| Summary: | 碩士 === 義守大學 === 管理科學研究所 === 91 === Since Service Industry is now sharing 67% of GNP, therefore, the domestic financial institutions have become one of the most important industries in Taiwan. The financial institutions service performance and customer’s satisfaction of “Financial Holding Company Act” also become an important issue. In order to enhance the service performance and increase customer’s satisfaction, an effective operational strategy shall be created by the Financial Holding Company. This study first use PZB SERVQUAL to analysis the customer’s satisfaction before and after banks join Financial Holding Company. Then, a depth interview of operational strategy to the relevant managers of Financial Holding Company was conducted. And a questionnaire of customer’s satisfaction was design. This subject includes the customer’s satisfaction and the degree of the importance of the bank strategy to customer…etc. The results of the study are as follows: The customer’s satisfaction is higher after the banks join the Financial Holding Company. Education background and type of bank show significant differentiation.
Results demonstrate the most important factors of bank’s operation strategy from customers as following：（1）A well-handling procedure of customer’s complaint.（2）Fast and efficient operation（3）The confidence of bank’s imagine and brand name（4）Professional knowledge of financial products of employee（5）Providing specialty service of vase investment （6）A better saving rating negotiation. The service of Financial Holding Company has reached average expectation, however, some suggestions were made toward enhancing for the purposes of increasing service quality. These results can be used as suggestions and references for industries.
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