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  • 學位論文

金融產業服務品質績效之研究—以土地銀行為例

A Study on the Service Quality Performance of Financial Industry— Evidences from the Land Bank

指導教授 : 王言
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摘要


服務品質的績效是企業生產活動中難以衡量的面向;目前金融產業在自由化與國際化之影響下競爭日趨激烈,在激烈的競爭環境中,服務品質將形成一個重要的核心競爭能力;因此找出關鍵的服務要素來提升服務品質便是管理者必須注重的首要課題。 本研究以六標準差績效改善流程DMAIC為基礎,並以Parasuraman, Zeithaml and Berry三位學者所提出之「服務品質概念性模式」中第五個服務缺口來衡量金融產業的服務品質,找出關鍵的服務品質要項,並為金融產業建立一套服務績效之改善流程。研究中試圖找出產業所提供的服務與顧客所期望服務之間的差距,使管理者可以清楚地看出該產業的服務績效問題所在。本研究利用問卷調查與台中地區土地銀行某分行有業務往來的顧客,對該銀行所提供的服務品質之認知。再利用績效評估矩陣法中上下績效管制線的訂定,可以清楚地看出哪一項服務項目必須立即改善,或是哪一服務項目可以減少資源投入以節省服務成本。 在研究結果中顯示,在面積相等條件所形成之上下績效管制線下;雖然有一些服務要項落在績效管制線附近內,仍然沒有坐落於「首要改善區」的異常座標點,本研究也找出比較靠近上績效管制線的三個服務要項,分別為要項10:各項業務的處理速度、要項12:銀行備有停車場或周邊停車便利性,以及要項24:突發狀況的處理能力。本研究建議該銀行除了可以對這三點進行服務品質的改善之外,並繼續以六標準差績效改善流程來維持其服務品質,並定期檢驗顧客對於服務之滿意度,讓服務品質成為該銀行之核心競爭能力。

並列摘要


The performance of service quality is the factor hard to measure in enterprises production activity. At present, the competition is intense in the finance industry day by day because of the liberalization and internationalization. Service quality will become a very important core competence for finance industry, for this reason, that is the first duty for administrator to attach importance to find the critical service items to promote the service quality. This research is base on the performance improvement process of sixth sigma, and using the fifth service gap of service quality model is presented by three scholars, Parasuraman, Zeithaml, and Berry, to measure the service quality in finance industry. That can set up an improvement process for finance industry. This research try to find the gap between the services be provided by bank and the services what customers expectative. That may make administrator find out clear the real issues of the services in this industry. The bank is the analysis object of this research, using the questionnaire to investigate customers who have business with Land Bank in Taichung. In those service items be provided by the bank, we can find out the customers think the importance and how satisfied after they received services. Then, by the performance control limits of performance evaluation matrix be made, we can find out which service items need to improve instantly or which service items can reduce the resource to put in to save the cost. The purpose of this research is setting up an easy and clear model to measure the performance that could make the administrator to measure the service quality fast and without cost too much and to find out what kind of service can’t satisfy the customers instantly. The results of this research show that under the performance control limits of equal area, there are some service items located near the Upper Control Line, that still without abnormally point locate on the zone need to improve. This research also found three points which near the Upper Control Line, those are the tenth item: the speed of business process, the twelfth item: the bank has parking space or the convenience of parking and the twenty-fourth item: the ability to handle the unexpected events. This research suggested that this bank could improve the service quality of those three items, and keep the service quality by the performance improve process of the Six Sigma. Besides, this bank should check for the satisfied of service quality of consumers regular, that can make the service quality become a core competence of this bank.

參考文獻


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