金融業服務品質與顧客滿意度對顧客忠誠度之影響

Abstract

有鑑於金融機構於整體經濟環境中扮演著極重要的角色，不僅提供資金融通的功能，支持企業的經營發展，銀行是國家經濟發展及企業擴展之樞紐，隨著國內銀行家數迅速增加，銀行業的競爭日趨激烈，在市場高度競爭下，銀行商品同質性高，如何以顧客的需求為導向，提供優質的服務，創造顧客的信賴感與忠誠度，將是回流率的關鍵。 本文以C銀行為研究對象，利用PZB(Parasuraman et al. 1985)所發展之衡量服務品質的模式，運用Parasuramanet et al. (1988)所提出的服務品質衡量模式(SERVQUAL(Service Quality)量表)，以有形性、可靠性、反應性、保證性、關懷性五大構面設計問卷，並以結構方程式模型（Structural Equation Modeling，SEM）以結構方程式模型（Structural Equation Modeling，SEM）、模糊質化比較法（Fuzzy set/ Qualitative Comparative Analysis，fs/QCA）分析顧客與銀行之往來經驗深入探討服務品質與顧客滿意度之相關因子。 研究過程，採取便利抽樣法，得到有效問卷300份。顧客之期望服務與知覺服務數值經過T檢定，結果顯示兩者沒有顯著差異，可知C銀行對顧客服務並沒有缺口。最後有關服務品質、滿意度觀、忠誠度等關係研究，結果發現期望服務對顧客滿意度有正向影響，但對顧客忠誠度無顯著影響，知覺服務對顧客滿意度與顧客忠誠度有正向影響，顧客滿意度與顧客忠誠度有正向影響。最後，根據實證結果提供給金融業者作為未來經營之參考依據。

The financial institution acts a very important role in economic system. It provides not only financial intermediation but also business development. Bank is the key of country economic advancement and business expansion. However, numbers of domestic banks increase rapidly and lead the competition more fiercely. Also the homogeneity of products is extremely high. In this case, customer demand oriented, offering better service and creating trust and loyalty will be the key factors of customer return rate. Taking C Bank on as the object of the study, using PZB (Parasuraman et al. 1985) which is the method of service quality measurement and Parasuramanet et al. (1988) (SERVQUAL (Service Quality) Scale), also depending on five dimension including tangibles, reliability, responsiveness, assurance and empathy to design questionnaire. In addition, using Structural Equation Modeling (SEM) and Fuzzy set/Qualitative Comparative Analysis (fs/QCA) to analyze the experience between customers and banks. All of them are in order to discuss the depth-related factors of service quality and customer satisfaction. In the research process, we obtain 300 valid questionnaires by convenience sampling method. Through T test, the result between customer expected and perceived value showed no significant difference. Therefore, we can see there is no gap in C bank customer service. Finally, in the relationship of the service quality, satisfaction concept and loyalty, we found the expected service has a positive impact on customer satisfaction. But first, there is no significant impact on customer loyalty. Second, perceived service has a positive impact on customer satisfaction and loyalty. Third, customer satisfaction and loyalty have positive impacts. The final empirical results can be the reference for financial industry operation.