16 WTO t PZB SERVQUAL

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1 16 WTO t PZB SERVQUAL

2 Developing the Model for Measuring the Overall Service Quality in Banking Industry Abstract For responding the policy of the liberalism of the finance, the government pushes forwards the finance to open the measure, encouraging the folks to establish the commercial bank. Ministry of Finance respectively approve 16 new commercial banks, such as Grand Bank, from June of 1991 and June of Those of banks have start practice ding up to now and mostly and all exceed decade. Along with new bank join the market, causing same trade its the competition tends the vehemence more, and along with financial development of the liberalism and internationalization trend bottom, and after Taiwan join WTO, need financial environment that face it and change, the first lesson faced by banking, exactly whole service quality promotes. This research is regarding our country bank of the region of Tainan as range of research, and chooses three kinds of banking of industries (include government operated, run by private capital and new bank). Eight customer of the bank of the house representatives be used as the research the inquisition the object. According to cultural heritage the idea of the service quality and model and measure the method for foundation, this research aim at every kind of service quality to measure the mode, by the inquisition of the questionnaire and carry on mean, T test and Chi square test to examine five dimensions of service qualities and measure the service quality of the banking in order to find the difference of service quality of the cognition of the customer. This research finds that three kinds of banking of industries are each to have the difference the existence in service quality comparing mutually. And the research will promote the service quality what if in the future for banking consequently with help to promote the competition ability, according to with draft the suggestion of the service quality and to provide the bank the operator to promote the reference of service quality. Keywords: Banking industry, Service quality, PZB Model, SERVQUAL Meng-Chueh Wu : Chang Jung Christian University Department of Finance, Instructor Duan-Sheng Hiau :Hsiuping Institute of Technology, Department of Business Administration, Instructor Yuan-Duen Lee : Chang Jung Christian University, Department of International Business, Professor Chung-Lin Tsai : National Cheng Kung University, Graduate school of Business Administration, Doctoral Student

3 [1] 90 1 Stafford[2]

4 Morrall & Katherine[3] [4] Sasser Wyckoff [5] Gronroos [6] Parasuraman, 2. Zeithaml & Berryd [7] 1985

5 Parasuraman, Zeithaml & Berry [8] PZB 1988 SERVQUAL PZB Parasuraman, Zeithaml & Berryd, 1985 Intangibility [9] Heterogeneous 1991 Simultaneous production and consumption Perishability

6 Saaksjarvi & Saarinen [10] Kolter[11] [12] PZB Parasuraman [7] [13] (expected quality) (perceived quality) 16 [14] Parasuraman[7] Parasuraman [8]

7 [18] [15] SERVQUAL [16] [19] [17]

8 Parasuraman 1991 SERVQUAL SERVQUAL

9 PZB

10 4% Parasuraman Zeithaml Berry[9] SERVQUAL Likert Cronbach's ( % 53% 26~45 38% 66 5% 35% 3% % 61 4% 4~10 39% 1-4

11

12

13 (F F 5, =2.21) (F=2.56 > F (4,195) 0.05 = 2.37)

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15 =0.01 ( ) [20] ( )

16 [1] " " [2]Stafford & Marla Royne, Demographic

17 discriminators of service quality in the banking industry, The Journal of Services Marketing, Santa Barbara; 1996; Vol. 10, Iss. 4, p6-12. [3] Morrall & Katherine,Service quality: The ultimate differentiator, Bank Marketing, Washington; Oct 1994; Vol. 26, Iss. 10; p [4] [8] Parasuraman, A., V. A. Zeithaml and L. L. Berry, "SERVQUAL: A multipleitem scale for measuring consumer perceptions of service of service quality," Journal of Retailing, 64, No.1, 1998, Spring, p [9] Parasuraman, A., V. A. Zeithaml and L. L. Berry, "Refinement and reassessment of the SERVQUAL scale," Journal of Retailing, 88 [5] Sasser, W. E. Jr. & D. D. Wyckoff, "Understanding service operations," Management of Service Operations, 1978 Boston: Allyn and Bacon, Chapter 2. [6] Gronroos, C., "Strategic Management and Marketing in Service Sector," 1983 MA: Marketing Science Institute. [7] Parasuraman, A., V. A. Zeithaml and L. L. Berry, "A conceptual model of 1991,Winter,Vol67, No. 4, p [10] Saaksjarvi, M. and Saarinen, T., "Evaluation of service quality of information system," Proceedings of the 2nd International Software Metrics Symposium, London, October, p [11] Kotler, P., "Marketing Management Analysis, Planning, Implementation and Control." The 7th edition, NY: Prentice-Hall,1991. [12] service quality and its implication for future research," Journal of Marketing, , Vol49, p [13]

18 FM/090/FM-R htm 89 [14] 85 [15] - 81 [16] 89 [17] 84 [18] 90 [19] [20]