在面對市場競爭激烈的壓力下，服務品質是提升顧客滿意度及顧客忠誠度的重要因素。因此，本研究的主要目的在於調查銀行業服務品質、顧客滿意度與顧客忠誠度之間的關係。第二項研究目的是要確定顧客滿意度與其服務品質及顧客忠誠度之間的相互關係。本研究資料收集期間為2017年2月至3月，並對338份有效問卷樣本數進行分析。研究結果簡述如下： 1.銀行業的服務品質對顧客滿意度具有顯著影響。 2.銀行業的顧客滿意度對其顧客忠誠度具有顯著相關性。 3.銀行的服務品質對其顧客忠誠度具有顯著之正向影響。 4.銀行業的顧客滿意度在其服務品質及顧客忠誠度之影響上具有相關變動效應。 Service quality is an important factor that improves customer satisfaction and increases customer loyalty in the face of market pressures. Thus, the primary objective of this study was to investigate the relationship among service quality, customer satisfaction and customer loyalty in the banking industry. The second objective was to determine the mediating effect of customer satisfaction on the relationship between service quality and customer loyalty. The data were collected between February and March 2017. A total of 338 valid questionnaires were analyzed. The results of this study are as presented as follows: 1.Service quality contribute significantly to customer satisfaction in the banking industry. 2.Customer satisfaction is associated with customer loyalty in the banking industry. 3.Service quality has a significant positive influence on customer loyalty in the banking industry. 4.Customer satisfaction has a mediating effect on the relationship between service quality and customer loyalty in the banking industry
