| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 104 === Internet is very popular nowadays even in financial institutions where internet banking service opens a new opportunity for cost saving and new strategy. New challenges for financial institutions were to provide better service quality and satisfaction for customers and to understand their needs for those using internet banking.
The objectives of this research were to understand the customer’s perceptive of quality service after using internet banking and their cost that saved by using internet banking. Suggestions were provided to financial institutions for their business in developing internet banking after analyzed customer satisfaction and loyalty.
By using customers who had used internet banking as samples and found that customers were satisfied with the characteristics of no time and no space restricts and fast responses while using the internet banking where time and expenses can be saved from visiting banks. While customer satisfaction and loyalty were highly depended on their trust of the websites safety and difficulty in using the websites as well as the design of websites, activities provided, and protections of personal information.
Suggestions of this research for internet banking were given as followed; first, personalized designed websites for each customer to reduce the problems during using the webs; second, provide special discounts for internet banking customers to increase their usages of internet banking; third, enforce the safety of information systems and data to build up the trust of customers in internet banking; and the last, increase the internet systems and service quality of customer service personnel to keep customer satisfaction and customer loyalty.
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