| Summary: | 碩士 === 淡江大學 === 管理科學學系 === 89 === Follow with the development of national economy, service sector has become the main industrial structure in Taiwan. Service quality is one of the most important courses of service sector. In 1990’s, the government deregulated the financial market and that changed the situation occupied by few financial institutes. In such competitive situation, to improve service quality, increase customer satisfaction and customer loyalty will of the most important points of financial institutes in the future. This research takes stockbrokers as an example to discuss the relationship between service quality, customer satisfaction and customer loyalty. We hope the findings of this research can do some help to them.
Some important findings of this study are：
1.There is significantly difference between stockbroker customer expected service and perceived service.
2.This research sets up six dimensions of service quality about stockbrokers. These dimensions include：(1)service attitude and trust, (2)empathy, (3)effectiveness, (4)correctness, (5)service facility, and (6)corporate image.
3.In demography, education and personal income have significantly difference in different service quality segmentation.
4.Finally, overall service quality has significant influence on customer satisfaction and customer satisfaction has significant influence on customer loy
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