手机银行服务质量与顾客满意度
——SERVQUAL模型应用
摘要：
本研究旨在应用SERVQUAL模型研究手机银行服务质量与顾客满意度之间的关系。之前的研究已经证实服务质量会影响银行顾客的满意度，但是没有在手机银行上做过此类研究。因此，本文试图以伊朗银行为例运用SERVQUAL模型研究手机银行服务质量。研究学者以客户满意为因变量并运用服务质量的五个维度。即：有形性，可靠性，响应性，保证性和移情性，作为独立变量。结果表明，有形性（0.204），可靠性（0.342），响应性（0.282），移情性（0.345）和满意度关系显著。然而，保证性因素可能与顾客满意没有关系。方差分析表明，手机银行服务质量与顾客满意度之间有显著的相关性。
关键字：手机银行，顾客满意度，服务质量，SERVQUAL
- 手机银行
因为服务的无处不在，移动服务比目前的在线服务更具吸引力。手机银行的应用主要用于余额查询，账户的交易查询，检查状态查询，分期付款，收款以及其他一些购买支付业务。
- 服务质量与顾客满意度
银行业已经认识到以客户为中心的理念，并转向可了质量管理的途径来帮助管理他们的企业。许多学者和服务营销探讨消费者的认知和情感反应来感知通过向消费者提供有效和高效的方式来使企业受益。顾客满意度被认为是构建服务营销领域的主要因素，因为它最终导致消费者忠诚度或一个产品或服务的在惠顾的发展（委员会等人，2010）。
服务质量和顾客满意是非常重要的概念，它们必须被那些想要成长并保持竞争优势的企业。顾客满意对一个组织的盈利能力起着重要的积极作用。满意的顾客会重复购买，展示品牌的忠诚度，并给予积极的口碑。许多模型已经被开发来衡量众多企业和公司提供的服务质量。因为服务质量与顾客满意度的关系，所以提升服务质量很重要。服务质量已经成为获得利益的重要领域，因为它对客户满意度，客户忠诚度以及公司盈利能力的影响（zekiri，2011）。因此，在本文中，主要的假设如下：
H1：手机银行服务质量与顾客满意度有显著关系。
H2：有形性与顾客满意度有显著关系。
H3：可靠性与顾客满意度有显著关系。
H4：响应性与顾客满意度有显著关系。
H5：保证性与顾客满意度有显著关系。
H6：移情性与顾客满意度有显著关系。
- SERVQUAL模型
服务质量是服务提供者的重要属性，因为他们认为服务质量测量从消费者视角作为第一要务的构建。服务质量是顾客满意度，降低成本，顾客忠诚度以及顾客关系，保留，盈利不可或缺因素。许多人认为，服务质量来源于服务期望与实际感受到的服务质量之间的比较。事实上，这个概念就是基于SERVQUAL模型，即服务质量差距等于服务质量感知减去服务质量期望。Berry，Parasuraman和Zeithaml（1988）是这个模型的创造者，他们提出了顾客服务质量的测量方法。因此，服务质量就是服务期望与服务感知之间的比较。但是以前的研究并不支持PZB三人的研究成果。
SERVQUAL模型主要包括五个维度，即有形性，可靠性，响应性，保证性和移情性。
- 调查方法
数据收集来源于伊朗三个组织，学校和大学组，另外一个采用网上调查问卷。使用的样本大小为120个受访者，方便抽样选择。本文研究了八个人口统计变量。这些变量如下：年龄，性别，学历，月收入，使用频率最多的地方使用手机银行，手机银行服务，最常用的移动银行服务，使用的通信公司。模型包括五个维度的问题覆盖，服务的有形性，反应性，保证性，可靠性和移情性。本次研究总共发放一百七十份问卷，回收120份。
目前的研究采用综合各种统计方法来实现预期的目的。首先，描述性统计来分析受访者的轮廓，这些对结果非常重要。第二，皮尔森相关系数是用来衡量服务质量和客户满意度之间的关系。然后，回归分析是用来估计服务质量和客户满意度之间的因果关系。此外，因子分析是初步的逻辑回归分析。应用SPSS19完成上述实验。
- 分析与结果
根据研究结果，各人口学变量有不同的反应率。有63名女性和57名男性，年龄大于20小于50，其中66.7%的人年龄在20—30之间。从教育背景看，有90名研究生。相对于收入，有57名受试者月薪低于300里亚尔。最常用的移动银行服务是余额查询、购买预付费充值。当评估一个问题时，必须注意两个问题：信度和效度。Cronbacha系数测定的结构可靠性和多项目量表的内部一致性。可靠性指的是一致的，一个数据收集方法的稳定性和可重复性。理性情况下，系数一般为0.7。结果如表3所示。
表4显示了用平均值描绘的整体客户满意度。至于这个描述性统计而言，客户对手机银行服务满意度高于理想水平。此外，SERVQUAL模型的维度测验结果也高于平均水平。结果描述性分析显示男性的满意度比女性更高。
变量之间的相关性检验结果显示，有形性（0.204）、可靠性（0.342）、响应性（0.282）以及移情性（0.345）与顾客满意度有显著的相关性。但是保证性与顾客满意度没有显著的相关性。结果如下表显示。
从方差分析测试上看，值0.05大于计算信号值0.002。它显示了因变量和自变量之间存在显著的相关性。因此，顾客满意水平取决于手机银行服务质量。该模型的总体预测显示在表6。调整后的R平方值显示该模型解释了47%的因素应该为手机银行服务质量负责（F=10.544，Plt;002），F值意味着模型和数据很好的解释了手机银行客户的满意度。
- 测试模型试验
图2显示自变量和因变量之间的关系
- 总结
本文对手机银行顾客进行了调查，将收集到的有效数据进行了统计分析，运用相关分析和多元回归分析验证了手机银行服务质量维度与顾客满意度的关系。即响应性、可靠性、有形性、移情性对顾客满意有显著影响。所以要提高手机银行服务质量，银行应该在这些方面改进，提高顾客满意度，以提升服务质量。
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外文文献出处：Int. J. Manag. Bus. Res., 2 (4), 351- 361, Autumn 2012
附外文文献原文：
Mobile Banking Service Quality and Customer Satisfaction
(Application of SERVQUAL Model)
Abstract：
This research aimed at applying SERVQUAl model to examine the relationship between mobile banking services and customer satisfaction. While the previous researchers had already examined the effect ofqualities services on banking customer satisfaction, no previous study was done on mobile banking. Thus, the current paper attempted to fill the gap in the literature by applying SERVQUAL model to study the quality of the mobile banking services rendered by the banks in Iran. The researcher has used the customer satisfaction as the dependent variable and the five dimensions of service quality; namely, tangibles, reliability, responsiveness, assurance and empathy, as the independent variables. Results showed that the four variables tangible (0.204),reliability (0.342), responsiveness (0.282), and empathy (0.345) would correlate with satisfaction significantly.However, the assurance factor would have no relationship with CS. The ANOVA test showed that there was a significant correlation between mobile banking services and customer satisfaction.
Keywords: Mobile bank, Customer satisfaction, Service quality, SERVQUAL
1.Mobile Banking
Mobile services are more attractive than current online services due to service ubiquity, a unique characteristic exclusive to the mobile environment (Tojib and Tsarenko, 2012). In Iran, the most important services provided in MB system are : balance enquiry, last three accounts transactions enquiry, draft, approved of Check amount, Check status enquiry, blocking card, buy prepaid recharge, installments payment, bills payment, received messages archives, ability of receiving various customer accounts information, shopping ability, hotel expenses payment, stock market status enquiry.
2.Service Quality and Customer Satisfaction
Banking industry has realized the significance of customer-centered philosophies
and is turning to quality management approaches to help managing their businesses. Many scholars and service marketers have explored consumersrsquo; cognitive and affective responses to the perception of service attributes in order to benefit by providing what consumers need in an effective and efficient manner. Consumer satisfaction is considered the primary intervening constructs in the area of service marketing because ultimately it leads to the development of consumer loyalty or re-patronization of a product or service (Ravichandran et al., 2010). Service quality and customer satisfaction are very important concepts, which must understand by companies that want to grow while keeping their competitive edge. In the modern competitive environments, delivering high service quality is the key for a sustainable competitive advantage. Customer satisfaction has a positive effect on an organizationrsquo;s profitability. Satisfied customers of any business repeat purchase, show brand loyalty, and give positive word of mouth. Many models have been developed to measure service quality delivered by firms in numerous businesses. It is important to review service quality models because of its relation with customer satisfaction. Thus, service quality has become a major area of interest of practitioners, managers and researchers because of its impact on customer satisfaction, customer loyalty, and of course, company profitability (Zekiri, 2011).Therefore, in this paper, main hypothesis is as follows:
H1: MB service quality has a significant relationship with customer satisfaction in the
IRAN Bank.
H2: Tangibility has a significant relationship with the Iran customers satisfaction of MB services.
H3: Reliability has a significant relationship with the Iran customers satisfaction of MB services.
H4: Responsiveness has a significant relationship with the Iran customers satisfaction of MB services.
H5: Assurance has a significant relationship with the Iran customers satisfaction of MB services.
H6: Empathy has a significant relationship with the Iran customers satisfaction of MB services.
3.RESEARCH METHOD
The data were collected from three of the ranian Google groups (in category: School amp;University Groups). An online questionnaire was mailed to them. The sample size used was 120 espondents. The respondents were selected on he basic of convenience sampling. Eight demographic variables were investigated as ovariates in this research. These variables were s follow: age, gender, educational qualification, monthly income, use of mobile bank frequency, most place use of mobile bank services, most ervices used of mobile bank services, used Communication Company. Eighteen questions were developed based on SERVQUAL model. The model included questions covering five dimensions of the service that are tangibility, esponsiveness, assurance, reliability and mpathy. Likert scale was used to question the espondents on the five-point scale. The espondents were asked to rate on the scale between strongly agree and strongly disagree for measurement, customer satisfaction was designed 11 questions. One hundred seventy questionnaires were distributed and 120 were returned. The current study used a mixture of tatistical techniques to achieve the intended objective. First, descriptive statistics were mployed to analyze the profile of the espondents, which is necessary in analyzing the result. Second, Pearsons correlation coefficient was used to measure the relationship between services quality and customers satisfaction. Then, regression analysis was used to estimate the cause and effect relationship betwe
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