本研究之研究目的，係在探討服務業之顧客維持（Customer Retention），由服務業之顧客觀點切入，主要研究方法為重大事件技術（Critical Incident Technique），屬於定性研究方法。本研究之研究對象為臺灣地區金融服務業顧客。 本研究之主要研究結果，根據161份問卷分為三大類11項因素：主要服務〔主要產品、信用、便利、服務速度、服務態度（對人）、服務態度（對事）〕；其他服務〔特殊服務、促銷活動〕；顧客個人因素〔工作關係、人際關係、習慣〕。後續研究可再針對其他型態之服務業、顧客之不同交易年限、從「企業管理階層」或「企業服務前場（front line）員工」等觀點深入探討顧客維持，以補本研究之不足。

　　　　　This research method is Critical Incident Technique (CIT), which intends to look into the customer retention in service industry. We try to figure out why the customers are willing to keep long-term trade relationship with industries. The study samples are 161 incidents from banks in Taiwan. From the study, we conclude three kinds (11 factors) as the customer retention ways: 1.core service: core product, credibility, convenience, service speed, service attitude to people, and service attitude to incident. 2.Other Service: special service and special promotion event. 3.Individual Factors: work factor, interpersonal relationship, and habit Future research can focus on other kinds of service industry, service trading time and different viewpoint to compare the result with this research.