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題名:銀行服務品質與顧客滿意度之多群組比較分析-以信用合作社改制商業銀行為例
作者:洪堅銘
作者(外文):Chien-ming Hung
校院名稱:國立高雄第一科技大學
系所名稱:財務金融研究所
指導教授:周百隆
學位類別:博士
出版日期:2013
主題關鍵詞:結構方程模式顧客滿意度服務品質信用合作社標準作業程序Structural Equation ModelsCustomer SatisfactionService QualityCredit UnionStandard Operational Procedure
原始連結:連回原系統網址new window
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摘要
隨著金融體系的國際化、自由化與多元化,為了因應國際金融環境的競爭,大型信用合作社陸續改制為商業銀行,改制後如何藉由「高服務品質」的競爭優勢,提昇「顧客滿意度」以提高各階層客戶之忠誠度,進而創造營運績效,實為銀行業服務品質關鍵課題,國內外雖已有許多衡量銀行服務品質及顧客滿意度相關研究及著作,鮮少針對改制後之商業銀行進行服務品質與顧客滿意度探討。
本研究參考銀行服務品質相關文獻及透過專家訪談,發展出適合銀行服務品質的構面與屬性之顧客問卷,即專業能力、接近性、有形性、網路銀行及財富管理五大構面,再運用結構方程模式(Structural Equation Models,SEM)排序出結構面之重要順序,依序為有形性、網路銀行、接近性、財富管理,最後為專業能力。
為便利銀行業者將服務品質重心用於關鍵上,本研究採用「業務往來型態」、「性別」及「所得高低」並作群組實證比較分析,最後彙編成銀行業提昇顧客服務品質之標準作業程序(Standard Operation Procedure,SOP),並針對存放款及所得高低客戶之滿意度服務缺口提出改善之建議,本研究所提出的指標與方法,不但可以合理的反應出銀行整體作業品質與績效外,更可以協助銀行管理人員有效提升銀行整體服務品質與水準。
ABSTRACT
Under internationalization, liberalization and diversification of financial system, large credit unions gradually reorganize into commercial banks considering the huge competition of global financial environment. In order to evaluate the customer loyalty and enhance operational performance, the main issue should focus on high service quality and customers satisfaction. And it is hard to see the topics discussing the banking service quality and customer satisfaction but aiming on commercial banks reorganized by credit union.
This research developed questionnaire which owns the optimal dimensions about quality and attribute of bank service by referring the relative literatures and depth interviews. And these five dimensions included professional capacity, proximity, physical, network banking and wealth management. Then, we ranked the priority of these dimensions with Structural Equation Models (SEM), and found the order of physical, network banking, proximity, wealth management and professional capacity.
We also explored comparison analysis by clustering operational type, gender and income, and got the Standard Operation Procedure (SOP) of banking industry for the evaluation of customer service quality. We found the recommendation that the service gap of customer satisfaction among different deposit, loan and income. Finally, all indicates and methods of this research could demonstrate bank overall quality and performance and evaluate the level of service quality.
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