自1990年代以來，政府加速推動金融自由化與國際化，正式開放民營銀行的設立，同時降低對外商銀行的設立標準，促進自由競爭，銀行同業間業務競爭日益激烈。因此，銀行業必須更加積極擬定正確的行銷策略，改善現有不佳的商品，並且推出更多樣化的金融商品，藉此滿足潛在客戶需求，並拓展獲利來源。
本研究以台灣北、中、南部20歲以上的民眾為研究對象，採分層隨機抽樣法，以網路問卷方式收集樣本。試圖引用Cronin, et al.（2000）提出之「研究模式」作為基本研究架構，以驗證此研究架構是否適用於銀行理財服務。透過多變量統計分析方法，探討基本資料對各研究構面的差異分析，並採用線性結構關係模式探討服務品質、服務價值、顧客滿意度和行為意向之關聯。
本研究證實服務品質、服務價值、顧客滿意度與行為意向之關聯，因此建議銀行業必須提升其服務品質，使顧客滿意度更高，進而產生正面的行為意向，並願意再來銀行購買理財服務，建立其忠誠度。

關鍵字：理財服務、服務品質、服務價值、顧客滿意度、行為意向、線性結構模式

Since 1990, the government has accelerated to promote the financial liberalization and internationalization by opening the establishment of the private bank and the restriction of the foreign bank setting up the branch in Taiwan. It causes the banking to be fiercer in competition. Hence, the banker has to adopt more initiative marketing tactics, put on the new financial goods constantly and improve the existing in order to increase the potential customers’ satisfaction and the incomes of the bank.
The research takes citizens that are above 20 years old in Northern, Middle, and Southern Taiwan as participants, using online questionnaire and random surveys to the targeted sample population. Furthermore, it takes the “Research model” raised by Cronin, et al.（2000）as the basic research frame to prove whether the frame fits financial services or not. This research also discusses the differences among the different focus modules by manipulating the basic data. LISREL model has been adapted to study the relations with service quality, service value, customer satisfaction, and behavior intention.
We find that the relations with service quality, service value, customer satisfaction, and behavior intention are all significant and positive. Hence, we recommend that the bank managers must raise the service quality to improve the customer satisfaction and enhance the behavior intention. It will let the customers intend to buy the financial services again and build the customer loyalty.

Keywords: financial service, service quality, service value, customer satisfaction, behavior intention, linear structure relationship model

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