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系統識別號 U0002-1302200911244700
中文論文名稱 台北地區消費者對三商銀服務屬性滿意度之研究
英文論文名稱 A Study of Service Attitude Satisfaction of Taipei Consumers of First Commercial Bank,Hua Nan Commercial Bank and Chang Hwa Commercial Bank.
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士在職專班
系所名稱(英) Department of International Trade
學年度 97
學期 1
出版年 98
研究生中文姓名 楊文怡
研究生英文姓名 Wen-Yi Yang
學號 795550036
學位類別 碩士
語文別 中文
口試日期 2009-01-09
論文頁數 91頁
口試委員 指導教授-黃志文
指導教授-劉菊梅
委員-戴嬡坪
委員-陳光榮
委員-張俊惠
中文關鍵字 服務品質  顧客滿意  重視程度-績效水準分析  服務品質模式  三商銀  金融機構 
英文關鍵字 service quality  consumer satisfication  Importance Performance Analysis  IPA  a Conceptual Model of Service Quality  First Commercial Bank  Hua Nan Commercial Bank  Chang Hwa Commercial Bank  financial institution 
學科別分類 學科別社會科學商學
中文摘要 自2007年美國次級房貸問題開始,國際金融環境變得格外嚴峻。許多國家及金融機構的信用風險問題紛紛浮現,原本保守穩定的三商銀,反而在此時獲得社會大眾的青睞,消費者紛紛將資金移入,為瞭解消費者心態,故針對大台北地區消費者對三商銀的服務屬性滿意度做研究。
本研究使用便利抽樣針對第一銀行、彰化銀行、華南銀行等三商銀大台北地區顧客做調查,本研究發出問券400份,有效問券325份。分別探討三商銀顧客對銀行服務屬性的重視程度及滿意程度,並檢視銀行顧客對服務屬性的重視程度與接受服務後的滿意程度之間是否有所差異,最後利用重視程度—績效水準分析,提出相關建議以供三商銀提升服務品質的參考。
英文摘要 The international finance environment is getting tough due to the subprime mortgage crisis happened in 2007. The credit risk issues are appearing in many nations and the financial organizations. However the conservative First Commercial Bank, Hua Nan Commercial Bank and Chang Hwa Commercial Bank (the three former national business banks) obtain the consumers’ favor these days. In order to understand the consumer behavier, this research is aiming at Taipei area consumer to survey the satisfaction degree at the three business banks’ services.

This research adopts the convenience sampling. 400 questionnaires were submitted. 325 of them are effective questionnaires. This research investigates consumers’ satisfication at banks’ service attribute and also reviews the gap between consumers’ expectation and satisfication at service. Finally the Importance Performance Analysis (IPA) is adopted to provide the banks with the advice to improve the service quality.
論文目次 目錄

誌謝 III
表目錄 VI
圖目錄 VII
第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與對象 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 台灣金融發展歷程 6
第二節 消費者選擇銀行時考慮之變數 9
第三節 服務品質 13
第四節 顧客滿意 15
第五節 服務品質、顧客滿意度的關係 18
第三章 研究設計 19
第一節 研究架構 19
第二節 問卷設計 20
第三節 抽樣設計 23
第四節 分析方法與分析性架構 28
第四章 資料分析 29
第一節 服務屬性之重視程度分析 29
第二節 服務屬性之滿意程度分析 38
第三節 服務屬性重視程度及滿意程度之差異分析 48
第四節 重視程度—績效水準分析 57
第五章 結論與建議 69
第一節 結 論 69
第二節 建 議 73
第三節 研究限制 74
第四節 後續研究建議 74
參考文獻 75
附錄:問卷 88


表目錄

表 2-1 國內金控核准設立時間及子公司 7
表 2-2 國內外學者對「消費者選擇銀行時的考慮變數」 9
表 2-3 消費者選擇銀行時的考慮變數對應之服務品質構面 12
表 2-4 顧客滿意度定義彙整 15
表 3-1 銀行的服務品質構面及組成問項 21
表 3-2 受測者之銀行分佈 24
表 3-3 有效樣本之性別分佈 24
表 3-4 有效樣本之年齡分佈 25
表 3-5 有效樣本之職業分佈 25
表 3-6 有效樣本之教育程度分佈 26
表 3-7 有效樣本之婚姻分佈 26
表 3-8 有效樣本之平均月收入分佈 27
表 3-9 有效樣本之交通工具 27
表 4-1 第一銀行顧客對服務屬性之重視程度 29
表 4-2 華南銀行顧客對服務屬性之重視程度 32
表 4-3 彰化銀行顧客對服務屬性之重視程度 34
表 4-4 第一銀行顧客對服務屬性之滿意程度 38
表 4-5 華南銀行顧客對服務屬性之滿意程度 41
表 4-6 彰化銀行顧客對服務屬性之滿意程度 44
表 4-7 第一銀行顧客服務屬性之差異分析 48
表 4-8 華南銀行顧客服務屬性之差異分析 51
表 4-9 彰化銀行顧客服務屬性之差異分析 54

圖目錄

圖 1-1 研究流程圖 5
圖 2-1 服務品質模式 14
圖 3-1 研究架構 19
圖 4-1 三商銀顧客對銀行服務屬性的重視程度 37
圖 4-2 三商銀顧客對銀行服務屬性的滿意程度 46
圖 4-3 第一銀行顧客重視程度及滿意程度之均數差異分析 50
圖 4-4 華南銀行顧客重視程度及滿意程度之均數差異分析 53
圖 4-5 彰化銀行顧客重視程度及滿意程度之均數差異分析 56
圖 4-6 第一銀行顧客服務屬性重視度與滿意度之座標圖 57
圖 4-7 華南銀行顧客服務屬性重視度與滿意度之座標圖 61
圖 4-8 彰化銀行顧客服務屬性重視度與滿意度之座標圖 65

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