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題名 銀行數位化之無卡ATM顧客體驗：以 中信、國泰、台新銀行為例
ATM Cardless Customer Experience in Banking Digitalization, Taking Cathay United Bank, CTBC Bank, Taishin International Bank For Example作者 張喆
CHANG, CHIEH貢獻者 白佩玉
張喆
CHANG,CHIEH關鍵詞 銀行數位化
ATM無卡提款
顧客體驗
服務創新
創新採用理論
Banking Digitalization
ATM Cardless
User Experience
Archetypes of Service Innovation
Diffusion of Innovation日期 2019 上傳時間 5-九月-2019 17:36:48 (UTC+8) 摘要 隨著金融科技的崛起，科技不斷著改變銀行產業，電子支付、行動支付是各國規劃數位銀行的政策，無現金化發展是其中關鍵，然而，在台灣，ATM的密度不減反增，顯然ATM在台灣銀行策略上扮演著重要角色，更開發了「手機無卡提款」、「指靜脈無卡提款」等提款方式。本研究欲以質化訪談方式，並以台灣國內ATM數量前三大銀行「國泰世華銀行」、「中國信託商業銀行」、「台新國際商業銀行」的ATM無卡提款為情境，深度訪談10位受訪者，整合金融科技與銀行數位化相關資料，以及服務創新原型和創新採用理論，探討ATM無卡提款的使用者動機、使用者體驗、行動銀行的使用如何影響無卡提款的使用以及使用者對於有卡提款和無卡提款的使用看法。結論發現，受訪者多以忘記帶卡為首次使用ATM無卡提款的動機，使用者多有正向的體驗，少數以指靜脈無卡提款使用者因感應問題體驗不佳。最後，大部分受訪者並不會以ATM無卡提款作為目前提款的主要方式，原因是使用者依然保持有卡片的使用習慣，而無卡提款與有卡提款使用情境上並沒有絕對的取代必要性。本研究的實務建議包含：申請方式更改為不需要攜帶金融卡就能申請以提升初次使用動機、增加手機行動銀行與ATM無卡提款的連結性、改善指靜脈提款的感應功能、增加ATM無卡提款的安全性並讓使用者明確知道。
With the rise of financial technology, technology is constantly changing the banking industry. Electronic payment and mobile payment are the policies of countries planning digital banks. The development of cashless is the key. However, in Taiwan, the density of ATM is not decreasing, and ATM is an important strategy in Taiwan. It has also developed many Cardless methods such as “Cardless with mobile phones” and “Cardless with finger veins”.This study is based on qualitative respondents and in-depth interviews from the top three banks in Taiwan, Cathay United Bank, CTBC Bank, and Taishin International Commercial Bank. This study have 10 interviewers, which integrate financial technology and bank digitalization related information, as well as service innovation prototypes and innovation adoption theories. The study will discuss how user motivation, user experience, and how mobile banking affect the ATM Cardless users.In conclusion, it was found that the respondents mostly be first time user of ATM Cardless when they forgot to take the card. The users most have a positive experience, and a few users who have Cardless with the finger vein experience poor experience due to the sensory problem. Most of the respondents did not use ATM Cardless withdrawal as the main way of withdrawing money. The reason is that users still have the habit of using cards to withdraw money. There is no absolute need to replace it. The practical recommendations of this study include: change the application method to require no financial card to apply to improve the motivation for initial use, increase the connectivity between mobile banking and ATM Cardless, improve the sensing function of Cardless with finger vein , and increase the security of ATM Cardless and made clear to the user.參考文獻 一、 相關網路資料1. 葉憶如(2019)，國泰世華推ATM無卡提款https://udn.com/news/story/7239/35846512. 陳碧芬(2018)，結合手機、辨識科技、跨行使用 無卡提款交易 爆發性成長https://www.chinatimes.com/newspapers/20180826000214-260202?chdtv3. 陳慧菱(2018)，〈台北金融科技開展〉生物辨識ATM好夯 掌靜脈、刷臉提款、防詐騙偵測新應用拚場https://news.cnyes.com/news/id/42518034. 陳碧芬(2018)，無卡提款交易 爆發性成長https://m.ctee.com.tw/focus/jrdc/1928875. 陳慧菱(2017)，9家銀行可用手機無卡提款 中國信託逾5500部ATM全面升級「跨行」服務https://news.cnyes.com/news/id/39265736. 顏嘉南(2017)，ATM問世50年歐美銀行力拚無卡化，中時電子報https://www.chinatimes.com/newspapers/20170705000093-260203?chdtv7. Suzanne Cluckey(2017)，ATM 2017未來趨勢報告https://reurl.cc/5LMQV8. 沈瑜(2017)，電子支付夯 為何銀行仍搶奪ATM據點https://reurl.cc/lbvAQ9. Tom Harper(2012)，ATM 2012未來趨勢報告https://www.pymnts.com/assets/Uploads/ATM-Future-Trends.pdf10. 【金融服務情報】中國信託服務再升級！「隨你數位」智能超有感https://www.mirrormedia.mg/story/20190612mkt002/11. 林子桓(2019)，上海商銀6月連開三家數位分行 有六大亮點https://udn.com/news/story/7239/386780512. 李靜宜(2018)，中國信託新推「智能ATM」不只是刷臉提款、還能提醒詐騙預防偷窺，甚至成為精準行銷的新通路https://www.ithome.com.tw/news/127603二、 中文文獻1. 吳櫻驛(2018)，金融科技對本國銀行發展之影響，國立中山大學高階經營碩士，碩士論文2. 梁榕修(2017)，數位金融時代下行動銀行app持續採用行為研究，國立政治大學企業管理研究所，碩士論文3. 鄭莉玲(2017)，台灣數位金融現況及未來探討，國立逢甲大學經營管理研究所，碩士論文4. 洪崇文(2016)，金融科技在台灣發展現況及未來，國立政治大學金融研究所，碩士論文5. 黃巧璐(2016)，創新金融科技-ATM產業的蛻變進行曲，國立臺灣科技大學管理研究所，碩士論文6. 邱光輝(2015)，迎向數位金融之財富管理發展策略探討-以個案銀行為例，國立臺北大學企業管理研究所，碩士論文7. 張硯凱(2013)，服務創新、品牌印象對顧客滿意影響之研究-以IKEA為例，國立南台科技大學行銷與流通管理研究所，碩士論文8. 林清和(2010)，服務創新與信任關係之研究，國立中正大學企業管理研究所，碩士論文9. 葉慈章(2010)，金融卡的安全性，國立明新科技大學資訊管理研究所，碩士論文10. 蔡婌捐(2006)，網路ATM接受度之研究，國立臺灣科技大學企業管理研究所，碩士論文11. 羅尚義(2002)，銀行ATM服務經營模式的探討，國立台灣大學商學研究所，碩士論文三、 英文文獻1. Bell, M. L. (1966), Marketing: Concepts and Strategy. Boston, MA: Houghton Mifflin.2. Brizuela, B. M., Stewart, P. J., Carrillo, R. G., Berger,J. G., (2000). Acts of Inquiry in Qualitative Research, Havard Education Press.3. Berger, A. A. (2000), Media and communication research mothods: An introduction to qualitative and quantitative approached. Thousand Oal, CA: Sage.4. Boyd, T. C., Charlotte H. M. (1999), The Link Between Attractiveness of `Extrabrand` Attributes and the Adoption of Innovations, Journal of the Academy of Marketing Science, vol.27, 306-319.5. Conboy, K., Fitzgerald, G., Mathiassen, L. (2013). Qualitative Methods Research in Information Systems: Motivations, Themes and Contributions, European Journal of Information Systems, 21(2). 113-118.6. Dunphy, S., Herbig, P. A., Palumbo, F. A. (1995). Sructure and Innovation, Briefing in Entrepreneurial Finance, 4(3), 137-154.7. deBrentani, U., Kleinschmidt, E. J., (2004), Corporate Culture and Commitment: Impact on Performance of International New Product Development Programs, Journal of Product Innovation Management, 21(5), 309–333.8. Edvardsson, B., Tronvoll, B. (2013). A New Conceptualization of Service Innovation Grounded in SD Logic and Service Systems, International Journal of Quality & Service Sciences, 5(1), 19–31.9. Edvardsson, B., Gustafsson, A., Roos, I. (2005). Service Portraits in Service Research: A Critical Review through the Lens of the Customer, International Journal of Service Industry Management, 1(16), 107–121.10. Hull, Frank M. (2004), Innovation Strategy and the Impact of a Composite Model of Service Product Development on Performance, Journal of Service Research, 7(2), 167–180.11. Helkkula, A., Kowalkowski, C., and Tronvoll, B. (2018). Archetypes of Service Innovation. Journal of Service Research, 21(3): 284-301.12. Helkkula, A., Kelleher, C., Pihlström, M. (2012), Characterizing Value as an Experience—Implications for Researchers and Managers, Journal of Service Research, 15(1), 59–75.13. Holak, S. L., Lehmann, D. R. (1990). Purchase Intentions and the Dimensions of Innovation: An Exploratory Model, The Journal of Product Innovation Management, 7(1), 59-73.14. Imran, H. M., Umer, A. M. (2018). Service Innovation and Service Innovation Performance: A Study of Banking Service, Pakistan Journal of Commerce and Social Sciences, 12(2), 670-69415. Lincoln, Y. S., Guba, E. (1985). Naturalistic inquiry, Beverly Hills, CA Sage Publications, Inc.16. Mairesse, J., Mohnen, P.,(2002), Accounting for Innovation and Measuring Innovativeness: An Illustrative Framework and an Application, The American Economic Review, 92(2), 226–230.17. McCraken, G. (1988). The Long Interview, London, SAGE Publications.18. Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patrício, L., Voss, C. A., (2015). Service Research Priorities in a Rapidly Changing Context, Journal of Service Research, 18(2), 127–159.19. Parisot, A. H. (1997). Distance Education as a Catalyst for Changing Teaching in the Community College: Implications for Institutional Policy, New Directions For Community Colleges, 5-13.20. Rogers, E.M. (1995), Diffusion of Innovations, New York, The free press.21. Sicotte, H., Bourgault, M. (2008), Dimensions of uncertainty and their moderating effect on new product development project performance, 38(5), 468-47922. Strauss, A., Corbin, J. M. (1990). Grounded theory research: Procedures, canons, and evaluative criteria, Qulitative Sociology,13(1)3-2123. Story, V., Hurdley, L., Smith, G., Saker, J. (2000), Methodological and Practical Implications of the Delphi Technique in Marketing Decision-Making: A Re-Assessment, 1(4), 487-504.24. Toivonen, M., Tuominen, T., Brax, S. (2007), Innovation Process Interlinked with the Process of Service Delivery: A Management Challenge in KIBS, Economies et sociétés, 4(3), 355–384. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363107資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363107 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.author (作者) 張喆 zh_TW dc.contributor.author (作者) CHANG,CHIEH en_US dc.creator (作者) 張喆 zh_TW dc.creator (作者) CHANG, CHIEH en_US dc.date (日期) 2019 en_US dc.date.accessioned 5-九月-2019 17:36:48 (UTC+8) - dc.date.available 5-九月-2019 17:36:48 (UTC+8) - dc.date.issued (上傳時間) 5-九月-2019 17:36:48 (UTC+8) - dc.identifier (其他 識別碼) G0106363107 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125956 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 106363107 zh_TW dc.description.abstract (摘要) 隨著金融科技的崛起，科技不斷著改變銀行產業，電子支付、行動支付是各國規劃數位銀行的政策，無現金化發展是其中關鍵，然而，在台灣，ATM的密度不減反增，顯然ATM在台灣銀行策略上扮演著重要角色，更開發了「手機無卡提款」、「指靜脈無卡提款」等提款方式。本研究欲以質化訪談方式，並以台灣國內ATM數量前三大銀行「國泰世華銀行」、「中國信託商業銀行」、「台新國際商業銀行」的ATM無卡提款為情境，深度訪談10位受訪者，整合金融科技與銀行數位化相關資料，以及服務創新原型和創新採用理論，探討ATM無卡提款的使用者動機、使用者體驗、行動銀行的使用如何影響無卡提款的使用以及使用者對於有卡提款和無卡提款的使用看法。結論發現，受訪者多以忘記帶卡為首次使用ATM無卡提款的動機，使用者多有正向的體驗，少數以指靜脈無卡提款使用者因感應問題體驗不佳。最後，大部分受訪者並不會以ATM無卡提款作為目前提款的主要方式，原因是使用者依然保持有卡片的使用習慣，而無卡提款與有卡提款使用情境上並沒有絕對的取代必要性。本研究的實務建議包含：申請方式更改為不需要攜帶金融卡就能申請以提升初次使用動機、增加手機行動銀行與ATM無卡提款的連結性、改善指靜脈提款的感應功能、增加ATM無卡提款的安全性並讓使用者明確知道。 zh_TW dc.description.abstract (摘要) With the rise of financial technology, technology is constantly changing the banking industry. Electronic payment and mobile payment are the policies of countries planning digital banks. The development of cashless is the key. However, in Taiwan, the density of ATM is not decreasing, and ATM is an important strategy in Taiwan. It has also developed many Cardless methods such as “Cardless with mobile phones” and “Cardless with finger veins”.This study is based on qualitative respondents and in-depth interviews from the top three banks in Taiwan, Cathay United Bank, CTBC Bank, and Taishin International Commercial Bank. This study have 10 interviewers, which integrate financial technology and bank digitalization related information, as well as service innovation prototypes and innovation adoption theories. The study will discuss how user motivation, user experience, and how mobile banking affect the ATM Cardless users.In conclusion, it was found that the respondents mostly be first time user of ATM Cardless when they forgot to take the card. The users most have a positive experience, and a few users who have Cardless with the finger vein experience poor experience due to the sensory problem. Most of the respondents did not use ATM Cardless withdrawal as the main way of withdrawing money. The reason is that users still have the habit of using cards to withdraw money. There is no absolute need to replace it. The practical recommendations of this study include: change the application method to require no financial card to apply to improve the motivation for initial use, increase the connectivity between mobile banking and ATM Cardless, improve the sensing function of Cardless with finger vein , and increase the security of ATM Cardless and made clear to the user. en_US dc.description.tableofcontents 第一章 緒論 9第一節 研究背景與動機 9第二節 研究目的與問題 10第三節 研究流程 11第二章 文獻探討 12第一節 金融科技與銀行數位化 12第二節 服務創新 16第三節 創新擴散模型 19第三章 研究方法 23第一節 深度訪談法 23第二節 研究情境 24第三節 訪談對象 39第四節 問題設計 41第四章 研究結果與分析 43第一節 受訪者基本資料與習慣概述 43第二節 申請和使用ATM無卡提款的動機 44第三節 使用ATM無卡提款的使用者體驗 47第四節 使用者對於ATM有卡及無卡的使用想法與未來使用意願 49第五節 研究討論 51第五章 結論與建議 53第一節 研究結論 53第二節 實務建議 54第三節 研究限制與未來研究建議 56參考文獻 58 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363107 en_US dc.subject (關鍵詞) 銀行數位化 zh_TW dc.subject (關鍵詞) ATM無卡提款 zh_TW dc.subject (關鍵詞) 顧客體驗 zh_TW dc.subject (關鍵詞) 服務創新 zh_TW dc.subject (關鍵詞) 創新採用理論 zh_TW dc.subject (關鍵詞) Banking Digitalization en_US dc.subject (關鍵詞) ATM Cardless en_US dc.subject (關鍵詞) User Experience en_US dc.subject (關鍵詞) Archetypes of Service Innovation en_US dc.subject (關鍵詞) Diffusion of Innovation en_US dc.title (題名) 銀行數位化之無卡ATM顧客體驗：以 中信、國泰、台新銀行為例 zh_TW dc.title (題名) ATM Cardless Customer Experience in Banking Digitalization, Taking Cathay United Bank, CTBC Bank, Taishin International Bank For Example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 相關網路資料1. 葉憶如(2019)，國泰世華推ATM無卡提款https://udn.com/news/story/7239/35846512. 陳碧芬(2018)，結合手機、辨識科技、跨行使用 無卡提款交易 爆發性成長https://www.chinatimes.com/newspapers/20180826000214-260202?chdtv3. 陳慧菱(2018)，〈台北金融科技開展〉生物辨識ATM好夯 掌靜脈、刷臉提款、防詐騙偵測新應用拚場https://news.cnyes.com/news/id/42518034. 陳碧芬(2018)，無卡提款交易 爆發性成長https://m.ctee.com.tw/focus/jrdc/1928875. 陳慧菱(2017)，9家銀行可用手機無卡提款 中國信託逾5500部ATM全面升級「跨行」服務https://news.cnyes.com/news/id/39265736. 顏嘉南(2017)，ATM問世50年歐美銀行力拚無卡化，中時電子報https://www.chinatimes.com/newspapers/20170705000093-260203?chdtv7. 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Tom Harper(2012)，ATM 2012未來趨勢報告https://www.pymnts.com/assets/Uploads/ATM-Future-Trends.pdf10. 【金融服務情報】中國信託服務再升級！「隨你數位」智能超有感https://www.mirrormedia.mg/story/20190612mkt002/11. 林子桓(2019)，上海商銀6月連開三家數位分行 有六大亮點https://udn.com/news/story/7239/386780512. 李靜宜(2018)，中國信託新推「智能ATM」不只是刷臉提款、還能提醒詐騙預防偷窺，甚至成為精準行銷的新通路https://www.ithome.com.tw/news/127603二、 中文文獻1. 吳櫻驛(2018)，金融科技對本國銀行發展之影響，國立中山大學高階經營碩士，碩士論文2. 梁榕修(2017)，數位金融時代下行動銀行app持續採用行為研究，國立政治大學企業管理研究所，碩士論文3. 鄭莉玲(2017)，台灣數位金融現況及未來探討，國立逢甲大學經營管理研究所，碩士論文4. 洪崇文(2016)，金融科技在台灣發展現況及未來，國立政治大學金融研究所，碩士論文5. 黃巧璐(2016)，創新金融科技-ATM產業的蛻變進行曲，國立臺灣科技大學管理研究所，碩士論文6. 邱光輝(2015)，迎向數位金融之財富管理發展策略探討-以個案銀行為例，國立臺北大學企業管理研究所，碩士論文7. 張硯凱(2013)，服務創新、品牌印象對顧客滿意影響之研究-以IKEA為例，國立南台科技大學行銷與流通管理研究所，碩士論文8. 林清和(2010)，服務創新與信任關係之研究，國立中正大學企業管理研究所，碩士論文9. 葉慈章(2010)，金融卡的安全性，國立明新科技大學資訊管理研究所，碩士論文10. 蔡婌捐(2006)，網路ATM接受度之研究，國立臺灣科技大學企業管理研究所，碩士論文11. 羅尚義(2002)，銀行ATM服務經營模式的探討，國立台灣大學商學研究所，碩士論文三、 英文文獻1. Bell, M. L. (1966), Marketing: Concepts and Strategy. Boston, MA: Houghton Mifflin.2. Brizuela, B. 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