| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 100 === Customers have different reasons to choose their correspondent banks (such as convenience, strongholds, safety, discount and so on). Understanding these reasons can help banks to improve their customer service strategy and customer satisfaction. This study used the open-ended questionnaire to investigate the factors in customers’ selections of correspondent banks and understand the customers’ demand and intention. According to the results, the research divided factors into four important aspects which affect customers’ selections significantly, including the company imagine (involving the scale and stability, the risk, the goodwill and credit, and the business imagine and fame of the bank), specialized service (involving the services of foreign exchange, collection note or L/C, and the loan), convenience(involving the convenience of deposit and withdraw and the stronghold of the bank) and individual need (involving the cooperation bank of schools and the attraction of the bank employees). The results suggest that banks can use and emphasize above factors as decision making to advance operation efficiency and performance.
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