論文提要內容: 隨著國家經濟的發展，服務業已成為台灣產業結構的主流，而服務品質長久以來一直是服務業經營的重要課題之一。因服務具有無形性、異質性、不可分割性和易消失性等四大特性，使得服務品質的管理變得更加不易。自從民國80年代以來，政府陸續解除金融保險的管制，打破過去金融市場由少數機構寡佔的局面，因此如何在激烈的競爭環境中，取得非價格的競爭優勢，加強服務品質提高顧客的滿意度和忠誠度，以獲得更高的利潤，將是未來金融機構應努力的方向之一。本研究以證券商為研究對象，探討證券商服務品質、顧客滿意度和顧客忠誠度之關係，以期對證券商在經營上有所助益。 本研究經實證調查後，重要發現如下：1.證券商的投資人對證券商服務的期望與服務的實際認知有顯著的差異，其中以「能以顧客的利益為最大考量」、「員工有足夠專業的知識來回答顧客的問題」、「電腦很少故障或電話下單時很少阻塞」與「對顧客的態度不會交易金額大小而有所差別」等項目的差距最大。2.本研究建立了證券商服務品質的六個構面，分別為「服務態度與信任」、「關懷程度」、「效率程度」、「正確程度」、「服務設備」與「企業形象」，其中以「服務態度與信任」對整體服務品質的影響最大，其次為「關懷程度」與「服務設備」，而「效率程度」、「正確程度」與「企業形象」等三構面對整體服務品質的重要性不如其他構面。3.人口統計變數在不同服務品質認知群，除了教育程度與個人月收入有顯著的差異外，其餘的變數在不同服務品質區隔無顯著的差異。4.最後，從本研究中發現整體服務品質對顧客滿意度有顯著的影響，且顧客滿意度對顧客忠誠度也有顯著的影響；亦即對整體服務品質認知程度愈高的投資人，顧客滿意度愈高，而顧客滿意度愈高的投資人，其顧客忠誠度也愈高。

Follow with the development of national economy, service sector has become the main industrial structure in Taiwan. Service quality is one of the most important courses of service sector. In 1990’s, the government deregulated the financial market and that changed the situation occupied by few financial institutes. In such competitive situation, to improve service quality, increase customer satisfaction and customer loyalty will of the most important points of financial institutes in the future. This research takes stockbrokers as an example to discuss the relationship between service quality, customer satisfaction and customer loyalty. We hope the findings of this research can do some help to them.
Some important findings of this study are：
1.There is significantly difference between stockbroker customer expected service and perceived service.
2.This research sets up six dimensions of service quality about stockbrokers. These dimensions include：(1)service attitude and trust, (2)empathy, (3)effectiveness, (4)correctness, (5)service facility, and (6)corporate image.
3.In demography, education and personal income have significantly difference in different service quality segmentation.
4.Finally, overall service quality has significant influence on customer satisfaction and customer satisfaction has significant influence on customer loy

目錄
目錄……………………………………………………………………………….…………….一
表次……………………………………………………………………………….…………….二
圖次……………………………………………………………………………….…………….四
第一章諸論…………………………………………………………………………………….1
第一節研究背景和動機…………………………………………………………………..1
第二節研究目的………………………………………………………………………….5
第三節研究範圍與對象………………………………………………………………….6
第四節論文架構………………………………………………………………………….7
第二章文獻探討……………………………………………………………………………….8
第一節服務品質………………………………………………………………………….8
第二節顧客滿意度……………………………………………………………………....26
第三節顧客忠誠度……………………………………………………………………....29
第四節服務品質、顧客滿意度與顧客忠誠度間關係之探討…………………………..31
第五節人口統計變數與服務品質間之關係…………………………………………….35
第三章研究設計…………………………………………………….……….….…………….36
第一節觀念性架構……………………………………………………………………....36
第二節研究之變數內容與定義………………………………………….……………...37
第三節研究假說………………………………………………………………………...39
第四節問卷設計………………………………………………………………………...41
第五節抽樣設計與樣本結構…………………………………………….……………...43
第六節分析方法………………………………………………………………………...47
第四章資料分析……………………………………………………………………………....49
第一節信度與效度之分析………………………………………………...…………….49
第二節顧客對各服務屬性期望水準與實際認知水準之分析………….……………….51
第三節證券商服務品質之分析………………………………………….……………...53
第四節證券商整體服務品質與顧客滿意度之分析…………………………………….71
第五節顧客滿意度與顧客忠誠度之分析………………………………....…………….72
第五章結論與建議……………………………………………………………...…………….76
第一節結論………………………………………………………………..…………….76
第二節建議與限制……………………………………………………………………...78
參考文獻………………………………………………………………………….…………….81
附錄A （問卷）……………………………………………………………………………….88
表次
表2-1 SERVQUAL量表之衡量構面及其組成項目………………………………………….23
表2-2 服務品質量表之比較…………………………………………………….…………….25
表3-1 89年度營業額前五大之證券商………………………………………….…………….43
表3-2 有效樣本之性別分佈表………………………………………………….…………….44
表3-3 有效樣本之年齡分佈表………………………………………………….…………….44
表3-4 有效樣本之婚姻分佈表………………………………………………….…………….44
表3-5 有效樣本之教育程度分佈表…………………………………………….…………….45
表3-6 有效樣本之職業分佈表………………………………………………….…………….45
表3-7 有效樣本之個人月收入分佈表………………………………………….……………..46
表4-1 信度和效度之分析……………………………………………………….…………….50
表4-2 期望水準與認知水準之差距分析………………………………………..…………….53
表4-3 證券商服務品質之構面………………………………………………….…………….54
表4-4 因素一之變數與結構係數……………………………………………….…………….54
表4-5 因素二之變數與結構係數……………………………………………….…………….55
表4-6 因素三之變數與結構係數……………………………………………….…………….55
表4-7 因素四之變數與結構係數……………………………………………….…………….56
表4-8 因素五之變數與結構係數……………………………………………….…………….56
表4-9 因素六之變數與結構係數……………………………………………….…………….56
表4-10 證券商服務品質各構面之信度與效度…………………………………..…………….57
表4-11 服務品質構面與整體服務品質迴歸分析之變異數分析………………………………58
表4-12 各服務品質構面之迴歸係數…………………………………………….…………….58
表4-13 修正後各服務品質構面之迴歸係數……………………………………..…………….59
表4-14 不同服務品質認知區隔之人數………………………………………….……………..60
表4-15 不同服務品質認知區隔之整體服務品質之平均數…………………………………....60
表4-16 不同服務品質認知區隔整體服務品質之變異數分析…………………………………60
表4-17 不同服務品質認知區隔整體服務品質之Scheffe分析表………….………………….60
表4-18 不同服務品質認知區隔對「服務態度與信任」之變異數分析……………………….61
表4-19 不同服務品質認知區隔對「服務態度與信任」之Scheffe分析….…………………..61
表4-20 不同服務品質認知區隔對「關懷程度」之變異數分析………………………………62
表4-21 不同服務品質認知區隔對「關懷程度」之Scheffe分析……………………………..62
表4-22 不同服務品質認知區隔對「效率程度」之變異數分析………………………………63
表4-23 不同服務品質認知區隔對「效率程度」之Scheffe分析……………………………..63
表4-24 不同服務品質認知區隔對「正確程度」之變異數分析………………………………63
表4-25 不同服務品質認知區隔對「正確程度」之Scheffe分析……………………………..64
表4-26 不同服務品質認知區隔對「服務設備」之變異數分析………………………………64
表4-27 不同服務品質認知區隔對「服務設備」之Scheffe分析……………………………..65
表4-28 不同服務品質認知區隔對「企業形象」之變異數分析………………………………65
表4-29 不同服務品質認知區隔對「企業形象」之Scheffe分析……………………………..65
表4-30 不同服務品質認知區隔在性別上之卡方檢定表……………………………………....66
表4-31 不同服務品質認知區隔在年齡上之卡方檢定表……………………………………....66
表4-32 不同服務品質認知區隔在婚姻上之卡方檢定表……………………………………....67
表4-33 不同服務品質認知區隔在教育程度上之卡方檢定表…………………………………67
表4-34 不同服務品質認知區隔在職業上之卡方檢定表……………………………………....68
表4-35 不同服務品質認知區隔在個人月收入上之卡方檢定表………………………………79
表4-36 整體服務品質與顧客滿意度迴歸分析之變異數分析…………………………………71
表4-37 整體服務品質與顧客滿意度之迴歸係數………………………………..…………….71
表4-38 顧客滿意度與顧客忠誠度迴歸分析之變異數分析…………………………………....72
表4-39 顧客滿意度與顧客忠誠度之迴歸係數…………………………………..…………….72
表4-40 顧客滿意度與各顧客忠誠度變項之相關分析………………………………………..73
表4-41 研究假說之檢定結果…...……………………………………………………………...74
圖次
圖1-1 十年來我國產業結構變化圖……………………………………………………………1
圖1-2 十年來台灣地區勞動人口比率變化圖－依行業別……………………….…………….2
圖2-1 服務品質知覺連續帶…………………………………………………….…………….13
圖2-2 服務品質的觀念性模式………………………………………………….…………….16
圖2-3 服務品質的決定因素…………………………………………………….…………….17
圖2-4 顧客知覺服務品質和顧客滿意度………………………………………..…………….32
圖2-5 服務─利潤鍵………………………………………………………………………….34
圖3-1 觀念性架構…………………………………………………………………………….36
圖3-2 分析性架構………………………………………………………

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