銀行服務品質及顧客忠誠度之探討

本研究採用結構式服務品質量表，調查銀行顧客社經資料、期望服務品質、感知服務品質及忠誠度，以了解銀行業顧客經櫃檯服務前後，期望服務品質及感知服務品質的差距，並應用結構方程模式(structural equation modeling, SEM)探討顧客社經資料、期望服務品質與感知服務品質對忠誠度之影響；其中，服務品質採修正之SERVQUAL量表。經抽樣調查華南銀行(台中市五權分行) 500位顧客，回收有效問卷396份。結果顯示，21項服務品質指標中，顧客對於銀行感知服務品質有19項普遍顯著未達病患期望，但有2項指標已達病患期望。 忠誠度的關鍵影響因子有：每月到行洽辦業務平均次數、業務往來時間長度、洽辦業務等候時間及感知服務品質中，有形性、可靠性及反應性等三個構面；在整體相關模式部份，期望服務品質間接透過感知服務品質影響病患忠誠度，但期望服務品質不會直接影響忠誠度；顧客性別顯著影響期朢服務品質；顧客職業、每月平均到本行次數、等候時間、業務處理效率則顯著影響感知服務品質。由以上結果，診所應改善服務品質來滿足病患的期望，以提升診所之病患忠誠度，為提供牙醫診有效的競爭策略。

In this study, a modified SERVQUAL scale of service quality model is used to measure custonmer’s expectation of service quality, perception of service quality, loyalty, and the gap of service quality between before and after banking service. The general linear model (GLM) and structural equation modeling (SEM) are used to determine the key influenced factors of loyalty and to validly calculate the relationship between variables of customer’s socio-demographic characteristics, latent variables of expectation and perception of service quality and loyalty. There are 500 customers are sampled in the H Bank (Wquan Branch, Taichung), 396 valid questionnaires, return rate is 52.9%. It results that customers’ perception scores significant less than expectation scores in 19 of 21 service quality items. But, there are no significant differences between perception and expectation of service quality scores in 2 items: ‘The bank provides the commissioner to guide customers at the gate’ and ‘The bank offers latest products and information to customers voluntarily’. The GLM identifies that the key influenced factors to loyalty include: the average number of times for service per month, the length of business contact to the bank, and the waiting time for service. The SEM results that latent variable loyalty is significant positively influenced by perception and perception is significant positively influenced by expectation in banking service. Customers with service career, feel treatment efficiency, shorter waiting time for service, or a long time of business contact are possess higher perception of service quality. But, male customers have higher expectation than female significantly. In conclusion, bank should improve service quality to satisfy customer’s expectations thus enhance customer loyalty as a competitive strategy to provide effective banking services.