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