證券商對臺灣證券交易所資訊部門服務品質之研究

Abstract

隨著資本市場及國際資金移動的自由化，加上資訊科技快速發展，促成各種金融革新，導致各國證券市場在結構及運作機制上產生重大的變革，使得競爭優勢取決於規模經濟、交易系統的速度、效率以及網路的能力。因此，我國證券市場已面臨前所未有之激烈競爭，臺灣證券交易所亦面臨嚴峻的考驗。時至今日，證券交易所扮演兩個角色，一是有組織的市場，另一是創造金融工具的企業。當證券交易所作為一個企業時，乃在提供產品與服務，並有其直接客戶與間接客戶。為因應當前所遭遇之諸項挑戰，除了朝向市場開放、管理健全、營運效率之外，服務品質亦為重要的一環。資訊技術的運用與服務在臺灣證券交易所扮演了重要的角色。過去未曾有研究者對其服務品質進行探討，所以藉由本研究之進行為濫觴，建構適合臺灣證券交易所資訊部門服務品質之要素，以客觀的數據及資料，探討其直接客戶之一的證券商所重視的服務品質。 本研究以PZB模式作為研究架構，以證券商組織變數作為投入變數，研究之對象為與臺灣證券交易所股份有限公司（TSEC）簽約之證券商，並以截至民國93年8月底登記有案的120家證券商發放問卷。 研究結果顯示，「證券商組織變數」對「證券商期望的服務品質」並無顯著差異，但是組織規模變數對「證券商認知的服務品質」、「差距服務品質」有顯著差異；而服務品質缺口五之「證券商期望的服務品質」與「證券商認知的服務品質」亦有顯著差異。

Along with liberalization of capital markets, international fund movement, and rapid development in IT field, all kinds of financial innovations lead to important revolutions on structures and operations of stock markets in many countries, and competitive advantages depend on scale economy, speed and efficiency of transaction system, and network ability of OLTPs. Therefore not only our stock market encounters the greatest competition that has never seen before, but also Taiwan Stock Exchange Corporation (TSEC) faces the ordeal. Until today, TSEC plays two roles, an organizational market, and an enterprise of creating financial tools. As an enterprise, TSEC provides products and services to his direct and indirect customers. In order to deal with severe challenges, TSEC is on the way to open market, well management performance and operation efficiency, and the most important of all, service quality improvement. The extensive IT usage and service plays an important role in TSEC. TSEC service quality is not yet discussed by researchers before, as a starting point, this research tend to construct adaptable factors of service quality for TSEC IT departments, then with objective statistic data, to probe into service quality that TSEC’s direct customers - stock brokers care about. This research structure is based on PZB model, the input variables are stockbroker organizations, and research objects are the stockbrokers cooperating with TSEC as samples. The questionnaires were delivered to 120 stockbrokers registered before August 2004. The research result indicates there is no significant difference between “The variables of stockbroker organizations” and “Service quality stockbrokers expected”. However, there is a significant difference between “Organizations scale” and “Service quality stockbrokers recognized and gap of service quality”, as well as between “The gap 5 of service quality stockbrokers expected” and “Service quality stockbrokers recognized”.