ATM服務品質待改善要素之研究：IPGA＆DEMATEL之觀點

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Title:	ATM服務品質待改善要素之研究：IPGA＆DEMATEL之觀點
Authors:	吳怡淨
Contributors:	國際企業管理研究所
Keywords:	自動櫃員機服務品質重要－績效缺口分析法決策實驗分析法
Date:	2009
Issue Date:	2011-10-04 14:59:46 (UTC+8)
Abstract:	自動櫃員機是顧客自行操作的自動化機器，為銀行櫃台業務的延伸，將銀行的服務擴大到櫃台以外的地方，不再侷限於銀行營業廳內，且能提供24小時全天候的服務。自動櫃員機的服務品質已是顧客重視的因素之一，是銀行經營決策所面臨的重要課題。本研究運用Lin, Chan, and Tsai (2009)發展之IPGA (impor-tance-performance and gap analysis)與DEMATEL二階段模式，整合顧客與管理者觀點來探討改善ATM服務品質之主要因素。研究針對大台北地區曾具使用ATM經驗之成年人進行問卷調查，共取得有效問卷350份。第一階段運用IPGA進行實證分析，結果發現ATM服務品質各因素大多存有「負向缺口」，在IPGA矩陣中，有19項因素落於加強改善象限，是ATM服務品質的主要待改善因素。第二階段運用DEMATEL整合管理者的觀點，並考量因素間的動態關聯性，探討19項主要待改善因素間的關連性及影響強度，本研究發現，因素改善的優先順序依序為「立即改善客戶意見」、「等待服務時間短」、「依承諾提供服務」等因素，是目前銀行主要待改善之ATM服務品質因素。 The ATM is an automatic machine for the convenient use of customers, and is an extension of the counter business of banks, which extend the services previously li-mited to the working hours of banks, thus, 24-hour services are available. The service quality of the ATM is one of the factors valued by customers, and is an important issue in operational decision-making of banks. This study adopted two-order models, IPGA and DEMATEL developed by Lin, Chan, and Tsai (2009), and probed into the main factors affecting ATM service quality improvements, taken from the perspectives of customers and management. A questionnaire survey was conducted on adults that have used an ATM in the Taipei area, and 350 valid samples were collected. In the first stage, empirical analysis was conducted by IPGA, and results show “negative gaps” in most factors of ATM service quality. In the matrix of IPGA, 19 factors are in the quadrant of further improvement, and they are the factors of ATM service quality improvement. In the second stage, DEMATEL was applied to integrate the managerial perspective. Considering the dynamic correlation among factors, this study probed into the correlation and influential degree of 19 factors for improvements. Results showed that the order of factors for improvement are as follows, “to immediately improve customers’ opinions”, “to shorten waiting time for service”, and “to provide service upon commitment”, which are the current factors of ATM service quality improvement for banks.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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