本研究針對金融業競爭激烈，局勢急遽變化之秋，認為台灣銀行業已不再居於高不可攀的地位，銀行仍要提高獲利能力，穩健經營，惟正本清源，關鍵仍決定於銀行的顧客，尤其企業金融是銀行業所有業務之根源，希望透過本研究之結論，提高企業形象及服務品質，並藉以提供銀行拉升顧客滿意度與顧客忠誠度的行銷建議，以滿足並吸引優質顧客，提升銀行競爭力。
本研究主要目的在於探究銀行服務品質、企業形象與顧客滿意度及顧客忠誠度之關聯性，本研究以A銀行之大台北地區之企業金融客戶為例，取得231 份有效樣本，採用迴歸分析，探討服務品質、企業形象與顧客滿意度及顧度忠誠度之關聯性，實證結果發現，受訪者對於銀行業的服務品質、企業形象對顧客滿意度、顧客忠誠度有顯著正向影響，服務品質、企業形象、顧客滿意度對顧度忠誠度有顯著正向影響，服務品質、企業形象對顧客滿意度有顯著正向影響，服務品質、企業形象對顧客忠誠度有顯著正向影響，服務品質對企業形象顯著正向影響，顧客滿意度對顧度忠誠度顯著正向影響。
透過上述量化證實服務品質、企業形象與顧客滿意度及顧客忠誠度之間的關聯性，再依據質化的研究結果，對銀行企業金融提出行銷建議，建議銀行業仍必須在服務品質與企業形象等方面精益求精，方能有效提升顧客滿意度及忠誠度，創造雙贏，達到永續經營的目的。

Citing the fiercely competitive and drastically changing financial market, this study reminds Taiwan’s banking firms that they are not invincible anymore and consequently need to improve profitability and corporate stability. The key to improving such fundamentals, however, lies in banking customers, especially at a time when corporate banking lays the foundation for all aspects of banking operations. This study is expected to yield conclusions that not only help banks enhance corporate images and service quality, but also offer them marketing advice for bolstering customer satisfaction/loyalty, so they may satisfy high-quality customers with enhanced competitiveness.
The chief purpose of this study is to explore the relations among a bank’s service quality, corporate image, customer satisfaction and customer loyalty. With a focus on Bank A’s corporate finance clients across the Greater Taipei region, totally 231 valid samples were subject to regression analysis to examine how the bank’s service quality, corporate image, customer satisfaction and customer loyalty are related to one another. According to empirical results from the analysis, the respondents believe a bank’s service quality and corporate image have a significantly positive influence on customer satisfaction/loyalty; service quality, corporate image and customer satisfaction have a significantly positive influence on customer loyalty; service quality and corporate image have a significantly positive influence on customer satisfaction; service quality and corporate image have a significantly positive influence on customer loyalty; service quality has a significantly positive influence on corporate image; customer satisfaction has a significantly positive influence on customer loyalty.
The above-mentioned quantitative results verified the relations among a bank’s service quality, corporate image and customer satisfaction/loyalty. Meanwhile, marketing advice for a bank’s corporate finance unit was derived from the qualitative findings. To be specific, banking firms are advised to keep improving their service quality and corporate image for effective enhancement of customer satisfaction/loyalty, which ensures sustainable operations as they achieve a win-win situation with customers.

一、中文部份：
1. 陳鉦明(2002)企業形象、服務補救期望與補救後滿意度關係之研究。中國文化大國際企業管理研究所碩士論文。
2. 吳萬益(2011)企業研究方法第4版，華泰文化事業股份有限公司。
3. 張榮欽(2007)認知價值、品牌形象對顧客滿意度與顧客忠誠度之關係研究─以好市多量販店為例。國立台北大學企業管理學系碩士論文。
4. 張清泉（2007）。服務品質、滿意度與忠誠度關聯性之研究─以企業金融客戶為例。
5. 梁葉和（2011）。產品品質、服務品質、企業形象對顧客滿意度與顧客忠誠度之影響-以中油公司車用機油及快保中心為例。國立成功大學管理學院EMBA碩士在職專班碩士論文。
6. 林慶村（2005）。銀行業服務品質、企業形象、顧客滿意度與 顧客忠誠度關聯性之研究。朝陽科技大學企業管理系碩士班碩士論文。
7. 覃月珍（2007）。服務品質、服務失誤及服務補救對客戶滿意度影響之研究-以商用軟體客戶服務為例研究。國立成功大學高階管理碩士在職專班碩士論文。

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