THESIS ABSTRACT A Study of a Customer satisfaction and Operating Strategy of Financial holding company - An Empirical Study of Barits International Securities Company. The most important thing to 14 Taiwanese Financial holding companies is to find the market which is suitable to them. At the same time, financial holding companies should improve their service quality and customer satisfaction continually. Mega Holdings is one of the three biggest financial holding companies in Taiwan. Currently,Mega Holdings has its paid-up capital at NT$113,657 million and total consolidated assets at NT$2 trillion. Mega Holdings keeps developing financial derivative products to differentiate with other financial holding companies. So Mega Holdings is an ideal for us to study. Base on the five elements of service quality from Parasuraman et al¡O(1985), we develop six important items to customer satisfaction. They are ¡§professional knowledge¡¨, ¡§efficiency¡¨, ¡§security¡¨, ¡§charge negotiation¡¨ and ¡§IT system¡¨. According to these items, we proceed with our empirical study of Barits International Securities Company to know the degree of customer satisfaction and provide valuable references to long-term operating strategies for financial holding companies. Key words¡GCustomer satisfaction, Service quality, financial holding companies, Barits International Securities Company