The Study of Service Quality, Customer Satisfaction and Loyalty in the Credit Department of Farmers’ Association: A Case Study of Erlun Farmers’ Association

• Main Authors: Ta-Yen Li, 李達彥
• Other Authors: 黃信豪
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/j2p2ud

碩士 === 國立虎尾科技大學 === 工業工程與管理研究所在職專班 === 103 === The service of Farmers’Association is provided through face to face interaction between Farmers’Association staffs and customers. Hence, Farmers’Association staffs’ performance will have direct impact on bank’s service quality and effectiveness. In today’s high competitive environment, it is very important for a Farmers’Association to improve its service quality in order to remain its competitiveness. Therefore, the objective of this study is to use PZB service quality model in investigating service quality, customer satisfaction, and customer loyalty of Erlun Farmers’Association in Yunlin county. The results of this study show the following: 1. Customer’s expectation of service quality is between “important” and “very important”; 2. Customer’s actual feeling of service quality is between “fair” and “satisfied”; 3. Customer loyalty is between “fair” and “agreeable”; 4. “Assurance” dimension has the highest mean in customer’s expectation of service quality; 5. “Tangible” dimension has the highest mean in customer’s actual feelings of service quality; 6. The least customer satisfaction is in “Reliability” dimension.