A Study of Customer Service Quality on Regional Credit Cooperatives

• Main Authors: Yu-Chia Tsao, 曹育嘉
• Other Authors: Chih-Peng Chu
• Format: Others
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/32014423943936420530

碩士 === 國立東華大學 === 管理學院高階經營管理碩士在職專班 === 102 === The purpose of this study is to investigates regional credit cooperatives in the face of financial liberalization , the increasingly competitive and gradually spreading environment, and how to meet the different needs of regional customer service quality, thereby enhancing competitiveness and achieve the goal of sustainable management. So the five constructs of the PZB service quality model SERVQUAL for urban and rural areas,as well as different demographic variables analyzed customer service quality expectations and differences between the actual perception of the measure, and the use of important-performance (IPA) analysis should be a priority to improve the questions of providing a basis for management. The results show that in rural areas, customer expectations for service quality and perceived level are higher than in urban areas. This is not because of demographic differences, but rather because of urban-area customers’ expectations, qualifications, and their monthly income. The perceived level of actual monthly income also increases the number of transactions, thereby having a higher quality of service satisfaction. Also, according to IPA analysis, results in rural areas should be given priority to improve the "tangible" and "empathy" constructs of the five variables, and the urban areas should be given priority to improve "tangibles", "reliability", and "empathy" constructs. Although the difference in the two areas’ improvement construct is little, the variables of improvement are different.