本碩士論文是以亞洲信託投資公司為例，對銀行服務品質所作的實證研究，目的在探討及衡量公司內部組織因素對服務品質所產生的影響。這些內部組織因素涉及：服務的設計，服務的傳送，以及服務的行銷等構面。
本實證研究係以亞洲信託公司全體員工為受訪者，以無記名問卷方式詢問該公司員工有關：（1）他們與顧客接觸後，了解顧客對服務的期望，如何與主管溝通，以提升服務品質；（2）公司組織架構，業務規章等做為服務標準是否有助於提高服務品質；（3）員工之間或部門之間相互配合之程度，是否能將各項資訊迅速的傳送給客戶；（4）外部訊息（廣告、新聞報導等）是否能將公司服務正確的傳達予客戶。
本實證研究所獲致之結論認為，公司內部組織因素對銀行服務品質有重大影響，要如何調整這些組織因素，應從以下方面著手：（1）確實了解並解決顧客抱怨，推出符合顧客需求的廣告，加強主管溝通管道，改善電腦及客服中心設備；（2）加強人力訓練，改善作業流程以符合顧客需求；（3）員工密切合作，傳送高品質服務；（4）加強服務配套措施，增進競爭優勢。

This thesis is an empirical study for banking service quality based on the case of Asia Trust and Investment Corporation. The purpose of this study is to explore and assess the impact of service quality resulting from the internal organization factors of the company. These factors involve the dimensions of designing, delivering, and marketing of services.
This empirical data was made using designed nameless questionnaire investigated from the whole employees of Asia Trust and Investment Corporation. The questionnaire includes:（1）how do they communicate with their supervisor to improve the service quality after they understood the expectation service from their customers?（2）Does the service standard of company organization framework and business specifications help to improve service quality?（3）Is the communication channel smooth between each employee and each Department? Can they pass all information promptly to their customers?（4）Does external information such as advertisements and news communicate precisely of company service to customers?
This empirical study comes to an important conclusion that internal organization factors have great influence to the bank service quality. To modify these influence factors in order to acquire higher service quality, the following strategies should be undertaken:（1）Understanding precisely customer’s complain and to solve the problem; making new advertisements to meet the customers’ requirement; flowing communication channel with supervisors and improving computers and equipments of customer’s service center.（2）Improving manpower training and operational flow to meet customers’ requirement.（3）Cooperating closely between employees and delivering high quality of services.（4）Increading supplement service schemes to raise competition superiority.

目錄
中文摘要---------------------Ⅰ
英文摘要---------------------Ⅱ
圖表索引---------------------Ⅴ
第一章 緒論---------------------------------------- 1
第一節 研究背景及動機------------------------ 1
第二節 研究目的---------------------------------- 4
第三節 實證研究對象--------------------------- 5
第四節 研究流程---------------------------------- 6
第二章 文獻探討---------------------------------- 7
第一節 服務品質的特性------------------------ 9
第二節 服務品質之形成----------------------- 12
第三節 服務品質概念化模型----------------- 17
一、北歐人模式----------------------------------- 17
二、PZB模式--------------------------------------- 18
三、推動"服務──利潤"鏈 ------------------ 43
四、零售商之服務品質評量方法：尺度的發展及有效性---------- 49
五、後勤服務品質作為客製化區隔的程序----------------------------- 58
六、概念化的認知服務品質之新思維：一種層次化的方法------- 69
第四節 服務品質與價值之關係--------------------------------------------- 88
一、顧客滿意程度--------------------------------------------------------------- 90
二、服務品質---------------------------------------------------------------------- 91
三、服務價值---------------------------------------------------------------------- 93
第三章 研究方法----------------------------------------------------------------- 97
第一節 研究架構----------------------------------------------------------------- 97
第二節 抽樣範圍及內部問卷------------------------------------------------- 98
第四章 統計分析----------------------------------------------------------------- 102
第一節 樣本基本資料描述---------------------------------------------------- 102
第二節 消費者期望服務與廠商認知的"消費者的期望服務”之差距分析------------------------ 105
第三節 廠商認知的消費者期望服務與廠商所能夠提供的服務間之差距分析-------------------- 108
第四節 廠商能夠提供的服務與實際提供給消費者的服務間之差距分析--------------------------- 111
第五節 廠商真正傳達給消費者的服務與外部宣傳的廠商服務間之差距--------------------------- 114
第五章 結論與建議---------------------117
參考文獻 -----------------------------------120
附錄----------------------------------------- 128
內部問卷-----------------------------------129

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