臺灣博碩士論文加值系統

台灣地區之金融業，在政府積極推行金融自由化與國際化之環境影響下，促使國內新設銀行日漸增加，而國外銀行也紛紛投入台灣市場，銀行同業間之競爭越演越烈。銀行業除了提供多元化的產品以滿足消費者的需求以外，提供良好的服務品質及提升顧客滿意度以增加企業獲利及營運效能，實為當前銀行業經營之重要課題。
　　本研究以服務品質衡量模式（SERVQUAL）為基礎，並採用問卷調查方式蒐集資料，以迴歸分析檢測三個假說。同時經由對融資專員服務行為之探討，期望其研究結果對融資專員在改善及提昇服務品質上有所助益，並提供未來銀行業者欲進行服務品質分析時的應用依據。
　　實證結果顯示：融資專員角色內服務行為與顧客滿意度有顯著正向影響、融資專員角色外服務行為與顧客滿意度有顯著正向影響、顧客滿意度與顧客忠誠度有顯著正向影響。

Under the influence of the Taiwanese government’s active promotion of financial liberalization and internationalization, the financial industry has seen a gradual increase in new banks in Taiwan, as foreign banks have entered the Taiwanese market as well, increasing competition among banks. Other than providing diversified products to satisfy the demands of customers, an important issue for the operations of the banking industry is to provide excellent service quality and increase customer satisfaction in order to enhance corporate profitability and operational efficacy.
This study uses the SERVQUAL model as basis, using questionnaires to collect data and regression analysis to test three hypotheses. At the same time, this study expects that by exploring the service behaviors of financing specialists, the research results can assist them in improving and elevating service quality, forming a basis for service quality analysis by the banking industry in the future.
Empirical results show: there is a significant positive effect of in-role service behavior and out-role service behavior of financing specialists on customer satisfaction, and customer satisfaction and customer loyalty have significant positive effects.

中文摘要…………………………………………………………………………… i
英文摘要…………………………………………………………………………… ii
誌謝………………………………………………………………………………… iii
目錄………………………………………………………………………………….iv
表目錄……………………………………………………………………………… vi
圖目錄……………………………………………………………………………… ix
第一章 緒論…………………………………………………………………………1
1.1 研究動機與目的…………………...…………………………………………1
1.2 研究問題…………………...…………………………………………………2
1.3 研究流程……...………………………………………………………………2
1.4 研究內容與範圍……………………………………………………………...3
第二章 文獻探討……………………………………………………………………4
2.1 服務品質……...………………………………………………………………4
2.2 服務行為….………….………………………………………………………11
2.3 顧客滿意度….………….……………………………………………………13
2.4 顧客忠誠度……………..……………………………………………………17
第三章 研究方法與設計……………………………………………………...……21
3.1 研究架構……..………………………………………………………………21
3.2 研究假說……..………………………………………………………………21
3.3 變數操作性定義與衡量…………………..…………………………………22
3.4 資料蒐集……………………………………………………..………………25
3.5 資料分析方式……..…………………………………………………………26
第四章 實證分析結果……………………………………………………………....28
4.1 敘述統計分析………………………...………………………………………28
4.2 排序分析…………………………………………...…………………………30
4.3 因素分析…………………………………………………………………...…35
4.4 迴歸分析……………………………………………………………...………46
4.5 變異數分析…………………………………………………...………………49
第五章 研究結論與建議……………………………………………………………55
5.1 研究結論……………………………...………………………………………55
5.2 建議……………………………………...……………………………………56
5.3 研究限制…………………………………………...…………………………57
5.4 未來研究方向…………………………………………………………...……58
參考文獻…………………………………………………………………………..…59
附錄：研究問卷……………………………………………………..………………69

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