近年來銀行業隨著金融環境的變遷，且政府順應金融自由化的趨勢，開放民營銀行之新設，更帶動銀行業的激烈競爭。由於銀行家數眾多且同質性高，使得業務競爭非常激烈，加上銀行從業人員，特別是第一線員工平均在職年資逐漸降低，所以銀行提供的服務一旦出現失誤，客訴就在所難免。在面對如此競爭激烈的產業狀態、消費者意識抬頭及客訴日漸增多的趨勢，客訴處理之良窳對銀行獲利能力及競爭優勢有重要的影響，為了提高獲利能力及強化競爭優勢，銀行必須關注客訴處理。基於上述研究背景與動機，本研究的目的在探討第一線員工被客訴之歸因及第一線員工被客訴後之行為因應。
本研究以東部某信用合作社之第一線員工作為研究對象，採以非機率之便利抽樣方式，包括不同分社、不同年齡層的男性及女性，採用質性分析法，就訪談取得之客訴相關資料進行研究。第一線員工被客訴之歸因，本研究歸納出無法滿足客戶之需求、第一線員工作業疏失及客戶自身情緒抒發等三個命題。而第一線員工被客訴後之行為因應，本研究彙整出無法改變而選擇逃避、調整負面情緒達到正向的結果、加強員工的專業知識及關懷個別客戶的需求等四個命題。綜合上述研究所得，提出實務建議給予金融機構、管理階層及第一線員工作為日後之參考依據。

In recent years, with the changes in the financial sector's environment and the government's compliance with the trend of financial liberalization, opening new private banks has led to severe competition in the banking industry. The intense competition generated by a large number of banks and high homogeneity, along with a decrease in the average tenure of bankers, especially the frontline employees, cause a rising number of inevitable customer complaints about service mistakes. Thus, the quality of handling customer complaints essentially impacts banks' profitability and competitive advantage. Based on the research background and motivation mentioned above, this study aims to explore the attribution of customer complaints to frontline bankers and their responding behaviors of after customer complaints.
By adopting a non-probabilistic convenience sampling method, this study takes the eastern region's frontline employees of a credit union as the research object, including men and women of different branches and different age groups. Moreover, the current research qualitatively analyzes customer complaints obtained through interviews. The main results derived from this study are as follows. Three main reasons can be summarized in attributing customer complaints to frontline employees: failure to meet customer needs, negligence of frontline employees, and customer self-emotional expression. Four responding behaviors of frontline employees after being complained about by customers are found: evasion that cannot be changed, adjusting negative emotions to achieve positive results, strengthening employees' professional knowledge, and caring for the needs of individual customers. Based on the above research findings, practical suggestions are put forward for future reference of financial institutions, managers, and frontline staff.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第二章 文獻探討 9
第一節 服務失誤 9
第二節 客訴類型 16
第三節 歸因理論 20
第四節 行為因應 24
第三章 研究方法 29
第一節 研究對象 29
第二節 研究方法與程序 31
第三節 分析方法 33
第四章 研究結果 35
第一節 第一線員工被客訴之歸因 35
第二節 第一線員工被客訴後之行為因應 39
第五章 結論與建議 45
第一節 結論與討論 45
第二節 管理實務建議 52
第三節 研究限制與後續研究建議 57
參考文獻 59
附 錄 65
訪談逐字稿 65

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網站部份
中央銀行網站 http://www.cbc.gov.tw/bankexam/cbc/finlist_index.asp
行政院金融監督管理委員會 http://www.fsc.gov.tw/ch/
財團法人金融消費者評議中心 https://www.foi.org.tw/index.html
財團法人臺灣金融研訓院 https://www.tabf.org.tw/Tabf/Default.aspx
銀行局 http://www.banking.gov.tw/ch/index.jsp