Download - PZB SERVQUAL
16
WTO
t
PZB SERVQUAL
Developing the Model for Measuring theOverall Service Quality in Banking Industry
Abstract
For responding the policy of the liberalism of the finance, the government pushesforwards the finance to open the measure, encouraging the folks to establish the commercialbank. Ministry of Finance respectively approve 16 new commercial banks, such as GrandBank, from June of 1991 and June of 1992. Those of banks have start practice ding up tonow and mostly and all exceed decade. Along with new bank join the market, causing sametrade its the competition tends the vehemence more, and along with financial development ofthe liberalism and internationalization trend bottom, and after Taiwan join WTO, needfinancial environment that face it and change, the first lesson faced by banking, exactlywhole 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 byprivate capital and new bank). Eight customer of the bank of the house representatives beused as the research the inquisition the object. According to cultural heritage the idea of theservice quality and model and measure the method for foundation, this research aim at everykind of service quality to measure the mode, by the inquisition of the questionnaire and carryon mean, T test and Chi square test to examine five dimensions of service qualities andmeasure the service quality of the banking in order to find the difference of service quality ofthe cognition of the customer. This research finds that three kinds of banking of industries areeach to have the difference the existence in service quality comparing mutually. And theresearch will promote the service quality what if in the future for banking consequently withhelp to promote the competition ability, according to with draft the suggestion of the servicequality 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, InstructorDuan-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
90 1
[1]
Stafford[2]
Morrall & Katherine[3]
1.
2.
[4]
Sasser
Wyckoff [5] 1978
1980
Gronroos [6] 1983
Parasuraman,
Zeithaml & Berryd [7] 1985
Parasuraman, Zeithaml & Berry [8]
PZB 1988
SERVQUAL
[9]
1991
PZB Parasuraman, Zeithaml &
Berryd, 1985
Intangibility
Heterogeneous
Simultaneous production and
consumption Perishability
Saaksjarvi & Saarinen
[10]
Parasuraman [7]
(expected
quality)
(perceived quality)
Parasuraman[7]
Parasuraman
[8]
Kolter[11]
[12]
PZB 1988
22
[13]
16
[14]
[15]
[16]
[17]
[18]
SERVQUAL
[19]
SERVQUALParasuraman 1991
SERVQUAL
PZB
800
47%
53% 26~45
38% 66 5%
35%
3%
41-50 37% 61
4%
4~10 39% 1-4
4%
Parasuraman Zeithaml
Berry[9]
SERVQUAL Likert
22
22
0.64 Cronbach's (
0.75
(F 3.139 F 5,194 0.05=2.21)
(F=2.56
> F(4,195) 0.05 = 2.37)
=0.01
[20]
( )
( )
[1] " "
90 37 12
81-84
[2]Stafford & Marla Royne, Demographic
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; p33-38.
[4]
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
service quality and its implication for
future research," Journal of Marketing,
1985, Vol49, p41-50.
[8] Parasuraman, A., V. A. Zeithaml and L.
L. Berry, "SERVQUAL: A multiple-
item scale for measuring consumer
perceptions of service of service
quality," Journal of Retailing, 64, No.1,
1998, Spring, p12-40.
[9] Parasuraman, A., V. A. Zeithaml and L.
L. Berry, "Refinement and
reassessment of the SERVQUAL
scale," Journal of Retailing,
1991,Winter,Vol67, No. 4, p420-450.
[10] Saaksjarvi, M. and Saarinen, T.,
"Evaluation of service quality of
information system," Proceedings of
the 2nd International Software Metrics
Symposium, London, 1994. October,
p84-94.
[11] Kotler, P., "Marketing Management
Analysis, Planning, Implementation
and Control." The 7th edition, NY:
Prentice-Hall,1991.
[12]
82
[13]
89
[14]
85
[15]
-
81
[16]
89
[17]
84
[18]
90
[19]
86
27 12 71-87
[20]
90 9
http://www.npf.org.tw/PUBLICATION/
FM/090/FM-R-090-044.htm