| Summary: | 碩士 === 元智大學 === 資訊管理學系 === 103 === Service quality is a key factor in gaining competitive advantage in the modern service industry. High quality services can induce customers’ continuous buying intentions, resulting in higher revenue. What exactly do customers want? What do they care about? And what do they expect? A study in why customers stop buying showed that poor service attitude was the reason that as high as 68% of the customers did not come back. This result validated the argument that the key to success in the service sector is the people.
Through literature review, this research adopted five dimensions—tangibility, responsiveness, empathy, reliability, and assurance—and 22 items under the five dimensions from previous studies and also consolidated the comments from bank employees. This research then applied the DEMATEL method to investigate the dependence between the dimensions and the items. Finally it calculated and prioritized the relative weightings through the ANP method. The findings of this research can serve as a reference for the front-line counter staff to improve service quality. The results showed that reliability was the most important dimension, followed by assurance and empathy. Regarding the items, the top three in order are as follows: demonstrating expertise in finance, assisting customers in resolving issues, employees supporting each other for better service.
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