| 摘要: | 隨著消費者意識的抬頭與大環境的激烈競爭，各行各業紛紛以所謂顧客導向的品質策略，積極努力去追求顧客的最高滿意度。其中又以信用卡發卡銀行對顧客滿意與服務品質的重視程度為甚。然而欲發掘出顧客對品質真正的想法，不能只用一元化的品質考量，就能衡量信用卡顧客心中的商品或服務價值。有鑑於此，本研究擬應用Kano二維品質模式與PZB服務品質構面的品質要素之重視程度等網路問卷分析，探討某金融金構發卡銀行之顧客對信用卡的服務品質需求。期望有一整合性的研究結果，提供各金融機構發卡行在未來的產品研發、服務流程改善與滿意策略等擬定的具體建言。
本研究利用280份有效回收問卷的信用卡顧客，先對PZB 服務品質構面進行因素分析，之後再對十八項評價服務品質要素的重視程度與具備品質要素的滿意度、以及Kano 品質屬性等進行統計檢定。研究結果發現，十八項的評價品質要素中，沒有任何一項屬於魅力品質，而被Kano 品質屬性歸類為一元品質者佔大多數共有九項，其次有二項是當然品質者是列為信用顧客的優先品質滿意度需求。而在象限圖中，落在第二象限可以增加顧客滿意與消除不滿的程度都很大的有9項，是企業必須優先實施的行動機會。在增加滿意的改善品質構面方面，改善的優先順序為為關懷性、理財性、專屬性、促銷性、便利性等等。在降低不滿意的的改善品質構面方面，改善品質面優先順序為關懷性、理財性、專屬性、促銷性、便利性等。
With lift of consumer mentality and keen competition of business environment, the every industry or trade vigorously pursue the highest customer satisfaction by leveraging customer-oriented quality policy. Especially, credit card Issuing banks carry significant weight on issues of customer satisfaction and service quality. However, it is not possible to dig out real thoughts of customers with the quality factors only in one dimension. The research, therefore, applies Kano Model and PZB Model of service quality to investigate customer needs of service quality for credit card services provided by one bank. Through the research, consolidated results and specific suggestions are expectedly generated for financial institutions in R&D of new credit-card products, service process improvement, and customer satisfaction policy.
Based on the 280 effective questionnaires received from credit card customers, this study makes the factor analysis firstly, and then classifies the Kano’s quality attributes and tests the relationship between the importance and satisfactions of 18 quality factors. The result shows that there is no any delighter quality. Moreover, 9 factors belong to Kano’s one dimensional quality and two factors are considered basic quality that has high priority needs for credit card customers. Among quadrant picture, 9 factors leave second quadrant can increase customer satisfied with dispel degree. These are needed to implement firstly by enterprises. In increasing satisfaction, the improvement priority is care, finances, exclusive, promotion, convenient and so on. On the other hand, the improvement priority is also care, finances, exclusive, promotion, and convenient in decreasing dissatisfaction. |
