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題名:整合QFD、DEMATEL與IPA提升銀行服務品質
作者:王 濬 智
校院名稱:中華大學
系所名稱:科技管理學系(所)
指導教授:賀力行
學位類別:博士
出版日期:2007
主題關鍵詞:品質機能展開決策實驗室法重要-表現分析法銀行服務品質QFDDEMATELIPAService quality of banking
原始連結:連回原系統網址new window
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金融產業之於全球,乃至於單一國家之經濟發展,均扮演重要之角色。台灣金融產業目前對GDP的貢獻約為10.35%左右,金融產業的重要性當不可言喻。自2002年我國加入WTO,政府積極推動金融自由化、國際化,致使金融環境產生相當大的改變。我國目前整體金融環境,已由寡佔演變為過度競爭。因應銀行競爭日趨白熱化與經營環境丕變,提升服務品質,強化顧客滿意,已為業者刻不容緩之議題。近年來,有許多學者致力於決策實驗室法(Decision Making Trial and Evaluation Laboratory, DEMATEL)的領域,並提出一些應用或修正。此法能夠有效地結合專家知識,以釐清各個變數之間之因果關聯,並依此推導各變數間直間接效果與關聯圖示意。攸關服務品質之重要性或設計策略等相關研究,已相當豐富,服務品質須以顧客主觀認知為導向,需因應顧客需求而予以滿足;但顧客需求間常存在彼此纏繞之相互因果、循序甚或隸屬之現象,此方面之討論則較為缺乏。本研究擬以銀行服務為實例,探討銀行服務品質之相關議題,首先以品質機能展開(QFD)將顧客聲音轉化為銀行服務品質特性之設計參考依據,其中為釐清顧客聲音故利用DEMATEL找出顧客需求間之重要性評分(即顧客需求間因果關聯之中心度),導入品質屋內以取代傳統主觀之重要性評分方法,並輔以品質績效問卷調查某一銀行各項服務品質特性之績效結果,繪製其重要-表現分析法(IPA)二維座標圖,以利找出銀行服務品質之關鍵特性,提出實證建議,以達管理效能。
Financial industry has its influencing contribution to global economy as well as decisive role in one nation. GDP occupation in Taiwan financing industry is around 10.35% which illustrates its significance beyond description. Since 2002, Taiwan government actively pushes financing system forward to be more globalized and international since joining WTO which generates massive change in financing environment. The financing environment in Taiwan has been shifted from monopolized to be over competitive. To response the increasing competition between banks and it variation in operation, it is an significant issue to upgrade service quality and consolidate customer satisfaction,. In recent years, a few scholars are dedicated to decision making trial and evaluation laboratory (DEMATEL) in addition with application and modification. This approach sufficiently combines expertise’s knowledge, and clarifies the cause and effect association of each variable. It will guide to direct or indirect effect on each variables. A few previous work around the issue of service quality and design strategy has been done, however, service quality is customer subjective perception orientation required to be satisfied. As a matter of fact, there is lack of discussion around the phenomenon of cause and effect relationship, priority and membership of customer demand. The case study of this paper is focus on bank service quality. It is to begin with quality function development (QFD) to transfer customers’ need as constructive base of bank service quality design. DEMATEL is to obtain the significant score of customers’ need to define customers’ voice which is centrality of customer need cause and effect association. And it is to conduct QFD to substitute significance score from traditional subjection. Quality performance questionnaire will assist survey each service quality performance of a chosen bank and then it is to graph IPA two-dimensional coordination. Decisive characteristic of bank service quality will be proceeded to propose recommendation for the purpose of achieving effective management.
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