臺灣博碩士論文加值系統

In the service sector, especially banking service, the role of satisfying customer is being more significant. It stems from the interaction between banks and their customers as well as the positive impact that banks received. More specifically, if the bank offers to their
customer’s high satisfaction, customers will continue to use the service, support new products and services of the bank, introduce to the other partner and become loyal customers of the bank. Then, it results to increase sales, market share, profitability and position of banks in the
market. That is the goal that any bank would like to achieve. This thesis is presented based on customer’s opinion surveys objectively. Data is
processed from the descriptive statistical analysis, correlation, regression analysis, reliability analysis and ANOVA. Survey results are reliable input data sources for marketing policy and help banks better understand customer needs, customer evaluation of banking service quality then bank can identify their position in the eyes of customers by themselves. So that the bank knows how to improve the quality of operations and enhance customer satisfaction more effectively.

ACKNOWLEDGEMENTS.....................I
ABSTRACT.....................II
TABLE OF CONTENTS.....................III
LIST OF ABBREVIATIONS.....................V
LIST OF FIGURES.....................VI
LIST OF TABLES.....................VII
CHAPTER 1: INTRODUCTION..................... 1
1.1. REASONS FOR CHOOSING THIS TOPIC..................... 1
1.2. OBJECT AND SCOPE..................... 1
1.3. METHODOLOGY..................... 2
1.4. PRACTICAL SIGNIFICANCE..................... 2
1.5. STRUCTURE..................... 2
CHAPTER 2: LITERATURE REVIEW..................... 3
2.1 COMMERCIAL BANK AND BANKING PRODUCTS..................... 3
2.1.1 Concepts of Commercial bank..................... 3
2.1.2 Banking Products..................... 4
2.1.2.1 The concept of banking products and services................... 4
2.1.2.2 Classification of banking products and services................ 4
2.1.2.2.1 The traditional products and services................ 4
2.1.2.2.2 The modern banking services................ 5
2.2 CUSTOMER SATISFACTION AND THE DETERMINANTS................ 8
2.2.1 Concept................ 8
2.2.2 Classification of customer satisfaction................ 9
2.2.3 The determinants of customer satisfaction................ 10
2.2.3.1 Quality of Service................ 10
2.2.3.2 Service price................ 12
2.2.3.3 The customer retention................ 13
2.3 THE MODEL OF CUSTOMER SATISFACTION RESEARCH................ 14
2.3.1.Model of service quality................14
2.3.1.1 Reliability................14
2.3.1.2 Responsiveness................ 14
2.3.1.3 Tangibles................ 15
2.3.1.4 Assurance................ 15
2.3.1.5 Empathy................ 15
2.3.2 Customer satisfaction index model (CSI Model)................ 15
2.3.2.1 Customer satisfaction index (CSI)................ 15
2.3.2.2 Customer satisfaction index models................ 16
CHAPTER 3: METHODOLOGY................ 20
3.1 RESEARCH MODEL................ 20
3.2. SURVEY PROCESS................ 21
3.3. QUESTIONNAIRE DESIGN................ 21
CHAPTER 4: RESULTS AND DISCUSSIONS................ 22
4.1 DESCRIPTIVE ANALYSIS................ 22
4.2 RELIABILITY DIRECTLY AFFECTS CUSTOMER SATISFACTION................ 25
4.3 STAFF HAVE A DIRECT IMPACT ON THE CUSTOMER SATISFACTION........... 26
4.4 THE ACCESSIBILITY DIRECTLY INFLUENCE CUSTOMER SATISFACTION................27
4.5 QUALITY OF SERVICE HAS A DIRECT IMPACT ON THE CUSTOMER SATISFACTION.........28
4.6 REGRESSION ANALYSIS................ 29
CHAPTER 5: CONCLUSIONS AND SUGGESTIONS................ 32
5.1 THEORETICAL MEANING................ 32
5.2 LIMITATIONS OF THE SURVEY................ 32
5.3 SUGGESTIONS FOR FUTURE................32
BIBLIOGRAPHY................38

List of tables
Table 1: Statistics table describing the type of business………………………………………30
Table 2: Descriptive statistics of service time……………………………………………………30
Table 3: Descriptive statistics the number of services used in GP Bank..........................................31
Table 4: Descriptive statistics the number of bank that corporate customers interact with………32
Table 5: Descriptive statistics the opinions about official banking and ready in………………32
Table 6: The reliability test result of reliability variable ……………………………………33
Table 7: Checking the relationship between the reliability and customer satisfaction …………....34
Table 8: The reliability test results of Staff variable …………………………………………34
Table 9: Checking the relationship between the staff and customer satisfaction …………35
Table 10: The reliability test results of Accessibility variable ……………………………35
Table 11: Checking the relationship between the Accessibility and customer satisfaction....36
Table 12: The reliability test results of services quality variable ………………………………36
Table 13: Checking the relationship between the services quality and customer satisfaction …37
Table 14: Comparison 2 variances between 2 groups of businesses………………………37
Table 15: Comparison of 2 average with 2 equal variances …………………………………38
Table 16: Results of regression analysis …………………………………………………39

List of figures
Figure 1 : Model of customer satisfaction index of U.S…………………………24
Figure 2: Model of customer satisfaction index of European countries ……………………….25
Figure 3: Theoretical model of customer satisfaction index of banks …………………………25
Figure 4: Research Models ……………………………………………………………28
Figure 5: Time using service of customer chart …………………………………………31

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11. http://www.gpbank.com.vn
12. http://www.google.com
13. http://sbv.gov.vn