本論文利用研究服務品質的「缺口模型」（PZB Model或Gap Model），篩選近半年內某一月成交量超過新台幣伍千萬元以上之A金控證券商公司法人部客戶。利用SERVQUAL量表以選擇題式問卷對特定族群做訪談來收集資料，以期找出台灣證券市場中，成交重心客戶群對證券商五大服務構面（即有形性、可靠性、反應性、保證性、關懷性）之22個量表項目的重視程度。研究結論發現，投資者的「期望服務水準」與「認知服務水準」間確實具有顯著差異。其次，從服務缺口分析來看，二項最需要改善的項目分別屬於「關懷性」與「可靠性」二構面。
此外，從服務缺口差距較小（服務品質較高）的項目來看，「有形性」問項，對投資者的期望相對來說都最低。因此，對於「有形性」構面，管理者可以在其他缺口較大的項目改進到一定的服務水準之後，再來考慮提升其服務品質。進一步將服務構面與證券商交易頻率進行迴歸分析。結果發現，服務品質與投資者和證券商交易頻率之間有顯著關係，而各構面中，只有「信任性」達顯著水準，故可推論若金控證券商在信任性構面因素表現愈好，則投資者和證券商再次交易的意願愈強烈。
最後，由單因數變異數分析，探討各人口統計變數與服務品質構面的影響，發現性別、與證券商交易頻率、同時與多少家證券商交易等因素，對金控證券商服務品質的評估有顯著差異。 / This study aims to analyze service quality of a financial holding security company’s institutional department. Using PZB Model and SERVQUAL scale presented to measure customer satisfaction of the study. SERVQUAL scale is used to evaluate service quality, which is defined as “perceived service quality” is the difference between customers “perceptions” and “expectations.” The research used these two elements to evaluate service quality and customers satisfaction, and to take perception-minus- expectations measurement of service quality as an improving index. This study proposed the five dimensions including tangibility, reliability, responsiveness, assurance and empathy. The analyzed result revealed that there were obvious differences between service expectation and perceived service performance, and had to improve two dimensions: “empathy” and “reliability.”
In addition, customers had more satisfactions with “tangibility,” means managers should improve firstly other service dimensions with less satisfactions. Meanwhile, according to the regression analysis, this study showed there had a significant difference between service quality and transaction frequencies with security companies. If financial holding security company can improved the “reliability,” the investors would have more willingness to deal with.
Finally, according to One-Way ANOVA analysis, this study showed that there were also some obvious difference between the population statistic variables (gender, transaction frequencies and numbers of security companies), service expectation, perceived service performance and overall satisfaction of maintenance.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095921007 |
| Creators | 蔡麗玲, Tsai, Li Ling |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
Page generated in 0.0136 seconds