[[alternative]]A STUDY OF CHINATRUST BANK SERVICE QUALITY--A CUSTOMER SATISFACTION PRSPECT

[[abstract]] 近年來台灣的金融業受到政府推動自由化、國際化的影響，競爭對手逐漸增加，以競爭力來評估，服務品質仍是銀行業不可或缺的核心競爭力。中國信託商業銀行是本國銀行中歷史最悠久的銀行，深獲國際信評機構的肯定。該行一向重視顧客滿意度，因此，本文以該行為例，進行研究。 本研究以服務品質衡量模式（SERVQUAL）為基礎，針對服務品質缺口模式中之「缺口五」，採相關分析及單因子變異數分析法來評估中國信託銀行的服務品質，並進一步分析服務品質與顧客滿意度的關係，以強化服務品質能提高顧客滿意度的概念。 本研究的研究成果主要有下列三項：一、不同集群，其影響服務品質構面就有所不同。二、服務品質與整體滿意度之間具有相關性。三、大多數顧客對中國信託服務品質與整體滿意度，表示滿意。[[abstract]] In recent years, the financial industry in Taiwan suffered from more and more competitiveness, which resulted from unrestricting and internationali- zation by government. A competition prospect, service quality is still the core competitiveness of the bank. Among banks of Taiwan, The Chinatrust Com- mercial Bank has the longest-stand history, and is affirmed by international credit evaluation institution. The Chinatrust always regards the consumer satisfaction degree as important, so that, this article takes the bank as example and precedes researching. The basic structure of this study is accorded to the dimensions of SERVQUAL scale in service quality and examines gap5 of the quality of aircraft maintenance using SERVAUAL chart. For data analysis and hypo- thesis testing, the analytical methods used are correlation analysis, and single variable analysis. This study also analyzed the relationships among service quality customer satisfaction that can strengthen the concept that increase service quality that also arouse customer satisfaction of banks. In summary, the research accomplishments achieved are as follows:1. The affection of service quality scale will change along with the different population variables.2. There exists significant relationship between the service quality and customers satisfaction of Chinatrust.3. Most of the customers are satisfied with the service quality and customers satisfaction of Chinatrust