顧客關係品質及品牌權益對臺灣中小企業選擇授信業務往來銀行影響之研究

Abstract

本研究係以深入訪談法來進行研究，主要的訪談對象係以中小企業負責人為主，本研究的受訪者共計6人，嘗試從品牌權益的面向、顧客關係品質（業務人員服務品質）面等面向進行探討中小企業客戶選擇授信往來銀行主要考量因素。經由本研究發現，中小企業客群相當重視銀行的品牌權益，品牌權益也容易受品牌忠誠度和知覺品質的影響，中小企業客群的品牌忠誠度和知覺品質水準越高時，越容易對於品牌產生較高黏著度。顧客關係品質及服務品質面部分，法金業務人員須以專業能力幫助客戶量身訂造適配的額度架構及價格條件，提供全面的金融服務，解決其授信業務上的問題，方能符合客戶的需求創造雙贏。本研究結果或可提供給銀行業者在戳力推展中小企業融資業務時擬訂相關策略之參考。

This research is carried out by means of in-depth interviews. The main interviewees are persons in charge of small and medium-sized enterprises. There are a total of 6 respondents in this study. It is attempted to analyze from the aspect of brand equity, the quality of customer relations (service quality of business personnel) Discuss the main factors considered by small and medium-sized enterprise customers in choosing credit-granting banks. Through this research, it is found that the SME customer group attaches great importance to the brand equity of the bank, and brand equity is also easily affected by brand loyalty and perceived quality. The higher the brand loyalty and perceived quality of the SME customer group, the easier it is for the brand produce higher viscosity. In terms of customer relationship quality and service quality, legal and financial business personnel must use their professional capabilities to help customers tailor-made suitable quota structures and price conditions, provide comprehensive financial services, and solve their credit business problems in order to meet customer requirements. demand to create a win-win situation. The results of this study may provide a reference for banks to formulate relevant strategies when promoting SME financing business.