Bank Banking Customers' Corporate Image，Customer Satisfaction and Trust Association Study - A Case Study of Tainan First Bank

[[abstract]]時代的變遷，以往的金融業只是儲蓄與貸放的橋梁，並賺取利差，現今在競爭激烈的金融環境下，金融業間面對競爭，銀行放款與存款之間的利差不斷縮小，爭氣的銀行會兼顧風險性與流動性，努力提高全行之收益，提升效率，但最終還是會將銀行逼上險路，只顧衝業績，顧不得風險管理，進而發生金融危機。 金融機構為了提高收益，紛紛成立財富管理部門，希望能賺取無風險手續費收入，然而，在歐債風暴下，投資人心中的理專，不再是會賺錢就好，還須靠優良的服務來維繫顧客關係，進而提升企業形象，建立信任，提升價值。 本研究主要是從一銀的理財客戶的角度探討企業形象、顧客滿意度、信任度三方面之關聯性研究，了解客戶對於上述三個變數上有何感受及差異，畢竟，在競爭的金融環境下，客戶有多種選擇，如何利用企業形象讓客戶接受一銀的服務，如何提高客戶的滿意度，如何增加客戶的信任感，是理財從業人員及全員努力的方向及責任！ 最後，透過本研究證實企業形象正向影響顧客滿意度，進而正向影響信任度。故建議銀行業可提升企業形象及服務品質來維繫客戶關係，進而建立信任感。 Changing times,Previous savings and grant loans in the financial sector only bridge,And make a profit,In today's competitive financial environment,Faced with competition between financial sector,Profit between bank lending and deposits continued to narrow,Blame the banks will take into account risk and liquidity,Efforts to improve the bank's earnings,Improve efficiency,But in the end it will be forced on the dangerous road bank,Simply punch industry,Regardless of the risk management,The financial crisis。 Financial institutions in order to improve earnings,They have set up a wealth management division,hoping to earn risk-free fee income,However,In the European debt crisis,Investment Banking Commissioner hearts,No longer will make money like,We must rely on excellent service to maintain customer relations,And thus enhance the corporate image,Build trust,Enhance value。 The main of this study is to investigate the corporate image of silver from a financial point of view of customers、Customer Satisfaction、Trust Association study three aspects of What is the difference between feeling and understanding of customer for the above three variables,After all,In a competitive financial environment,Customers have a wide selection,How to allow customers to accept the use of the corporate image of a silver service,How to improve customer satisfaction,How to increase customer trust,The direction and responsibility of planning practitioners and full effort！ At last,Through this study confirms the positive impact of corporate image Customer Satisfaction,Thus positively affect trust,It is suggested that the banking sector can enhance corporate image and service quality to maintain customer relations,Thereby establishing a sense of trust