| 摘要: | 近年來，銀行業的競爭日趨激烈，隨著金融科技（FinTech）的崛起，傳統銀行促使加速數位轉型。然而，科技雖能提升服務效率，卻往往缺乏溫度與人性化體驗，因此，傳統銀行仍在市場中扮演著不可或缺的角色。其中，第一線服務人員的專業素養與服務品質，對客戶體驗產生直接影響，不僅能提升客戶對銀行的信任感與忠誠度，更是銀行維持市場競爭優勢的關鍵。
本研究採用問卷調查法，針對該分行的顧客進行滿意度調查，並運用敘述統計、相關性分析來探討影響顧客滿意度的關鍵因素。結果顯示，S銀行S分行在「數位化服務」與「交易正確性」、「環境滿意度」方面表現較為突出，然而，在「專業知識」、「人員流動」與「服務效率」方面，仍有提升空間。
透過策略草圖分析，本研究比較了S銀行S分行與競爭銀行在五大服務品質構面上的表現，發現競爭銀行在「確實性」方面表現較佳，顯示員工的專業知識、禮貌及表現出的可信度，讓客戶感受到安全與信任是影響顧客體驗的關鍵。此外，S銀行S分行則在「有形性」方面表現較佳顯示銀行實體設施、設備、員工形象及數位平台的整體外觀與環境。這些結果顯示，銀行若能同時提升員工的專業知識、禮貌及表現出的可信度，讓客戶感受到安全與信任，將更能有效提升客戶滿意度與競爭優勢。此外，本研究運用藍海策略的四項行動框架，提出「數位金融服務大使」、「客制化財富管理服務」及「到府金融服務」等創新策略，作為S銀行S提升市場競爭力的方向。
本研究的結果不僅提供了S銀行S分行具體的經營策略建議，也可作為其他傳統銀行在差異化競爭中的參考。未來研究可進一步擴大樣本規模，納入更多銀行案例，以獲得更全面的市場見解。
;In recent years, the banking industry has faced increasingly fierce competition. With the rapid rise of financial technology (FinTech), traditional banks have been compelled to accelerate digital transformation. While technology enhances service efficiency, it often lacks the warmth and personalized experience that customers value. Thus, traditional banks continue to play an indispensable role in the financial ecosystem. In this context, the professionalism and service quality of frontline staff have a direct impact on customer experience. These factors not only enhance customer trust and loyalty but also serve as critical elements in maintaining a bank’s competitive advantage.
This study adopts a questionnaire survey method to assess customer satisfaction at S Bank′s S Branch, employing descriptive statistics and correlation analysis to identify key factors influencing satisfaction. The results indicate that the branch performs well in areas such as "digital services," "transaction accuracy," and "environmental satisfaction." However, there remains room for improvement in "professional knowledge," "staff turnover," and "service efficiency."
Using a strategy canvas analysis, the study compares the performance of S Bank′s S Branch with competing banks across five dimensions of service quality. The findings reveal that competitors excel in "reliability," reflecting the importance of staff professionalism, courtesy, and perceived trustworthiness in shaping customer experience. In contrast, S Bank′s S Branch stands out in "tangibles," suggesting strengths in physical facilities, equipment, employee appearance, and the overall presentation of digital platforms.
These results highlight that enhancing employees’ expertise, courtesy, and reliability can significantly boost customer satisfaction and reinforce competitive advantage. Furthermore, this study applies the Four Actions Framework of Blue Ocean Strategy to propose innovative strategic initiatives, including the introduction of “Digital Financial Service Ambassadors,” “Customized Wealth Management Services,” and “In-Home Financial Services,” as means for S Bank to strengthen its market position.
The findings of this research offer concrete strategic recommendations for S Bank’s S Branch and may also serve as a reference for other traditional banks seeking to differentiate themselves in a competitive landscape. Future studies may expand the sample size and include additional banking cases to gain a more comprehensive understanding of market dynamics. |
