| Summary: | 碩士 === 國立高雄第一科技大學 === 金融營運所 === 91 === In 1990, Taiwan’s Ministry of Finance (MOF) deregulated the establishment of new commercial banks, which has not only boosted up intense competition but also resulted in severe decline of profit in banking industry. In order to enhance the competitive capabilities of banks, the MOF promulgated “Regulations Governing the Establishment of Mini-Branches of Financial Institutions”, which facilitate the reduction of personnel and rental costs incurred from opening traditional branches.
Since the operation scale and human resource investment of mini-branches are lowered to a great extent, the study explores if there exists disparity of customers’ satisfaction between traditional branches and mini-branches in Kaohsiung area. The findings are as follows.
1. The disparity between traditional branches and mini-branches is significant in customers’ satisfaction of service quality.
2. The service quality of traditional branches shows significant improvement in contrast to the past.
3. In the context of continuing and frequent exchange with banks, customers determine to rely on either traditional branches or mini-branches under the influence of various factors, which show significantly positive relationship in terms of priority sequence.
4. The analysis of various operational variables shows significant variations in the population statistics derived from the survey of customers groups of traditional branches and mini-branches.
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