| 摘要註: |
隨著經濟的發展,金融自由化的開放,造成金融市場過度飽和,供過於求放款利率殺價競爭,導致金融微利時代之來臨。銀行業面臨激烈的市場競爭壓力,轉向非傳統價格行銷方式,思考如何以顧客導向之服務行銷, 提升服務品質,如何以維繫良好的顧客關係並使顧客願意經常與該銀行往來,以維持銀行永續之經營,因此對銀行業而言,提升銀行的服務使顧客滿意,讓銀行能持續獲利且繼以生存成長,是銀行業刻不容緩的課題。本研究以F銀行N分行之客戶為研究對象,目的係瞭解顧客赴銀行辦事時,銀行所提供的服務與流程是否符合顧客的期待,客戶又遇到哪些甜蜜點與痛點?本研究從顧客的觀點,藉由訪談、問卷、實地觀察,並輔以兩種質性方法:例如運用同理心地圖找出不同客戶需求;進而透過顧客旅程地圖改善服務流程,以檢驗個案銀行目前所提供的銀行服務品質之良窳,並試圖建構一個符合客戶期待的顧客旅程地圖。經研究發現當顧客赴銀行辦事時,常會遇到:進大門指標不明確、不知找哪個櫃台;認為現場若顧客很多時,行員會通常會沒耐性、有時會聽不懂行員的解釋而抱怨行員服務不周;在寫字台上不知要填哪一張傳票、或是等候號碼時不敢離開、等候叫號都要等很久、擔心等候時間過長;抱怨看到有人要插隊辦理、要尋找停車位很辛苦⋯等,這些都是銀行服務流程上顧客所會感受到的痛點。本研究透過一連串的質性與量化分析所建構的顧客旅程地圖,建議個案銀行需改善: 1).可立即改善各項服務措施、指示牌、樓層配置表、流程圖等標示,2).提升銀行行員在溝通技巧上的訓練,3).加強銀行行員專業知識充實,4).適時彈性調整櫃檯支援服務,以維持正常服務品質,縮短客戶等候時間,5).建制即時評價顧客滿意度調查系統、客訴管理系統,了解服務水準的變化進而改進,6). 在經費預算許可的情況下,進行叫號機系統更新與設計更人性化及公共插座增設。 With economic development, liberalization of financial liberalization, resulting in excessive financial market saturation, oversupply lending rate price competition, leading to the advent of the era of financial profit. Banks face the fierce market competition, the price to non-traditional marketing methods, think about how customer-oriented service marketing, improve service quality, and how to maintain good customer relations and customer is willing to make frequent trips to the bank to maintain the bank forever She continued the business, so the banking industry to improve the bank's service to customer satisfaction, so that banks can continue to grow earnings and continue to survive, is banking pressing issue. In this study, customers N F Bank branch for the study, the purpose of the Department of understanding of customer service to go to the bank, the bank provided services and processes meets the customer's expectations, the customer and what the sweet spot and the pain points encountered? The study from the customer's point of view, with interviews, questionnaires, field observations, supported by two qualitative methods: for example the use of empathy map to identify different customer needs; thereby improving service delivery through the customer journey map to test cases bank Banks currently provide service quality of virtue or vice, and try to construct a line with customer expectations customer journey map. The study found that when the customer went to the bank act, often encounter: the door into the indicators are not clear, I do not know to find which counters; that the scene if the customer a lot of time, the pilot will often impatient, sometimes listening to the pilot's explanation understand complain the pilot service has been poor; at the desk did not know what to fill in a subpoena, or when the number can not wait to leave, waiting for call number will have to wait a long time, waiting too long to worry about; complain to jump the queue to see someone go through, to find parking Bit very hard ... and so on, these are the banks will feel the customer service process painIn this study, through a series of qualitative and quantitative analysis of the construction of the customer journey maps, we recommend case banks need to improve: 1) immediate measures to improve the services, signage, floor configuration tables, flowcharts and other labeling, 2) upgrade Bank teller training on communication skills, 3) strengthening the banking expertise of the pilot enrichment, 4) flexibility to adjust counter timely support services to maintain normal service quality, shorten customer waiting time, 5). formed immediate evaluation of customer satisfaction survey systems, customer complaints management system, understand changes thereby improving service levels, 6). in the case of budget permit, it is called the number system upgrades and design more humane and additional public outlets. |