日盛銀行顧客服務品質滿意度之研究

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Title:	日盛銀行顧客服務品質滿意度之研究
Other Titles:	Study of customer service quality satisfaction of JihSun Commercial Bank., A
Authors:	葉穎潔;Yeh, Yin-Chieh
Contributors:	淡江大學國際商學碩士在職專班黄志文;劉菊梅
Keywords:	銀行服務品質;日盛銀行;顧客滿意度;Service quality of Bank;JihSun Commerical Bank;Customer Satisfaction
Date:	2011
Issue Date:	2011-12-28 17:47:39 (UTC+8)
Abstract:	隨著政府法令的鬆綁，陸續放寬各項金融管制措施並開放民營銀行、外商銀行希望藉由市場競爭促使金融服務之經營更有效率，以順應金融國際化、自由化趨勢。使得整體的金融環境,競爭是愈加激烈。在如此競爭激烈的環境下，銀行業者僅依賴傳統的調整存放款利率，改善價格競爭的條件是不夠的，必須更進一步提升非價格的競爭能力，特別在服務品質方面，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。本研究是以日盛銀行台北市區與該行有開戶往來的客戶為抽樣對象，採便利抽樣，有效問卷為420份。研究結果發現: 1.根據Parasuraman等學者提出的決定服務品質的五項因素，結果顯示，日盛銀行顧客最重視「可靠性」及「反應性」二構面。 2.日盛銀行顧客最滿意的二個構面分別是:「可靠性」及「反應性」。 3.日盛銀行顧客對於各項服務屬性的重視程度與滿意度之間僅有一項其重視與滿意的差異未達顯著水準，其餘均具有顯著的差異。 4.依重要程度－績效水準分析來看，日盛銀行在八個服務項目評價具有競爭優勢，有五項需要積極改善的，列為次要改善的共有十一項，資源錯置的則有二項 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 JihSun Commercial Bank. By using convenience sampling, a total of 420 questionnaires of JihSun 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 JihSun Commercial Bank’s customers are concerned “Responsiveness” and “Reliability” dimensions. 2. Customers of Jihsun are also satisfied on “Responsiveness” and “Reliability” dimensions. 3. The customers have significant difference on most of the service attributes between degree of importance and degree of satisfaction. 4. From the degree of importance and performance analysis, JihSun Commercial Bank has eight service items evaluation as having competitive advantage, five itmes need to improve, another eleven items are listed as minor improvement, and two items are listed as resource distortion.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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