The service quality of banking industry - the empirical research of public-owned banks in Kaohsiung area. Public-owned banks usually gives us bureaucratic image. Although they try to raise their service quality under the press of competition, but the improvement is limited. When managers of public-owned banks strive for raising the service quality, the employees usually don¡¦t make enough efforts. What reason does result in such gap? How to solve this problem? How to inspire employees to work hard for the image of ¡§high service quality¡¨, which is accepted by high level manager? According to these motives, we use the PZB model to evaluate the service quality gap. Our research targets are the public-owned banks in Kaohsiung area. Findings indicates that there is no significant difference between the managers¡¦ and the employees¡¦ cognition of customer service expectation in public-owned banks. But there is gap existence between the managers¡¦ cognition of customer service expectation, and the service conveyed to the customer. ¡§control system¡¨ and ¡§team work¡¨ are the main reasons of the gap between service cognition and conveyance. Besides, most employees think the poor ¡§ performance evaluation system¡¨ causes the poor service quality in public-owned bank. They suggest that ¡§creating good working atmosphere¡¨, ¡§building a property performance evaluation system¡¨, ¡§managers should lead by personal example¡¨, and ¡§ a strong determination of change¡¨ may promote the service quality of public-owned banks. Standing on our empirical study, we make the following suggestions for the public-owned banks to raising their service quality: 1. The support of manager. 2. Adopt a proper performance measurement and evaluation system. 3. Managing in humanistic way. 4. Accelerate the rotation and promotion. 5. Strengthen the training of service quality raising.

Health care quality become an important issue of hospital¡¦s management while the change of external environment such as the National Health Insurance program implementation and continuously reformed. The medical market turned into the highly-competitive, and patients are more concern their right and the quality of health care. By health quality improvement, hospitals can reduce medical malpractice and decrease the costs of medical administration. Health service quality is also an important factor of patient satisfaction. Increasing health service quality not only can improve patient satisfaction but also increase patient loyalty. And patient can get better medical care through the improvement of health service quality. It will increase their satisfaction and loyalty of hospital. The long-term relationship between hospitals and patients will help hospitals built their better image and reputation. This study applies PZB model and health quality factors to survey gaps of health service, the difference of service quality, patient satisfaction and patient loyalty. The result shows that service quality and satisfaction have positive effect of loyalty. At last, according to critical study findings, this thesis proposes certain suggestion. Wish medical managers can use these results to explore the key problem of health service. Through improvement of health service quality, it may raise patient satisfaction and increase patient loyalty to the hospitals.

隨著消費者行為的快速變化以及消費者對服務品質的要求提高，提供高品質的服務已經成為企業重要的策略。本研究透過「PZB 模型」從服務提供者和消費者兩個角度來探討台灣有機產業裡存在的服務缺口。 這些年有機連鎖店不斷的成長並成為重要的銷售通路之一，因此本研究選定有機連鎖公司以及有機連鎖店的消費者為研究對象。本研究採取個案研究方法，透過文獻、深度訪談、二手紀錄等方式蒐集資料，以有機連鎖公司以及消費者對服務缺口之觀點來分析及探討，並提出具參考價值的建議，讓相關企業未來可加以運用。 研究結果顯示目前有機產業裡的連鎖公司採取較被動的方式來了解消費者的需求；由於台灣有機產業裡的連鎖公司大多為中小企業，有限的能力和資源常成為滿足消費者需求最大的阻礙；有機連鎖公司缺乏服務品質的衡量指標，在供應商管理方面還需要加強；以上因素造成服務缺口的存在。此外，針對一般大眾對有機概念的推廣和教育還需要持續加強；產品資訊、品質、以及價格成為消費者在衡量服務品質的重要考量；加強推廣行動更能夠滿足消費者對有機產業的期望；另外，提升消費者對有機產品之信心亦為重要的改進方向。 / Facing rapid changes of customer behavior and increasing customers demand on service quality, delivering high quality service is adapted as an important strategy in businesses. This study applies the PZB Model to investigate the service gaps in the organic industry in Taiwan from the perspective of both service providers and customers. In recent years organic chain stores have become an important distribution channels for organic products. Therefore, organic chain store companies and organic chain stores customers are selected to be respondents. Using case study method, this study collects and analyzes data by collecting literature review, gathering secondary data, and conducting interviews with organic chain store companies and customers. The findings can serve as reference to future improvement in the industry. This study finds that current companies still use passive approaches to understand customer demands. Since most of companies in this industry are small and medium enterprises, limited capabilities and resources often become barriers when fulfilling customer demands. Companies are lacking of service performance measurement and quality improvement program. All of these situations can cause the existence of service gaps. Other findings showed that in general organic customers already have an understanding of the organic concept. However, the industry still needs efforts to communicate with people who currently aren’t customers. Product information, product quality, and price become important considerations for customers in assessing service quality in this industry. Moreover, customer trust and confidence in organic products should be increased and became an important focus of the government as well as the management to stimulate industry growth.

本論文以PZB的品質模型探討各項訓練服務品質，期待與知覺之關連性與差異性，研究聚焦在Parasuraman et al.之SERVQUAL 模型中的實體性、可靠性、反應性、保證性、與關懷性等面向。於2010年11月以問卷調查法訪問臺北市消防救助服務之行政人員、教官與學員，共計發放問卷153份，有效回收124份，有效回收率為81.05%。經問卷信度考驗顯示問卷具相當的可靠性。 本研究發現，訓練單位行政人員與教官對學員所期待的訓練服務品質 的認知，低於學員所期待的訓練服務品質（缺口一）；學員對訓練服務品 質的感受程度低於期待程度（缺口五）。上述結果顯示，訓練的行政人員 與教官在訓練服務品質之認知上，與學員對訓練服務品質之認知和感受有 差距。此差距導致教育訓練之品質無法達到雙方之預期，對訓練中心之教育訓練成效有顯著影響。 建議訓練中心應加強訓練課程教官與行政人員的服務理念；加強行政人員專業職能之培訓；建立教官團隊，技術交流與提昇；建立以「學員為中心」的訓練模式；救助訓練專業化發展及有效結合各項訓練資源，持續更新強化專業訓練設備；並建立訓練單位的內部稽核制度，嚴謹監督訓練作業過程，以滿足學員對訓練服務品質的需求。 本研究也建議未來可針對缺口二、三、與四進行檢驗，並可考慮進行其他期別或地區的研究，擴大其研究範圍，結合國內各縣市消防機關救助隊訓練學員，比較其差異及共同性，作為內政部消防署及各縣市消防機關未來辦理救助訓練之參考。研究者對於PZB理論應用在專業救助訓練領域的討論，結果發現對於專業嚴格的訓練有部分尚無法適用PZB理論，建議後續研究者，進行更進一歩之研究與分析。

為因應社會結構變遷、失能老人對長期照護需求的增加，衛生署近年來增修法案使的台灣地區護理之家的家數大幅增加。護理之家在面對護理之家的家數激增與相關制度的雙重考驗下，藉著提昇服務品質而達到永續經營是每一護理之家所必須面臨的重要課題。但目前評估護理之家服務品質的問卷，大多是從主管或護理人員的眼光來觀察且問項繁多，而非從住民的眼光來設計的精簡化問卷。故，無法得知住民的真正觀感，了解護理之家服務品質的缺口。而護理之家對於住民制式化忽略住民個人屬性的管理方法，也是本研究欲探討的層面。根據上述研究動機，本研究主要有四個目的：1. 利用深度訪談佐以文獻探討，建立從住民眼光評估護理之家服務品質的精簡化問卷。2. 利用本研究所設計之問卷，針對單一護理之家中『高度重視、低度滿意』之項目，探討顯著差異之服務品質缺口，提供明確而立即的改善方向，以提升住民的服務品質。3. 探討影響護理之家服務品質變項之個人屬性變項。4. 探討影響護理之家住民整體滿意度之個人屬性變項。本研究利用自行設計出來的問卷，佐以從P、Z、B所提出之服務品質觀念性模式修改而成的研究架構，將問卷發放於某中區護理之家，藉此知道問卷的信度並了解護理之家真實的服務品質缺口。並利用統計分析工具探討住民個人屬性對於整體滿意度的影響。經統計分析後，問卷信度皆有0.9以上，而所發放問卷的護理之家其醫療團隊目前有人力不足，住民覺得工作人員態度需更加溫和、親切的服務品質缺口。至於，住民的個人屬性對於整體滿意度而言，並無顯著性影響。 / Because elder who losing limbs’ functions are increasing and most of them are sent to long-term care facilities, The Department of Health additions and deletions law for increasing N.H.（nursing home）numbers to contain them in recent years. Because of N.M. numbers increase, it is an important issue to increase N.H. service quality for sustainable operation. Most of current N.H. service quality questionnaires have a lot of items, and these questionnaires come from managers and nurses’ view. If managers use these questionnaires, they may not know residents’ need. In this research, researcher also wants to discuss N.M. uniform management because it may not appropriate to residents. According to this background, this research has four purposes：1.Developing a subtle questionnaire which comes from residents’ view. 2. For increasing residents’ satisfaction, this research will use this questionnaire to detect N.M. service quality gaps and to tell managers improvement directions. 3. Discussion residents’ attributions variables that affect service quality variables. 4. Discussion residents’ attributions variables that affect total satisfaction degree. The research’s framework modifies from PZB conceptual model of service quality. After retrieving and analyzing questionnaires, the questionnaire’s reliability is over 0.9. That N.M. service quality gaps are shortage of staff and lacking good attitude to residents. There is no significant relationship between residents’ attributes variables and total satisfaction degree. / 中文摘要 -------------------------------------------------------------------------- i 英文摘要 -------------------------------------------------------------------------- ii 序言 --------------------------------------------------------------------------- iii 目錄 -------------------------------------------------------------------------- iv 表目錄 -------------------------------------------------------------------------- vi 圖目錄 -------------------------------------------------------------------------- viii 一、 緒論--------------------------------------------------------------------- 1 1.1 研究動機--------------------------------------------------------------- 1 1.2 研究目的------------------------------------------ 2 1.3 研究流程------------------------------------------ 3 二、 文獻探討--------------------------------------------------------------- 4 2.1 機構服務品質的發展------------------------------------------------ 4 2.2 機構品質的意涵與量測--------------------------------------------- 7 2.3 重視度-滿意度模式與改善係數--------------------------------- 16 2.4 病患滿意度與醫療服務品質的關係------------------------------ 18 2.5 機構品質指標--------------------------------------------------------- 19 2.6 影響服務品質的因素------------------------------------------------ 21 2.6.1 護理之家服務品質指標------------------------------------------ 21 2.6.2 住民個人屬性變項-------------------------------- 26 三、 研究方法--------------------------------------------------------------- 28 3.1 研究架構--------------------------------------------------------------- 28 3.2 研究假設-------------------------------------------------------------- 30 3.3 研究對象------------------------------------------ 31 3.3.1 研究機構---------------------------------------- 31 3.3.2 研究對象---------------------------------------- 31 3.4 研究工具------------------------------------------ 31 3.4.1 問卷設計---------------------------------------- 31 3.4.2 信效度測試-------------------------------------- 32 3.5 資料收集方法-------------------------------------- 33 3.6 研究變項之操作型定義------------------------------ 34 3.6.1 個人屬性變項------------------------------------ 34 3.6.2 服務品質量測變項-------------------------------- 35 3.6.3 整體服務品質滿意-------------------------------- 35 3.7 資料分析方法-------------------------------------- 36 四、 研究結果--------------------------------------------------------------- 37 4.1 住民個人屬性變項之敘述性統計-------------------------------- 37 4.2 住民服務品質問卷之敘述性統計---------------------- 38 4.3 住民服務品質滿意度問卷之因素分析------------------ 40 4.4 照護服務品質缺口之假設檢定------------------------ 45 4.4.1 假設檢定---------------------------------------- 45 4.4.2 討論-------------------------------------------- 55 4.5 住民個人屬性之統計變量假設檢定-------------------- 59 4.5.1 個人屬性對服務品質變項之差異性分析-------------- 59 4.5.2 個人屬性變項對整體服務品質滿意度之差異性分析---- 60 五、 結論--------------------------------------------------------------------- 63 5.1 重要結果討論--------------------------------------------------------- 63 5.1.1 研究對象特性------------------------------------ 63 5.1.2 因素分析之結果---------------------------------- 63 5.1.3 服務品質缺口之分析結果-------------------------- 65 5.1.4 個人屬性對服務品質變項之分析結果---------------- 66 5.1.5 個人屬性對整體服務品質滿意度之分析結果---------- 66 5.2 研究限制------------------------------------------ 67 5.2.1 問卷問項之限制---------------------------------- 67 5.2.2 機構住民之限制--------------------------------------------------- 67 5.3 後續研究建議-------------------------------------------------------- 68 5.4 研究應用--------------------------------------------------------------- 69 中文參考文獻 -------------------------------------------------------------------------- 70 英文參考文獻 --------------------------------------------------------------------------- 72 附錄一 住民認知服務品質問卷--------------------------------------------- 78 附錄二 醫療團隊認知服務品質問卷--------------------------------------- 81 附錄三 單位主管認知服務品質問卷--------------------------------------- 85 表 目 錄 表1 服務品質概念----------------------------------------------------------------- 7 表2 服務品質量測---------------------------------------------------------------- 8 表3 SERVQUAL量表構面與認知項目------------------------------------------- 15 表4 服務品質指標----------------------------------------------------------------- 20 表5 各問卷的Cronbach’s α係數表------------------------------------------ 33 表6 資料分析目的與統計方法-------------------------------------------------- 36 表7 有效樣本住民個人屬性變數資料統計表-------------------------------- 37 表8 住民服務品質問卷之敘述性統計表-------------------------------------- 39 表9 各問卷類別之MSA值-------------------------------------------------------- 40 表10 住民服務品質滿意度問卷之轉軸結果----------------------- 41 表11 住民服務品質滿意度問卷之因素分析----------------------- 41 表12 「服務品質變項」敘述統計分析表-------------------------- 44 表13 「住民對護理之家服務品質之重視度」與「主管認知住民對護理之家服務品質之重視度」之檢定結果表--------------------- 46 表14 「主管認知住民對護理之家服務品質之重視度」與「主管認知護理之家服務品質之執行度」之檢定結果表------------------- 47 表15 「主管認知醫療團隊對護理之家服務品質之執行度」與「醫療團隊認知照護服務傳遞之執行度」之檢定結果表--------------- 48 表16 「住民對護理之家服務品質之滿意度」與「醫療團隊照護服務傳遞之執行度」之檢定結果表------------------------------- 49 表17 「住民對護理之家服務品質的重視度」與「住民對護理之家服務品質的滿意度」之檢定結果表------------------------------ 50 表18 「主管認知住民對護理之家服務品質之重視度」與「醫療團隊認知住民對護理之家服務品質之重視度」之檢定結果表--------- 51 表19 「醫療團隊認知照護服務傳遞之執行度」與「醫療團隊認知住民對護理之家服務品質之重視度」之檢定結果表--------------- 52 表20 「住民對護理之家服務品質之重視度」與「醫療團隊認知住民對護理之家服務品質之重視度」之檢定結果表----------------- 53 表21 照護服務品質缺口之假設檢定結果表----------------------- 54 表22 醫療團隊之5個因素的SERVQUAL點數----------------------- 56 表23 住民之5個因素的SERVQUAL點數-------------------------- 57 表24 服務品質指標改善順序表-------------------------------------------------- 58 表25 個人屬性對於服務品質變項之變異數分析------------------- 59 表26 個人屬性對於整體服務品質滿意度之變異數分析------------- 60 表27 個人屬性之統計變量假設檢定結果表----------------------- 62 表28 SERVQUAL問卷、醫療服務品質及滿意度問卷與機構服務品質問卷之異同表----------------------------------------------- 64 圖 目 錄 圖1 研究流程圖------------------------------------------------------------------ 3 圖2 10個決定因素濃縮為5個決定因素示意圖----------------------------- 10 圖3 服務品質的觀念性模式圖-------------------------------------------------- 11 圖4 重視度-滿意度分析模式--------------------------------------------------- 17 圖5 研究架構圖-------------------------------------------------------------------- 29 圖6 護理之家服務品質之重視度-滿意度分析模式------------------------ 57

本研究對曾經以直效行銷方式購買保險的台灣地區消費者，根據各縣市人口比例進行隨機分層抽樣，共發出問卷5066份回收有效問卷913份，並以PZB衡量服務品質模型中的感受的服務 (Perceived Service) 變數做為區隔市場的基礎。經多變量統計分析，將DM、TM、Agent三個行銷管道中各自區隔出三種消費族群；銀行保險管道區隔出四個消費集群。每一個集群配合卡方檢定，對購買壽險的「利益因素」與構成知覺風險高低因素中的「價格/意願」、「商品知識/偏好」「態度/涉入」、「訊息來源/管道偏好」與「人口統計變數」共六個行為變數來解釋集群的行為特徵。研究發現： 1. DM管道消費者(831人)的行為特徵在「利益因素」為便宜、保險是理財套餐一部份、透過其他商品而購買；在「商品知識/偏好」為終身險、儲蓄險、重大疾病險、團體險、意外險；在「態度/涉入」重視的為是否有專人服務與諮詢、與接觸訊息時點有關；在「訊息來源/管道偏好」為業務員、郵局；在「人口統計變數」為年齡集中於23~37歲(71%)、教育程度集中於高中~大學(89%)、居住地區北部(39%)、南部(30%)、中部(26%)。 2. TM管道消費者(57人)的行為特徵在「利益因素」為保險是理財套餐一部份、透過介紹後喜歡並購買；在「商品知識/偏好」為終身險、儲蓄險；在「態度/涉入」重視的為是否有專人服務與諮詢；在「訊息來源/管道偏好」為業務員、TM；在「人口統計變數」為男性居多(68%)。 3. Agent管道消費者(839人)的行為特徵在「利益因素」為購買程序方便、信賴金融機構知名度；在「商品知識/偏好」為重大疾病險、團體險；在「態度/涉入」重視的為是否有專人服務與諮詢、與接觸時點有關、保障內容保費高低、接觸與了解的過程、售後服務、購後滿意程度；在「訊息來源/管道偏好」為業務員、金融機構櫃檯；在「人口統計變數」為年齡集中於23~44歲(83%)、教育程度集中於高中~大學(88%)、職業以民營職員、自由業、自營商人、公教人員。 4. 銀行保險管道消費者(101人)的行為特徵在「利益因素」為信賴金融機構知名度；在「商品知識/偏好」為儲蓄險；在「態度/涉入」重視的為購後滿意程度；在「人口統計變數」為家庭收入9萬以下(80%)、婚姻狀況已婚佔55%。 / This paper investigates the Taiwan's consumers who ever bought insurance by way of direct marketing channel. According to both of random stratified sampling and the proportion of each state's populations, we mail out 5066 articles of questionnaire and gain the 913 effective responses totally. The variable of segment is "perceived service" which is from the PZB model of 1994's version. With the multivariate analysis, we get 3 clusters on each marketing channel of DM, TM, Agent, and 4 clusters on Bancassurance. To each cluster, we apply χ2 Test to test whether it is significant to those behavior factors which are "Interest for buying insurance", "Price/Intention", "Product knowledge/Preference", "Attitude/Involvement", "Information/Channel", and "Population profile". ┌────┬─────┬─────┬─────┬─────┬─────┬─────┐ │ │Interest │Price/ │Product │Attitude/ │Informati-│Population│ │ │buying │Intention │knowledge/│Involveme-│on/Channel│profile │ │ │insurance │ │Preference│nt │ │ │ ├────┼─────┼─────┼─────┼─────┼─────┼─────┤ │DM │Cheaper, │ │Whole life│Consultant│Agent,post│Age │ │ │One stop │ │, Endowme-│exist or │office │between 23│ │ │shopping, │ │nt Dread │not, The │ │and 37, │ │ │Cross │ │disease, │dealing │ │education │ │ │buying │ │group │moment, │ │between │ │ │ │ │insurance,│ │ │high │ │ │ │ │accident, │ │ │school and│ │ │ │ │ │ │ │university│ │ │ │ │ │ │ │resident │ │ │ │ │ │ │ │area on │ │ │ │ │ │ │ │north, │ │ │ │ │ │ │ │middle of │ │ │ │ │ │ │ │Taiwan │ ├────┼─────┼─────┼─────┼─────┼─────┼─────┤ │TM │One stop │ │Whole │ │Agent │Male(68％)│ │ │shopping, │ │life, │ │ │ │ │ │Acceptance│ │Endowment,│ │ │ │ │ │after │ │ │ │ │ │ │ │explanati-│ │ │ │ │ │ │ │on │ │ │ │ │ │ ├────┼─────┼─────┼─────┼─────┼─────┼─────┤ │Agent │Convention│ │Group life│Consultant│Agnet, │Age betwe-│ │ │, Trust │ │, Dread │exist or │Bancassur-│en 23 and │ │ │ │ │disease, │not, The │ance, │44, Educa-│ │ │ │ │ │dealing │ │tion │ │ │ │ │ │moment, │ │between │ │ │ │ │ │Contents │ │high scho-│ │ │ │ │ │and price,│ │ol and │ │ │ │ │ │The deali-│ │university│ │ │ │ │ │ng process│ │, │ ├────┼─────┼─────┼─────┼─────┼─────┼─────┤ │Bancass-│Trust, │ │Endowment │Emphasis │ │Family │ │urance │ │ │ │the satis-│ │income │ │ │ │ │ │faction │ │below │ │ │ │ │ │ │ │NT90000, │ │ │ │ │ │ │ │married │ │ │ │ │ │ │ │(55％), │ └────┴─────┴─────┴─────┴─────┴─────┴─────┘