研究建議

1.服務態度禮儀方面，可以藉由定期員工教育訓練，提升接待服務的 品質，建議行員能面帶笑容，保持耐心，起立迎賓，雙手奉還相關文 件，能讓顧客來行賓至如歸被尊重的感受，建立彼此良好的關係。

2.台灣金融市場競爭激烈，同質性商品眾多，銀行應建立自有之獨特 性與差異性，比消費者更早一步想到需要什麼，提供方便且快速，讓 顧客對於其銀行更有歸屬感。

3.銀行若想提高營運績效，除了持續提供優質金融商品外，更需積極 參與公益活動，善盡企業社會責任，更須深入了解地方之所需，才能 讓消費者更多機會認識及瞭解，達到企業形象的良好效果。

4.銀行應更重視顧客忠誠度，並透過口碑及形象廣告的曝光，以吸引 潛在之顧客，並對既有顧客隨時了解需求，以保持良好互動關係，進 而提高顧客忠誠度，減少客訴現象，避免發生客戶流失現象。

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13.銀行相關投資經驗，會介紹給親 朋好友

□ □ □ □ □

15.銀行較其他金融機構通路值得信 賴(壽險、證劵、投顧相關公司)

□ □ □ □ □

五、個人資料

1.性別: □男 □女

2.年齡: □30 歲(含)以下 □31~40 歲 □41~50 歲 □51~60 歲 □ 61 歲以上 3.婚姻狀況: □單身 □已婚

4.職業: □軍公教 □ 金融服務 □製造業 □服務業 □農林漁牧 □工業 □醫療 □家管/待業

5 請問家庭年總收入為: □50 萬(含)以下 □50 萬~100 萬 □100 萬~200 萬 □200 萬~300 萬 □300 萬以上

【本問卷到此結束，誠摯感謝您的幫助】