An Empirical Study of Commercial Bank''s Service Quality Based on PZB Gap Analysis

• Main Authors: Yu, Mei-Ching, 游美清
• Other Authors: Fang, Kuo-Jung
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/26150577410223381492

碩士 === 實踐大學 === 企業管理研究所 === 92 === Abstract The PZB model studies the differences in the cognition of service quality between the consumer and the service industry. The model’s detailed and structured conceptual framework made it one of the most commonly referenced model by researchers interested in conducting studies on related subjects. The KANO two-dimensional gap analysis is another model that is commonly used to assess gaps in service quality. The banking industry has established procedures appropriate for every type of business transactions. This study will investigate the contents of banking consumer service quality. It will survey and measure the customer’s service quality expectations. The goal of this study is to provide academic references to domestic and foreign banks on their operations and service quality. This study tries to employed the Balanced Scorecard (BSC) Model to assess service quality and categorized the result into four dimensions. It analyzed by demographics, the customer’s expectation of the level of service quality provided by domestic and foreign banks. A two-dimensional gap analysis was applied to identify gap 5 and used it to identify important areas where the customers feel that the level of service quality is inadequate. The study surveyed banking customers to understand their needs and identified areas that require immediate improvements. This study will assist the banks in devising the most appropriate strategy to improve service quality, enhance customer satisfaction and strengthen customer loyalty. Through the customer surveys, the study was able to analyze differential data from various populations and setup hypothesis to verify the discrepancies in the substantial data. This study used a convenient sampling method to conduct the survey. A total of 600 questionnaires were distributed and 482 questionnaires were recovered, achieving a recovery rate of 80.33%. Out of the 482 recovered questionnaires, 382 were valid and 104 were invalid. This study employed the Paired t-Test to analyze the data. The analysis focused on whether or not there are significant discrepancies in the customer’s service quality expectation and the actual customer satisfaction. An Analysis of Variance was performed to identify the total importance discrepancy among customers of different demographics and the total satisfaction discrepancy among customers of different demographics. The conclusion on the population was made based on the comparative results. The research result indicated that customers of both domestic and foreign banks all felt that there are certain areas where the banks need to improve their service quality. On the financial dimension, the customers felt that “detailed explanation of product risk”, “corporate risk management”, and “professional services” are the areas that required improvements. In terms of the customer dimension, the customers felt that “quick and prompt reply to customer complaint” and “detailed explanation of product/service items” are areas where immediate improvements are required. On the learning and growth dimension, the customers felt that “personalized service system” is an area that needs improvements. Furthermore, the study indicated that service quality is the most important factor when a customer makes a decision on which bank to do business with. This is evident in the bank selection process, the transaction amount and the number of transactions, and the reason for terminating the relationship with the bank. Therefore we can conclude that improvements in the banking service quality would indeed help with the improvement of customer loyalty, and the way to do so is by identifying service areas where the customer would like to see improvements being made.