探讨金融业服务质量对顾客满意度的关联性研究

Correlation Study on Quality of the Financial Services Industry for Customer Satisfaction

文章藉由服务质量以及品牌形象两大构念,探讨其对顾客在金融业满意度之关联性,并藉由了解不同人口统计变量是否会令服务质量、品牌形象与顾客满意度产生差别,针对研究结论提供建议于银行管理单位参考。

Through quality of service and brand image, this study explores their relevance to customers in satisfaction of the financial industry, and by understanding whether different demograPhic variables will make service quality, brand image and customer satisfaction degree difference,which provides reference and recommendations for bank management unit.