| Summary: | 碩士 === 淡江大學 === 國際商學碩士在職專班 === 100 === In recent years, the financial environment system has the advantage of liberalization and internationalization, and Taiwan is facing the impact of international financial crisis, resulting in excessive competition among the inter-bank, the central bank continues to cut interest rates, bank deposit spreads shrinking phenomenon. These are to increase the difficulty of operation for the banks. Furthermore, with the new policy of the Ministry of Finance, afterward the public shares of Financial Holdings merger should not be underestimated. Therefore to increase the quality of banking services, to maintain a good corporate image and to satisfy master customers’ needs in order to open market access and differentiate to other banks.
In this study, the survey is targeting in the customers of the Cooperative Bank Financial Holding. Survey questionnaire contains PZB proposed the five major service quality dimensions, through the case analysis of TCB, to discuss the correlation among the service quality, corporate image and customer satisfaction from the customer’s point of view, so that Cooperative Bank exeuctives can gain the understanding of customers perspectives and effectively to improve customer dissatisfaction under limited resources. Finally, the goal is to increase the competitiveness of the bank,
The study found that after the establishment of the Cooperative Bank Financial Holding, the customer considers the overall service quality is better than before the merger, the level of acknowledgement for the combined service quality and corporate image are different, Cooperative Bank, after the establishment of financial holding, raises service quality to affect overall satisfaction, the good corporate image of Cooperative Bank to lay a level of service quality is good or bad. These are to address the difference before and after the merger, the service quality raises the overall image and customer satisfactions.
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