A study of customer service quality satisfaction of Ta Chong Commercial Bank

• Main Authors: Chin-Wen Yang, 楊錦紋
• Other Authors: Chih-Wen Huang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/25557855755466810603

碩士 === 淡江大學 === 國際貿易學系國際企業學碩士在職專班 === 95 === Upon the highly competitive financial market in Taiwan, the traditional way to adjust the interest rate to improve the competitive position is insufficient . Upgrading the non-pricing competitive, especially the service quality is a way to improve the competitive edge. The purpose of this research is to study the feeling and expectation of bank customers toward bank’s service quality, in order to evaluate the management and standard of service quality of Ta Chong Commercial Bank. By using convenience sampling, a total of 379 questionnaires of Ta Chong Commercial Bank’s customers were collected from Taipei Branches in Taipei area. The research findings are as follows: 1.Based on Parasuraman’s research, the Ta Chong Commercial Bank’s customers are concerned “Responsiveness” and “Reliability” dimensions. 2.Customers are satisfied on “Reliability” and “Tranquility” dimensions. 3.The customers have significant difference on all service attributes between degree of importance and degree of satisfaction. 4.From the degree of importance and performance analysis, Ta Chong Commercial Bank has eleven service items evaluation as having competitive advantage, three itmes need to improve, another eight items are listed as minor improvement, and four items are listed as resource distortion.