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    題名: 銀行業顧客服務品質滿意度之研究—以大臺北地區為例
    其他題名: A study of customer satisfaction of bank service quality: a case study of greater Taipei area
    作者: 王美玲;Wang, Mei-ling
    貢獻者: 淡江大學國際商學碩士在職專班
    黃志文;Huang, Chih-wen;林光賢;Lin, Kuang-hsien
    關鍵詞: 銀行服務品質;顧客滿意度;大台北地區;bank service quality;Customer Satisfaction;greater Taipei area
    日期: 2008
    上傳時間: 2010-01-11 01:50:33 (UTC+8)
    摘要: 在此競爭激烈的環境中,單靠傳統的調整存放款利率,改善價格競爭的條件是不夠的,必須進一步提升非價格的競爭能力,特別是服務品質方面,才是創造競爭優勢的因應之道。本研究主旨在探討銀行顧客對銀行期望的服務品質和對服務品質的感受程度,評估銀行服務品質管理現況與服務水準。本研究是以大台北地區的銀行客戶為抽樣對象,採便利抽樣,有效問卷有310份。
    研究結果發現:1. 依Parasuraman 等學者提出的決定服務品質五項因素,結果顯示顧客最重視「可靠性」、「確實性」及「反應性」三構面。2. 顧客最滿意的是「可靠性」、「有形性」及「確實性」三構面。3. 銀行顧客對於各項服務屬性的重視程度與滿意程度的均差值很大。4. 依據重視程度—績效水準來看,銀行在九個服務項目評價上具有競爭優勢,有五項需要積極改善的,列為次要改善的有七項,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 bank service quality. By using convenience sampling, a total of 310 questionnaires of bank’s customers were collected from greater Taipei area. The research findings are as follows:
    1.Based on Parasuraman’s research, bank’s customers are concerned “reliability”, “assurance” and “responsiveness” dimensions.
    2.Customers are satisfied on “reliability”, “tangible” and “assurance” dimensions.
    3.The customers have significant mean difference on almost all service attributes between degree of importance and degree of satisfaction.
    4.From the degree of importance and performance analysis, bank has nine service items evaluation as having competitive advantage, five items need to improve, another seven items are listed as minor improvement, and four items are listed as resource distortion.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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