隨著企業經營環境快速變動下，顧客對於銀行業的需求與服務品質的認知可能不同於以往，故本研究以銀行業的消金顧客為對象，探討銀行之服務品質、顧客滿意度和顧客忠誠度之關聯性，以瞭解其對銀行業在經營上之影響。基此，本研究總共回收105份有效問卷。根據研究結果，提出以下結論與建議：銀行之「服務品質」對「顧客滿意度」有正向顯著影響，而「顧客滿意度」又對銀行之「顧客忠誠度」有顯著影響。換言之，銀行業者提供的金融服務品質優劣，會影響顧客對銀行的滿意度與忠誠度。基此，銀行業者須持續關切與提升其服務品質，如服務設施(即分行營業環境與服務設施)、網上APP或行動客服APP之完善性與便捷性，以提供24小時便捷的金融服務、銀行各種服務程序(標準作業流程)的便捷性、服務人員的素質與專業提升、能為顧客著想的客製化服務、時時了解個別顧客的需求且優先考量顧客需求等，以維持顧客有高的滿意度，進而提升顧客對銀行的信賴與信任，以鞏固銀行的顧客忠誠度。

With the rapid changes in the business environment, customers may have different perceptions of the needs and service quality of the banking industry. Therefore, this study focuses on the consumers of the banking industry to explore the relationships among service quality, customer satisfaction and customer loyalty of banks, to understand its impact on the banking industry’s operations.Based on this, a total of 105 valid questionnaires were collected. Based on the research results, the following conclusions and suggestions are put forward: the bank’s “service quality” has a positive and significant impact on “customer satisfaction”, and “customer satisfaction” has a significant impact on the bank's “customer loyalty”. In other words, the quality of financial services provided by banks will affect customer satisfaction and loyalty to the bank. Based on this, bankers must continue to pay attention to and improve their service quality, such as the completeness and convenience of service facilities (ie branch business environment and service facilities), online APP or mobile customer service APP, in order to provide 24-hour convenient financial services, The convenience of various service procedures (standard operating procedures) of the bank, the improvement of the quality and professionalism of service personnel, the customized service that can be considered for customers, the understanding of individual customer needs from time to time and the priority consideration of customer needs, etc., in order to maintain a high level of satisfaction of the customers, thereby enhancing the trust of customers in the bank, so as to consolidate the customer loyalty of the bank.

目錄

封面內頁
簽名頁
摘要 iii
ABSTRACT iv
誌謝 v
目錄 vi
圖目錄 viii
表目錄 ix

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍與流程 4
第二章 文獻探討 6
第一節 服務品質 6
第二節 顧客滿意度 11
第三節 顧客忠誠度 17
第四節 服務品質、顧客滿意度和忠誠度之間關係 20
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假設 24
第三節 研究變數之衡量 25
第四節 資料蒐集與分析 28
第四章 假設驗證 31
第一節 樣本資料描述 31
第二節 信度分析 35
第三節 相關分析 35
第四節 迴歸分析 37
第五章 結論與建議 44
第一節 結論 44
第二節 建議與研究限制 46
參考文獻 49
附錄 問卷 64


圖目錄

圖 1-1 研究流程圖 5
圖 2-1 服務品質模式 11
圖 3-1 研究架構 24
圖 4-1 研究結果彙整 43


表目錄

表 1-1 台灣國內生產毛額依行業分－分配比 1
表 2-1 服務品質定義彙整 8
表 2-2 顧客滿意度定義彙整 13
表 2-3 顧客滿意度的衡量構面 16
表 2-4 顧客忠誠度之定義 18
表 3-1 服務品質問項 26
表 3-2 顧客滿意度問項 27
表 3-3 顧客忠誠度問項 28
表 3-4 CRONBACH’S Α信度係數的評鑑標準 29
表 4-1 問卷回收情形 32
表 4-2 樣本基本資料彙整 32
表 4-3 問卷信度分析 35
表 4-4 相關係數分析表(PEASON’S 相關係數) 36
表 4-5 迴歸分析彙整表 39
表 4-6 假設檢定彙整表 42

一、中文部分

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賴權富(2008)。企業形象、服務品質與關係行銷對關係品質與顧客終場價值的關聯性研究－以嘉義地區人力仲介公司為例。碩士論文，南台科技大學高階主管企管碩士班，台南市。
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二、英文部分

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