我國自1991年起，政府致力於放寬金融管制及金融國際化，陸續開放新銀行成立，整體金融業環境從原本的寡佔局面逐步演變為近乎完全競爭市場。導致銀行過度競爭，逾放比偏高，獲利不斷下降及經營風險提高。在這種金融環境下，銀行想提昇本身的競爭優勢，行銷模式須轉向非價格競爭-服務品質的提昇與企業形象的建立來強化本身競爭力，以達到顧客滿意及顧客忠誠的目的。

本研究以兆豐銀行（前身為中國國際商業銀行及交通銀行）為研究對
象，主要目的有四：
一、探討顧客對於兆豐銀行的品牌形象及所提供的服務品質認知的重要程度。
二、探討顧客對於兆豐銀行的品牌形象及所提供的服務品質的滿意程度。
三、探討顧客對兆豐銀行整體服務的滿意度以及其行為意向。
四、探討顧客的人口統計變數在兆豐銀行品牌形象、服務品質、顧客滿意度及行為意向上的差異情形。

研究結果發現，顧客對銀行品牌形象及提供服務品質之重要性認知程度與滿意度均相當高。此外，顧客對銀行的整體服務滿意度及行為意向其平均值大多介於「同意」至「非常同意」之間，顯示顧客亦相當認同該行之服務品質，並有顯著正向之行為意向。由差異分析得知，部分人口統計變數對銀行之品牌形象、服務品質、顧客滿意度及行為意向有顯著的差異。

Since 1991 the government has been working on the financial industry’s liberalization and internationalization. The founding of new private banks that broke the monopoly of the financial market in the past. However, this has led to over-banking in the financial market. The quick increasing in non-performing assets and rise of bad debts had seriously affected the bank’s profit and bank’s risk taking capability. Under the current financial environment, if the bank want to promote it’s competitive ability, the bank marketing pattern is compelled to change the non-price competition －the service quality promote and the enterprise image establishment strengthens own competitive ability, to achieve customer satisfaction and customer’s loyalty goal.
The research is taking Mega International Commercial Bank as the research object, specifically says the main goal of this research are as follows:
1. Discussing the degree of recognition of importance for Mega International Commercial Bank’s brand image and service quality items.
2. Discussing the degree of satisfaction for Mega International Commercial Bank’s brand image and service quality items.
3. Discussing customer satisfaction and behavioral intention of the customers with Mega International Commercial Bank.
4. Discussing the difference of population statistics variables in Mega International Commercial Bank’s brand image, service quality, customer satisfaction and behavioral intention .
The finding discovered that the customers have higher recognition of importance and higher degree of satisfaction for bank’s brand image and service quality items. Besides, customer’s rating of the current overall service quality satisfaction with the bank and behavioral intention are from ”agree’’ to “very agree”. This indicates most of Mega International Commercial Bank’s customers are satisfied with the overall service and have positive behavioral intention. By analysis of variance, we find that in different groups can influence bank’s brand image, service quality, customer satisfaction, and so dose behavioral intention.

目 錄
第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5

第二章 文獻探討
第一節 品牌形象 6
第二節 服務品質 12
第三節 顧客滿意度 16
第四節 行為意向 24

第三章 研究方法
第一節 研究架構與假說 28
第二節 研究對象 30
第三節 問卷設計 33
第四節 資料分析方法 35

第四章 研究分析與結果
第一節 信度與效度分析 36
第二節 敘述統計分析 38
第三節 排序比較分析 43
第四節 屬性變項對品牌形象重要性認知之差異分析 49
第五節 屬性變項對服務品質項目重要性認知之差異分析 55
第六節 屬性變項對品牌形象相對滿意度之差異分析 66
第七節 屬性變項對服務品質項目相對滿意度之差異分析 73
第八節 屬性變項對服務品質整體滿意度之差異分析 85
第九節 屬性變項對行為意向之差異分析 91
第十節 本章彙總 97

第五章 結論與建議
第一節 結論 108
第二節 建議 113
參考文獻
中文部分 117
西文部分 117
附 錄 122

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