在我國經濟發展中，服務業佔極大的比率，政府為順應金融業自由化的驅動下，使得台灣金融業快速成長，在國民所得提高與消費者意識提升的同時，相對地要求對金融業提供更多服務項目與提升服務品質，但是在服務過程中有許多的不確定性與失誤發生，服務過程中產生過失難以避免，若當服務過程中發生過失，客戶對於自身權益受損或感受不佳時，將會向銀行抱怨投訴或向主管機關反應，所以金融業者對於消費者第一時間有必要執行抱怨處理以提供補救措施，使客戶能夠獲得補償與諒解。
本研究以銀行客戶抱怨的案件為依據，並發放問卷共280份，剔除無效問卷與無銀行臨櫃經驗之問卷15份，總共有效問卷共265份。進一步分析顯示，客戶對於臨櫃業務交易失誤較為無法接受，將降低客戶滿意度和忠誠度，增加客戶流失率，以及對銀行品牌形象產生負面影響。為了減少客戶抱怨對銀行業務的影響，我們建議銀行建立良好的補救系統、提高服務人員的賦權和管理人員的介入、重視客戶抱怨和建議、提升品牌滿意度與忠誠度、服務人員定期教育訓練、優化內部流程、提供多元化的服務通道、持續改進並收集客戶反饋。這些措施將有助於提高客戶滿意度和忠誠度，減少客戶抱怨，增加銀行業務收益和品牌形象。

In Taiwan economic development, the service industry accounts for a huge proportion. In order to comply with the drive of the liberalization of the financial industry, the government has made the financial industry grow rapidly. While improving national income and consumer awareness, it is relatively required to provide financial services to the financial industry. More service items and improved service quality, but there are many uncertainties and mistakes in the service process, and mistakes in the service process are inevitable. If mistakes occur in the service process, customers will damage their own rights or feel bad Therefore, it is necessary for the financial industry to implement complaint handling for consumers as soon as possible to provide remedial measures so that customers can obtain compensation and understanding.
This study is based on the cases of bank customer complaints, and a total of 280 questionnaires were distributed, excluding 15 questionnaires that were invalid and those who had no bank experience, and a total of 265 valid questionnaires. Further analysis shows that customers cannot accept mistakes in over-the-counter business transactions, which will reduce customer satisfaction and loyalty, increase customer churn rate, and have a negative impact on the bank's brand image. In order to reduce the impact of customer complaints on banking business, we recommend that banks establish a good remedial system, improve the empowerment of service personnel and the intervention of management personnel, pay attention to customer complaints and suggestions, improve brand satisfaction and loyalty, and regularly educate and train service personnel , Optimize internal processes, provide diversified service channels, continuously improve and collect customer feedback. These measures will help increase customer satisfaction and loyalty, reduce customer complaints, and increase banking profitability and brand image.

表目錄	vii
圖目錄	vii
第1章 緒論	8
1.1 研究背景與動機	8
1.2 研究目的	9
1.3 研究流程	10
第2章 文獻探討	11
2.1 服務失敗	11
2.2 服務補救	13
2.3 客戶後續行為意圖	16
2.4 本章小結	17
第3章 研究方法與設計	19
3.1 研究架構	19
3.2 業者專業訪談	19
3.3 研究架構的構面和假說	23
3.4 問卷設計	30
3.5 研究對象與資料蒐集	33
3.6 資料分析法	34
第4章 資料分析	36
4.1 樣本結構分析	36
4.2 信度分析	42
4.3 效度分析	43
4.4 服務失敗、服務補救與客戶後續往來意圖迴歸分析	52
第5章 結論與建議	54
5.1 研究發現及結論	54
5.2 研究建議	55
5.3 研究限制	56
參考文獻	57
附錄	72
附錄一 業者專業訪談	72
附錄二 業者專業訪談	74
附錄三 業者專業訪談	76
附錄四 業者專業訪談	78
附錄五 業者專業訪談	79
附錄六 業者專業訪談	82
附錄七 正式問卷	84

 

表目錄
表 3.3 1服務失敗研究所提出的相關面向	24
表 3.3 2服務失敗、服務補救與客戶後續行為之初步問項	25
表 4.1 1 樣本背景分析表	36
表 4.1 2 服務失敗基本統計分析表	39
表 4.1 3 服務補救基本統計分析表	40
表 4.1 4客戶後續行為意圖基本統計分析表	42
表 4.2 1 量表各項構面之信度係數	43
表 4.3 1 本研究因素分析KMO與Bartlett’s球檢定值	43
表 4.3 2 服務失敗因素分析結果	44
表 4.3 3 服務失敗因素分析表	46
表 4.3 4 服務補救因素分析結果	48
表 4.3 5服務補救因素分析表	49
表 4.3 6客戶後續往來意圖因素分析結果	51
表 4.3 7客戶後續往來意圖因素分析表	51
表 4.4 1服務失敗與服務服補救迴歸分析結果	52
表 4.4 2服務失敗對客戶續行為意圖迴歸分析結果	53
表 4.4 3服務補救對客戶後續行為意圖迴歸分析結果	53
圖目錄
圖 1.3 1研究流程	10
圖 2.2 1服務補救流程圖	14
圖 3.1 1研究架構圖	19
圖 3.3 1 本研究概念性架構圖	29
圖 3.6 1 Cronbach Alpha與信度	34

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