| Summary: | 碩士 === 國立彰化師範大學 === 商業教育學系 === 87 === The purpose of this study is to identify the moments of truth which happen in banks'''''''' service process. The satisfaction level of moments of truth and its corresponding importance level will also be discussed.
Ordered Probit method is used to construct customers'''''''' satisfaction to analyze the difference of customers'''''''' satisfaction and to examine the error of central tendency in the survey. A management opportunity grid of the banking industry will be established. Through the multidimentional scaling analysis, the related management strategies and suggestions are offered. Finally, the research will examine whether there are significantly differences between public and private commercial banks in terms of service quality, price of financial products and customer''''''''s satisfaction of bank''''''''s general satisfaction.
The results indicate that consumer affairs, efficiency, assurance, reliability and the price of financial products are all important factors that affect customers'''''''' satisfaction. Besides, age and occupation are also play important role in customers'''''''' satisfaction. The distance between scales of customers'''''''' satisfaction is not equal. However, the error of central tendency problem does not exist as previous studies predicted.
Compared with public banks, private banks have significantly higher customer satisfaction than public banks in terms of general service quality and satisfaction.
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