臨櫃服務品質對顧客滿意度影響 之研究--以某銀行為例

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題名:	臨櫃服務品質對顧客滿意度影響之研究--以某銀行為例 Encounter Service quality on customer satisfaction research on the influence – taking a bank case
作者:	施林秀鑾 Shih Lin, Hsiu-luan
貢獻者:	國際企業管理學系碩士在職專班
關鍵詞:	臨櫃服務服務品質顧客滿意度攀梯法 counter and service service quality customer satisfaction climbing ladders
日期:	2015-06
上傳時間:	2015-08-13 15:31:22 (UTC+8)
摘要:	本論文目的在探討銀行臨櫃服務的品質對顧客滿意度影響，分析銀行如何利用極其寶貴與有限的「服務黃金時間」，提供顧客最優質的服務，給顧客留下深刻而感動的印象，強化銀行的服務形象，厚植銀行的競爭力。本研究採用雙邊探詢方法(dyadic approach)，分別調查臨櫃服務人員和顧客兩種對象，以瞭解雙方的服務品質認知及其落差，並正確定義出臨櫃服務品質的特質。使用攀梯法(Laddering Technique)透過一連串探測式問題去瞭解或詢問出受訪者提出之概念背後的來龍去脈，進而描繪出受訪者連結不同概念之間的意義。攀梯法在探詢時會從品質「屬性」開始，屬性在階梯底層，然後從受訪者之喜愛觀感連結「行為結果」，最後再由行為結果連結到「價值」。研究結果顯示，銀行臨櫃服務人員與臨櫃設施的服務品質對顧客滿意度都具有正向影響，但臨櫃服務人員之影響更甚於臨櫃設施。不過，臨櫃服務人員和顧客對服務品質的認知與滿意看法並不相同，顧客最期待的服務品質為正確迅速，它帶給客戶：感覺良好、感覺幸福、自尊、享受生活、安全等價值。臨櫃服務人員認為良好態度為最重要的服務品質，它帶給客戶感覺幸福、感覺良好、感覺滿意、平等待遇等價值。 The purpose of this paper is to explore the impact on customer satisfaction bank counter and service quality, analyzes how banks use extremely valuable and limited "service for prime time" to provide customers with the best quality service to customers, how to left a deep impression and strengthen the bank’s competitive. In this study, bilateral interrogation methods (dyadic approach)is not only to understand the perception gap of both sides (counter clerks and customers) to service quality, but `also to define the characteristics of counter service quality. And the use of climbing the ladder method (Laddering Technique), which through a series of probing questions to get to know the formula of respondents proposed, then depict the significance of respondents. When climbing the ladder method would inquire from the quality of "property" to start, the underlying property ladder, and then link from the popular perception of the respondents' behavioral outcomes ", and finally by the behavioral outcomes linked to" value. " The results showed that the quality of service the bank counter and service personnel and Lingui facilities for customer satisfaction has a positive effect, but that's even more than the counter and service counter and facilities. However, the counter and service personnel and customer service quality perception and perception is not the same satisfaction, quality customer service, the most anticipated rapid correct, it gives customers: feel good, I feel happiness, self-esteem, to enjoy life, security and other values. Service counter and believe good service attitude is the most important quality that it brings customers feel happy, I feel good, I feel satisfied, and so the value of equal treatment.
顯示於類別:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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