自從1990年開放新銀行設立以來,銀行業便處於空前激烈競爭的環境,銀行業必須思考如何建立持久的競爭優勢,其作法除了開拓新顧客外,與舊有顧客維持長久的關係,就成為非常重要的課題。因此,對銀行業而言,如何以高品質的服務水準與顧客維繫良好的關係以提升顧客滿意度及忠誠度,並建立及加強顧客的購買意願,就顯得非常重要。 本研究以與S銀行往來的一般消費大眾為對象,選定S銀行客戶進行抽樣,共得334份有效問卷樣本資料,並將調查資料以敘述統計、信度及效度分析,並針對主題以迴歸模型進行驗證本研究,來探討S銀行的服務品質、顧客滿意度與忠誠度及行為意向之關係,以作為金融業提升服務品質及績效的參考。 本研究發現高水準的服務品質會正向影響顧客滿意與忠誠度,且顧客滿意度、忠誠度的交互關係會正面影響行為意向;所以銀行必需提供高水準的服務品質係理所當然的事,提供一般品質的服務,將造成顧客之不滿意。 本研究希望能提供銀行業一個實證性研究,重新思考顧客之行為模式,以作為金融業務推廣改進之參考。
The economic development of Taiwan has transferred the service industry into the mainly economic system. The service industry is based on the manufacturing industry and agriculture and becomes the main stream of economic in Taiwan. Nowadays , the industries and commerce prosper and depend on banks to accomplish their activities. The relationship marketing is one of the important marketing strategies to build a stable and long term relationship with customers, expert asserted that relationship marketing is a new marketing paradigm. This research took the actual customers, who trade with S bank, in Taiwan. It contents 334 effective samples in S bank,which analyzed by description statistics, validity test, reliability test and Regression model. We try to evaluate service quality, customer satisfaction, customer loyalty and behavior intention to improve performance of banks. We discover that high standard service quality will positively influence customer satisfaction and loyalty,the interact relationship of customer satisfaction and loyalty will positively influence behavior intention of customers.As a matter of fact, It is necessary that banks must be provide a high standard service quality .who provides a general standard service quality will cause customers complain. The research provides practical evidences to banks. They have to rethink their position of their banks. As the data is constricted to the customers of S banks, this student cannot deduce a general conclusion from the respondents in other districts with different demographic backgrounds.
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