國內金融業競爭激烈,面對同質性的高度競爭,傳統的經營策略價格戰、商品戰已不足以因應當前環境,銀行業者已轉向非價格競爭—提昇服務品質、企業形象達成顧客滿意,以提昇自身的競爭力。本研究是採問卷調查方式,以雲林地區之C銀行顧客為研究範圍與對象,並應用敘述性統計分析、信度分析、因素分析、相關分析、迴歸分析、T檢定以及變異數分析進行資料分析與假設檢定,以期了解顧客接受服務後的行為意向,透過顧客真實感受,研究銀行業服務品質、企業形象與顧客滿意度之關聯性,以及探討在不同個人背景因素下,對於銀行業服務品質、企業形象與顧客滿意度是否有差異性,藉以提供C銀行業者經營策略改善之參考。 研究結果發現銀行業之服務品質與顧客滿意度具有正向相關,服務品質與企業形象具有正向相關,企業形象與顧客滿意度具有正向相關,服務品質與企業形象對顧客滿意度具有預測力。不同人口統計變數在服務品質、企業形象、顧客滿意度之差異情形,在不同「性別」、「年齡」、「職業」及「平均月收入」下,服務品質、企業形象與顧客滿意度之差異皆不顯著。在不同「婚姻狀況」下服務品質、企業形象方面的見解有顯著差異。在不同「教育程度」下顧客滿意度中的「具體呈現構面」的評價有顯著差異。
In the competitive financial environment, using price war as the business strategy is insufficient. To meet this challenge, the pattern of banking industry has shifted to “non-price competition”. Via service quality promotion and enterprise image establishment, customer satisfaction achievement, their own competitive capability can be strengthened. In this study, the questionnaire is used to hear from the customers in the C Bank in Yunlin area. To comprehend their behavior intention after receiving the service in this bank, we applied several statistical methods, including descriptive statistical analysis, reliability analysis, factor analysis, correlation analysis, regression analysis, T test and analysis of variance data analysis and hypothesis testing. Through the true feeling of customers, we try to explore whether there are differences of personal background in the relationship among banking service quality, corporate image and customer satisfaction, thereby providing the reference policy improvement for C Bank. After statistical analysis, we found that service quality has significantly related to customer satisfaction and corporate image while corporate image is significantly relevant to customer satisfaction. From this result, we can consider that service quality and corporate image can be capable of predicting the satisfaction of customers. In terms of demographic variables, gender, age, occupation, and the average monthly income are not the key factors to the difference among service quality, corporate image, and customer satisfaction. On the other hand, marital status makes those three observations different in statistics. Specifically, the factor of educational levels has high impact on customer satisfaction.
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