臺灣博碩士論文加值系統

金融服務業是國家經濟發展重要的一環，台灣區銀行掌握客戶資金流向的優勢，為尋求獲利進而發展財富管理業務。2013年「世界億萬富豪人口調查報告」，亞洲億萬富豪的總財富增加幅度達13％。其中，台灣擠進富豪榜的人數有25位，總資產約500億美元。全球財富持續成長，意味著財富管理需求跟著提高，財富管理業務對銀行的貢獻度與重要性不斷提升，目前銀行業將焦點著重在年收入達300萬元以上金字塔頂端的客群，推出客製化的財富管理服務，每年財富管理市場的資產規模，至少可以達到1.5兆元以上。但是目前台灣區財富管理顧客的滿意度卻是愈來愈低，因此應思考如何提升服務品質，建立企業形象，再度提升客戶滿意度，讓客戶願意持續與銀行保持良好的往來關係。
在台灣，銀行財富管理極為重視服務品質。因此，本研究以重要性-績效分析法(Importance-Performance Analysis, IPA)探討臺灣財富管理業務之客戶服務品質，對象為銀行財富管理的客戶，針對臺灣區C公司H分行之顧客，總計發出200份問卷，進行整理與剔除填答不完全之問卷後，共刪除28份無效問卷，總回收有效問卷172份，最後共計有效問卷率為86%。據此進行統計分析，將客戶服務品質項目分成四個象限，藉此瞭解C公司H分行在服務品質的各種重要與表現程度的情形。本研究希望透過此分析結果，能夠給予C公司H分行作為銀行業改善財富管理業務服務品質的參考，藉以提升客戶滿意度並且重視客戶關係的管理，創造經營績效。

Financial service industry is an important part in a country’s economic development. Taking advantage of clients’ capital flows, banks in Taiwan have tapped into the asset management business for more profits. The Wealth-X and UBS Billionaire census 2013 shows an increase of 13% in the total wealth of Asian billionaires. Just for Taiwan, there are 25 billionaires who have accounted for total assets of about $50 billion. As global wealth continues to grow, demand for asset management rises. The contribution and importance of asset management to banks have unceasingly been rising. At present, the focus of the banking industry is on the group of clientele at the top of the pyramid whose annual income is above 3 million. Customized asset management services have been introduced accounting for more than 1.5 trillion in the annual asset management market. However, the current customer satisfaction in asset management in the Taiwan region is getting lower and lower. Therefore, it is time to consider how to promote service quality to build up a good corporate image, further enhance customer satisfaction, and maintain a good relationship between customers and banks.
In Taiwan, customer service quality is highly emphasized in banking asset management. Therefore, this study investigated the asset management customer service quality in Taiwan using Importance-Performance Analysis (IPA). The object of this study was the asset management account holders of a bank. Based on the customers of branch H of company C in Taiwan, a total of 200 questionnaires were given out. 28 questionnaires were deemed invalid because of incomplete responses. A total of 172 questionnaires were returned with a valid rate of 86%. An analysis was done on these questionnaires with customer service quality items categorized into four quadrants. Degree of importance and performance situation of service quality offered by branch H of company C was studied. Through this study, we hope to provide to branch H of company C a reference in how to improve service quality in the banking asset management industry so that customer satisfaction will be enhanced, customer relations management will be focused, and business performance will be created.

論文摘要 I
ABSTRACT II
致謝辭 IV
目錄 V
表目錄 VII
圖目錄 VIII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 4
第一節 台灣銀行財富管理產業簡介 4
第二節 服務品質之定義與構面 6
第三節 重要性與績效分析 8
第參章 研究方法 11
第一節 問卷設計 11
第二節 樣本來源 11
第三節 研究變項操作化及衡量 12
第四節 C公司H分行個案公司簡介 13
第一節 描述性統計 15
第二節 信度與效度分析 17
第三節 顧客服務品質之IPA分析 18
第四節 探索性分析 22
第伍章 結論與建議 39
第一節 研究結果彙整 39
第二節 服務建議與實務意涵 42
第三節 研究限制與後續建議 43
參考文獻 45

表目錄
【表2-1】國內銀行家數統計 6
【表 2-1】SERVQUAL量表之構面與評量項目 8
【表3-1】服務品質量表之操作性定義與量表來源 12
【表3-3】服務品質-問卷構面之測量問項 13
【表3-4】C公司H分行財富管理收益統計 14
【表4-1】人口統計變數表 15
【表4-2】研究構面信度分析表 18
【表4-3】顧客對服務品質屬性的重要度及表現程度之分析表 19
【表5-1】全樣本及分群顧客對服務項目所重視且最需要改善項目 39


圖目錄
【圖1-1】 研究流程圖 3
【圖2-1】財富管理介紹 5
【圖2-2】IPA分析之四象限圖 10
【圖4-1】IPA全樣本分析圖 20
【圖4-2】 IPA分析圖_男生 23
【圖4-3】 IPA分析圖_女生 25
【圖4-4】 IPA分析圖_21歲至30歲樣本 27
【圖4-5】 IPA分析圖_31至40歲 29
【圖4-6】 IPA分析圖_41至51歲以上 31
【圖4-7】 IPA分析圖_300至500萬 33
【圖4-8】 IPA分析圖_500至1000萬 35
【圖4-9】 IPA分析圖_1000萬以上 37

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