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研究生:黃楓雲
研究生(外文):Huang, Feng Yun
論文名稱:服務品質、顧客滿意度對顧客忠誠度影響之研究-以高雄市第一商業銀行顧客為例
論文名稱(外文):Effect of Service Quality and Customer Satisfaction on Customer’s Loyalty: the Case of the First Commercial Bank in Kaohsiung
指導教授:戴志璁戴志璁引用關係
指導教授(外文):Tai, Chih Tsung
口試委員:吳濟民鄭舜仁
口試委員(外文):Wu, Ji MinCheng, Shun Ren
口試日期:2015-06-05
學位類別:碩士
校院名稱:正修科技大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:112
中文關鍵詞:服務品質顧客滿意度顧客忠誠度
外文關鍵詞:Service QualityCustomer SatisfactionCustomer Loyalty
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自1991年開放民營銀行設立以來,我國金融市場競爭越趨激烈,使得金融業由寡佔市場已趨向自由競爭市場。產業中的競爭激烈往往使服務成為最重要的決勝關鍵,故本研究針對以服務為首的重要因素加以探討,了解如何提升服務品質、建立良好的企業形象並改善顧客滿意度以維繫與顧客之間的關係。
本研究透過便利抽樣方式,針對高雄市第一商業銀行顧客作為研究對象進行問卷調查,共回收320份問卷,扣除無效問卷後有效問卷共300份。透過假設驗證,研究結果顯示部份人口統計變數對於服務品質、顧客滿意度及顧客忠誠度具有顯著影響。在因果關係方面,服務品質中的「反應性」及「保證性」對顧客滿意度有正向影響,而顧客滿意度中的「服務態度」、「服務效率」、「專業知識」及「安全隱私」會正向影響顧客忠誠度;服務品質之「反應性」亦正向影響顧客忠誠度,最後顧客滿意度在服務品質對顧客忠誠度具有中介效果。
針對研究結果,本研究提出銀行產業的建議有四點:(1)提升其服務品質,建立優良形象口碑。(2)第一時間解決顧客問題,節省等待時間,並增加電子服務資訊系統以提升工作效率。(3)針對顧客不同產品需求給予最適度的建議及方向,提供最適切商品,符合客戶最佳需求,維繫其顧客忠誠度。(4)建立有效監督與嚴密的維護制度,進而提高客戶的信任程度。對政府勞政單位的建議則有下列兩點:(1)積極建立銀行正面形象,創造競爭優勢。(2)以主管機關號召辦理相關課程,定期針對金融產業專業證照考照之輔導,加強行員專業素質之提升。

Since the 1991 is opening of private banks to set up, increasingly fierce competition in the financial market, so that the financial industry from oligopoly market has tended to the free competition in the market. Service has become the most important key cause industry competition. This study aims to investigate the important factors for the service-led, to learn how to improve service quality and establish a good corporate image and improve customer satisfaction in order to maintain the relationship with the customer.
This study used convenience sampling and 320 questionnaires were collected. After deducting the invalid questionnaires, 300 valid questionnaires were left. Through hypothesis testing, the results showed that a portion of the demographic variables for service quality and customer satisfaction have a significant effect on customer’s loyalty. In causal relationship, the "Responsiveness" and the "Assurance" under service quality has a positive impact on customer satisfaction, and "Service attitude", "Service efficiency", "Professional knowledge" and "Security Privacy" under customer satisfaction has positive effects on customer loyalty. Finally, customer satisfaction has a mediating effect on the relationship of service quality and customer loyalty.
Based on the findings, this study proposes following suggestions to the Banking industry: (1) Enhance its service quality and establish the good image of the word of mouth. (2) To solve customer problems immediately, save waiting time and increase electronic service information system in order to enhance work efficiency. (3) Provide all customers the most appropriate merchandise, to give the most suitable advice and direction for the needs of different customer product, in order to maintain their loyalty. (4) Establish an effective monitoring and rigorous maintenance of the systems, strengthen the level of customer confidence. This study also proposed the following suggestions to the government labor administration: (1) Create competitive advantages, and establish the positive image of the bank actively. (2) The authorities should organize professional certification courses regularly for financial industry to strengthen the quality of professional conduct by staff.

目錄
摘要 i
Abstract ii
目錄 iii
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 1
第三節 研究目的 2
第四節 研究流程 3
第二章文獻探討 3
第一節 第一商業銀行之概況 4
第二節 服務品質 19
第三節 顧客滿意度 28
第四節 顧客忠誠度 37
第五節 研究變項間的關係 44
第三章 研究設計 47
第一節 研究架構 47
第二節 研究假說 48
第三節 操作性定義與衡量 49
第四節 研究對象與問卷設計 52
第五節 資料分析方法 56
第四章 資料分析結果 58
第一節 信度分析 58
第二節 基本資料分析 60
第三節 各變數之描述性統計 62
第四節 顧客人口屬性變項對服務品質之差異性分析 64
第五節 顧客人口屬性變項對顧客滿意度之差異性分析 70
第六節 顧客人口屬性變項對會員忠誠度之差異性分析 76
第七節 服務品質、顧客滿意度、顧客忠誠度各構面之相關分析 80
第八節 顧客對服務品質、顧客滿意度及顧客忠誠度的迴歸分析 84
第五章 結論與建議 91
第一節 研究結論 91
第二節 研究建議 94
第三節 研究限制及後續研究建議 95
參考文獻 97
附錄-問卷 109

表目錄
表2-1 服務品質的定義 20
表2-2 服務品質要素 23
表2-3 服務品質衡量構面 25
表2-4 各學者對整體滿意度之定義 28
表2-5 顧客滿意度整體衡量構面 32
表2-6 顧客滿意度多項衡量構面 33
表2-7 顧客忠誠度定義整理表 37
表3-1 問卷設計衡量變數評量表 50
表4-1 服務品質、顧客滿意度、顧客忠誠度之信度量表 56
表4-2 服務品質、顧客滿意度、顧客忠誠度整體構面之信度量表 56
表4-3 基本資料 57
表4-4 服務品質構面之看法 59
表4-5 顧客滿意度構面之看法 60
表4-6 顧客忠誠度之看法 61
表4-7 顧客年齡變項對服務品質構面認知之差異 62
表4-8 顧客教育程度變項對服務品質構面認知之差異 63
表4-9 顧客平均月收入變項對服務品質構面認知之差異 64
表4-10 顧客職業變項對服務品質構面認知之差異 65
表4-11 顧客與第一銀行往來多久變項對服務品質構面認知之差異 66
表4-12 顧客年齡變項對顧客滿意度構面認知之差異 67
表4-13 顧客教育程度變項對顧客滿意度構面認知之差異 69
表4-14 顧客平均月收入別變項對顧客滿意度構面認知之差異 70
表4-15 顧客職業變項對顧客滿意度構面認知之差異 71
表4-16 顧客與第一銀行往來多久對顧客滿意度構面認知之差異 72
表4-17 顧客年齡變項對顧客忠誠度認知之差異 73
表4-18 顧客教育程度變項對顧客忠誠度認知之差異 74
表4-19 顧客所屬平均月收入變項對顧客忠誠度認知之差異 75
表4-20 顧客職業變項對顧客忠誠度認知之差異 76
表4-21 顧客與第一銀行往來多久對顧客忠誠度認知之差異 76
表4-22 相關性分析表 80
表4-23 服務品質之各變項對顧客滿意度之迴歸分析 82
表4-24 顧客滿意對顧客忠誠度之迴歸分析 84
表4-25 服務品質對顧客忠誠度之迴歸分析 85
表4-26 顧客滿意度在服務品質對顧客忠誠度之迴歸分析 86
表4-27 研究假說之實證彙整表 87

圖目錄
圖1-1 本研究流程圖 3
圖2-1 第一商業銀行組織圖 17
圖3-1 研究架構圖 45




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