方法，藉由提高服務品質來增加顧客滿意度，冀望留住客戶，讓銀行獲得合理的利潤。本研究係以國內某銀行104家分行為對象，進行2010年及2011年之服務品質與營運績效關聯性之分析，包括分行在整體營運績效表現及風險控管、分行內部稽核完整性等項目，在各需求構面間是否有差異存在，並進一步地比較整體滿意度之差異，最後分析銀行服務品質與經營績效之關聯性。
實證結果顯示，銀行服務品質與經營績效呈顯著正相關，亦即服務品質愈好的分行，其經營績效也愈好，銀行服務品質的好壞可能影響顧客對銀行提供金融服務的滿意度及忠誠度，故會影響銀行未來的經營績效，進而影響投資人對銀行的評價。銀行服務品質為影響銀行經營績效的重要指標，提昇銀行服務品質，以創造銀行長期績效。

關鍵字

服務品質 ； 營運績效 ； 顧客忠誠度

並列摘要

After the government allows new banks to set up After, competition in the banking industry becomes intensive. And then, the price competition shorten the interest rate between loans and deposits, which might results in the little difference for the financial instruments sold by the banks. As a result, the profitability of the banking industry is seriously corroded, and the risks are also significantly raised for the business like deposits and loans. In order to increasing the profitability, some banks endeavor to enhance the loyalty of customers by way of promoting the service quality, which would be beneficial for making reasonable profits. We obtain the data related to service quality and operating performance from a domestic bank, and derive the internal data in detail for 104 branches of this bank over the period 2010-2011. Afterwards, we investigate the effect of service quality to operating performance. The result show that the service quality is positively related to the operating performance, implying that service quality indeed affect the performance of these bank branches. We infer that good service quality would enhance the loyalty of customers, and then enhance the operating performance. Thus, we argue that banks should be ignored the service quality, since good service quality does matter for profits making for the bank.

並列關鍵字

Service quality ； Operating performance ； Customers loyalty

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