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研究生:張慧瑩
研究生(外文):Hui-Ying Chang
論文名稱:銀行服務品質及顧客忠誠度之探討
論文名稱(外文):A Study of Service Quality and Customer Loyalty on Bank
指導教授:賴慶祥賴慶祥引用關係
指導教授(外文):Ching-Hsiang Lai
學位類別:碩士
校院名稱:中山醫學大學
系所名稱:醫學資訊學系碩士班
學門:醫藥衛生學門
學類:醫學技術及檢驗學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:72
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本研究採用結構式服務品質量表,調查銀行顧客社經資料、期望服務品質、感知服務品質及忠誠度,以了解銀行業顧客經櫃檯服務前後,期望服務品質及感知服務品質的差距,並應用結構方程模式(structural equation modeling, SEM)探討顧客社經資料、期望服務品質與感知服務品質對忠誠度之影響;其中,服務品質採修正之SERVQUAL量表。經抽樣調查華南銀行(台中市五權分行) 500位顧客,回收有效問卷396份。結果顯示,21項服務品質指標中,顧客對於銀行感知服務品質有19項普遍顯著未達病患期望,但有2項指標已達病患期望。
忠誠度的關鍵影響因子有:每月到行洽辦業務平均次數、業務往來時間長度、洽辦業務等候時間及感知服務品質中,有形性、可靠性及反應性等三個構面;在整體相關模式部份,期望服務品質間接透過感知服務品質影響病患忠誠度,但期望服務品質不會直接影響忠誠度;顧客性別顯著影響期朢服務品質;顧客職業、每月平均到本行次數、等候時間、業務處理效率則顯著影響感知服務品質。由以上結果,診所應改善服務品質來滿足病患的期望,以提升診所之病患忠誠度,為提供牙醫診有效的競爭策略。


In this study, a modified SERVQUAL scale of service quality model is used to measure custonmer’s expectation of service quality, perception of service quality, loyalty, and the gap of service quality between before and after banking service. The general linear model (GLM) and structural equation modeling (SEM) are used to determine the key influenced factors of loyalty and to validly calculate the relationship between variables of customer’s socio-demographic characteristics, latent variables of expectation and perception of service quality and loyalty.
There are 500 customers are sampled in the H Bank (Wquan Branch, Taichung), 396 valid questionnaires, return rate is 52.9%. It results that customers’ perception scores significant less than expectation scores in 19 of 21 service quality items. But, there are no significant differences between perception and expectation of service quality scores in 2 items: ‘The bank provides the commissioner to guide customers at the gate’ and ‘The bank offers latest products and information to customers voluntarily’.
The GLM identifies that the key influenced factors to loyalty include: the average number of times for service per month, the length of business contact to the bank, and the waiting time for service. The SEM results that latent variable loyalty is significant positively influenced by perception and perception is significant positively influenced by expectation in banking service. Customers with service career, feel treatment efficiency, shorter waiting time for service, or a long time of business contact are possess higher perception of service quality. But, male customers have higher expectation than female significantly. In conclusion, bank should improve service quality to satisfy customer’s expectations thus enhance customer loyalty as a competitive strategy to provide effective banking services.


目 錄
摘要 I
Abstract II
致謝 III
目錄 IV
圖目次 VI
表目次 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 2
第四節 研究範圍與限制 3
第五節 研究流程 3
第二章 文獻探討 5
第一節 金融控股公司 5
第二節 服務品質的定義及內涵 6
第三節 顧客忠誠度的定義及內涵 11
第四節 服務品質、顧客滿意度與顧客忠誠度關聯性探討 13
第三章 研究方法 16
第一節 研究設計 16
第二節 研究工具 20
第四章 資料與統計分析 24
第一節 基本資料 24
第二節 量表項目分析 27
第三節 信效度分析 34
第四節 服務品質評量 37
第五節 社經資料對服務品質及忠誠度之影響分析 39
第六節 影響忠誠度之關鍵因素探討 55
第七節 服務品質模型驗證 59
第五章 結論與建議 63
第一節 研究結論 63
第二節 未來研究建議 66
參考文獻 67
中文部份 67
英文部份 68
附錄一 問卷 71

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中央銀行全球資訊網,「金融統計月報」
http://www.cbc.gov.tw/ct.asp?xItem=26178&CtNode=532&mp=1

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