臺灣博碩士論文加值系統

本研究以台南市的金融機構做為實證研究之對象，以台南市市民為研究母體，採郵寄問卷的調查方式，經由分層隨機抽樣獲得有效樣本296份，透過有系統的調查技術來蒐集資料，並以敘述統計，卡方檢定，線性結構關係模式等統計方法進行資料的分析。旨在暸解顧客與銀行交易之滿意情形，探討影響顧客滿意度之前因與後果，運用線性結構關係模式建置一套客觀的顧客滿意度衡量模式，以提供銀行經營者之參考。
納入本研究滿意度模式中的潛在變數有七個，即交易前預期、交易後感覺、吻合程度、顧客滿意度、抱怨行為、抱怨處理與顧客忠誠度，並嘗試將顧客分為有無抱怨兩群以比較其差異性。茲將結果歸納如下：
(1)有無抱怨顧客在交易前預期、交易後感覺、顧客滿意度及忠誠度上均無顯著的差異；僅有在吻合程度及抱怨行為上有顯著的差異。
(2)在全體顧客滿意度模式中，顧客滿意度對顧客忠誠度有正面之直接影響，服務品質對顧客忠誠度有正面之間接影響，顧客滿意度對抱怨行為有正面之直接影響，抱怨行為對忠誠度並無顯著的直接影響效果。
(3)比較有無抱怨之滿意度模式，發現在有抱怨之顧客滿意度模式中，抱怨行為對顧客忠誠度有負向的直接影響，但在無抱怨顧客之滿意度模式中，抱怨行為對顧客忠誠度卻有顯著的正向影響效果。另外一點不同的是，無抱怨顧客的模式中，顧客滿意度對抱怨行為無顯著的影響效果，但有抱怨顧客的模式中則有顯著的正向影響效果。

This research is directed at the financial institutes in Tainan and conducted to its citizens, who received questionnaires by post. 296 samples have been randomly selected for analysis, with methods such as descriptive statistics, Chi-Square test, and linear structure relationship model (LISREL). It aims to investigate how the customer perceives the relative ease or difficulty of interacting with the bank, and to discuss what determines the extent to which the customer finds the service satisfactory. It uses LISREL to establish the objective model of the customer satisfaction, so as to inform the financial institutes concerned.
The seven latent variables selected for inclusion in this model are pre-transaction expectations, post-transaction perceptions, the extent to which post-transaction perceptions correspond to pre-transaction expectations, customer satisfaction, customer complaint behavior, the management of complaint and customer loyalty. We also compare the differences between the customers who had complained and those that didn’t. The findings are:
(1) There is no significant difference on pre-transaction expectations, post-transaction perceptions, customer satisfaction, and customer loyalty. Significant differences only occur on the extent to which post-transaction perceptions correspond to pre-transaction expectations and acts of complaint.
(2) In a customer satisfaction model of the entire survey population, customer satisfaction has a direct and positive impact on customer loyalty, while quality of service has an indirect but positive impact on customer loyalty. Customer satisfaction has a direct and positive impact on customer complaint behavior, although the customer complaint behavior shows no direct impact on customer loyalty.
(3) Regarding the model of satisfaction with and without acts of complaint, it is found that customer complaint behavior has negative influences among those who resort to the act, which however generates positive implications among those who do not. It is worth noting that there is no significant impact of the model to which the customer finds the service satisfactory on acts of complaint among those who do not resort to the act, although there seems to be some positive effect among those who do.

目 錄　…………………………………………………………　i
表目錄 …………………………………………………………　iii
圖目錄 …………………………………………………………　v
第一章 緒論……………………………………………………　1
第一節 研究背景與研究動機…………………………………　1
第二節 研究目的………………………………………………　2
第三節 研究範圍及對象………………………………………　2
第四節 研究流程………………………………………………　3
第二章 文獻探討………………………………………………　4
第一節 金融控股公司…………………………………………　4
第二節 服務品質………………………………………………　9
第三節 顧客滿意度……………………………………………　14
第四節 抱怨行為與抱怨處理…………………………………　20
第五節 顧客忠誠度……………………………………………　22
第六節 服務品質、顧客滿意度與顧客忠誠度關聯性之探討 24
第三章 研究方法………………………………………………　27
第一節 研究架構………………………………………………　27
第二節 研究變數之定義與衡量………………………………　27
第三節 研究假設………………………………………………　31
第四節 問卷設計………………………………………………　32
第五節 抽樣設計………………………………………………　36
第六節 資料分析方法…………………………………………　39
第四章 資料統計分析…………………………………………　46
第一節 樣本代表性檢定………………………………………　46
第二節 樣本結構分析…………………………………………　47
第三節 信度分析………………………………………………　50
第四節 敘述統計量分析………………………………………　51
第五節 因素分析………………………………………………　56
第六節 效度分析………………………………………………　60
第七節 差異性分析……………………………………………　65
第八節 線性結構關係模式……………………………………　69
第九節 競爭定位分析…………………………………………　95
第五章 結論與建議……………………………………………　98
第一節 研究結論………………………………………………　98
第二節 建議……………………………………………………　101
第三節 研究限制………………………………………………　102
參考文獻 …………………………………………………………　103
附 錄 …………………………………………………………　108
附錄一 變數名稱………………………………………………　108
附錄二 本研究問卷……………………………………………　109

表 目 錄
表2-1-1　我國金融控股公司ㄧ覽表…………………………………　8
表2-2-1　SERVQUAL十原始構面與五構面對照表……………………　14
表2-3-1　顧客滿意度分類整理表……………………………………　16
表2-4-1　服務補救策略比較表………………………………………　22
表2-6-1　服務品質與顧客滿意度關聯性……………………………　25
表3-4-1　問卷內容與題號對照表……………………………………　33
表3-5-1　各區人數分配情形…………………………………………　37
表3-5-2　各種訪問方式之比較………………………………………　38
表3-5-3　三階段調查方式敘述………………………………………　38
表3-6-1　ＫＭＯ值之參考標準………………………………………　42
表4-1-1　樣本代表性檢定表…………………………………………　46
表4-2-1　樣本分布情形─依最主要往來的銀行……………………　47
表4-2-2　樣本分布情形─依是否抱怨………………………………　48
表4-2-3　樣本分布情形─依人口統計變數…………………………　49
表4-3-1　Cronbach's α係數之參考指標…………………………… 50
表4-3-2　信度分析表………………………………………………… 51
表4-4-1　服務品質─交易前預期之認知情形表…………………… 52
表4-4-2　服務品質─交易後感覺之認知情形表…………………… 53
表4-4-3　服務品質─吻合程度之認知情形表……………………… 53
表4-4-4　顧客滿意度之認知情形表………………………………… 54
表4-4-5　抱怨行為之認知情形表…………………………………… 54
表4-4-6　顧客忠誠度之認知情形表………………………………… 55
表4-4-7　抱怨處理之認知情形表…………………………………… 55
表4-5-1　KMO與Bartlett's test表………………………………… 56
表4-5-2　交易前預期之因素分析命名及負荷量表………………… 57
表4-5-3　交易後感覺之因素分析命名及負荷量表………………… 58
表4-5-4　吻合程度之因素分析命名及負荷量表…………………… 60
表4-6-1　服務品質區別效度分析表………………………………… 62
表4-6-2　服務品質收斂效度分析表………………………………… 63
表4-7-1　顧客是否抱怨對人口統計變數之交叉分析表…………… 65
表4-7-2　有無抱怨在各構面及因素下之常態性分析表…………… 67
表4-7-3　有無抱怨在各構面及因素下之差異性分析表…………… 68
表4-8-1　全體受訪者理論模式的衡量模式分析…………………… 71
表4-8-2　全體受訪者理論模式之整體適合度評估表……………… 71
表4-8-3　全體受訪者理論模式之參數估計及檢定表……………… 72
表4-8-4　全體受訪者調整模式的衡量模式分析…………………… 75
表4-8-5　全體受訪者調整模式之整體適合度評估表……………… 75
表4-8-6　全體受訪者調整模式之參數估計及檢定表……………… 76
表4-8-7　全體受訪者之顧客滿意度模式效果分析表……………… 78
表4-8-8　無抱怨受訪者理論模式的衡量模式分析………………… 79
表4-8-9　無抱怨受訪者理論模式之整體適合度評估表…………… 79
表4-8-10　無抱怨受訪者理論模式之參數估計及檢定表…………… 80
表4-8-11　無抱怨受訪者調整模式的衡量模式分析………………… 83
表4-8-12　無抱怨受訪者調整模式之整體適合度評估表…………… 83
表4-8-13　無抱怨受訪者調整模式之參數估計及檢定表…………… 84
表4-8-14　無抱怨受訪者之顧客滿意度模式效果分析表…………… 86
表4-8-15　有抱怨受訪者理論模式的衡量模式分析………………… 87
表4-8-16　有抱怨受訪者理論模式之整體適合度評估表…………… 87
表4-8-17　有抱怨受訪者理論模式之參數估計及檢定表…………… 88
表4-8-18　有抱怨受訪者調整模式的衡量模式分析………………… 91
表4-8-19　有抱怨受訪者調整模式之整體適合度評估表…………… 92
表4-8-20　有抱怨受訪者調整模式之參數估計及檢定表…………… 92
表4-8-21　有抱怨受訪者之顧客滿意度模式效果分析表…………… 95

圖 目 錄
圖1-4-1　研究流程圖………………………………………………… 3
圖2-1-1　純粹控股公司式金融控股公司…………………………… 5
圖2-1-2　事業控股式金融控股公司………………………………… 5
圖2-1-3　金融控股公司架構圖……………………………………… 7
圖2-2-1　ＰＺＢ服務品質觀念性模式……………………………… 11
圖2-3-1　瑞典模式…………………………………………………… 18
圖2-3-2　美國顧客滿意度指標(ACSI)……………………………… 19
圖2-3-3　歐洲顧客滿意度指標(ECSI)……………………………… 20
圖2-4-1　消費者抱怨行為分類……………………………………… 20
圖3-1-1　研究架構圖………………………………………………… 27
圖3-3-1　研究假設結構說明圖……………………………………… 31
圖3-4-1　問卷研擬過程圖…………………………………………… 32
圖3-5-1　抽樣程序圖………………………………………………… 36
圖4-6-1　交易前預期成對變項間區別效度分析圖………………… 62
圖4-6-2　服務品質各問項路徑係數收斂效度分析圖……………… 64
圖4-8-1　本研究之模式架構圖……………………………………… 69
圖4-8-2　全體受訪者之理論模式路徑圖…………………………… 73
圖4-8-3　全體受訪者調整模式之路徑關係圖……………………… 76
圖4-8-4　無抱怨受訪者之理論模式路徑圖………………………… 81
圖4-8-5　無抱怨受訪者調整模式之路徑關係圖…………………… 84
圖4-8-6　有抱怨受訪者之理論模式路徑圖………………………… 89
圖4-8-7　有抱怨受訪者調整模式之路徑關係圖…………………… 93
圖4-9-1　本研究銀行顧客滿意空間圖……………………………… 96
圖4-9-2　顧客滿意空間圖…………………………………………… 96
圖5-1-1　本研究驗證後之銀行顧客滿意度模式(全體受訪者)…… 99
圖5-1-2　本研究驗證後之無抱怨顧客滿意度模式………………… 100
圖5-1-3　本研究驗證後之有抱怨顧客滿意度模式………………… 101

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