| Summary: | 碩士 === 國立成功大學 === 統計學系碩博士班 === 96 === According to the record of the Central Bank, there were more 3,500 banks in Taiwan due to the end of the March in 2008. This tells a thing that the banks are in competitive environment. So how do they live in the bad environment? Except for the effective hedging and the innovations in administrative management, they must grasp their most important bodily asset, customers. Furthermore, how do they let customers feel comfortable, trust and satisfaction? This is a most premier thing for the banks. So they have to measure the customer satisfaction efficiently. Because customer satisfaction will rise, the performance will be better. Further, their competiveness will stronger, and the probability of existence will increase massively.
This research was aimed at exploring the relationship among service quality, enterprise image and customer satisfaction of the banks. The scale of service quality is designed from SERVQUAL scale, which is brought by Parasuraman, Zeithaml & Berry（1988）. Enterprise image scale is consulted from Walters（1978）, Aaker & Keller（1990）. And customer satisfaction is measured by self appraisal. This research takes Northern, Middle and Southern of Taiwan for example, and there are 213 samples in this research. We discussed the relationship among service quality, enterprise image and customer satisfaction of the banks by linear structure relation.
We find that service quality affects enterprise image and customer satisfaction, enterprise image affects customer satisfaction and service quality also affects customer satisfaction via enterprise image. All of these relationships are significant and positive. Thus, we recommend that the bank managers must raise service quality and enterprise image for improving their
customer satisfaction. This will let customers accept the service again, and build the consumer loyalty.
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