銀行服務品質對顧客滿意度與忠誠度之影響

本研究以實體銀行為例，探討服務品質對顧客滿意及忠誠度的關聯性，以此作為根據證明服務品質的重要性。本研究採用問卷調查法蒐集顧客個人資料及其對於銀行之服務品質、顧客滿意度、顧客忠誠度的認同程度資料。本研究使用方便抽樣方式發放網路問卷，調查時間為2022年3月27日到4月9日，共收回有效問卷329份。實證分析包括描述性統計分析、信效度分析、因素分析、獨立樣本t檢定、單因子變異數分析、相關分析及迴歸分析。本研究之三個研究假驗證結果：服務品質與顧客滿意度為正向關係；服務品質與顧客忠誠度為正向關係及顧客滿意度與顧客忠誠度為正向關係。根據研究結論提出建議供銀行業參考，例如針對不同年齡對於服務品質的認同程度有差異提出可針對年輕族群設計新服務，像是AI科技分析顧客資料得知顧客的行為模式並推薦其最適的金融商品及服務，又或者針對長者在機器設備上以大字、語音功能呈現，以提高不同客群對銀行的滿意度及忠誠度。

關鍵字

銀行業；服務品質；顧客滿意度；顧客忠誠度

並列摘要

This study aims to explore the relationship between service quality, customer satisfaction and loyalty, as a basis to prove the importance of service quality. This research uses the questionnaire survey method to collect the personal data of customers and their perspective to the bank's service quality, customer satisfaction and customer loyalty. The official questionnaire was distributed from March 27 to April 9, 2022. It was distributed online and 329 valid ones were retrieved. The empirical analysis includes descriptive statistical analysis, reliability and validity analysis, factor analysis, independent sample t test, one-way ANOVA, correlation analysis and regression analysis. The three hypotheses of this study are all significantly positive: the service quality shows a positive correlation with the customer satisfaction; the service quality shows a positive correlation with the customer loyalty, and the customer satisfaction shows a positive correlation with the customer loyalty. Based on the research conclusions, the following suggestions are made: according to the difference in the degree of recognition of service quality at different ages, it is proposed that new services can be designed for young and old people. For the young people, AI technology analyzes customer data to know customer behavior patterns and the bank teller will recommend the most suitable products and services to them, or for the elderly, it can install larger fonts and voice systems on machines to make them more convenient. Overall, these new services may improve the satisfaction and loyalty of different customer groups to the bank.

並列關鍵字

Bank industry ； Service Quality ； Customer Satisfaction ； Customer Loyalty

參考文獻

Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal of Marketing Research, 2(3), 244–249. https://doi.org/10.2307/3150182

紀信光、袁淑芳、趙偉智（2014）。服務品質、工作態度、顧客忠誠度、顧客滿意度關係之研究－以嘉義地區銀行往來客戶為例。管理科學研究2014特刊，1-16。DOI： 10.6873/MSR.201412/SP.0001