Abstract

Competition in the financial services gradually grows. In order to improve the competitiveness, more financial enterprises value issues relevant to the improvement of service performance for keeping and attracting customers. This paper investigated the influence of organizational characteristics from the perspective of employees on the behavior of employees as well as the relationship with the service perception of customers. Through literature review and the questionnaire survey of the top ten international and domestic banks, which were elected by the 2009 Benchmark Enterprises Assessment held by Common Wealth Magazine, and which were the most profit-making, totally 76 branches of those banks in Taipei. It was found that customer orientation, competitor orientation, interfunctional negotiation, long-term perspective, and profit perspective constructed the organizational cultural factors favorable for employees to generate customer-oriented behavior, and the correlation between service quality and customer-oriented behavior tended to be significantly positive.

Key words: Organizational characteristics, customer-oriented behavior, service quality.