第八章 結論
第二節 研究限制與建議
現代人處於忙碌的時代，時間尌是金錢，銀行精簡手續、便利的停車條件都是顧 客關心的議題，尤其資訊網路發達，不出門也能完成銀行的交易，是未來各行業 的趨勢，再加上此構面為激勵因子，客製化的服務設計更能吸引顧客關注，提高 顧客滿意度。至於銀行是資金投資往來的中介，交易的安全性、銀行財務可信任 性及銀行遵守契約等「保證性」屬性，更是永續經營的利基。
3. IPSM 分析顯示，服務品質構面中的「關懷性」、「保證性」及「ATM 系統」位 於 IPSM 的第二象限，是本土銀行業必頇即刻投資改善的部分，此部分與 NGA 的結果整合來看，可知對本土銀行服務業的顧客而言，「保證性」及「關懷性」
都是本土銀行業目前需重視且關注待改善的服務屬性，至於「網路服務」與「便 利性」兩構面雖然有顯著負向缺口，但是卻位於 IPSM 矩陣之第三象限，表示本 土銀行業即使改善其缺口，卻無法具備高效率的提升整體滿意度，因此，在資源 有限情況下，可先不投資改善資源在此二構面上；此外，對服務構面「ATM 系 統」而言，由於銀行顧客重視此構面，雖然 NGA 分析結果其負缺口不顯著，但 是此時之價值績效值相對較差，顯然改善效率並不夠顯著，因此銀行管理者應該 可將資源投入於此構面進行改善，其原因為銀行在 3:30 結束營業後，「ATM 系 統」的營運取代了所有的服務，如果績效不彰，時常當機，如何能讓顧客滿意? 又 因為本土銀行業是在地經營，許多上了年紀的仕紳(40 歲以上佔了將近四成)或家 庭主婦，網路使用上較不順手，「ATM 系統」對他們而言勝過虛擬的網路世界。
綜合以上之理論與實務的觀點，NGA 及 IPSM 可以視作在增進整體滿意度上的 有價值決策分析模式。
議未來可以使用實驗設計法或修正之 BPNN 方法，以得更精準之函數預估值；
或者，除了 BPNN 之外再另覓其他可評估線性及非線性對應函數關係之更佳方 法。
2. 本研究僅以本土銀行為實例做說明，雖然 Chen, Lin, and Lin (2010)的研究中以網 路人力銀行服務品質驗證 IPSM 的效度，Tsai , Chen, Chan and Lin(2011) 的研究 中亦以網路人力銀行服務品質驗證 NGA 的功效，然而僅以此兩例子驗證仍嫌不 足，因此建議未來可以將此二分析技術應用到更多服務產業上以增加 NGA 及 IPSM 方法之廣泛效度。
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銀行問卷(預詴)
這是一份研究「銀行業」服務品質、整體滿意度之問卷。誠摯期盼您在百忙之中撥冗填答，
您的寶貴意見將有助於本研究之順利完成，本問卷僅提供研究分析之使用，絕無洩漏個人私 密之疑慮，請放心填答。 敬祝 順心如意！
中華大學科技管理所 指導老師： 林淑萍 教授 研究生： 陳璐芳 敬啟
＊請寫下您所認為的服務品質重要程度之評分，及您接受服務後，所親自感受到的 服務品質滿意程度之評分?
第一部分：服務品質
非 常 不 重 視
不 重 視
沒 意 見
重 視
非 常 重 視
非 常 不 滿 意
不 滿 意
沒 意 見
滿 意
非 常 滿 意 1. 這家銀行具有現代化設備 □ □ □ □ □ □ □ □ □ □ 2. 這家銀行在外觀上賞心悅目 □ □ □ □ □ □ □ □ □ □ 3. 這家銀行在內部裝潢上具有吸引力 □ □ □ □ □ □ □ □ □ □ 4. 銀行員工服裝儀容整齊 □ □ □ □ □ □ □ □ □ □ 5. 銀行提供的服務資料(如小冊子等)製作精美且實用 □ □ □ □ □ □ □ □ □ □ 6. 銀行的環境使您在交易時感到安心與舒服 □ □ □ □ □ □ □ □ □ □ 7. 銀行員工能立即的服務，不會讓您等太久 □ □ □ □ □ □ □ □ □ □ 8. 銀行員工會針對個人需求提供您所需要的服務 □ □ □ □ □ □ □ □ □ □ 9. 銀行員工願意解決您所有的問題 □ □ □ □ □ □ □ □ □ □ 10.銀行會有便利的營業時段 □ □ □ □ □ □ □ □ □ □ 11.銀行員工對所有顧客提供同等對待方式 □ □ □ □ □ □ □ □ □ □ 12.銀行員工了解顧客的需求 □ □ □ □ □ □ □ □ □ □ 13.銀行員工會主動了解顧客，並用顧客習慣的語言(如
閩南語、客語、國語等) 進行溝通 □ □ □ □ □ □ □ □ □ □ 14.銀行員工具有良好服務態度，使您覺得受尊重 □ □ □ □ □ □ □ □ □ □ 15.銀行員工和顧客建立長期的良好關係 □ □ □ □ □ □ □ □ □ □ 16.銀行員工快速回應顧客的要求 □ □ □ □ □ □ □ □ □ □ 17.銀行重視顧客提出的意見 □ □ □ □ □ □ □ □ □ □ 18.銀行會立即處理顧客抱怨或不滿的事 □ □ □ □ □ □ □ □ □ □ 19.銀行會時常提供新的服務項目(如新的理財工具等) □ □ □ □ □ □ □ □ □ □ 20.銀行會提供國內外金融相關的新資訊 □ □ □ □ □ □ □ □ □ □