Applying Multiple-Group Analysis to Banking Service Quality and Customer Satisfaction: An Example of the Reorganization of Credit Union into Commercial Bank

• Main Authors: Chien-ming Hung, 洪堅銘
• Other Authors: Pai-lung Chou
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/wfywew

博士 === 國立高雄第一科技大學 === 財務金融研究所 === 101 === ABSTRACT Under internationalization, liberalization and diversification of financial system, large credit unions gradually reorganize into commercial banks considering the huge competition of global financial environment. In order to evaluate the customer loyalty and enhance operational performance, the main issue should focus on high service quality and customers satisfaction. And it is hard to see the topics discussing the banking service quality and customer satisfaction but aiming on commercial banks reorganized by credit union. This research developed questionnaire which owns the optimal dimensions about quality and attribute of bank service by referring the relative literatures and depth interviews. And these five dimensions included professional capacity, proximity, physical, network banking and wealth management. Then, we ranked the priority of these dimensions with Structural Equation Models (SEM), and found the order of physical, network banking, proximity, wealth management and professional capacity. We also explored comparison analysis by clustering operational type, gender and income, and got the Standard Operation Procedure (SOP) of banking industry for the evaluation of customer service quality. We found the recommendation that the service gap of customer satisfaction among different deposit, loan and income. Finally, all indicates and methods of this research could demonstrate bank overall quality and performance and evaluate the level of service quality.