| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系 === 93 === Faced with the rapidly changing society, the narrowing distance between urban and rural area, the economic and financial situation has also changed dramatically. In order to increase the competitiveness, commercial banks have also tried hard to expand their market share by targeting not only businesses but also include the general public; meanwhile much effort has been placed on enhancing service quality to attract and increase the customer loyalty.
The main purpose of this research is to investigate the customers’ banking behavior at a particular bank in Pingtung Area. The case bank had gone through a sequence of transformation for the past few years, from a co-op to a commercial bank. Since there were a higher percentage of agricultural customers in the region, the expectation and the satisfaction perception of the banking services as well as customer loyalty between the agriculture and non-agriculture customers was compared. Furthermore, the correlation among customers’ perception on importance of the banking service quality, customer’s satisfaction, and the customer’s loyalty was examined. This research used the descriptive statistical analysis, t test, and single factor analysis of variance for the data analysis and hypothesis testing.
The followings were the finding of this research:
1. Among different customer attributes, there was no significant difference in the perception on the importance of service quality between agriculture and non-agriculture customers at the 5% significance level, neither was the Gender variable. However, customers with different educational background and family income level did have significant differences in their opinions on the importance of the banking service quality.
2. There was no significant difference at the 5% significance level for service quality satisfaction between customers with different gender, education level, family income, and whether their occupation was in agriculture or non-agriculture.
3. Male customers had a higher loyalty level than their female counter part at the 5% significance level. However, the education level, family income, and whether the customer was in agriculture or not did not seem to be differ significantly in customer loyalty for the case bank.
4. The correlations among the perception on the importance of banking service, customer satisfaction, and loyalty were positive, as expected, at the 5% significance level.
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