臺灣博碩士論文加值系統

　　近年來，金融體系的自由化與國際化，為了在強烈的競爭環境中取得有利之地位，金融業間的合併已成為金融業中取得利基的最佳途徑，自民國八十年起，台灣政府陸續放寬金融管制措施後，新銀行、證券公司林立，整體金融業環境從原本的寡佔局面逐步演變為近乎完全競爭市場。銀行百家爭鳴的結果，銀行的服務品質好與壞、是否滿足民眾的需求與社會期待，關係著下一次顧客會不會再上門，因此現今的銀行必需是消費者導向的、服務導向的法人組織，它必須具有回應消費者的能力，而且成為有利使用者的、動態性的、競爭性的，它的運作所提供的服務品質好壞，是經由與該銀行接觸的顧客感受到或經驗所決定；而在這講求競爭力的時代，其所提供的服務惟有經由不斷創新，追求服務品質不斷提昇才能滿足顧客需求。

　　本研究選擇以國泰世華銀行的顧客和行員為研究對象，利用問卷調查，問卷內容包含有形性、信賴性、反應性、確實性和關懷性五大構面，探討顧客和行員對於銀行合併前後知覺差異和滿意度，透過本研究除可了解目前國泰世華銀行合併前後之服務品質，另外亦可以比較顧客對服務的滿意度與行員對提供服務的認知程度兩者的差別，探究服務提供者與服務接受者認知上的差異，並提出具體之服務品質改善方案，提供該銀行為提升服務品質的參考。共發出問卷320份，回收300份，回收率為93.75﹪，其中獲得有效回收問卷264份，有效樣本率88﹪；在國泰世華銀行行員部分，問卷總計發出150份，回收140份，回收率93.33﹪，其中有效的問卷126份，有效樣本為90﹪；運用SPSS(Statistical Package for the Social science)統計套裝軟體，進行資料的整理與分析。

　　研究結果發現，不論銀行合併前後，顧客對於銀行的認知上和滿意度明顯地低於行員，顧客和行員在銀行合併前後在認知和滿意度上皆有顯著差異；在銀行合併前，顧客和行員對於銀行整體和行員滿意度為不滿意的狀態，其中顧客在反應性和關懷性、行員則是有形性和關懷性對整體和行員滿意度有顯著相關；銀行合併之後，顧客和行員對於整體和行員的滿意度為滿意的狀態，其中顧客在反應性和確實性、行員在有形性、反應性和關懷性對整體和行員的滿意度有顯著相關。在不同人口統計變數知覺服務品質認知差異分析，在顧客方面，年齡對於銀行合併前後、行員方面則是職位等級和教育程度各有顯著的認知差異；在不同人口統計變數對整體滿意度和行員滿意度影響方面，合併前年齡、職業和月平均所得對整體滿意度和行員滿意度有顯著影響；行員方面則是年齡與服務年資。合併後在顧客方面只有年齡對於整體滿意度和行員滿意度有顯著影響；行員方面職位等級和教育程度對行員的整體滿意度有顯著影響、行員滿意度沒有顯著影響。最後，本研究提出8個方案，讓國泰世華銀行在改善服務品質上的參考。

　　本研究有系統的探討銀行合併前後服務品質、顧客滿意度與員工認知暨改善服務品質之研究，並以國泰世華銀行為例，研究兼及內外部顧客之調查，研究成果可作為改善銀行服務品質，並與未來進行合併之銀行作為日後的參考。

　In recent years, financial systems become more liberalization and international. In order to gain benefit position in dynamic competition environment, merger between banks is the best way to gain advantage in financial system. From 1990, after the government of Taiwan continually loosed financial control policy, new banks and new stock exchanges grows. The entirety financial systems become nearly competition markets instead of monopoly. As a result, the quality of service and to satisfy the public’s need and social expectance is the key point to effect people’s patronage. Thus, banks are consumer-oriented and service-oriented body corporation nowadays. Banks must have the ability of responding customer’s need, also become user friendly, developable and competitive. Whether the banks provide good service is depend on customer’s experience through the contact with banks. In this competitive generation, banks must to innovate and promote their service quality for satisfied customer’s need.

　This study chooses customers and staff in Cathay United Bank as object, and the method of the study is questionnaire. The content of questionnaire includes five parts: tangibles, reliability, responsiveness, assurance and empathy. These five parts discuss the different cognition and satisfaction of customer and staff before merger and after merger. Through this study, we can understand the service quality of Cathay United Bank before and after merger. Besides, we can compare the differences between customer’s satisfaction on services and staff’s cognition for providing services. To do the research in the differences between service providers and receivers cognition, we offer specific improvement in service quality to Cathay United Bank for reference. 320 questionnaires were sent out and back for 300, the recovered rate is 93.75%. 264 are valid, so validity rate is 88%. For the staff in back, 150 questionnaires were sent out and back for 140, the recovered rate is 90%. All questionnaires were used by SPSS (Statistical Package for the Social Science) software package for running date collation and analysis.

　The result of research indicates that regardless of before and after merger, customer’s cognition and satisfaction for bank are obvious lower then staff’s. Before merger, customer and staff are unsatisfactory to banks. Among this result, customer in responsiveness and empathy is distinct relative to entirety and staff satisfaction, while staff in tangibles and empathy is distinct relative; after merger, customer and staff are satisfactory to bank. Among this result, customer in responsiveness and assurance is distinct relative to entirety and staff satisfaction, while staff in responsiveness and empathy is distinct relative. In the analysis of cognition difference in different demographic statistics, for customer, age is distinct cognition difference before and after merger. For staff, position grade and level of education are distinct cognition difference. For the part of different demographic statistics to entirety and staff satisfaction, before merger, customer’s age, position, and monthly average income are distinct effect to entirety and staff satisfaction; while staff’s age and the seniority are distinct effect. After merger, customer’s age is only factor to effect entirety and staff satisfaction, while staff’s position grade and education level is distinct effect to entirety effect, but not distinct effect to staff satisfaction. Finally, this study provides eight schemes to be reference for Cathay United Bank to improve service quality.

　This study research and discuss service quality, customer’s satisfaction, staff cognition and improving service quality before and after bank’s merger systematically. We take Cathay United Bank as example; study gives consideration to external and internal customers. The result of this study can be reference for improving service quality; also can be reference for banks which proceeding merger in the future.

第一章 緒論
第一節 研究背景……………………………………………1
第二節 研究動機……………………………………………2
第三節 研究目的……………………………………………3
第四節 研究限制……………………………………………4
第五節 研究流程……………………………………………6
第二章 文獻探討
第一節 服務品質的定義與特性……………………………8
第二節 顧客滿意度……………………………………… 35
第三節 購併的定義和類型……………………………… 46
第三章 國內銀行業的現況與發展
第一節 銀行業背景介紹………………………………… 54
第二節 銀行產業環境分析……………………………… 56
第三節 個案銀行－國泰世華銀行……………………… 67
第四章 研究方法
第一節 研究架構………………………………………… 75
第二節 研究定義與測量工具…………………………… 77
第三節 研究假設………………………………………… 86
第四節 研究設計………………………………………… 91
第五章 實證分析
第一節 樣本結構及信度、效度分析…………………… 94
第二節 銀行合併前後認知服務差異方面………………102
第三節 銀行合併前後，各服務品質與整體服務品質滿意度方面…112
第四節 不同人口統計變數在合併前後知覺服務品質與整體/行員滿意度方面119
第五節 改善服務品質、增加滿意度方案與進行成效…133
第六章 結論與建議
第一節 研究結論…………………………………………136
第二節 建議………………………………………………138
參考文獻………………………………………………… 140
附錄……………………………………………………… 144

中文部分
Ritzman Krajewski著、潘昭賢譯，生產與作業管理(2005)，台北:華泰文化。
吳萬益、林清河(2001)，企業研究方法，台北：華泰文化。
杉本辰夫著,盧淵源譯(民75)。事業、經營、服務的品質管理。台北:中興管理顧問公司。
林燈燦（民92）。服務品質管理。台北:品度股份有限公司。48-50。
吳秀光(2002)，臺北市政府人民申請案件處理期限表，臺北市政府研究發展考核委員會，第113-136 頁。
洪慶順(1999)，行銷管理，台北:新陸書局。
洪慶順(2001)，管理服務品質，台北:突破雜誌，第14-17 頁。
淺井慶三郎，清水滋著，謝森展譯(1989)，服務行銷管理，台北:創意文化事業公司。
陳耀茂（1997），服務品質管理手冊，遠流出版事業股份有限公司。
黃俊英(1991)，多變量分析，台北:中國經濟企業研究所。
張百清(1994)，顧客滿意萬歲，台北:商兆文化股份有限公司，第8-9 頁。
張潤書(1998)，行政學，台北：三民書局，第505-506 頁。
楊錦洲(2002)，服務業品質管理，台北品質學會，台北，2002。
楊世瑩(2005)，SPSS統計分析實務，台北：旗標出版股份有限公司
經濟部標準檢驗局(2005)，ISO9000 品質管理系統—基本法則與詞彙，台北市，經
濟部標準檢驗局。
劉水深(1999)，產品規劃與策略運用，台北:自發行，1990，第239 頁。
衛南陽(1997)，顧客滿意學，台北:牛頓出版股份有限公司，第7-8 頁。
衛南陽(2002)，顧客滿意的六大觀點，台北:商兆文化股份有限公司，第52-56頁。
行政院研究發展考核委員會（民87），各國行政革新策略及措施比較分析。
行政院主計處（民92），臺閩地區工商及服務業普查初步綜合報告。
國泰世華銀行(民93)，國泰世華銀行九十二年年報。
國泰世華銀行(民94)，國泰世華銀行九十三年年報。

論文部分
蘇雲華，「服務品質衡量方法之比較研究」，博士論文，國立中山大學企業管理研究所，
高雄，1996。
郭德賓，「服務業顧客滿意衡量模式之研究」，博士論文，國立中山大學企業管理研究所，
高雄，1999。
龔佩蓉，「台鹽公司高雄營業處服務品質之探討」，碩士論文，國立中山大學企業管理研
究所，高雄，2002。
李並光，「金融控股公司合併綜效之研究~以台灣的個案為例」，碩士論文，國立台灣大
學研究所，台北，2003。
沈志賢，「實質選擇權用於金融機構合併之評價-以國泰金控、世華銀行為例」，碩士論
文，國立台灣大學研究所，台北，2003。


陳窗期，「商業行政機關服務品質、顧客滿意度與員工認知之研究∼以臺北市
商業管理處為例」，碩士論文，國立台北科技大學研究所，台北，2003。
翁崇雄， 顧客對銀行期望服務品質水準之研究，企銀季刊，第十九卷，第三期，1996，
第24-41 頁。
翁崇雄， 影響消費者評量服務品質與服務價值之研究，品質學報，第四卷，第二期，1997，
第67-103 頁。
許文俊，「部門服務品質構面之探討-台北市戶政事務所之實證」，人事行政，
第26 期，1998，第59-64 頁。


英文部分

Alan(1994) , AMA Hnadbook for Customer Satisfaction.New York:AmericanLibrary.
Alexander, R.S.(1960), Marketing Definitions , American Marketing Association,Chicago,IL
Bateson, J.E., ＆ Hoffman K.G.(2002), Essential of Service Marketing:Concepts,Strategy,and
Cases,,”Harcourt,Inc.
Baker, Julie, Berry, Lenoard L.,and Parasuraman, A.(1988),”The Marketing Impact of Branch Facility Design,”Journal of Retail Banking, Vol.10,Summer,pp.33-42.
Berry, Leonard L., Parasuraman, A.,Zeithaml, Valarie A.,and Dennis(1994),”Improving service quality in America: Lessons learned; Executive commentary,”The Academy of Management Executive,Vol.8,May,pp.32-52.
Berry, Leonard L., Zeithaml, Valarie A.,and Parasuraman, A.(1990),”Five Imperatives for Improving Service Quality,”Sloan Management Review,Vol.31,Summer, pp.29-38.
Beckwith Harry(1997), Selling the Invisible, NY:Warner Books,Inc.
Bitner, Mary Jo(1992), “Servicescapes:The Impact of Physical Surroundings on Customers And
Employees, ”Journal of Marketing, Vol.5, April, pp.57-71.
Bolton, Ruth N.and Drew, James H.(1991), “A Multistage Model of Customers Assessment of
Service Quality and Value”, Journal of Consumer Research, March, 1991, pp.375-384.
Brandenburger, A.and Nalebuff ,B.(1996), Co-opetition, NY:Currency Doubleday, pp.12-13.
Brown, T. J.,Churchill, G. A., and Peter, J. P.(1993), “Resaerch Note:Improving Measurement of
Service Quality,”Journal of Retailing, Vol.69,pp127-139.
Buell ,V.P.(1994).Marketing Management: A strategic Planning Approach , NY: McGraw –
hillbook Co.
Cardozo, R.N.(1965),“An Experimental Study of Customer.Effort, Expectation and
Satisfaction.”Journal of Marketing Research, Vol.2.Augus, pp.244-249.
Chase, R. B.(1987), “Where Does the Customer Fit in a Service Operation?”,Harvard Business
Review, pp.139.
Churchill, Gilbert A., Jr and Carol.Surprenant(1982), “An investigation Into the Determinants of
Customer Satisfaction”, Journal of Marketing Research, November, pp.491-504.
Cronin, J.J., and S.A.Taylor(1992),“Measuring Service Quality:A reexamination and Extension”,
Journal of Marketing, vol.56, pp.55-68.
Crosby P.B.(1979).Quality is free,New York:Mc Graw-Hill Book Co.

Dabholkar, Pratibha A., Dayle I.Thorpe, Joseph O.Rentz(1996), “A Measure of Service Quality
for Retail Stores:Scale Development and Validation, ”Journal of the Academy of Marketing
Science, Vol.24 , pp.3-16.
Folk(1988), Vs., “Recent Attribution Research in Consumer Behavior:A Review and New
Direction.”Journal of Consumer Research, March, pp.548-561.
Garvin, David A.(1984), “A Service Quality Model and Its Marketing Implication, ”European
Journal of Marketing, Vol.18, pp.25-43.
Gronroos Christian(1982), Strategic Management and Marketing in the Service Sector,
Helsingfors:Swedish School of Economics and Business Administration.
Gronroos(1990), Christian Service Management and Marketing, Lexington, MA:Lexing-ton
Books.1990.
Hayes & Roming(1977),Modern Quality Control,McGraw-Hill Co., New York, pp.9. Hill,
C.W.L.and Jones(1995), Strategic Management Theory(3rd ed.), Honghton Mifflin, Boston.
Howard & Sheth, J.N.(1969),The Theory of Buyer Behavior, New York, John Wiley & Sons
Inc,1969.
Juran, J.M.(1974), Quality Control Handbook, New York:McGraw-Hill Book Co, 3rded.
Juran, J.M.(1980), Gryna.Jr.,Quality Planning &Analysis, 2nd ed.McGraw-Hill.
Juran, J.M.(1986), “A Universal Approach to Managing for Quality, ”Quality Process, December.
Kaiser,H.F.(1960),The Varimax Criterion for Analytic Rotation on Factor Analysis, Psychometrika
Kotler, Philip, Swee Hoon Ang, Siew Meng Leong & Chin Tiong Tan(1996),Marketing Management-Asian
Perspective,Prentice-Hall Inc.
Kotler, P.(1997), “Marketing Management:Analysis, Planning Implementation, and Control(9th ed.), New Jersey:David Borkowsky.
Kotler,Philip(2000), Marketing Managemen:
Designing and Managing Services.( 10th ed.),Prentice-Hall, Inc., Englewood Cliffs,NJ.
Lehtinen, Uolevi and Jarmo R.Lehtinen(1991), “Two Approaches to Service Quality
Dimensions”, Service Industries Journal, Vol.11, pp.287-303.
Levitt(1972), “Production-line Approach to Service, ”Harvard Business Review Vol.50,pp.41-52.
Lewis, R.C.& B.H.Booms, L.Berry, G.Shostack, and G.Upah(1983), “The Marketing Aspects of
Service Quality Chicago:American Marketing,”Emerging Perspectives on Service Marketing, pp.97-107.
Lovelock,C.H.(1991), Servuce Marketing(2nd ed.),New Jersey: Prentice-Hall. Marketing
Definitions,A Glossary of Marketing Association Chicago: American Marketing
Association,1960,pp.21.
Mazis, Michael B., Olli T.Ahtola and R.Eugene Klippel(1975), “A Comparison of four
Multi-Attribute Models in the Prediction of Consumer Attitudes, ”Journal of Consumer
Research, Vol.2, June, pp.38-52.
Murdick, R.G., and Russel, R.S.(1990), Service Operations Management, Allyn＆Bacon, New York.
Oliver, Richard L.(1981), “Measurement and Evaluation of Satisfaction Process in Retail
Settings, ”Journal of Retailing, Vol.57, pp.25-48.
Oliver, R.L. and Bearden, W.O.(1985), “Disconfirmation Process Consumer Evaluation in
Product Usage”, Journal of Business Reaearch, pp.235-246.
Parasuraman, A., Valarie A.Zeithaml, and Leonard L.Berry(1985), “Problems and Strategies in
Service Marketing, ”Journal of Marketing, Vol.49, Spring, pp.33-46.
Parasuraman, A., Valarie A.Zeithaml,and Leonard L.Berry(1985), “Quality Counts in Service,Too, ”Business Horizons, May-June, pp.47.
Parasuraman, A., Valarie A.Zeithaml, and Leonard L.Berry(1985), “A Conceptual Model of Service
Quality and Its Implication for Research, ”Journal of Marketing, Vol.49, Fall, pp.44-48.
Parasuraman, A., Valarie A.Zeithaml, and Leonard L.Berry(1988), “SERVQUAL:A Multiple-Item
Scale for Measuring Customer Perceptions of Service Quality, ”Journal of Retailing, Vol.64,
Spring, pp.12-40.
Parasuraman, A., Valarie A.Zeithaml, and Leonard L.Berry(1988), “A Communication and Control
Process in the Dilivery of Servive Quality, ”Journal of Marketing, Vol.52.Apr, pp.35-48.
Parasuraman, A., Valarie A.Zeithaml, and Leonard L.Berry(1988),”Consumer Perceptions of Price, Quality, and Value:A Means-End Model and Synthesis of Evidence,”Journal of Marketing, Vol.52, Jul, pp. 2-21.
Parasuraman, A., Valarie A.Zeithaml, and Leonard L.Berry(1991), “Refinement and Reassessment
of the SERVQUAL Scale, ”Journal of Retailing, Vol.67, pp.420-450.
Parasuraman, A., Valarie A.Zeithaml, and Leonard L.Berry (1991),“Alternative Scales for Measuring
Service Quality:A Comparative Assessment ased on Psychometric and Diagnostic Criteria, ”Journal of Retailing, Vol.70, 1991a, pp.201-230.
Porter, M.(1990), The Competitive Advantage of Nations, NY:The Free Press.
Rosander ,A.C.(1980), “Service Industry QC-IS the Challenge Being Met, ”Quality Progress, Vol.13, pp.34-35.
Sasser,W.E.,R.P.Olsenand D. D.Wyckoff(1978),Management of Service Operations:Text and Cases, Allyn & Bacon, Boston, pp.177-179.
Teresa Whitacre(2005),”Service+Quality:A Formula for Growth,”Quality Progress,Vol.38,Jun,pp.86
Tes, O.K.and P.C.Wilton(1988), “Models of Consumer Satisfaction Formation; An Extension”,
Journal of Marketing, Vol.52,No.2, pp.204-212.
Tritter, Jonathan(1994), “The Citizen's Charter:Opportunities for Users'Perspectives？”, The Political Quality, Dec, pp.397-403.
Woodruff, R.B., R.C.Ernest and R.L.Jenkins(1983), “Modeling Consumer Satisfaction Processes
Using Experience-Based Norms”, Journal of Marketing Research, Aug, pp.296-304.
Woodruff, R.B., E.R.&Roger, L.J.(1987),“Expectation and norms in model of Consumer Satisfaction”, Journal of Marketing Research, Vol.74, pp.305-315.
Woodside, Arch G., Lisa L.Frey and Robert Timothy Daly(1989),“Linking Service Quality, Customer
Satisfaction and Behavioral Intention,”Journal of Health Care Marketing, Vol.9, pp.5-17.
Zeithaml, Valarie A.and Mary Jo Bitner(1996) Service Marketing, New York, NY:Mcgraw-Hill.
Zeithaml, Valarie A.and Mary Jo Bitner(2000). Service Marketing, New York, NY: Mcgraw-Hill.
Yong, J.K.(2000),”A Mulyidimensional and Hierarchical Model of Service Quality in the Participant Sport Industry”, Unpublished doctoral dissertation,The Ohio Stste University.