As competition between banks becomes increasingly more intense, it has become an important business priority for them to not only offer financial services but also place their customers'' interests first. In reality, to achieve customer satisfaction toward service quality, in addition to paying close attention to customers, it has become even more important to develop a deep understanding of customer needs when forming a bank''s operating objectives. This should eventually aid in establishing a stable and feasible customer service operating model. However, with the globalization of financial markets and the public''s diversified demand for banking services, the banking staff must be equipped with professional skills and a courteous service attitude. In view of this, aspects like high standards in staff training and the maintenance of service quality have become quite important.
Based on theories of service quality and satisfaction, this study uses the questionnaire method and statistical analysis to test the correlation between satisfaction and the following five elements of service quality: tangibility, reliability, responsiveness, guarantee, and care. At the same time, this study develops an understanding of areas where customers are dissatisfied with banks, and hopes to provide recommendations that bank managers may implement at their branches to improve management and service quality. The primary findings of this study are as follows: regarding the element of guarantee, the item "the bank''s transaction process is confidential and secure" was ranked highest, having the best average score. Regarding the element of reliability, "the bank is trustworthy" was ranked highest, indicating that customers believe their bank to be worthy of their trust. Regarding items with the lowest average scores, for the element of responsiveness, the item "the bank''s service staff does not forget to respond when they are busy" ranked lowest, indicating that banks are currently experiencing severe manpower shortages and overcomplicated operations. The turnover rate for banking staff is quite rapid and bank tellers are often unfamiliar with work processes. When customers ask questions, these employees are unable to respond quickly, causing customers to complain that bank tellers are not professional enough, leading to customer dissatisfaction.