新莊區農會信用部服務品質對顧客滿意度與顧客忠誠度之影響

Abstract

農會是臺灣重要的農民組織之一，屬於多功能、多目標、連環相輔性的綜合性事業體。1964年農會信用事業在政策保護下，逐漸茁壯成長。另因實施農有、農治、農享制度，農民對農會的交易額遞增，農會自營業務比重逐年提昇，從此形成農會信用事業一枝獨秀的局面。然而1989年政府放寬銀行設立，使農會面臨史無前例的競爭壓力，農會信用部的經營方向也需有全方位的考量。對農會信用部而言，服務品質是最主要的差異及最重要的特點，服務品質提高，顧客的滿意度可能隨之提升。因國內尚乏對國內農會信用部之研究資料，本研究將以新莊區農會信用部為例，探討都會型農會信用部的服務品質與顧客關係，以充實農會信用部之研究資料。 本文利用Parasuraman et al. (1985)所發展之衡量服務品質的模式，以及Parasuraman 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。研究過程，採取便利抽樣法，得到有效問卷300份。 有關服務品質、滿意度、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。根據研究發現，建議新莊區農會信用部可以藉由提升服務品質來增加顧客的滿意度使顧客產生忠誠的行為和態度，以增進該信用部之利潤以及佔有率並維持其成長率，使顧客產生較高的滿意度與忠誠度。

The Farmers’ Association is one of the most important farmers’ organizations in Taiwan and is also a multi-functional, multi-objective, integrated chain of complementary business unit. The credit business of the Farmers’ Association established in 1964 gradually grows under policy protection. Also, due to implementation of the “farmlands own by farmers” system, farmers’ transactions with the Farmers’ Association have increased and the percentage of self-operated business has increased year by year. Ever since then, the credit business is particularly thriving. However, since the Government relaxed the establishment restrictions of banks in 1989, the Farmers’ Association has faced unprecedented competition pressures and the business direction of the credit department of the Farmers’ Association needed to be considered more comprehensively. For the credit department of the Farmers’ Association, the service quality is the main difference and the most important feature. By improving the service quality, customer satisfaction will be increased as a result. As there is short of researches on the credit department of the Farmers’ Association in Taiwan, this study focuses on the service quality and customer relationships of the credit department of urban type Farmers' Association based on the cases of the credit department of Xinzhuang District Farmers’ Association so as to provide with more research results on credit department of the Farmers’ Association. This study uses SERVQUAL Model developed by (Parasuraman et al. 1985), utilizes the SERVQUAL(Service Quality) Chart developed by the same in 1988 and designed questionnaires based on five factors - tangibles, reliability, responsiveness, assurance and empathy. The research adopted convenience sampling and has collected 300 valid questionnaires. As for the research on the relationships between service quality, customer satisfaction and loyalty, it is found that expected services have positive impact on customer satisfaction but have no significant impact on customer loyalty while perceived services have positive impact on both customer satisfaction and customer loyalty. According to the research, it is advised that the credit department of Xinzhuang District Farmers’ Association may increase customer satisfaction by improving service quality so as to gain customer loyalty in order to enhance the profits of that credit department and market share and maintain its growth rate. The customers will then have a higher degree of satisfaction and loyalty.