中文摘要：

服务便利性是服务营销领域的重要课题,也是影响顾客对服务评估的重要因素。作者以广州市某银行35家营业厅的顾客为对象进行问卷调查,采用因子分析、方差分析等统计方法,分析消费者对银行服务便利性的感知差异,探讨服务的特点和消费者个体差异对顾客感知的服务便利性的影响。数据分析结果表明,服务便利性包括决策便利性、接触便利性、交易便利性、获取利益便利性和购后接触便利性五个属性；在服务的类型、以及服务复杂性程度不同的情况下顾客对服务便利的感知存在显著差异；消费经验、性别、受教育程度和收入水平不同的顾客对服务便利的感知也存在显著差异。论文对研究结果进行了讨论,提出了相关的管理建议,并对学术界今后的研究方向给出了一些看法。

英文摘要：

Service convenience is an important topic of service marketing, and a key factor tbr customer＇s service evaluations. The survey was done in 35 outlets of a bank in Guangzhou, to analyze the differences of consumers＇ service convenience perceptions, and the impacts of service characteristics and individual customer differences on customers＇ perceived service conveniences. Factor analysis, ANOVA was used to investigate the research question and test the model. The results of analysis indicate that, service convenience includes five dimensions： decision convenience, access convenience, transaction convenience, benefit convenience, and postbenefit convenience; customer perception of service convenience is different under different service types and complexity circumstances; customer perception of service convenience is different when customer＇s experience, sex, education, and income are different. Implication of the findings, contributions and limitations of the study, and direction for future research are finally discussed