| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 103 === In an internationalization market, financial companies need to upgrade their banking services. Banks not only pursue to increase profits in the future, but also seek to carry out a series of business activities to meet the expectations of customers. An advance in service quality can enhance customer satisfaction and maintain customer loyalty.
This study conducted a SWOT analysis of a government-owned specialized financial institution in Taiwan and use the results to design interview outlines. Through interviews with employees and customers of the case bank, the study explored the relationship among SWOT analysis, service quality, and customer satisfaction. Although the bank’s weaknesses and threats have negative impacts on service quality and customer satisfaction, the study results suggest that the bank managers can focus its strengths to earn service quality and take the opportunities to bring satisfaction to its customers.
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