The Comparative Study on Service Quality ofTraditional Branches and Mini-Branches in Banking Industry─ As An Example of Kaohsiung City

[[abstract]]自1990年政府開放銀行設立以來，國內銀行業不但彼此競爭激烈，更使得獲利能力大幅下降。而為了縮減銀行設置分行所帶來的大幅人事成本與租賃成本並改善銀行本身體質，政府乃於2000年5月通過金融業簡易型分行的設置辦法，以強化銀行業的競爭能力。 本研究主要乃探討高雄地區銀行業在設置簡易型分行後，銀行的顧客對於人力、業務均大幅縮減後的簡易型分行之服務品質滿意度與傳統分行相比較，是否有差異。本研究的結論如下： 1. 銀行的顧客對於「傳統分行」與「簡易型分行」的服務品質滿意程度呈現顯著差異。即簡易型分行的服務品質優於傳統分行。 2. 傳統分行的服務品質相較於以往，呈現顯著性的改善。 3. 傳統分行與簡易型分行的顧客，在選擇持續往來的銀行類型方面，其考量因素的重要性順序呈現顯著正相關。 4. 傳統分行與簡易型分行的顧客群在各項人口統計變數上，呈現顯著性差異。[[abstract]]In 1990, Taiwan’s Ministry of Finance (MOF) deregulated the establishment of new commercial banks, which has not only boosted up intense competition but also resulted in severe decline of profit in banking industry. In order to enhance the competitive capabilities of banks, the MOF promulgated “Regulations Governing the Establishment of Mini-Branches of Financial Institutions”, which facilitate the reduction of personnel and rental costs incurred from opening traditional branches. Since the operation scale and human resource investment of mini-branches are lowered to a great extent, the study explores if there exists disparity of customers’ satisfaction between traditional branches and mini-branches in Kaohsiung area. The findings are as follows. 1. The disparity between traditional branches and mini-branches is significant in customers’ satisfaction of service quality. 2. The service quality of traditional branches shows significant improvement in contrast to the past. 3. In the context of continuing and frequent exchange with banks, customers determine to rely on either traditional branches or mini-branches under the influence of various factors, which show significantly positive relationship in terms of priority sequence. 4. The analysis of various operational variables shows significant variations in the population statistics derived from the survey of customers groups of traditional branches and mini-branches