銀行競爭策略之研究--以品質的觀點來探討

A Study on the Competitive Strategies for the Banking Business--Investigating Form the Quality Aspects

許馨方(Hsin-Fang Hsu)

指導教授 ： 鄭春生

元智大學/工程學院/工業工程與管理學系/碩士(2001年)

摘要

摘要
本研究之目的是應用品質機能展開 (QFD) 之技術來擬定銀行業的競爭策略。在本研究中，我們探討如何將顧客需求轉換成銀行的競爭策略。轉換的過程是利用兩階段來進行。在第一階段中，主要是將顧客需求轉換成業務要素；顧客需求項目的決定是藉由文獻探討以及專家訪談後求得，而顧客需求權重則是以改良缺口理論之缺失所得到的改良方式計算而得。在業務要素中，組成項目是由顧客需求項目中抽取而成，並藉由親和圖法將之分群與整理，而權重則是利用模糊積分法的方式來計算。
在第二階段中，主要是將業務要素轉換成銀行的競爭策略。業務要素的權重是來自於第一階段所獲得之數值，而競爭策略之權重則是利用模糊積分法的方式求算。
本研究所需的各項資料是透過實証研究的方式，以高雄地區民營銀行的顧客為對象，利用問卷之方式進行抽樣調查及資料的分析，並以個案分析的方式驗證本研究所提出方法之可行性。研究結果顯示，本研究所擬定之競爭策略的優先順序與服務品質績效良好的玉山銀行之做法大致相同。

關鍵字

品質機能展開 ； 競爭策略 ； 獨立配點法 ； 模糊積分法

並列摘要

Abstract
The objective of this research is to apply Quality Function Deployment (QFD) to establish competitive strategies for the banking business. In this research we study how to translate the customer demands into the competitive strategies of the bank. The translation is a two-phase process. In the first phase, the customer demands are translated into technical quality characteristics. The customer demands are determined by literature review and in-depth interviews. The degrees of importance to customer demands are determined by a method modified from gap analysis. The grouping of technical quality characteristics is determined by affinity diagram. Finally, the priority scores and priority quality characteristics are determined by fuzzy integrals.
In the second phase, the technical quality characteristics are translated into competitive strategies. The relative weights of technical quality characteristics are based on the priority scores determined in the first phase. The competitive strategies are prioritized by fuzzy integrals.
The data used in this research are acquired from sampling interviews and investigations with customers of commercial banks in Kaohsiung area. The results indicate that the priority of competitive strategies proposed in this study are very close to those adopted by E. Sun Bank, which has a good reputation in service quality.

並列關鍵字

quality function deployment ； competitive strategies ； linear evaluation model ； fuzzy integrals

參考文獻

29.黃亞斌，「品質機能展開要求品質間相關連性對品質要素重要度之影響」，元智大學工業工程所碩士論文，1998。

27.黃玟瑜，「銀行業服務品質與經營績效關聯性之研究」，中正大學會計研究所所碩士論文，1999。

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