| Summary: | 碩士 === 國立虎尾科技大學 === 經營管理研究所在職專班 === 99 === Domestic financial industries are facing severe competitions. In order to search for better profits and more customers, industries aggressively promote the business of IB services by enhancing the speed of services, extending business hours and business scope to provide customers with more convenient services. The development of IB not only provides a better environment for online transactions but also enables industries combining their services with information technology and making use of innovative marketing to reduce costs and to service customers with high efficiency. Therefore, understanding customer’s motives in using IB has become an issue that financial industries place importance on. This study aimed at investigating the correlation among IB’s service quality (SQ), customer satisfaction (CS), and customer loyalty (CL). By using questionnaire survey, the study proceeded with 419 IB users. And the study approach adopted statistical methods such as descriptive statistical analysis of the STATISTICA statistics software, factor analysis, independent sample t-test, one-way ANOVA, Scheffe’s post-hoc comparison, analysis of correlation, and regression analysis. This study has found that the three factors in SQ of IB, CS, and CL were significantly correlated. In addition, age factor of the demographic statistical variance, IB use experience, and SQ showed significant difference, and participants of different age, marital status, and use experience showed significant difference in CS and CL. Finally, regression analysis model indicated that service assurance, service convenience, service concern, and service tangibility are significant factors that affect bank’s SQ.
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