| 摘要註: |
近年來，由於政府對於金融產業的開放及推動金融產業的自由化與國際化，使得金融產業的專業領域更顯重要，尤其是金融產業的服務品質更成為核心價值的競爭能力；服務品質攸關顧客接受服務後的滿意程度，而滿意程度亦會成為顧客對該金融業的內在評量指標。因此提升銀行服務品質來強化自身的競爭力，創造顧客的滿意度與顧客建立信任關係，以贏得最終的顧客忠誠度，已是每家銀行必備的發展策略，也是攸關日後金融業成敗之重要關鍵。本研究以台灣土地銀行做為研究的實證對象，並引用Parasuraman, Zeithaml and Berry 三位學者 (1988) 所提出的服務品質缺口的概念為核心，以顧客期望的服務與實際認知的感受，採取問卷調查的方式做研究探討，從顧客的觀點，來探討不同的個人特徵在服務品質、顧客滿意度、信任與顧客忠誠度變數間之差異性，並探討服務品質、顧客滿意度、信任與顧客忠誠度間之相關性。在分析方法上，本研究以敘述性統計分析、因素分析、人口統計變項之差異分析、研究變數之相關分析、重要度與滿意度成對樣本T檢定分析、以及重要度與滿意度分析（I-S Model分析）等統計方法進行資料分析與假設檢定。本研究的結論如下： 一、在不同的受訪者中服務頻率在服務品質、顧客滿意度、信任與顧客忠誠度間並無顯著差異。而性別、年齡、婚姻、教育程度、職業、平均月收入、銀行往來及櫃台服務時間有顯著差異。二、『服務品質』、『顧客滿意度』、『信任』及『顧客忠誠度』的「期望」與「實際感受」具有顯著差異。三、服務品質對顧客滿意度具顯著的正向關係。四、顧客滿意度對顧客忠誠度具顯著的正向關係。五、顧客滿意度對信任具顯著的正向關係。六、信任對顧客忠誠度具顯著的正向關係。七、服務品質對顧客忠誠度具顯著的正向關係。八、服務品質對信任具顯著的正向關係。最後，根據研究結果對個案銀行提出若干可以提升顧客滿意度之建議，如下：加強服務人員專業訓練，重視服務過程與回饋、加強內部訓練，注入服務新觀念，俾能提升企業競爭取勝的關鍵，達到永續經營之目標。 In recent years, the Taiwan government has been working on the financial industry’s liberalization and internationalization, in which professionalism, service quality and play an essential role. In particular, service quality is a critical source of competitive value and is related to the customers’ satisfaction with the service they receive. As result of that, customers’ satisfaction is an important performance evaluation indicator among others for banks. Furthermore, improvement of customer satisfaction and service quality helps to enhance financial institution’s competiveness by building up a trust and long-tem loyalty relationship between them and their customers. The purpose of this research is to understand how customers’ perception of different personalities would have influence on service quality, customer satisfaction, trust, and customer loyalty. In addition, this research also aims to discuss how the service quality, customer satisfaction, trust, and customer loyalty are related to each other. Data was collected from the customers’ of the Land Bank of Taiwan by using survey method based on the concept of Service Quality Gap, PZB model. A variety of statistical analysis methods were used for the data analysis and hypotheses test, such as Descriptive Statistics Analysis, Factor Analysis, One Way Anova, Correlation Analysis, Paired-Sample T Test, and I-S Model. Results of this research are summarized as following：1.There was no significant difference between the service quality, customer satisfaction, trust and customer loyalty. Gender, age, marital status, level of education, occupation, average monthly income, bank exchanges and over-the-counter service hours are significantly different. 2.The customers’ expectations and perception of service quality, customer satisfaction, trust and customer loyalty were significantly different. 3.Service quality has a significant positive and direct influence on customer satisfaction. 4.Customer satisfaction has a significant positive and direct influence on customer loyalty. 5.Customer loyalty has a significant positive and direct influence on trust. 6.Trust has a significant positive and direct influence on customer loyalty. 7.Service quality has a significant positive and direct influence on customer loyalty. 8.Service quality has a significant positive and direct influence on Trust. Finally, a few recommendations are made for enhancement of customer satisfaction as follows based on the result of this research. Managers are suggested to strengthen the professional training of the staff, to pay more attention to service process and feedback, to strengthen internal job training, to inject new service concept. By doing so, financial institutions will have more chance to enhance their competitiveness and to achieve the objective of sustainable management. |