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研究生：	王思永 Wang, Szu-Yung
論文名稱：	運用PZB模式評估證券營業員與顧客之間的服務品質缺口─以元大證券為例 Applying Revised PZB Model to Evaluate the Service Quality Gaps between Securities Salesmen and Customers ─A Case Study of Yuanta Securities
指導教授：	方世杰 Fang, Shih-Chieh
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2012
畢業學年度：	100
語文別：	英文
論文頁數：	99
中文關鍵詞：	服務品質缺口、PZB模式、SERVQUAL 、證券業、元大
外文關鍵詞：	Service quality gap, PZB model, SERVQUAL, Securities industry, Yuanta
相關次數：	點閱：166 下載：0
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本研究旨在探討顧客與證券營業員之間的服務品質缺口，並以元大證券做為個案進行分析。對於顧客而言，服務品質一直是選擇理想券商的一項決定性指標，若我們可以發現存並且進一步消除在於顧客與券商之間的服務品質缺口，不但能使顧客被服務時更滿意，也可以使券商吸引更多潛在客戶、增加獲益能力、甚至是提升競爭優勢。
本研究的三個研究目的如下：
1.修改SERVQUAL量表並使其符合證券業的特性
2.探討證券營業員與顧客之間的服務缺口
3.提供元大證券可行之建議

本研究之假設根據PZB模式而建立；透過問卷的方式(問卷包含顧客問卷、營業員問卷與主管問卷，共三種)，測試以下假設：
假設一：元大顧客期望之服務與元大主管對其期望的認知之間有顯著差異
假設二：元大主管對顧客的期望之認知與元大的服務規範之間有顯著差異
假設三：元大的服務規範與元大營業員實際傳遞的服務之間有顯著差異
假設四：元大顧客期望之服務與實際感受之服務有顯著差異

研究之結果如下：
1.修改過之SERVQUAL量表包含服務的五個構面與二十四項服務內容
2.認知服務品質缺口確實存在，尤其是在告知顧客投資風險、主動協助顧客、擁
有專業的知識與能力與尊重顧客權益。
3.元大證券應該及時改善且訓練業務員做到以下：在時間內完成顧客要求、不拖
延顧客的交辦事項並且明確告知顧客投資風險。

This research focuses on service quality gaps between customers and front-line salesmen by taking Yuanta Securities, the largest securities organization in Taiwan, as a case study. Knowing that service quality is one of the most influential factor for customers to choose their ideal securities corporation, if we could discover service quality gaps and eliminate these gaps, it would greatly help securities companies to satisfy their customers, attract more potential customers, gain profitability, and eventually enhance competitive advantage.
The objectives of this research are shown as below:
(1) To revise SERVQUAL scale in order to fit features of securities industry.
(2) To reveal the perception of service quality gaps between Yuanta customers
and salesmen.
(3) To offer viable suggestions to Yuanta in terms of improving service quality.

Four hypotheses are established based on PZB model and three kinds of questionnaires are delivered to Yuanta customers, salesmen, and managers to test these hypotheses which are list as below:
H1: Significant difference exists between “Yuanta perception of customer expectations” and “Yuanta consume expected service"
H2: Significant difference exists between “Yuanta perception of customer expectations” and “Yuanta translation of perception into service quality specification"
H3: Significant difference exists between “Yuanta translations of perception into service quality specification” and “Yuanta service delivery”
H4: Significant difference exists between “Yuanta customer perceived service” and “Yuanta consume expected service".
Results of this research are listed as below:
(1) A revised SERVQUAL scale, which fits the features of securities industry, is established with five dimensions and 24 items.
(2) Perceived service quality gap does exist, especially in telling customer investment risk clearly, assisting customer proactively, having professional knowledge and ability, and respecting customer equity.
(3) Yuanta Securities should promptly improve: training salesmen to complete customer requests in time, not to postpone customer tasks, and tell customer investment risk clearly.

Table of Contents
Abstract-------------------------------------------------------------------------------------------iii
中文摘要-----------------------------------------------------------------------------------------iv
謝誌------------------------------------------------------------------------------------------------v
Table of Contents--------------------------------------------------------------------------------vi
List of Figures----------------------------------------------------------------------------------viii
List of Tables-----------------------------------------------------------------------------------viii

CHAPTER I INTRODUCTION
1.1	Research Background and Motivation----------------------------------------------1
1.2	Research Objectives-------------------------------------------------------------------2
1.3	Research Procedure-------------------------------------------------------------------3

CHAPTER II LITERATURE REVIEW
	2.1 Definition of Service Quality--------------------------------------------------------4
		2.1.1 Service--------------------------------------------------------------------------4
		2.1.2 Quality--------------------------------------------------------------------------7
		2.1.3 Service Quality----------------------------------------------------------------9
	2.2 Evaluation of Service Quality------------------------------------------------------11
2.2.1 Feature of Service Quality--------------------------------------------------11
2.2.2 Service Quality model------------------------------------------------------13
2.2.3 SERVQUAL Scale-----------------------------------------------------------17
	2.3 Literature Review--------------------------------------------------------------------23

CHPATER III AN OVERVIEW OF TAIWANSECURITIES INDUSTRY
	3.1 Background and development of Taiwan’s Securities Industry----------------27
3.2 Analysis of Industrial Environment------------------------------------------------29
		3.2.1 Features of Securities Industry---------------------------------------------29
3.2.2 Content of Service-----------------------------------------------------------29
3.3 Yuanta Securities---------------------------------------------------------------------32

CHAPTER IV RESEARCH METHOD
	4.1 Research Structure-------------------------------------------------------------------34
	4.2 Research Hypothesis-----------------------------------------------------------------35
	4.3 Definition of Variables Measurement---------------------------------------------36
4.4 Questionnaire Design----------------------------------------------------------------40
4.4.1 Yuanta Manager Inquiry----------------------------------------------------41
4.4.2 Building SERVQUAL Scale-----------------------------------------------43	
4.4.3 Research Design-------------------------------------------------------------48

CHAPTER V EMPIRICAL ANALYSIS AND RESULTS
5.1 Sample Structure---------------------------------------------------------------------52
5.2 Reliability Analysis------------------------------------------------------------------57
5.3 Test of Hypothesis-------------------------------------------------------------------59
5.3.1 Test of Normality------------------------------------------------------------59
5.3.2 Ranking Expected Service and Perceived Service----------------------65
		5.3.3 Test of Hypothesis-----------------------------------------------------------69

CHAPTER VI CONCLUSIONS AND DISCUSSIONS
6.1 Conclusions---------------------------------------------------------------------------80
6.2 Theatrical Implications--------------------------------------------------------------82
6.3 Managerial Implications------------------------------------------------------------83
	6.4 Research limitation and Suggestions for future research-----------------------85

REFERENCES--------------------------------------------------------------------------------86

Appendix I: Validity Questionnaire---------------------------------------------------------------------------------90
Appendix II: Questionnaire to Yuanta customer------------------------------------92
Appendix III: Questionnaire to Yuanta manager------------------------------------94
Appendix IV: Questionnaire to Yuanta salesmen-----------------------------------97















List of Figures
Figure															Page

Figure 1-1 Research Procedure-----------------------------------------------------------------3
Figure 2-1 Continuum of perceived service quality----------------------------------------10
Figure 2-2 Model of perceived service quality component-------------------------------13
Figure 2-3 Model of perceived service quality---------------------------------------------14
Figure 2-4 PZB model-------------------------------------------------------------------------15
Figure 2-5 Model of perceived service quality gap----------------------------------------17
Figure 2-6 Service quality gaps and their components------------------------------------22
Figure 3-1 Yuanta Financial Holdings-------------------------------------------------------32
Figure 3-2 Branches of Yuanta Securities---------------------------------------------------32
Figure 3-3 Source of Yuanta Revenue-------------------------------------------------------33
Figure 4-1 Research structure-----------------------------------------------------------------34
Figure 4-2 Procedure of questionnaire design----------------------------------------------40

List of Tables
Table                                                           Page
Table 2-1 A comparison of product and service----------------------------------------------4
Table 2-2 Service definition of Cornell University------------------------------------------6
Table 2-3 Definition of service-----------------------------------------------------------------6
Table 2-4 Definition of quality-----------------------------------------------------------------8
Table 2-5 Dimensions of service-------------------------------------------------------------18
Table 2-6 SERVQUAL scale------------------------------------------------------------------19
Table 2-7 Comparison of SERVQUAL, revised SERVQUAL, SERVPERF, and non-difference-----------------------------------------------------------------------------------20
Table 3-1 Major Securities Institute in Taiwan---------------------------------------------28
Table 3-2 Main competitors of Yuanta Securities------------------------------------------30
Table 3-3 Management business overview of securities companies---------------------30
Table 3-4 Underwriting business overview of securities companies--------------------31
Table 3-5 Basic information of Yuanta Securities------------------------------------------32
Table 4-1 Items of SERVQUAL scale-------------------------------------------------------41
Table 4-2 Revision I----------------------------------------------------------------------------42
Table 4-3 Revision II---------------------------------------------------------------------------42
Table 4-3 Revision III--------------------------------------------------------------------------42
Table 4-4 Revised SERVQUAL scale-------------------------------------------------------43
Table 4-5 Item-source table-------------------------------------------------------------------44
Table 5-1 Descriptive statistics of customer samples--------------------------------------53
Table 5-2 Descriptive statistics of salesmen ------------------------------------------------54
Table 5-3 Descriptive statistics of managers -----------------------------------------------55
Table 5-4 Reliability Analysis-----------------------------------------------------------------57
Table 5-5 Kolmogorov-Smirnov Test for Questionnaire to Yuanta Customer ---------59
Table 5-6 Kolmogorov-Smirnov Test for Questionnaire to Yuanta salesmen ----------61
Table 5-7 Kolmogorov-Smirnov Test for Questionnaire to Yuanta Manager ----------63
Table 5-8 Rank of Yuanta customer expected service and perception of customer expectation --------------------------------------------------------------------------------------65
Table 5-9 Rank of Yuanta customer expected service and perceived service ----------67
Table 5-10 Test of hypothesis 1---------------------------------------------------------------69
Table 5-11 Difference between Yuanta perception of customer expectation and expected service--------------------------------------------------------------------------------71
Table 5-12 Test of hypothesis 2---------------------------------------------------------------72
Table 5-13 Difference between Yuanta translations of perception into service quality specification Yuanta perception of customer expectation --------------------------------74
Table 5-14 Test of hypothesis 3---------------------------------------------------------------75
Table 5-15 Difference between Yuanta service delivery and translations of perception into service quality specification -------------------------------------------------------------76
Table 5-16 Test of hypothesis 4---------------------------------------------------------------77
Table 5-17 Difference between customer perception and expectations ----------------79
Table 6-1 Results of hypothesis---------------------------------------------------------------92
Table 6-2 Top ten expected service items---------------------------------------------------92
Table 6-3 Top ten significant service items-------------------------------------------------93

                                    

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