Investors in Taiwan prefer to invest in offshore funds, and they are good customers in the eyes of the world's major fund companies. Funds are competing these investors through these 3,400 bank branches. Literature has indicated comprehensive selection criteria when investors choosing a fund, yet no study revealed the gap between what investors’ expected and experienced. The current study conducted a survey among these investors with importance-performance analysis (IPA) to fill this gap. There were two parts in the questionnaire, first part was drawn from literature to measure funds, and the second part was summarized from several depth interviews based on SERVQUAL with senior investors. 240 valid responses from current fund investors. The factors investor’s preference in evaluating a fund may be different in terms of residence areas and age. Perceived importance of fund selection criteria is not significantly different in terms of gender, education, marriage, and income levels. Test results indicated that “investment performance record”, “management fees” and “additional features” of fund, and the “sympathy” dimension of bank should be first improved by either fund or bank company respectively.
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