A Study of Service Quality and Customer Satisfaction and Customer Loyalty：A Case Study of the King’s Town Bank In Chiayi City

• Main Author: 王乃俊
• Other Authors: 侯嘉政
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/33757611502085557119

碩士 === 國立嘉義大學 === 管理學院碩士在職專班 === 94 === In the recent twenty years, the government has been working on the financial industry’s liberalization and internationalization. It makes the financial industry profession an important field, and the industry’s service quality has become the most competitive value. The service quality is related to the customer’s satisfaction after they have accepted the service; customer’s satisfaction is one of the important evaluation indicators in the financial industry. There are many foreign business or national financial agencies showing excellent competitive ability because of it’s professional quality of service. This research is about King’s Town Bank. This research is quoting from PZB (1988)’s SERVQUAL, it sets the quality of service and measured variables as the foundation of the study. The research aims at the Perceived Service of PZB service quality mode; it uses one way ANOVA to analyze King’s Town Bank’s quality of service, customer’s satisfaction, and customer’s loyalty in order to strengthen customer’s satisfaction and improve the concept of customer’s loyalty. This research has the following main six results: 1. Different groups can influence the quality of service. 2. Different groups can influence customer’s satisfaction. 3. Different groups can influence customer’s loyalty. 4. There is correlation between quality of service and customer’s satisfaction. 5. There is correlation between customer’s satisfaction and customer’s loyalty. 6. Most of King’s Town Bank’s customers are satisfied with the overall service and bank’s customer service.