The research of customer satisfaction about different business models of C banks of non-financial holding companies in Taiwan

• Main Authors: CHENG NAE YUAN, 鄭乃元
• Other Authors: 蘇慶隆
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/75245153031317118690

碩士 === 長榮大學 === 經營管理研究所 === 93 === Abstract This research focus on the tremendous variation occurred in Taiwan about the running of domestic commercial banks after the foundation of financial holding company market. Financial holding companies are providing services in many ways and try to grab market share aggressively. However non-financial holding commercial banks are also trying to cut in different business models to make up the drawbacks of product lines, in order to lower the rate of losing clients. Therefore this research is standing on the point of view of commercial banks of non-financial holding companies, from aspects of customer satisfaction, to discuss and analyze if there is any change of satisfaction level after the foundation of financial holding company market, for the reference and suggestion to commercial banks of non-financial holding companies. The result of research shows：First , after the foundation of financial holding company market, customers are considerably more caring about the satisfaction of service quality than before. Reveals that managers and employees are doing their best to send information about the leverage of contacting point of service quality and diversification of products in today’s competition environment. Second, customers are not being more aware of the recognizing about importance of operation strategy and satisfaction after the foundation of financial holding company market. It shows that banks are realizing the pressure of competition to survive and pushing great innovation to response current disadvantageous environment, but the achievements are limited. Third, according to the survey of questionnaires, it reveals that customers are not very identifying themselves with operation strategy of banks in response to competition of financial holding market, and not quite aware of service quality. So operation strategy of banks should understand the variation of environment and advantage of competition themselves to match up the requirements of clients, in order to provide operation strategy which is real needed to customers and improve service quality as well to fight for the identification of customers, so that the loyalty of clients is enhanced. Key word：Financial holding companies 、bank cross selling、satisfaction.