| Summary: | 碩士 === 國立高雄應用科技大學 === 財富與稅務管理系碩士在職專班 === 104 === ABSTRACT
Finance plays an important role in the economic development of all the countries. This is especially true in Taiwan because It not only keeps the same pace with social development but also witnessed Taiwan’s economic miracle. With the rapid change of economic environment and the growing homogenization of financial products as well as the intense competition between banks, traditional price war and product advantage are not effective enough to enhance the bank’s competitiveness. Therefore banks are forced to turn to non-price competition strategy, improving the service quality to promote their competitiveness and thus achieve customer loyalty. This study takes bank T as an example and adopts the form of a questionnaire survey to investigate the relationship among service quality, perceived value, customer satisfaction and customer loyalty in order to provide a reference for strategy making of banks. There are 228 effective questionnaires accounting for 90% of the total sample. After verifying the hypotheses, this paper obtains the following conclusions:
1.There is significant impact on each other among service quality, perceived value, customer satisfaction and customer loyalty.
2.The demographic background variables of bank clients have significant difference on service quality, perceived value, customer satisfaction and customer loyalty
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