研究結果發現：1. 依Parasuraman 等學者提出的決定服務品質 因素，結果顯示顧客最重視「反應性」及「可靠性」二構面。 2. 顧客最滿意的是「可靠性」及「有形性」二構面。3. 大眾銀行 顧客對於各項服務屬性的重視程度與滿意程度均具有顯著差異。 4. 依據重要程度—績效分析來看，大眾銀行在十一個服務項目評 價具有競爭優勢，有三項需要積極改善的，列為次要改善的有八項，資源錯置有四項。 Upon the highly competitive financial market in Taiwan, the traditional way to adjust the interest rate to improve the competitive position is insufficient . Upgrading the non-pricing competitive, especially the service quality is a way to improve the competitive edge. The purpose of this research is to study the feeling and expectation of bank customers toward bank’s service quality, in order to evaluate the management and standard of service quality of Ta Chong Commercial Bank. By using convenience sampling, a total of 379 questionnaires of Ta Chong Commercial Bank’s customers were collected from Taipei Branches in Taipei area.
The research findings are as follows: 1.Based on Parasuraman’s research, the Ta Chong Commercial Bank’s customers are concerned “Responsiveness” and “Reliability” dimensions. 2.Customers are satisfied on “Reliability” and “Tranquility” dimensions. 3.The customers have significant difference on all service attributes between degree of importance and degree of satisfaction. 4.From the degree of importance and performance analysis, Ta Chong Commercial Bank has eleven service items evaluation as having competitive advantage, three itmes need to improve, another eight items are listed as minor improvement, and four items are listed as resource distortion.