| Summary: | 碩士 === 國立虎尾科技大學 === 財務金融系碩士班 === 105 === Thanks to economic development and changes of the social structure, the financial industry was uprising fast and private financial organizations opened one after another. Nevertheless, demand remained but supply increased continuously resulting in a saturated financial market. Proprietors started a price war by increasing the interest rate or decreasing the interest to grasp a bigger share on the consumption market causing a vicious circle among the industries. The traditional credit departments of farmers’ associations had the greatest impact since their operation and market were influenced by the strongly burgeoning banking competitors. Most of the credit departments couldn’t compete with the general business banks in regions, talents, technology or marketing strategies. In view of this, the researcher considers the credit departments need to differentiate their brands, map out sales strategies, guarantee their service quality and fulfill their commitments to customers so as to enhance customers’ loyalty to their goodwill and reinforce improvement performance when facing the competitions on the market in the future. The direction of study is based on the status quo of the industry and strategies and suggestions for improvement are presented in compliance with the results.
The customers and personnel of the credit department of the farmers’ association in Douliu City were aimed as the object of study. 420 copies of the questionnaire were distributed to customers and 56 copies were given to the personnel with 372 and 56 effective copies retrieved respectively. The purpose of the research is to explore the gap of service quality between customers who expect and perceive and personnel who provide and to analyze the differences. Then, the PZB’s SERVQUAL scale was served as the design foundation of the questionnaire and each service item was assessed through importance performance analysis (IPA) and quality function deployment (QFD) for an understanding of the characteristics of the service quality in the credit department and transforming customers’ needs to technical requirements. Furthermore, a work performance scale was designed in the questionnaire to the personnel for evaluation. According to the findings of the research, the top three service items emphasized by the customers most are customer privacy protected without disclosure of customer information, safe and confidential transactions guaranteed and goodwill. Personnel of the credit department consider goodwill, convenient transportation to the service office, customer privacy protected without disclosure of customer information and safe and confidential transactions guaranteed the most important. As for actual perception, customers are most satisfied with safe and confidential transactions guaranteed, customer privacy protected without disclosure of customer information and goodwill. Personnel of the credit department rate goodwill, convenient additional service (e.g. agency receipt of water, electricity and credit card fees) and safe and confidential transactions guaranteed as the most satisfactory service items. Concerning performance of the personnel, the most stressed items are “I finish the tasks assigned by my superior as scheduled.”, “I complete my job in compliance with the SOP.” and “I obey the disciplines in the organization.” As for the most satisfactory work items actually perceived by the personnel, “I finish the tasks assigned by my superior as scheduled.”, “I work efficiently.” and “I complete my job in compliance with the SOP.” The IPA was conducted to analyze the work performance of the personnel in the credit department and the results reveal t hat the most advantageous service items are No. 11 and No. 8, which have to be maintained. As far as work performance is concerned, important and necessary keeping is Item 11. Finally, it is found through QFD that service and brand image of the credit department for the marketing department, overall operation planning of the credit department for the management level, disposal of service errors for the department of public relations and personnel expertise training for the operation department are the places that need to be concerned or improved first because they are the key elements to enhancement of customer satisfaction.
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