| Summary: | 碩士 === 中山醫學大學 === 醫學資訊學系碩士班 === 101 === 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.
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