臺灣博碩士論文加值系統

近年來由於國人所得提高，再加上消費意識抬頭，而漸受銀行之重視。房貸業務是本國消費金融業務中，比重最高及單筆借貸金額最高的主力產品。雖然房貸利差較小，但是承辦房貸業務後，只須花一次固定成本就可與客戶做較長久的接觸，進而延展出更多消費金融產品的機會。更由於近年投資的金融商品皆有較大之風險，更有大批的消費者是轉向房地產為投資的目標，增加了台灣房地產的熱絡。雖近年來台灣政府一直推出打房的政策，但銀行業因房貸多數是有擔保的放款，大部份的消費者對於房貸債務仍會如期繳納，其債權確保相當穩健，雖明著跟進政府的打房政策，但對於新興起的投資客仍以歡迎的姿態進行，也藉以拉高手續費、利差及延展更多消費金融產品以增加銀行的收益。房屋投資客戶的數量於近年來也不容小觑，現以服務品質影響房貸客戶的投資行為來選擇銀行之因素來探討。
近年來隨著經濟發展與產業結構的改變，銀行業的經營方式也漸趨於服務業，服務業於近年來佔國內生產毛額的比重逐漸提高；同樣地，銀行業管理和銀行業行銷的重要性亦與日俱增。有鑑於銀行業因無形性、不可分割性、異質性、與不可儲存性等特性，與實體商品行銷產生不同的觀念。依據中央銀行的數據顯示，到 2013 年 12 月 31 日為止，全台灣的總銀行數高達 6,000 家以上，說明了現在銀行業正處於一個競爭激烈的環境，而各銀行如何在此惡劣的環境下生存下來？除了作有效金錢上的避險及其他行政上的改革外，銀行業必須僅僅抓牢他們最重要的有形資產－顧客。進一步讓顧客感到舒適、信任及滿意，是現在銀行業最首要的課題之一，因此銀行業要能準確衡量、評估顧客滿意度。因為顧客滿意度越好，銀行營運績效越高，也增強競爭能力，可以大大提升存活下來的機率。
本研究目的在探討銀行業的服務品質及消費者行為影響房貸客戶決策間之關係。並根據顧客與銀行的往來經驗，透過深度訪談方式得到所需消費者訊息，並以D銀行房貸客戶作為個案研究對象，進行資料分析與命題驗證。
關鍵字：服務品質、房屋貸款、消費者行為、顧客滿意度

In recent years, banks have been attached importance to rapid increment of Gross National Income (GNI) and rising consumerism. The mortgage loan is the main product because of its heavy proportion and highest loan amount. Due to banks could maintain long-term clients as long as only one fixed cost, moreover, create more chances about new products, even if the small interest rate. Furthermore, recent investments belong high risk, many clients turn their targets to the real estate investment that raise the marketing of property in Taiwan.
Although Taiwan government has used higher taxes to prevent investors from hoarding property for years, banks still own guarantees and most of clients are fine with rules, so that the creditor’s right that is steady and regular that reveals a situation obeying the government policy in public, in the other hand, welcoming new clients through the higher administration fee, cost of carry to increase the profits. The thesis is focus on the factors of service quality about real estate investors as choosing banks. Because the main structure of clients has been changed from owner occupied housing to investment recently, the clients probably might be the short term arbitrage or refinance. By the changes about economic development and industry structure, the bank industry has been like the service industry which has increased in gross domestic product (GDP). According to the Central Bank of the Republic of China (Taiwan), until 31.Dec. 2013, the number of banks has been more than 6000 that reveals those banks are extremely in a competitive situation. How could a bank be survivor in this tough environment? Except for avoiding the finance risks effetely and reforming internal administration, the bank industry is supposed to pay attention to their most important property – clients, to provide a service with comfort, trust and satisfaction, thus the customers satisfaction degree plays an important role about increasing competitiveness.
The thesis focuses on investigating the relation about how the service quality and consumer behavior affecting decisions of clients. The thesis analyzes and proves as D bank according to the experiences about clients and banks to gain the information with in depth interview.
Keywords: Service Quality, Mortgage, Consumer Behavior, Customer Satisfaction

摘　要 i
ABSTRACT ii
誌　謝 iii
目　錄 iv
表目錄 vi
圖目錄 vii
第一章緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究步驟 6
1.4 研究範圍 7
第二章文獻探討 8
2.1 服務品質 8
2.2 消費者購買行為理論 17
2.3 顧客滿意度 22
第三章研究方法………………………………………………………………………25
3.1 研究方法選擇…………………………………………………………………25
3.2 訪談程序與技巧………………………………………………………………26
第四章個案分析…………………………………………………………………………31
4.1房屋貸款現況…………………………………………………………………31
4.2個案簡介………………………………………………………………………36
4.3執行研究的方式………………………………………………………………38
4.4研究結果………………………………………………………………………40
第五章結論與建議……………………………………………………………………53
5.1研究結論……………………………………………………………………53
5.2 研究個案建議…………………………………………………………………54
5.3 研究限制與建議………………………………………………………………56

參考文獻 ……………………………………………………………………………57
附　錄………………………………………………………………………………66
附錄一 66
附錄二………………………………………………………………………………68
附錄三………………………………………………………………………………70

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