| Summary: | 碩士 === 國立高雄應用科技大學 === 製造與管理外國學生碩士專班 === 102 === This thesis attempts to identifying the main factors of affecting customer satisfaction whose are using service of ANZ bank and proposing the strategies to improve service quality, attract and retain customers in Vietnam and Taiwan. In this thesis, with a study on literature review and the conducting of survey with customers, seven factors have been mentioned. Totally 320 questionnaires have been sent to customers in National Kaohsiung University of Applied Sciences, Kaohsiung, Taipei, Taichung, Ha Noi, Ho Chi Minh city for observation. The data are carried out by using multiple statistical analyses, including reliability analysis, factor analysis, multiple linear regressions, anova analyses. The results indicate that, in the seven hypotheses have been suggested, the Image is considered as the most important factor in Vietnam and the Tangibles is evaluated as the most important factor in Taiwan. Whereas, the Responsiveness, Technical quality, Assurance, Reliability are the factors that imposition influence the selection using to the bank’s service. Besides, in the long run, the managers of ANZ bank must take serious considerations to meet the customer expectations through Empathy. In addition, These also shows satisfaction level on each factor of ANZ bank’ service quality. Therefore, the findings also provide useful implications for ANZ bank’s policies with the goal in terms of customer satisfaction. In this thesis, this thesis has suggested some solutions of enhancing the customer satisfaction and meeting the customer expectations.
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