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357份有效回收問卷，先對五十二項服務品質要素具備與否的滿意度，之後再對五十二項服務品質要素進行Kano品質屬性的歸類與統計檢定，最後探討不同顧客個人背景特性變項的信用卡持卡消費者對信用卡服務品質要素，在 Kano 二維品質模式歸類的差異情形。研究結果發現，五十二項的品質要素中，有六項屬於魅力品質，而被Kano品質屬性歸類為一元品質者佔大多數共有三十一項，其次有十一項是無差異品質，佔最少者為當然品質，只有四項。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二十四項，是企業必須優先實施的行動機會。 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 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 357 effective questionnaires received from credit card customers, this study applied the Kano model to classify credit card service quality elements into five quality attributes, and analyzed Credit card holders’ different classifications for 52 credit card service quality elements in “T” issuing bank. Besides, further integration of quality improvement index by drawing the four-quadrant diagram to explore each service quality to enhancing satisfaction and elimination of dissatisfaction influence degree. These research results can be used by management to improve service quality satisfaction to create competitive advantage.
The result shows that there are 6 factors belong to Kano’s Attractive quality. Moreover, 31 factors belong to Kano’s one dimensional quality, 11 factors belong to Kano’s No interest-indifferent quality and 4 factors are considered Must-be quality elements of whole 52 credit card service quality attributes. Among quadrant picture, 24 factors leave second quadrant can increase customer satisfied with dispel degree. These are needed to implement firstly by enterprises.
