農業金融機構整合代收業務服務品質與顧客滿意度之研究

A Study of Service Quality and Satisfaction Level of Integrated “Collection Service” of Agricultural Finance Institutes in Taiwan

諶錫棟(Hsi-Tung Chen)

指導教授 ： 吳榮杰

國立臺灣大學/生物資源暨農學院/農業經濟學研究所/碩士(2013年)

https://doi.org/10.6342/NTU.2013.10036

摘要

近年來台灣金融環境受到國際金融危機之影響以及 (over banking)金融機構間已過度競爭、加上中資銀行開放、存放利差愈趨縮小之現象，種種都是增加金融機構經營上之困難度。農業金融體系大部份均認為手續費收入業務增加是往後經營策略的重要項目，而代收業務是農金體系最具有發展潛力的手續費收入來源，惟有提昇服務品質、保持良好農業金融形象、掌握顧客滿意度才能打開市場通路與其他金融機構達到差異化的區隔。
本研究以顧客、員工為主要問卷調查之對象，問卷內容包含 PZB 提出五大服務品質之構面，希望透過農漁會信用部辦理全國農業金庫整合農業金融之代收業務個案分析，以農漁會顧客及員工觀點探討服務品質及顧客滿意度二者間的關聯性，藉此提供全國農業金庫及農漁會經營者對顧客、員工之瞭解，使其在有限資源下有效的改善顧客、員工不滿意部分，增加農漁會信用部的業務競爭力，以增裕其手續費收入，並提供農漁民更優質的服務。經問卷調查及研究驗証得到下列之結果：
一、代收業務的服務品質對顧客滿意度有顯著性影響。
二、代收業務的服務品質對員工滿意度有顯著性影響。
三、農漁會信用部顧客特徵與代收業務服務品質之滿意度有顯著性差異影響獲部分成立。
四、農漁會信用部員工特徵與代收業務服務品質之滿意度有顯著性差異影響獲部分成立。
五、彙整農漁會信用部顧客及員工建議具體改善代收業務服務品質、提升顧客滿意度的措施與作法，有利全國農業金庫及農漁會信用部內部稽核品質與外部行銷推展之改進，提供農漁民更優質的服務。

關鍵字

農業金融體系 ； 代收業務 ； 手續費收入 ； 服務品質 ； 顧客滿意度

並列摘要

In recent years, Taiwan's financial environment was influenced by international financial crisis, local financial institutions’ overbanking, opened doors to Chinese banks, and shrunk interest spread, which greatly increased the difficulty of operating financial institutions. Most agricultural financial institutions considered that it is an important item to increase fee incomes and commissions, whereas payment collection business for agricultural financial institutions is the most potential source of fee incomes. Only elevate service quality, maintain good image of agricultural finance, and accord to customers' satisfaction level can expand market channels and reach the differential segment comparing with other financial institutions.
Designed for customers and employees,the questionnaire consists of 5 perspectives of service quality provided by PZB, aiming to provide the top management of Agricultural Bank of Taiwan(ABT) and farmers' and fisheries associations(FFA) know their customers and employees, by applying case study of FFA do the business of ABT's integrated , and via FFT's employees' and customers's viewpoint to discover the correlation between service quality and customers' satisfaction. The result will improve efficiently customers' and employees' unsatisfaction under the limited resouces, enhance the competive ability of FFT credit department to increase their fee incomes and commissions, and provide the quality service for farmers and fishermans .
Through questionnaire and study evidence, we got some results as follows
1. The service quality of payment collection business has significant influence to customers' satisfaction.
2. The service quality of payment collection business has significant influence to employees' satisfaction.
3. It has a significant differential influence is partly well proved that the variance of customers' personal characteristics and payment collection business customers' satisfaction
4. It has a significant differential influence is partly well proved that the variance of employees' personal characteristics and payment collection business employees' satisfaction.
5. Combined customers' and employees' suggestions of FFA's credit departments and concretely improved the service quality of payment collection business, increased the measures and procedures of customers' satisfactions and benefit internal audit quality of ABT and FFA credit department and improved external marketing promotion, by providing farmers and fishermen's better service.

並列關鍵字

Agricultural financial institutions ； Aayment collection business ； fee incomes ； service quality

參考文獻

王志文，2004。「農漁會信用部對全國農業金庫制度信任之研究」，碩士論文。

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