臺灣博碩士論文加值系統

本研究探討證券業服務品質重要度與滿意度認知差異，證券業之服務品質在業界已經研究多年，業者不斷改善及創新服務品質以吸引新顧客和增加既有顧客忠誠度，不論是透過網站的宣傳、文宣廣告到提供顧客交易軟體的體驗等。業者盡心所擘劃的服務是否能夠滿足消費者心中的需求？或是品質真正打動顧客的心嗎?目前證券業多以線上的顧客問卷做為該證券商服務品質滿意度之依據，無法全面涵蓋大眾消費者之服務品質構面。有鑒於此，本研究訂定一種從顧客的角度思考、符合消費者的需求指標來發展的策略方向。本研究欲探討某金控旗下證券商之重要度及滿意度差異分析，深入瞭解顧客對於證券業之服務品質認知差異缺口。期盼能透過本研究衡量出差距的項目與程度，作為證券業對於服務品質改善與資源重分配之參考。本研究以A證券商為研究對象，研究方法利用SERVQUAL量表所延伸出符合證券業之量表以及李克特 (Likert) 五點尺度做為量化工具，再利用 Kano 品質模式、顧客滿意度指標(customer satisfaction index, CSI)、偏相關、迴歸分析，最後再運用改善效果指標 (improvement effort index, IEI) 等衡量工具結合重要度－績效分析法 (importance-performance analysis, IPA) 將每一個服務屬性標示出改善次序，衡量出A證券業之服務品質優劣勢與服務屬性改善順序，期盼將此研究結果做為該證券商業未來的服務改善之參考，更符合顧客在證券交易面的需求，提升在證券同業間的差異化，增加顧客的黏著度。

Service quality of Securities has been developed for a long time. Industry innovation and continuous improvement of the service quality to attract new customers and increase existing customer loyalty, whether through website publicity, propaganda advertising experience to provide customers trading software and the like. However, the service quality dedicated really meets the needs of the consumers' mind? Or really impress the customer's heart? In general, Securities study their service quality satisfaction the guest comment cards on line. However, it is the strategic direction of development to set one kind from the customer's perspective, in line with consumer demand indicators. These researches investigate the differences between the satisfactory and importance measures of a Security in Financial Holding Company. We expected that the result could give us some suggestions to service resources redistribution and quality improvements in Securities industry by means of discovering the differences. Surveying the consumers of A Securities is the research sample. Due to the research method, we use SERVQUAL scales as the quantitative tools. We apply partial correlation, Kano’s model, regression analysis customer satisfaction index and improvement effort index to combine prioritize the service properties and importance-performance analysis which need to be improved. Finally, we expected that the research of result could provide Securities industry as a reference for future service improvement, and reach the needs of consumers in trading. Improvements in the difference between the securities industry, increase the adhesion of the customer.

中文摘要 I
英文摘要 II
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 2
第三節　研究架構 2
第二章　文獻探討 4
第一節　服務品質概念 4
第二節　kano二維品質模式 8
第三節　重要度－績效分析 10
第三章　研究設計 12
第一節 研究理論 12
第二節 研究設計 12
第三節 分析方法 14
第四章 實證結果與分析 20
第一節　研究對象與分析工具 20
第二節 實證分析 21
第五章 結論與建議 53
第一節 研究結論 53
第二節 管理意涵 54
第三節 未來研究建議 55
參考文獻 57

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