由於臺灣經濟的轉型,現今臺灣的經濟發展已走向國際化與自由化,競爭非常激烈,經濟成長與金融業關係密切,其中銀行業是金融業中重要的核心。各家銀行面對眾多競爭對手,除跨行的同業競爭外,連自家銀行的各聯行亦是競爭對手。經營績效是根據各分行的經營成果來論定,盈虧亦是由各分行自行承擔。在金融市場中,各銀行所提供的金融商品大致相似,面臨生存上的挑戰,在這競爭激烈的環境中脫穎而出,滿足顧客需求,唯有提供優質的服務品質,才能抓住顧客的心,留住舊有客源、開拓新的客群,對管理者來講是首要課題。 本研究採群集隨機抽樣之問卷調查方式,針對H銀行中部地區的臨櫃顧客為研究對象,問卷蒐集時間2012/3/26~2012/4/25,發放卷數260份,有效問卷223份,有效問卷回收率85.76%,設計與服務品質績效相關18個題項之問卷,本文以統計分析如敍述統計、相關性分析、邏輯斯迴歸模型,找出對銀行服務品質滿意與否之顯著因素有服務及業務完整性構面與資訊系統構面,其模式判別正確率98.7%。另外,本研究並應用績效評估矩陣方法含管制界限,試圖找出H銀行在服務品質之異常題項,結果有7個題項需進行改善。本研究針對需改善題項提出改善建議給H銀行之管理者參考,以期能提高服務品質績效。 關鍵字:服務品質、銀行業、邏輯斯迴歸模式、績效評估矩陣、管制界限
Due to the economic transformation in Taiwan, the economic development nowadays is towards to internationalization and liberalization, so that the competition is very drastic. Economic growth and financial industry are closely related where banking industry is the core of the financial industry. The banks face a variety of competitors not only from other banks but also from own branches. The business performance is based on the operating results of each branch. The profits and losses are also born by each branch. In the financial market, the financial products offered by various banks share similar essence, therefore they are facing challenges for survival. In order to become outstanding in such competitive environments, it is very important to meet the requirements of customers. Only to provide high quality service can sustain the confidence of the customers. To retain the existing customers and to expand the new sources are the important issues for the managers. In this study, the cluster random sampling was adopted and questionnaires were used to survey the customers who received service at the counters of Bank H in the central region of Taiwan. Questionnaire collection period started from March 26 to April 25, 2012. There were 260 questionnaires distributed and 223 of them were valid. The valid response rate was 85.76%. A questionnaire was designed according to 18 items related to the service quality performance. In this paper, statistical analysis such as descriptive statistics, correlation analysis and logistic regression model were applied to find out whether significant factors about satisfaction of bank service quality existed. There were dimensions of service and business integrity as well as information. The result of mode discrimination accuracy rate was 98.7%. In addition, we studied and applied performance evaluation matrix with control limits and tried to find out the abnormal items of service quality of Bank H. There were 7 items found out finally. In this study, authors proposed recommendations for improvements as references to the managers of the Bank H. It is hopefully to improve service quality performance. Keywords: service quality, banking, logistic regression model, performance evaluation matrix, control limits
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