| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 92 === ABSTRACT
Title：A Study on the Service Quality and Customer’s Satisfaction in Banking Industry — A Case of Financing to Small and Medium Enterprises in F Bank
Page：133
School：National Taipei University of Technology
Department：Institute of Commerce Automation and Management
Time：June,2004 Degree：Master
Researcher：Chiu, Hsien Long Advisor：Liao, Sen Kuei
Keywords：Service Quality, Customer’s Satisfaction, Customer Loyalty, SMEs Loan.
Small and medium enterprises (SMEs) have made remarkable contribution in the development of economy for various countries, and they are the important driving forces for the economic growth at the end of 20th century. There are many SMEs turn into big and successful companies in Taiwan, and this may prove that the key for future productivity in one country is the birth of fledgling firm (the SMEs). The funding source is very important for firms to survive and it is more crucial for SMEs that don’t have plenty of funds, so how to get enough cash flows and meet the need in time is one of the critical factors for SMEs to reach success, and this force SMEs depend on financial institutions.
The purpose of the research is to explore the relationship of service quality, customer’s satisfaction, and customer loyalty; meanwhile, the F Bank and its customers of SMEs are used as the object. The analysis and research process includes consulting the officers of F bank’s loan department to discuss what are the dimensions of service providers’ understanding on service quality, integrating the interview material, setting up the dimensions and questionnaire, discussing with the experts, revising the content, making a sampling survey on customers of SMEs among all branches of F bank, and then using the software of SPSS to analyze and verify the hypotheses of this research.
The following conclusion can be drew from the results of this research：
1.There is a big gap in the understanding on service quality between customers of SMEs and banks. Customers of SMEs fell they get lower service quality than what banks believe they offer.
2.By the factor analysis of the dimension of service quality, four dimensions, including commitment of service, specialization of service, convenience of service and brand of service, can be obtained.
3.From the SMEs variables of understanding on service quality, there is no significant difference among sector of industry, number of employees, and amount of sales, but significant differences exist in other variables.
4.From the dimension of service quality, convenience of service affects customer satisfaction most, in other words, customers of SMEs take the issue seriously.
5.Total service quality positively affects customer’s satisfaction.
6.Customer’s satisfaction positively affects customer loyalty.
This research explores the understanding on service quality between customers of SMEs and financial institutions. The findings can provide the way for banks to understand demands from customers of SMEs and reduce differences of understanding, at the same time; the findings verify the research and theory of service quality of other scholars. In reality, the results of this research can be very important reference for banks to promote SMEs loans and to create a win-win situation for banks and customers.
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