建立邏吉斯迴歸模式預測客戶對銀行服務滿意之研究

隨著金融市場國際化及自由化的趨勢，台灣金融業面對瞬息萬變的國際市場競爭及金融科技(Fintech)的重大改變，在高度服務的競爭環境下，銀行對客戶展現的服務品質與服務滿意度為展現差異化的重大關鍵。本研究以T銀行之顧客為研究樣本，針對客戶對其銀行的服務滿意度進行研究及預測，利用因素分析萃取出的四個構面(總解釋度為64%)分別為銀行硬體設備、行員素質、臨櫃交易便利性與離櫃交易便利性。並將因素分析萃取出的四個構面，加入客戶之虛擬變數如年齡、教育程度、平均月收入，套入邏吉斯迴歸模式中判別客戶對T銀行之滿意程度，研究結果顯示服務滿意度正確率為94%。最後，本研究再依本問卷調查的20個題項，針對滿意度平均值較差之後三項，提出改善策略建議，目的是藉此作為營運改善方向，以提升T銀行在未來的經營競爭力。

關鍵字

服務品質；獨立性檢定；因素分析；邏吉斯迴歸分析

並列摘要

With the trend of internationalization and liberalization of the financial market, Taiwan's financial industry is facing rapid changes in international market competition and major changes in Fintech (Financial Technology). In a highly competitive service environment, the service quality and service satisfaction would be the most important key to display by banks to customers are differentiated. In this study, the customers of T Bank are used as the research sample to study and predict the customer's service satisfaction of the bank. The four facets extracted by factor analysis (the total interpretation degree is 64%) are bank hardware equipment, clerk quality, near cabinet services and off counter trading services. The four facets extracted from the factor analysis are added to the customer's virtual variables such as age, education, and average monthly income, and the Logistic regression model is used to determine the customer's satisfaction with T Bank. The accuracy rate is 94%. Finally, according to the 20 items in this questionnaire survey, this study proposes improvement strategies for the last three items with a lower average satisfaction degree. The purpose is to use this as an operational improvement direction to enhance T Bank competitiveness in the future.