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    題名: 行動銀行服務品質之研究─以A銀行為例
    Examining the service quality of mobile banking: A case study of bank A
    作者: 李家慧
    Lee, Chia-Hui
    貢獻者: 羅明琇
    李家慧
    Lee, Chia-Hui
    關鍵詞: 行動銀行
    服務品質
    服務品質延伸模型
    服務金三角
    金融科技
    Mobile banking
    Service quality
    Extended Model of Service Quality
    e-SERVQUAL
    Service triangle
    Fintech
    日期: 2020
    上傳時間: 2020-08-03 18:42:49 (UTC+8)
    摘要: 由於數位科技與網際網路的發展，人們逐漸仰賴以智慧型手機與平板電腦等行動裝置，來完成日常生活中的各種事項。面對消費者行為的改變，銀行業者也紛紛加強在資訊科技領域的能力，開發行動銀行應用程式，讓顧客在行動裝置上即可使用銀行的功能與服務，以滿足顧客的需求與便利性。目前各銀行皆不斷優化其行動銀行所提供的服務，期望能提高顧客的滿意度。因此，提供良好的行動銀行服務品質，成為銀行在金融科技的趨勢中，受到消費者青睞的必要條件，同時也是現今的銀行業者必須重視的議題。

    本研究以PZB服務品質延伸模型與e-SERVQUAL服務品質衡量構面為研究架構，採用個案研究法與訪談法，分別對個案銀行的行員與行動銀行的用戶進行訪談，利用e-SERVQUAL服務品質衡量構面探討顧客對於行動銀行所期望的服務，以及利用PZB服務品質延伸模型，探討為何銀行提供的服務與顧客期望有所差距。接著再透過服務金三角模型的四個要素─顧客、策略、系統、人員，為目前存在的服務缺口，提供解決與改善的方案。

    本研究發現，銀行提供的服務與顧客期望有所差距，最主要是因為銀行業者對顧客期望不夠了解，銀行內部必須調整其人員的思維，以顧客為導向，深入了解顧客的想法與需求，才能在策略、系統和人員三項要素中做出適當的調整，以符合顧客期望，進而提升行動銀行的服務品質。
    Due to the development of digital technology and the Internet, people gradually rely on mobile devices, such as smartphones and tablets, to complete many things in daily lives. Facing the changes of consumer behavior, the banks have strengthened their capabilities in the field of information technology and developed mobile banking applications to enable customers to use the functions and services of the banks directly on mobile devices to meet customers’ needs and convenience. Nowadays, the banks are constantly optimizing the services provided by their mobile applications, hoping to increase customer satisfaction. Thus, providing the good quality of mobile banking services has become a necessary condition for the banks to be favored by customers in the trend of financial technology, and it is also an issue that the banks have to put emphasis on today.

    This study uses Extended Model of Service Quality and e-SERVQUAL measurement dimensions as the research framework. It also uses case study method and interview method to respectively interview the employee of the case bank and the users of the mobile banking application. Then, e-SERVQUAL measurement dimensions is used to discuss the services that customers expect from the mobile applications, and Extended Model of Service Quality is used to explore why the services provided by the banks differ from customer expectations. Next, this study offers solutions to the existing service gaps through the four elements of the Service Triangle, that is, customer, strategy, system and people.

    This study found that the services provided by the banks differ from customer expectations, and the main reason is that the banks do not have enough understanding of the expectations of the customers. The banks should adjust the thinking and mindset of their employees to be customer-oriented, and have a deep understanding of the customers’ needs. In this case, service providers can make appropriate adjustments via strategy, system and people to meet customer expectations and improve the service quality of mobile banking applications.
    參考文獻: 一、中文文獻
    1.PwC資誠聯合會計師事務所（2017）。2017年全球金融科技調查台灣概要。
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    二、英文文獻
    1.Albrecht, K. & Zemke R. (1985). Service America! Doing Business in the New Economy. Homewood IL: Dow Jones-Irwin.
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    3.Haywood, K. M. (1987). Service management concepts: implications for hospitality management. Hospitality Review, 5(2), 43-60.
    4.Hermawanto, H. (2011). The Higher Education Service Institution and Its Dynamic Sustainability: a Journey From Culture-strategy Relationship and Open System Model of Human Resource System Reviews to Modified Service Triangle Models. Majalah Ekonomi Universitas Airlangga, 21(2), 124-132.
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    11.Parasuraman, A. (2013). Finding service gaps in the age of e-commerce. IESE Insight, 17, 30-37.
    12.Wang, L. I. (2016). When the customer is king: Employment discrimination as customer service. Virginia Journal of Social Policy & the Law, 23(3), 249-292.
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    18.Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in Human Behavior, 26(4), 760-767.

    三、參考網站
    1.王妍文(2017)，2017台灣行動金融樣貌大調查，檢自：https://event.gvm.com.tw/201711_esunbank/article2017-1.html
    2.金融理財中心(2017)，數位金融快速成長 銀行APP 下載量突破千萬，工商時報，檢自：https://www.chinatimes.com/newspapers/20171015000033-260202?chdtv
    3.孫中英(2018)，讓手機就是提款機 銀行APP六功能超夯，聯合報，檢自：https://theme.udn.com/theme/story/6774/3027387
    4.林讓均(2019)，2019第二屆《遠見雜誌》數位金融服務最佳銀行大賞，遠見研究調查，檢自：https://gvsrc.cwgv.com.tw/articles/index/14823/1
    5.i-Buzz Research(2019)，台新Richart強到沒對手？有沒有指紋辨識差很多！｜網路聲量分析，檢自：https://www.i-buzz.com.tw/industry/article_page/?id=MjU4
    6.Sacco, A. (2015). Leading App Stores See Dramatic Increase in Business Apps. Retrieved from: https://www.cio.com/article/2868067/leading-app-stores-see-dramatic-increase-in-business-apps.html
    7.World Economic Forum (2015). The Future of Financial Services: How disruptive innovations are reshaping the way financial services are structured, provisioned and consumed. Retrieved from: https://www.weforum.org/reports/future-financial-services-2015
    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    107363065
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0107363065
    資料類型: thesis
    DOI: 10.6814/NCCU202000757
    顯示於類別:[企業管理研究所（MBA學位學程）] 學位論文

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