隨著經濟的發展以及國民教育與國民所得的提升,台灣已逐漸發展成為以服務業為主的社經形態,因此,服務品質的優劣成為顧客首重的選擇考量。 服務品質為顧客滿意度的先行考量,而優質貼心的服務品質已是顧客選擇銀行的重要影響因素。本研究針對銀行業經由問卷調查方式蒐集資料與分析,探討銀行業「服務品質」與「顧客滿意度」的關聯性研究,探討銀行顧客對服務品質的差異對顧客滿意度的影響程度。 本研究以C銀行某分行為研究對象,研究結果發現,服務品質影響顧客滿意度有顯著的正向互動關聯性,亦即該銀行的顧客所感受到的滿意度取決於對服務品質的滿意程度。因此C銀行推行的新十年計畫專案將產生顯著功效。最後,本研究成果,其可提供後續C銀行進行研究之參考。
Following the developing of economy and the rising of GDP (Gross Domestic Production); Taiwan is evolved into a service-oriented economy. Hence, service quality turning into the first priority of clients. As service quality is an important variable to customer satisfaction, superior and intimate service is becoming one of the major factors for clients to choose a bank for business. This study is processed through questionnaires to banking senior staffs in order to learn the correlation between service quality and customer satisfaction; in addition with the influence from different degrees of service quality to customer satisfaction. The participants of this case study are random selected from branch F in bank C.The research found servicequality has significantly influence on the customer satisfaction. Therefore, the new 10-year-program of bank c is expected to bring a greater efficiency in this bank; and this research could be a reference for proper implementation of the program.