| 摘要註: |
農會信用部面臨金融市場自由化、經濟不景氣及商業銀行強勢入侵之外在因素,造成農會信用部營運市場萎縮,要如何提高會員對農會信用部的滿意度,也應該是掌握資源的各級農會首要重視的問題,所以有必要從農會信用部發展之角度,增加農會會員在運用地方農會信用部時獲得更高的服務品質。本研究主要以橋頭農會信用部為例,探討其信用部之服務品質的優劣勢等成果,並尋求其改善方案。研究共分二階段,第一階段是以自編之農會信用部服務品質量表為問卷架構基礎,並應用重要度-表現分析法(IPA模式),檢視會員對橋頭區農會信用部之服務品質需求。第二階段為半標準化訪談,即經由IPA模式調查優劣勢評估之結果,訪談其座落於第三象限滿意度低及未作好的項目。第一階段正式問卷時間為2015年3月2日起至4月10日止,共發放600份問卷,回收574份,剔除無效問卷72份,實際有效問卷為502份,回收率84%。第二階段選取六家考核優良的農會信用部進行訪談,訪談期間為2015年5月8日至5月20日之間。透過IPA分析結果發現,第一階段農會信用部SERVQUAL量表之5個構面及22個組成因子中,有9個項目落於第一象限,沒有任何項目落在第二象限,第三象限中滿意度及重要度較低的項目共有11個項目,而落點於第四象限則有2個項目。第二階段為半標準化訪談,訪談彙整結果於想法上主要是防止會員流失及增加新會員,滿意度作法是不損及農會現有運作及程序上,儘量滿足及配合現有會員之需求,並加強員工專業訓練,包含整合及提昇軟硬體設備,以達到顧客滿意 According to the market liberalization, economic downturn and strong invasion of commercial banking that caused by the credit department of Farmers' Association market is shrinking. The credit department of Farmers' Association should be pay attention to how to improve the member satisfaction of the service problem and get higher satisfaction of the service quality. This research explored the advantages and disadvantages of service quality for Ciao-Tou District Farmers' Association of Kaohsiung City. The research is divided into two phases. The first is the self-scale questionnaire of service quality by using the Importance-Performance Analysis (IPA) and viewing the members' requirements. The second stage is semi-standardized interviews, namely through the third quadrant investigation to interview with the low satisfaction and did not make well items of the IPA model evaluation. The first stage period of the formal questionnaire is between 2015 March 2 to April 10. The total questionnaires are 600 copies, recovery of 574, excluding 72 invalid questionnaires and the real copies 502 of valid questionnaires, recovery of 84%. The second stage is to interview by selected the six excellent credit department of Farmers' Association of Kaohsiung City, period between 2015 May 8 to May 20. The first stage 22 factors of the IPA analysis results show that there are 9 items fall in the first quadrant, no item is fall in the second quadrant, the third quadrant that the low satisfaction and importance is 11 items, and there are 2 items placement in the fourth quadrant. The importance interview opinions of the second stage are to keep the current members and add the new members. To except for change existing operations and procedures, the satisfaction approach is to try to accommodate the existing members demand and enhance staff professional training, including the integration and upgrade hardware and software equipment. Finally, this research ultimate goal is to achieve the member satisfaction of credit department of Farmers' Association. |