臺灣博碩士論文加值系統

以往衡量銀行服務品質，大多採用Parasuraman, Zeithaml & Berry（1988，簡稱PZB）三位學者所提出的SERVQUAL量表，但就時代背景與各國文化差異性之考量來說，SERVQUAL量表已有許多的修正和補充。本研究導出新的量表，是以Osman, Ugur & Emin（2005）所發展出之量表，並且結合原有的SERVQUAL量表。該量表包含五個構面：服務環境、互動品質、同理性、可靠性與技術性。希望藉由新的銀行服務品質之量表，加上導入模糊理論的觀點，並以層級程序分析法求取銀行服務品質各構面之權重。其所得到最後的綜合服務績效值，可作為幫助銀行更加瞭解哪些服務項目可顯著改善經營績效，以提供銀行改善服務策略之優先順序的參考方針。

In the past, regarding to evaluate the service quality of banks most people use the SERVQUAL as their research scale which was proposed by Parasuraman, Zeithaml & Berry (1988, PZB). However, because of the different time, situations, and the differences between national cultures, today the SERVQUAL scale had already had a lot of revision and supplementary. To deal with this problem, my research is going to adopt a new scale which I combined the SERVQUAL scale with the other scale developed by Osman, Ugur & Emin (2005). This new scale included five constructs：service environment, interaction quality, empathy, reliability, and technology. My method is going to channel the Fuzzy theory into the new scale, and then employ the AHP to establish the weight of each construct. By this way, I can get the overall evaluation of the service performance, and it could help the banks to understand which service items can improve their operating performance significantly and meanwhile provide the guidelines of the priority of improving service quality strategies of a bank.

摘 要..........................................................................................................................i
英文摘要.....................................................................................................................ii
目 錄..........................................................................................................................iii
表目錄..........................................................................................................................v
圖目錄..........................................................................................................................vii
第一章 緒論
第一節 研究背景..................................................................................................1
第二節 研究動機..................................................................................................4
第三節 研究目的..................................................................................................6
第四節 研究流程..................................................................................................8
第二章 文獻探討
第一節 服務的定義與特性..................................................................................10
第二節 服務品質的定義與特性..........................................................................16
第三節 服務品質的觀念性結構..........................................................................21
第四節 服務品質的衡量構面..............................................................................31
第五節 服務品質的衡量量表..............................................................................35
第三章 研究方法
第一節 研究架構...................................................................................................42
第二節 銀行業服務品質構面及評量變項...........................................................44
第三節 抽樣與資料收集.......................................................................................46
第四節 因素分析.................................................................................................48
第五節 信度分析.................................................................................................49
第六節 模糊理論.................................................................................................50
第七節 層級程序分析法.....................................................................................56
第四章 實證結果與分析
第一節 銀行顧客認知之服務品質構面分析 .....................................................63
第二節 銀行業服務品質構面權重之分析...........................................................76
第三節 應用模糊理論估算銀行之服務品質績效值...........................................79
第五章 結論與建議
第一節 研究結論...................................................................................................92
第二節 建議...........................................................................................................95
參考文獻.......................................................................................................................97　　　　　　　　　　　　　　　　　　　　　　　　　
附錄
A 第一階段銀行服務品質調查問卷...............................................................101
B 第二階段AHP調查問卷..............................................................................104
C 第三階段銀行服務品質模糊調查問卷.......................................................111







表 目 錄
表1-1 國內銀行家數.....................................................................................................2
表2-1 服務的定義.......................................................................................................12
表2-2 服務品質的定義...............................................................................................17
表2-3 衡量服務品質的相關構面...............................................................................32
表2-4 PZB服務品質的十個構面...............................................................................35
表2-5 SERVQUAL量表.............................................................................................37
表2-6 修正後SERVQUAL量表................................................................................38
表2-7 Osman, Ugur & Emin的衡量量表...................................................................40
表3-1 銀行業服務品質構面及評量變項...................................................................44
表3-2 AHP評估尺度及說明......................................................................................60
表4-1 第一階段有效樣本性別分佈情形...................................................................64
表4-2 第一階段有效樣本婚姻狀況分佈情形...........................................................64
表4-3 第一階段有效樣本年齡分佈情形...................................................................65
表4-4 第一階段有效樣本職業分佈情形...................................................................65
表4-5 第一階段有效樣本教育程度分佈情形...........................................................66
表4-6 第一階段有效樣本平均月收入分佈情形.......................................................66
表4-7 可靠性構面之組成因素及因素負荷量...........................................................68
表4-8 互動品質構面之組成因素及因素負荷量.......................................................69
表4-9 同理性構面之組成因素及因素負荷量...........................................................70
表4-10 自動化構面之組成因素及因素負荷量...........................................................71
表4-11 保證性構面之組成因素及因素負荷量............................................................71
表4-12 服務環境構面之組成因素及因素負荷量.......................................................72
表4-13 資訊化構面之組成因素及因素負荷量...........................................................73
表4-14 第一階段問卷之整體信度與各個構面信度分析...........................................75
表4-15 土地銀行之高階主管資料...............................................................................76
表4-16 台新銀行之高階主管資料...............................................................................76
表4-17 中國信託商業銀行之高階主管資料...............................................................77
表4-18 銀行業服務品質各個構面的相關權重...........................................................78
表4-19 顧客每個月份平均來銀行的次數...................................................................79
表4-20 顧客每個月份平均來銀行的次數...................................................................80
表4-21 第三階段有效樣本性別分佈情形...................................................................81
表4-22 第三階段有效樣本婚姻狀況分佈情形...........................................................81
表4-23 第三階段有效樣本年齡分佈情形...................................................................82
表4-24 第三階段有效樣本職業分佈情形...................................................................82
表4-25 第三階段有效樣本教育程度分佈情形...........................................................83
表4-26 第三階段有效樣本平均月收入分佈情形.......................................................83
表4-27 一位顧客對銀行服務品質知覺感受程度的模糊語意變數...........................84
表4-28 銀行服務品質衡量構面之模糊績效值...........................................................84
表4-29 銀行服務品質衡量構面之模糊績效中間值...................................................85
表4-30 銀行整體服務品質的綜合模糊效用值...........................................................86
表4-31 每家銀行整體服務品質的績效值與排名.......................................................86
表4-32 不同人口統計特性在土地銀行服務品質各構面知覺變異數分析表...........88
表4-33 土地銀行不同職業的顧客在自動化構面差異分析表...................................89
表4-34 不同人口統計特性在台新銀行服務品質各構面知覺變異數分析表...........90
表4-35 台新銀行不同婚姻狀況的顧客在資訊化構面差異分析表...........................90
表4-36 不同人口統計特性在中國信託服務品質各構面知覺變異數分析表...........91
圖 目 錄
圖1-1 國內銀行家數.....................................................................................................3
圖1-2 研究流程.............................................................................................................9
圖2-1 服務品質的觀念性模式...................................................................................27
圖2-2 服務品質之決定要素.......................................................................................30
圖3-1 研究架構圖.......................................................................................................43
圖3-2 三角模糊數.......................................................................................................51
圖3-3 語意變數的三角模糊數...................................................................................53
圖3-4 AHP層級結構示意圖......................................................................................57
圖3-5 完整層級示意圖...............................................................................................58
圖3-6 不完整層級示意圖...........................................................................................59
圖4-1 銀行服務品質評估指標構面之層級架構.......................................................74
圖4-2 銀行業服務品質各個構面權重之重要性排序...............................................78
圖4-3 銀行服務品質各個構面之模糊績效中間值...................................................85

一、中文文獻
1.杉本辰夫著、盧淵源譯(1986)，事物、營業、服務的品質管理，中華管理顧問公司。
2.翁崇雄(1996)，消費者對銀行認知服務之研究，基層金融，32期，89-115頁。
3.陳順宇(2004)，多變量分析，第三版，華泰出版社。
4.陳錦村(1982)，台北銀行客戶意見調查報告，台北銀行月刊，1期，13卷，1-26頁。
5.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。
6.葉炳宏(1983)，銀行全面性品管制度的建立，基層金融，8期，77頁。
7.鄧振源、曾國雄(1989a)，層級分析法(AHP)的內涵特性與應用(上)，中國統計學報，6期，27卷，5-22頁。
8.鄧振源、曾國雄(1989b)，層級分析法(AHP)的內涵特性與應用(下)，中國統計學報，7期，27卷，1-20頁。
9.薄喬萍、黃經編著(2001)，服務業管理，初版，台北：永大。
網站：
1.行政院金融監督管理委員會(2005)，http://www.banking.gov.tw/




二、英文文獻
1. Aldlaigan, A.H. & Buttle, F.A. (2002), “SYSTRA-SQ: a new measure of bank service quality”, International Journal of Service Industry Management, Vol. 13, No. 4, pp. 362–381.
2. Anderson, E.W., Fornell, C. & Lehmann, D.R. (1994), “Customer Satisfaction, Market Share, and Profitability: Findings From Sweden”, Journal of Marketing, Vol. 58, pp. 53-66.
3.Berry, L.L. & Parasuraman, A. (1994), “Improving Service Quality in America: Lessons Learned”, Academy of Management Executive, Vol. 8, No. 2, pp. 32-52.
4.Bolton, R.N. & James, H.D. (1991), “A Multistage Model of Customers, Assessments of Service Quality and Value”, Journal of consumer Research, Vo1. 17, pp. 375-384.
5.Buckley, J.J. (1985), “Fuzzy Hierarchical Analysis”, Fuzzy Sets and Systems, Vol. 17, pp. 233-247.
6.Buell, H.D. (1984), Marketing Management: A Strategic Planning Approach, McGraw-Hill, New York.
7.Buzzell, R.D. & Bradley, T.G. (1987), The PIMS Principles-Linking Strategies to Performance, The Free Press ,New York.
8.Churchill, G.A., Jr., & Surprenant, C. (1982), “An Investigation into Determinants of Customer Satisfaction”, Journal of Marketing Research, Vol. 19, No. 4, pp. 491-504.
9.Cronin, J.J., & Taylor, S.A. (1992), “Measuring Service Quality:A Reexamination and Extension”, Journal of Marketing, Vol. 56, pp.55-68.
10.Dabholkar, P.A., Thorpe, D.I. & Rentz, J.O. (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.
11.Deborach L.C. (1987), “Retail Banking Success：A Question of Quality”, Banking Administration, pp. 42-48.
12.Dodds, W.B. & Kent B.M. (1990), “The Effect of Brand and Price Information on Subjective Product Evaluations”, In Advance in Consumer Research, Vol. 12, pp. 85-90.
13.Dubois, D. & Prade, H. (1980), Fuzzy Sets and System: Theory and Application, Academic Press Inc.
14.Gravin, D.A. (1984), “What Dose Product Quality Really Mean”, Sloan Management Review, Vol. 26, pp. 25-43.
15.Grönroos, C. (1982), “An Applied Service Marketing Theory”, European Journal of Marketing, Vol. 16, No. 7, pp. 30-41.
16.Grönroos, C. (2000), Service Management and Marketing, 2nd Edition, Wiley.
17.Guieford, J. P. (1965), Fundamental Statistics in Psychology and Education, McGraw-Hill, New York.
18.Hair, F., Anderson, E. & Tatham, L. (1987), Multivariate Data Analysis with Reading, Macmillan Publishing Company, New York.
19.Jones, T.O. & Sasser, W.E. (1995), “Why Satisfied Customers Defect”, Harvard Business Review, Vol. 75, No. 2, pp. 88-99.
20.Juran, J.M. (1986), “Universal Approach to Managing for Quality”, Quality Process, Vol. 19, pp. 10-24.
21. Kaiser, H.F. (1974), “A Second Generation Little Jiffy” , Psychometrika, Vol. 35, pp. 401-415.
22.Kotler, P.(2003), Marketing Management, 11th Edition, Pearson Prentice Hall Inc.
23.Kotler, P. & Armstrong, G. (2004), Principles of Marketing, 10th Edition, Pearson Prentice Hall Inc.
24.Laarhoven, P.J.M. & Pedrycz, W. (1983), “A fuzzy extension of Satty’s priority theory”, Fuzzy Sets and System, Vol. 11, pp. 229-241.
25.Lehtinen, Uolevi, & Lehtinen, J.R. (1982), “ Service Quality: A Study of Quality Dimensions”, Unpublished working paper, Service management institute, Helsinki, Finland.
26.Levitt, T. (1972), “Production-Line Approach to Service”, Harvard Business Review, Vol. 50, No. 4, pp. 41-52.
27.Malhotra, N.K., Ulgado, F.M., Agarwal, J., & Baalbaki, I.B. (1994), “International services marketing: a comparative evaluation of the dimensions of service quality between developed and developing countries”, International Marketing Review, Vol. 11, No. 2, pp. 5-15.
28.Martin, W.B. (1986), “Defining What Quality Service is For You ”, Cornell HBR Quality, pp. 32-38.
29.Mattila, A.S. (1999a), “The role of culture in the service evaluation process”, Journal of Service Research , Vol. 13, pp. 250-261.
30.Mattila, A.S. (1999b), “The role of culture and purchase motivation in service encounter evaluations”, Journal of Services Marketing, Vol. 13, pp. 376-389.
31.Osman, M.K., Ugur, Y. & Emin, B. (2005), “Measuring service quality of banks: Scale development and validation”, Journal of Retailing and Consumer Services, Vol. 12, pp. 373-383.
32.Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985), “A Conceptual Models of Service Quality and Its Implications for Future Research”, Journal of Marketing, Vol. 49, pp. 41-50.
33.Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988), “SERVQUAL:A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, Vol. 64, No. 1, pp. 12-40.
34.Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1991), “Refinement and Reassessment of the SERVQUAL Scale”, Journal of Retailing, Vol. 67, pp. 420-450.
35.Saaty, T.L. (1980), The Analytic Hierarchy Process, McGraw Hill, New York.
36.Sasser ,W.E., Olsen, R.P. & Wyckoff, D.D. (1978), Management of Service Operation: Text and Cases, Allyn and Bacon Inc., Boston, MS.
37.Spreng, R.A., S.B. MacKenzie & Olshavsky, R.W. (1996), “A Re-examination of the Determinants of Consumer Satisfaction ”, Journal of Service Marketing, Vol. 9, pp. 15-23.
38.Stafford, M.R. (1996), “Demographic Discriminators of Service Quality in the Banking Industry“, The Journal of Service Marketing, Vol. 10, No. 4, pp. 6-22.
39.Stanton, M.L. (1987), “Reproductive Biology of Petal Color Variants in Wild Populations of Raphine Sativa”, Journal of Botany, Vol. 74, pp. 178-187.
40.Tseng, T.Y. & Klein, C.M. (1989), ”New Algorithm for The Ranking Procedure in Fuzzy Decision Making”, IEEE Transation on Systems,Man and Cybernetics, Vol. 19, pp. 1289-1296.
41.Wakefield, R.L. (2001), “Measuring Service Quality: A Reexamination and Extension”, The CPA Journal, pp. 55-68.
42.Wu, W.Y., Hsiao, S.W. & Kuo, H.P. (2004), “Fuzzy Set Theory Based Decision Model for Determining Market Position and Developing Strategy for Hospital Service Quality” , Total Quality Management and Business Excellence, Vol. 15, No. 4, pp. 439-456.
43.Zadeh, L.A. (1965), “Fuzzy sets” , Information and Control, Vol. 8, pp. 338-353.
44.Zeithaml, V.A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 52, pp. 2-22.
45.Zeithaml, V.A. & Bitner, M.J. (1996), Service Marketing, McGraw Hill.
46.Zeithaml, V.A. & Bitner, M.J. (2003), Service Marketing, McGraw Hill.