影響銀行顧客滿意度之研究

A Study on the Impact of Bank Customer Satisfaction

我國銀行業者目前銷售商品及營業項目相似度極高，爲提高競爭優勢就必須不斷地創造優質的服務，並與顧客維持良好的互惠關係，藉由完善的顧客關係管理來留住顧客，銀行業近年來競爭激烈，每家銀行必須找出吸引顧客價值的因素，以有效的競爭策略，使顧客對銀行產生較高的認知價值，才能成為顧客心目中最佳往來的銀行，如此才有競爭優勢，然而銀行提供的服務品質與顧客滿意度之關聯性是本研究欲探討的重點。基於此，本研究目的為1.了解顧客至銀行辦理業務狀況為何。2.探討顧客選擇銀行的因素為何。3.探討顧客對銀行之服務品質為何。4.探討銀行服務品質與顧客滿意度之間關聯性為何。研究使用描述性統計分析、相關分析、單因子變異數分析、複迴歸分析方法進行資料分析。

Nowdays the Bankers in Taiwan are having a high degree of similarity in selling commodities and business projects. In order to improve their competitive advantage, they must constantly create high-quality services and maintain good relationships with customers while retaining customers with excellent customer relationship management strategy. In recent years, the competition is challenging, every bank is trying to find out the factors which attracting customer values, and using effective competitive strategies to make customers have a higher cognitive value for the bank. However, the correlation between the quality of services provided by banks and customer satisfaction is the focus of this study. Based on this, the purpose of this study is 1. To understand the status of customers' business transactions with banks. 2. Discuss what factors make customers choose banks. 3. Discuss the customer's service quality to the bank. 4. Explore the correlation between bank service quality and customer satisfaction. The research used descriptive statistical analysis, correlation analysis, single-factor variance analysis, validity, and multiple regression analysis methods for data analysis.