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研究生:阮長春
研究生(外文):Nguyen Truong Xuan
論文名稱:比較分析台灣與越南之澳盛銀行之顧客滿意度之研究
論文名稱(外文):The Comparative Analysis of Customer Satisfaction in Australia and New Zealand bank (ANZ) in Taiwan and Vietnam
指導教授:黃營芳黃營芳引用關係
指導教授(外文):Ying – Fang Huan
口試委員:何正得
口試委員(外文):Zheng - Ho De
口試日期:2014-06-06
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:製造與管理外國學生碩士專班
學門:工程學門
學類:機械工程學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:93
中文關鍵詞:滿足客戶
外文關鍵詞:customer satisfactionANZ bank’s service quality, Vietnam and Taiwan.
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This thesis attempts to identifying the main factors of affecting customer satisfaction whose are using service of ANZ bank and proposing the strategies to improve service quality, attract and retain customers in Vietnam and Taiwan. In this thesis, with a study on literature review and the conducting of survey with customers, seven factors have been mentioned. Totally 320 questionnaires have been sent to customers in National Kaohsiung University of Applied Sciences, Kaohsiung, Taipei, Taichung, Ha Noi, Ho Chi Minh city for observation. The data are carried out by using multiple statistical analyses, including reliability analysis, factor analysis, multiple linear regressions, anova analyses. The results indicate that, in the seven hypotheses have been suggested, the Image is considered as the most important factor in Vietnam and the Tangibles is evaluated as the most important factor in Taiwan. Whereas, the Responsiveness, Technical quality, Assurance, Reliability are the factors that imposition influence the selection using to the bank’s service. Besides, in the long run, the managers of ANZ bank must take serious considerations to meet the customer expectations through Empathy. In addition, These also shows satisfaction level on each factor of ANZ bank’ service quality. Therefore, the findings also provide useful implications for ANZ bank’s policies with the goal in terms of customer satisfaction. In this thesis, this thesis has suggested some solutions of enhancing the customer satisfaction and meeting the customer expectations.
LIST OF TABLES v
LIST OF FIGURES vii
APTRACT viii
Acknowledgments x
CHAPTER 1 INTRODUCTION 1
1.1 Introduction 1
1.2 Research Backgrounds 2
1.2.1 ANZ establishment history 2
1.2.2 Vietnamese economy and the establishment of ANZ in this market 5
1.2.3 Taiwanese economy and the establishment of ANZ in this market 7
1.3 Research Objectives 7
1.4 Organization of the Dissertation. 8
CHAPTER 2 LITERATURE REVIEW 9
2.1 Introduction 9
2.2 Theoretical Literature Review 9
2.2.1 Customer satisfaction 9
2.2.2 Service quality 12
2.3.3 The relationship between service quality and satisfaction. 17
2.3 Conclusion 19
CHƯƠNG 3 METHODOLOGY 20
3.1 Introduction 20
3.2 Research framework 20
3.3 Research hypotheses 22
3.3 Data collection procedures 23
3.3.4 Preliminary interviews 26
3.3.5 Official surveys 26
3.4 Data analysis method 26
3.4.1 Data encoding and inputting into SPSS 26
3.4.2 Reliability Analysis 30
3.4.3 Exploratory Factor Analysis (EFA) 32
3.4.4 Multiple Linear Regressions Analysis 32
3.5 Conclusion 35
CHAPTER 4 RESULTS 37
4.1 Introduction 37
4.2 Respondents’ Characteristic 37
4.2.1 Gender 37
4.2.2 Age 38
4.2.3 Professions 39
4.2.4 Monthly average income 41
4.2.5 Time using ANZ bank service. 42
4.3 The determinants affecting of customer satisfaction in ANZ bank service quality in Vietnam and Taiwan 44
4.3.1 Reliability analyses 44
4.3.2 Factor analysis 59
4.3.3 Multiple Regression Analysis 67
4.3 ANOVA Analysis 69
4.3.1 In Vietnam 70
4.3.2 In Taiwan 71
4.4 Conclusion 72
CHAPTER 5 CONCLUSIONS 75
5.1 Introduction 75
5.2 Discussion and Implications. 75
5.3 Limitations and Suggestions for Future Research 79
5.3.1 Limitations 79
5.3.2 Suggestions for Future Research 79
5.4 Summary 80
Appendix
Questionnaire: English Version
Subject Questionnaire……………......................................................................................
Questionnaire: Vietnamese Version
Câu hỏi khảo sát………………………………………………………………………………...
References

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