科技持續帶動著現行銀行業務的發展，從需要許多人員協助各項交易的傳統銀行，到網路銀行、行動銀行、自動櫃員機、線上化交易等等的出現，使銀行服務可以排除空間上及時間上的限制，消費者憑著手機便可以輕鬆連上網路，大幅提升了銀行服務廣泛性及多元性。近年來，消費者生活模式逐漸改變、新冠肺炎疫情影響外出頻率，銀行業者勢必得跟上時代變遷、加速行動銀行建置與優化，使各金融業者戮力發展行動銀行，打造更多元銀行服務業務，以提升既有的品牌形象，增加客戶忠誠度。本篇研究主要目的在探討品牌形象、服務品質、客戶滿意度及客戶忠誠度相互存在的關係，並以行動銀行業務做為研究主題，可供往後銀行拓展其服務之參考建議。並藉由(1)文獻資料，來領略各個構面的定義；(2)構建本研究問卷，採取李克特量表法；(3)對受訪問卷內容實行路徑分析；(4)提出相關建議，以提供未來研究時可參考之方向；而本篇研究結果發現品牌形象與服務品質、品牌形象與客戶滿意度、服務品質與客戶滿意度、客戶滿意度及客戶忠誠度之間，皆存在正向顯著關係。

Technology has now plays an important role in financial services. From traditional banks that require many people to assist in various transactions, to modern internet banking, mobile banking, automated teller machines, and online transactions, etc. Banking services are no longer limited by business hours and locations, consumers can also connect to the internet at any time through smart mobile devices, and enjoy the convenience of being available anytime, anywhere, which is contributed to the rapid growth of the mobile internet population in recent years. With the change of consumers' living habits and the impact of COVID-19, financial institutions must create mobile banking quickly and stay up with the advancement of information technology. As a result, many banks are aggressively developing mobile banking and producing more financial services to improve both brand image and customer loyalty. The primary objective of this study is to take mobile banking as the research object, and investigate the relationship between brand image, service quality, customer satisfaction and customer loyalty. Through (1) literature review to understand the definition of all constructs; (2) established the questionnaire for this study, and the questionnaire used a Likert scale; (3) used SMARTPLS and SPSS Statistics to analyze the content of the questionnaire; (4) made recommendations to inform future research directions. The results of this study found that there were positive and significant relationship between brand image and service quality, brand image and customer satisfaction, service quality and customer satisfaction, as well as customer satisfaction and customer loyalty.

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