A Study on Service Quality and Customer Satisfaction in the Banking Industry

• Main Authors: Chi-Wei Lin, 林季葦
• Other Authors: Chung-Cheng Wu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/40122795416796947372

碩士 === 國立成功大學 === 統計學系碩博士班 === 94 === This research is directed at the financial institutes in Tainan and conducted to its citizens, who received questionnaires by post. 296 samples have been randomly selected for analysis, with methods such as descriptive statistics, Chi-Square test, and linear structure relationship model (LISREL). It aims to investigate how the customer perceives the relative ease or difficulty of interacting with the bank, and to discuss what determines the extent to which the customer finds the service satisfactory. It uses LISREL to establish the objective model of the customer satisfaction, so as to inform the financial institutes concerned. The seven latent variables selected for inclusion in this model are pre-transaction expectations, post-transaction perceptions, the extent to which post-transaction perceptions correspond to pre-transaction expectations, customer satisfaction, customer complaint behavior, the management of complaint and customer loyalty. We also compare the differences between the customers who had complained and those that didn’t. The findings are: (1) There is no significant difference on pre-transaction expectations, post-transaction perceptions, customer satisfaction, and customer loyalty. Significant differences only occur on the extent to which post-transaction perceptions correspond to pre-transaction expectations and acts of complaint. (2) In a customer satisfaction model of the entire survey population, customer satisfaction has a direct and positive impact on customer loyalty, while quality of service has an indirect but positive impact on customer loyalty. Customer satisfaction has a direct and positive impact on customer complaint behavior, although the customer complaint behavior shows no direct impact on customer loyalty. (3) Regarding the model of satisfaction with and without acts of complaint, it is found that customer complaint behavior has negative influences among those who resort to the act, which however generates positive implications among those who do not. It is worth noting that there is no significant impact of the model to which the customer finds the service satisfactory on acts of complaint among those who do not resort to the act, although there seems to be some positive effect among those who do.