| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士在職專班 === 96 === This research focuses on customer satisfaction, attempts to present the real situation of customer satisfaction in Taiwan banking industry, explores latent factors for customer satisfaction and the difference between consumers on demographics and factors for customer satisfaction.
The questionnaires were used as the research method. Empirical results of survey data collected from customers in 11 banks north of Taiwan, out of 480 issued questionnaires, 312 copies received are effective and various statistical methods, including descriptive analysis, reliability analysis, validity analysis, factor analysis, regression analysis, t-test analysis and One-way ANOVA are used to analyze the collected information.
The results indicate that ：
1. The important customer satisfaction factors are including “service quality factor”, “financial service factor”, “corporate image factor”, and “price perception”.
2. Service quality、banking service、corporate image、price perception are positively related to customer satisfaction.
3. Consumers corporation image are difference by the demographics variables . Sex、age、education level and monthly incomes of consumers would have no significant influence on the service quality factor , financial service factor, price perception and customer satisfaction of banks. The different of occupation of consumers would have significant influence on the service quality factor, financial service factor and customer satisfaction of banks.
Based on result of the empirical study, the conclusions are offered for future research.
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