Study on Service Quality and Customer Satisfaction in Financial Industry Based on PZB Model-Case study of Bank A

• Main Authors: Huang, Po-Han, 黃柏翰
• Other Authors: Chen, Guang-Hua
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/rftww6

碩士 === 國立交通大學 === 管理學院管理科學學程 === 106 === The current financial industry has always playe a decisive rol e in the econ omic development of various countries. This is especially true in Taiwan’s economic development process. It not only synchronizes with the social development in Taiwan, but also proves Taiwan’s economic miracle.Looking around the current economic and financial environment unchanged, in the era of high homogeneity of financial commodities, we would like to enhance the competitiveness of banks. The traditional price wars and commodity warfare operations are no longer adequate. Banking business is forced to switch to non-price-competitive commodities. The improvement of service quality strengthens its own competitiveness to achieve the purpose of customer loyalty. This study focuses on the concept of gaps proposed by PZB. From the actual perceptions of consumers, it adopts a questionnaire survey to study the barriers between banking service quality, corporate image, and customer loyalty thaough which aims to understand the people's satisfaction with the service quality of banking institutions and adopts a questionnaire survey method, based on the PZB service quality model proposed by three scholars such as Parasuraman et al., and the quality of bank services proposed by scholar Burgess. The “decisive factors” table was used to develop the questionnaires, and t-tests, single-factor variance analysis, and snowflake post-mortem tests were used to test the differences between the people's expectation and actual feelings of the service. Finally, Pearson's product difference correlation analysis and regression were used. The analysis further explored the correlation between the public's expectations and actual perceptions of service quality and overall satisfaction. This research has obtained the following conclusions that (1) The public attaches great importance to the quality of banking services; (2) There are significant differences in the age, marital status, and professional satisfaction of the people with respect to the actual service quality of the bank; (3) There are significant differences between “expectation of service quality” and “real-feeling service quality”; (4) There is no correlation between the satisfaction of the public and the desired service quality; (5) The satisfaction of the public and the actual experience of service quality are presented. Significant positive correlation.