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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 3-Aug-2020 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。2.毛新元（2018）。結合Kano二維品質模式與PZB模式建構行動支付之服務品質模式。國立臺北科技大學資訊與財金管理系碩士論文，台北市。3.布雷特．金恩（Brett King）（2018）。Bank 4.0金融常在，銀行不再？（孫一仕、周群英、林凱雄譯）。臺北市：台灣金融研訓院。4.江義平、蘇韋綸（2007）。網路之服務品質構面類型與重要性對容忍區之影響。管理與系統，14(4)，573-602。5.何苔麗、徐慧霞、章家誠（2012）。手機應用程式服務使用態度及再購意願研究：以蘋果公司的 App Store 為例。中華科技大學學報，第 50 期，頁 166-186。6.李顯正、李沃牆（2016）。金融科技概論。臺北市：新陸。7.金融監督管理委員會（2016）。金融科技發展策略白皮書。8.洪國超、陳鼎文（2015）。決勝數位金融新時代：第1本以台灣觀點出發的策略指南。臺北市：台灣金融研訓院。9.陳向明（2002）。社會科學質的研究。臺北市：五南。10.陳盈君（2008）。網路銀行服務品質滿意度之評估—以E-SQ量表為基礎。義守大學資訊管理學系碩士班碩士論文，高雄市。11.國家通訊傳播委員會（2017）。106年度通訊傳播市場報告。12.陳澤義（2006）。服務管理。臺北市：華泰。13.潘淑滿（2003）。質性研究：理論與應用。臺北市：心理。14.魏森標（2005）。衡量線上銀行服務品質以發展差異化服務策略：以四家線上銀行為例。實踐大學企業管理研究所碩士論文，台北市。15.謝文欽（2019）。公辦都更服務缺口之研究－ 以PZB模型為架構。國立政治大學企業管理研究所(MBA學位學程)碩士論文，台北市。二、英文文獻1.Albrecht, K. & Zemke R. (1985). Service America! Doing Business in the New Economy. Homewood IL: Dow Jones-Irwin.2.Ariff, M. S. M., Yun, L. O., Zakuan, N., & Jusoh, A. (2012). Examining dimensions of electronic service quality for internet banking services. Procedia-Social and Behavioral Sciences, 65(3), 854-859.3.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), 124-132.5.Laukkanen, T., & Pasanen, M. (2008). Mobile banking innovators and early adopters: How they differ from other online users?. Journal of Financial Services Marketing, 13(2), 86-94.6.Nedyalkov, A. (2014). Staffing Issues of Information Systems from the Viewpoint of Operations Management of Services. SocioBrains, 1(1), 155-164.7.O’Connor, S., Miao, H., & Bassham, M. W. (2007). Embracing customer service in libraries. Library Management, 28(1), 53-61.8.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.9.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.10.Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.11.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), 249-292.13.Wu, Y. L., Chang, M. C., Yang, P. C., & Chen, Y. J. (2008). The Use of E-SQ to establish the internet bank service quality table. IEEE International Conference on Industrial Engineering and Engineering Management, 2008, 1446-1450.14.Yin, R.K.(1989). Case Study Research: Design and Methods. London: Sage Publications.15.Zavareh, F. B., Ariff, M. S. M., Jusoh, A., Zakuan, N., Bahari, A. Z., & Ashourian, M. (2012). E-service quality dimensions and their effects on e-customer satisfaction in internet banking services. Procedia-Social and Behavioral Sciences, 40, 441-445.16.Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 35-48.17.Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.18.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.html2.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?chdtv3.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/6774/30273874.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/14823/15.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=MjU46.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.html7.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 dc.contributor.advisor 羅明琇 zh_TW dc.contributor.author (Authors) 李家慧 zh_TW dc.contributor.author (Authors) Lee, Chia-Hui en_US dc.creator (作者) 李家慧 zh_TW dc.creator (作者) Lee, Chia-Hui en_US dc.date (日期) 2020 en_US dc.date.accessioned 3-Aug-2020 18:42:49 (UTC+8) - dc.date.available 3-Aug-2020 18:42:49 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2020 18:42:49 (UTC+8) - dc.identifier (Other Identifiers) G0107363065 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131351 - 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) 107363065 zh_TW dc.description.abstract (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。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents 致謝 I摘要 IIAbstract III目次 V圖次 VII表次 VIII第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 3第三節 研究流程 4第二章 文獻探討 5第一節 金融科技FinTech 5第二節 Bank 4.0 7第三節 行動銀行 9第四節 PZB模型 與 e-SERVQUAL服務品質量表 11第五節 服務金三角 23第三章 研究方法 31第一節 個案研究法 31第二節 個案公司介紹 32第三節 研究設計 36第四章 研究分析 42第一節 以PZB模型分析個案的服務缺口 42第二節 解決方案 58第五章 結論與建議 63第一節 結論 63第二節 研究貢獻 65第三節 研究限制與未來研究建議 66參考文獻 68 zh_TW dc.format.extent 1903876 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107363065 en_US dc.subject (關鍵詞) 行動銀行 zh_TW dc.subject (關鍵詞) 服務品質 zh_TW dc.subject (關鍵詞) 服務品質延伸模型 zh_TW dc.subject (關鍵詞) 服務金三角 zh_TW dc.subject (關鍵詞) 金融科技 zh_TW dc.subject (關鍵詞) Mobile banking en_US dc.subject (關鍵詞) Service quality en_US dc.subject (關鍵詞) Extended Model of Service Quality en_US dc.subject (關鍵詞) e-SERVQUAL en_US dc.subject (關鍵詞) Service triangle en_US dc.subject (關鍵詞) Fintech en_US dc.title (題名) 行動銀行服務品質之研究─以A銀行為例 zh_TW dc.title (題名) Examining the service quality of mobile banking: A case study of bank A en_US dc.type (資料類型) thesis en_US dc.relation.reference (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。2.毛新元（2018）。結合Kano二維品質模式與PZB模式建構行動支付之服務品質模式。國立臺北科技大學資訊與財金管理系碩士論文，台北市。3.布雷特．金恩（Brett King）（2018）。Bank 4.0金融常在，銀行不再？（孫一仕、周群英、林凱雄譯）。臺北市：台灣金融研訓院。4.江義平、蘇韋綸（2007）。網路之服務品質構面類型與重要性對容忍區之影響。管理與系統，14(4)，573-602。5.何苔麗、徐慧霞、章家誠（2012）。手機應用程式服務使用態度及再購意願研究：以蘋果公司的 App Store 為例。中華科技大學學報，第 50 期，頁 166-186。6.李顯正、李沃牆（2016）。金融科技概論。臺北市：新陸。7.金融監督管理委員會（2016）。金融科技發展策略白皮書。8.洪國超、陳鼎文（2015）。決勝數位金融新時代：第1本以台灣觀點出發的策略指南。臺北市：台灣金融研訓院。9.陳向明（2002）。社會科學質的研究。臺北市：五南。10.陳盈君（2008）。網路銀行服務品質滿意度之評估—以E-SQ量表為基礎。義守大學資訊管理學系碩士班碩士論文，高雄市。11.國家通訊傳播委員會（2017）。106年度通訊傳播市場報告。12.陳澤義（2006）。服務管理。臺北市：華泰。13.潘淑滿（2003）。質性研究：理論與應用。臺北市：心理。14.魏森標（2005）。衡量線上銀行服務品質以發展差異化服務策略：以四家線上銀行為例。實踐大學企業管理研究所碩士論文，台北市。15.謝文欽（2019）。公辦都更服務缺口之研究－ 以PZB模型為架構。國立政治大學企業管理研究所(MBA學位學程)碩士論文，台北市。二、英文文獻1.Albrecht, K. & Zemke R. (1985). Service America! Doing Business in the New Economy. Homewood IL: Dow Jones-Irwin.2.Ariff, M. S. M., Yun, L. O., Zakuan, N., & Jusoh, A. (2012). Examining dimensions of electronic service quality for internet banking services. Procedia-Social and Behavioral Sciences, 65(3), 854-859.3.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), 124-132.5.Laukkanen, T., & Pasanen, M. (2008). Mobile banking innovators and early adopters: How they differ from other online users?. Journal of Financial Services Marketing, 13(2), 86-94.6.Nedyalkov, A. (2014). Staffing Issues of Information Systems from the Viewpoint of Operations Management of Services. SocioBrains, 1(1), 155-164.7.O’Connor, S., Miao, H., & Bassham, M. W. (2007). Embracing customer service in libraries. Library Management, 28(1), 53-61.8.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.9.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.10.Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.11.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), 249-292.13.Wu, Y. L., Chang, M. C., Yang, P. C., & Chen, Y. J. (2008). The Use of E-SQ to establish the internet bank service quality table. IEEE International Conference on Industrial Engineering and Engineering Management, 2008, 1446-1450.14.Yin, R.K.(1989). Case Study Research: Design and Methods. London: Sage Publications.15.Zavareh, F. B., Ariff, M. S. M., Jusoh, A., Zakuan, N., Bahari, A. Z., & Ashourian, M. (2012). E-service quality dimensions and their effects on e-customer satisfaction in internet banking services. Procedia-Social and Behavioral Sciences, 40, 441-445.16.Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 35-48.17.Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. 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