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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/152116


    Title: AI應用對銀行客服效能影響之研究
    A Study on the Impact of AI Applications on the Efficiency of Banking Customer Service
    Authors: 蔡明娟
    Tsai, Ming-Chuan
    Contributors: 周冠男
    Zhou, Guan-Nan
    蔡明娟
    Tsai, Ming-Chuan
    Keywords: AI客服
    AI語音
    AI服務策略
    數位轉型
    服務效率
    AI-powered customer service
    AI voice service
    AI service strategy
    digital transformation
    service efficiency
    Date: 2024
    Issue Date: 2024-07-01 13:05:21 (UTC+8)
    Abstract: 隨著數位金融環境快速演進，銀行業藉由導入人工智慧(AI)客服系統(以下簡稱AI客服)，期望提升服務效率並優化客戶體驗。本研究旨在探討AI技術在銀行客服領域的應用現況與影響。
    研究方法包括對台灣五大銀行客服主管進行深度訪談，並以個案銀行導入AI語音服務為對象，分析客戶互動數據。定性分析發現，銀行業為因應勞動力短缺及成本壓力，引入AI客服處理簡單重複工作，期能減輕人工服務負擔。然而，實施過程中仍面臨技術穩定性、數據品質、客戶信任度等多重挑戰。
    定量研究分析了個案銀行引入AI客服語音應用服務後的客戶數據變化。結果顯示客戶的使用習慣正逐步向AI語音服務通路轉移，且AI語音系統的服務策略優化直接促進了解決率和客戶滿意度的顯著改善，展現了AI技術提升服務體驗的潛力。
    整體而言，AI客服導入後面臨著多重挑戰，但確實能提升服務效率、優化流程並改善客戶體驗。透過持續優化創新，銀行業正實現人機協作及數位轉型，為客戶帶來卓越的智能金融體驗。
    In the rapidly evolving digital financial landscape, the banking industry has introduced artificial intelligence (AI) customer service systems (hereafter referred to as AI-powered customer service) with the aim of enhancing service efficiency and optimizing customer experience. This study seeks to explore the current applications and impacts of AI technology in the banking customer service domain.
    The research methodology includes conducting in-depth interviews with customer service managers from the five major banks in Taiwan and analyzing customer interaction data from a case bank that has implemented an AI voice service. Qualitative analysis reveals that the banking industry has introduced AI customer service systems to handle simple and repetitive tasks, with the goal of alleviating the burden on human service personnel in response to labor shortages and cost pressures. However, the implementation process still faces multiple challenges, including technological stability, data quality, and customer trust.
    The quantitative research analyzes changes in customer data after the case bank introduced the AI voice service. The results indicate that customer usage habits are gradually shifting towards the AI voice service channel, and the optimization of the AI voice system's service strategy has directly contributed to significant improvements in resolution rates and customer satisfaction, demonstrating the potential of AI technology to enhance service experience.
    Overall, while the introduction of AI-powered customer service faces numerous challenges, it can indeed enhance service efficiency, optimize processes, and improve customer experience. Through continuous optimization and innovation, the banking industry is achieving human-machine collaboration and digital transformation, bringing exceptional intelligent financial experiences to customers.
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    二、英文文獻：
    1.Skålén, P., Gummerus, J., von Koskull, C., & Magnusson, P. R. (2015). Exploring value propositions and service innovation: a service-dominant logic study. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 43(2), 137-158. doi:10.1007/s11747-013-0365-2
    2.Gomber, P., Kauffman, R. J., Parker, C., & Weber, B. W. (2018). On the Fintech Revolution: Interpreting the Forces of Innovation, Disruption, and Transformation in Financial Services. Journal of Management Information Systems, 35(1), 220–265. https://doi.org/10.1080/07421222.2018.1440766
    3.Huang, M.-H., & Rust, R. T. (2021). Engaged to a Robot? The Role of AI in Service. Journal of Service Research, 24(1), 30-41. https://doi.org/10.1177/1094670520902266
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    7.Kumar, A., & Telang, R. (2012). Does the Web Reduce Customer Service Cost? Empirical Evidence from a Call Center. INFORMATION SYSTEMS RESEARCH, 23(3), 721-737. doi:10.1287/isre.1110.0390
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    111932129
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111932129
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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