銀行業品管顧客滿意度之實證分析——兼論TQM下銀行資源配置的缺口管理

Quality Control Applied Analysis in Customer Satisfaction of Banking Industry—Banking Resources Gap Management under TQM

銀行最新流行的經營趨勢，均強調非價格競爭業務的重要性，尤其是服務品質的提升，將是未來銀行走向個性化與全方位經營的重點。現前整體服務業的消費顧客群之需求正快速地變遷，要提升銀行的服務品質，必須先掌握顧客的需求，俾達到“顧客滿意”的經營目標。有鑑於此，本研究從品質管理的角度，引起目前企業界流行的全方位品質管制(TQM)的概念，針對顧客滿意度經營提出新的營運觀念與對策。我們認為，要將 TQM 的觀念應用在銀行業上，基於服務品質特性不同，要考慮所謂的全方位理念在有形產品與無形產品的不同內涵。一般製造業的 TQM 架構，係針對有形產品製程所提出，若要應用在服務業的無形產品時，應可考慮將顧客因素加入無形產品生產製程的可能性。故本研究所提出的雙向式 TQM 概念，認為讓顧客加入服務的生產流程中，同時扮演服務接受者與提供者的角色，和銀行系統保持雙向式的互動關係，最能發揮 TQM 的精神與功能。而在雙向式的 TQM 概念下，如何有效落實銀行資源的配置，確實滿足顧客和業者對服務品質的期望與認知要求，亦是銀行 業者亟待掌握的問題。本研究則嘗試 將Rogger(1993)等人所提出的研究模式套用在銀行管理上，假設銀行行員是銀行資源的消費需求者和供給者，透過該模式驗證雙向式 TQM 概念對服務業的可行性，同時對台灣的銀行業內的資料作實證分析，試圖提供銀行制定經營策略的有效分析工具，以及因應是項問題的另一種看法。從個案研究結果發現，將 False Alarm & Gap 的分析方法應用在雙向式 TQM 的過程中，可以提供縮短缺口上有效的資源配置方式。

The non-pricing competitiveness in banking management has become the modern important issue. Especially, to elevate the service quality control will be the future key points of toward unique and total service management for banks.Consumer needs are changing in all different service industries rapidly. Understanding customer need and realize their request is the first priority of aiming the target of “100% Customer satisfaction”. In order to apply the TQM successful concept from manufacturing industry to banking, this research has raised up another new business concept and strategy.It suggests the application of TQM in banking has many different service quality characteristics from the visible products to un-visible products. Visible product in manufacturing TQM structure has its quantity and quality control through the numbering. While apply the TQM into un-visible products, customer factor has to be considered and added into the manufacturing process. The 2-ways TQM feed back concept believes that customers are not only playing the service accepter but also the service provider. This 2 ways interaction banking service develops the TQM function effectively.How to make sure the 2 ways TQM concept can really work on the bank resources allocation, and satisfy the service quality expectation for both the customers and business conductors was an to be under controlled issue. This research used Rogger (1993) model in banking management. It assumes the bankers are both the bank resources demander and suppliers. It tests the possibility of 2 ways TQM concept in service industry application. And double check the result with its past internal data to confirm the analysis. It provides an effective analysis tools for applying this service issue.It results the False Alarm &Gap analysis in 2 ways TQM can provide more effective resources allocation.