自2007年美國次級房貸問題開始，國際金融環境變得格外嚴峻。許多國家及金融機構的信用風險問題紛紛浮現，原本保守穩定的三商銀，反而在此時獲得社會大眾的青睞，消費者紛紛將資金移入，為瞭解消費者心態，故針對大台北地區消費者對三商銀的服務屬性滿意度做研究。 本研究使用便利抽樣針對第一銀行、彰化銀行、華南銀行等三商銀大台北地區顧客做調查，本研究發出問券400份，有效問券325份。分別探討三商銀顧客對銀行服務屬性的重視程度及滿意程度，並檢視銀行顧客對服務屬性的重視程度與接受服務後的滿意程度之間是否有所差異，最後利用重視程度—績效水準分析，提出相關建議以供三商銀提升服務品質的參考。 The international finance environment is getting tough due to the subprime mortgage crisis happened in 2007. The credit risk issues are appearing in many nations and the financial organizations. However the conservative First Commercial Bank, Hua Nan Commercial Bank and Chang Hwa Commercial Bank (the three former national business banks) obtain the consumers’ favor these days. In order to understand the consumer behavier, this research is aiming at Taipei area consumer to survey the satisfaction degree at the three business banks’ services.
This research adopts the convenience sampling. 400 questionnaires were submitted. 325 of them are effective questionnaires. This research investigates consumers’ satisfication at banks’ service attribute and also reviews the gap between consumers’ expectation and satisfication at service. Finally the Importance Performance Analysis (IPA) is adopted to provide the banks with the advice to improve the service quality.
