本研究主要在探討人口統計變數與服務品質知覺及顧客滿意度之間的相關性，並進一步檢視顧客對於服務品質的知覺是否左右其對於服務的滿意度。藉由以台中銀行之顧客為研究對象的有效問卷（共計561份），本研究所獲得之結論如下：不同性別、年齡與婚姻狀況之顧客對於服務品質的知覺存在顯著差異性；不同性別對於服務的整體滿意度亦存在不同的反應；此外，台中銀行之服務品質除了與顧客滿意度具有顯著正相關性之外，服務品質對於整體滿意度亦同時具有顯著預測力，其中尤以「形象性」為最主要的預測變項。 In this thesis, I attempt to find the linkage among population statistic variables, service quality consciousness, and the degrees of customer satisfaction. With a sample of 561 surveyed observations, empirical evidences indicate that the service quality consciousness is sensitive to the customers’ genders, ages and marital status. The degrees of customer satisfaction, in contrary, seem only sensitive to the genders. However, the findings do support the positive correlation between service quality consciousness and the degree of customer satisfaction. This thesis on one hand enriches current studies related to customer satisfaction. On the other hand, results of this thesis offer several guidelines for firms, especially banks, to improve their customer satisfaction as well as profits.
