依據中央銀行的數據顯示，到2008年3月31日為止，全台灣的總銀行數高達3500家以上，說明了現在銀行業正處於一個競爭激烈的環境，而各銀行如何在此惡劣的環境下生存下來？除了作有效金錢上的避險及其他行政上的改革外，銀行業必須僅僅抓牢他們最重要的有形資產－顧客。進一步讓顧客感到舒適、信任及滿意，是現在銀行業最首要的課題之一，因此銀行業要能準確衡量、評估顧客滿意度。因為顧客滿意度越好，銀行營運績效越高，也增強競爭能力，可以大大提升存活下來的機率。
本研究主要目的在於探討銀行業的服務品質、企業形象與顧客滿意度之間的關聯性，參考Parasuraman, Zeithaml & Berry三位學者（1988）提出的SERVQUAL量表測量服務品質，及利用Walters（1978）, Aaker & Keller（1990）提出的研究衡量企業形象，並由受訪者自我評估對於銀行業的滿意度。本研究以台灣北、中、南部為例，取得213份有效樣本，採用線性結構關係模式探討服務品質、企業形象與顧客滿意度之關聯性，實證結果發現，受訪者對於銀行業的服務品質顯著正向影響企業形象與顧客滿意度，企業形象顯著正向影響顧客滿意度，服務品質透過企業形象亦顯著正向影響顧客滿意度。
最後，透過本研究證實服務品質、企業形象與顧客滿意度之間的關聯性，建議銀行業必須提升其服務品質與企業形象，以使顧客對於其滿意度更高，進而願意再來銀行接受服務，建立其忠誠度。

According to the record of the Central Bank, there were more 3,500 banks in Taiwan due to the end of the March in 2008. This tells a thing that the banks are in competitive environment. So how do they live in the bad environment? Except for the effective hedging and the innovations in administrative management, they must grasp their most important bodily asset, customers. Furthermore, how do they let customers feel comfortable, trust and satisfaction? This is a most premier thing for the banks. So they have to measure the customer satisfaction efficiently. Because customer satisfaction will rise, the performance will be better. Further, their competiveness will stronger, and the probability of existence will increase massively.
This research was aimed at exploring the relationship among service quality, enterprise image and customer satisfaction of the banks. The scale of service quality is designed from SERVQUAL scale, which is brought by Parasuraman, Zeithaml & Berry（1988）. Enterprise image scale is consulted from Walters（1978）, Aaker & Keller（1990）. And customer satisfaction is measured by self appraisal. This research takes Northern, Middle and Southern of Taiwan for example, and there are 213 samples in this research. We discussed the relationship among service quality, enterprise image and customer satisfaction of the banks by linear structure relation.
We find that service quality affects enterprise image and customer satisfaction, enterprise image affects customer satisfaction and service quality also affects customer satisfaction via enterprise image. All of these relationships are significant and positive. Thus, we recommend that the bank managers must raise service quality and enterprise image for improving their
customer satisfaction. This will let customers accept the service again, and build the consumer loyalty.

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