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題名 我國金融業者行動服務創新之研究
A Study of Mobile Service Innovation in Taiwan Financial Industries.作者 陳俊毓
Chen, Chun Yu貢獻者 吳豐祥
Wu, Feng Shang
陳俊毓
Chen, Chun Yu關鍵詞 行動趨勢
行動金融
行動支付
電子金融
服務創新
專案團隊
Mobile trend
Mobile finance
Mobile payments
E-finance
Service innovation
Project team日期 2015 上傳時間 2-Nov-2015 15:00:21 (UTC+8) 摘要 智慧型手機的銷售量從2010年的300萬台成長到2014年的12億台，呈現爆發性的成長，台灣2014年智慧型手機銷售量也達一千萬台，已經是人手一隻智慧型手機的時代。智慧型手機改變了人們的生活習慣，相信未來智慧型手機的應用將蓬勃發展。 智慧型手機的崛起，使得和銀行交易的行為也可以在手機上完成，且許多非銀行公司也想要分食這塊商機，雖然台灣受到法律規範的限制，金融相關服務只有銀行才能推出，但政府已有慢慢開放法律規範，讓越來越多人可以進入，因此銀行業也面臨相當大的考驗。 本研究以永豐銀行、台新銀行、玉山銀行等三家銀行業者作為個案研究的對象，希望透過本論文研究，探討銀行業者在因應行動科技的崛起與變化時，其組織服務創新的策略思維；同時，也探討其發展行動服務創新時，內部的組織方式、新服務開發管理、以及與顧客的溝通方式。本研究所得到的初步結論包括：(1)銀行業者因應行動科技的快速發展下，會更強調對消費者生活習性的瞭解，以推出解決消費者痛點的新服務。(2)銀行業者因應行動科技的快速發展下，會進行更多的異業結合，以發展更多整合性的服務創新金融服務。(3)銀行業者因應行動科技的快速發展下，會在電子金融相關部門招納更多元的人才，以推出更創新的服務。(4)銀行業者因應行動科技的快速發展下發展金融服務創新時，會讓電子金融部門與其他部門進行更多的跨部門合作。另外，若要加速新服務的開發時，則會採用重量級專案團隊的組織方式。(5)銀行業者因應行動科技的快速發展下，會增加與顧客互動的管道，以求更瞭解顧客的需求。本文最後並提出實務上的意涵與後續研究的建議。
When smartphones came to the world, its had an big impact to people’s life. There were only 3 millions smartphone shipments in 2010,but later, there were 1.2 billion shipments in 2014.There has a big growth. Also in Taiwan, there are over 10 millions shipments in 2014. We can say this is a mobile era. We can predict that mobile application will mushroom in the future. When the rises of smartphone, we can do many things through smartphone. For example, we can receive e-mail, send a message to a friend, take a photo or make a financial trade with smartphone. Now, many non-financial companies serve financial service through smartphone. Although there are many legislation restrictions in Taiwan, only bankers can provide financial service. But legislation restrictions will reduce. So banking industry is facing a great challenge. In this study, we discuss how bankers develop mobile financial service. Meanwhile, we also discuss how they organize their electric finance department, how they develop a new financial service and how they communicate with their customers. Based on the case study, the initial findings includes: (1) To face mobile trends, banks will focus on customer habits. Otherwise, banks will release new service to solve customer’s pain points. (2) To face mobile trends, banks will cooperate with non-financial industries. (3) To face mobile trends, E-finance department will recruit employees with diverse backgrounds. (4) To face mobile trends, banks will have many inter-departmental working group. If necessary, banks will set up heavyweight teams. (5) To face mobile trends, banks will increase channels to communicate with customers. The study finally addresses the contribution of this research in academia and the suggestions to practitioners and follow-on researchers.參考文獻 壹、中文文獻一、碩博士論文1. 宋彥儒 (2014)，企業發展服務創新的組織方式之研究，國立政治大學科技管理與智慧財產研究所碩士論文2. 李佩樺 (2012)，組織創新對企業新事業發展之核心能力的影響初探，國立政治大學科技管理研究所碩士論文3. 陳炳宏 (2008)，金融服務業服務創新專案與組織核心能耐關係之研究─以中國信託商業銀行為例，國立政治大學科技管理研究所碩士論文二、書籍BRETT KING著，孫一仕、施祖琪、蕭俊傑譯 (2013)，Bank 3.0銀行轉型未來式，台灣金融研訓院出版李建廷、李元生 (2012)，行動商務概論、實務與應用，碁峯出版三、網站與其他1. 維基百科，https://zh.wikipedia.org/2. 永豐銀行，https://bank.sinopac.com/3. 台新銀行，https://www.taishinbank.com.tw/4. 玉山銀行，http://www.esunbank.com.tw/5. 國家通訊傳播委員會，http://www.ncc.gov.tw/ 貳、英文文獻一、書籍、期刊文章1. A. Parasuraman, Valarie A. Zeithaml & Leonard L. Berry (1985). A Conceptual Model Of Service Quality And Its Implications For Future Research. Journal Of Marketing, 49(4), 41-50.2. Barras, R. (1990). Interactive Innovation In Financial And Business Services: The Vanguard Of The Service Revolution. Research Policy, 19(3), 215-237.3. Bitner, M., A. Ostrom, F. Morgan. (2008). Service Blueprinting: A Practical Technique For Service Innovation. California Management Review, 50(3), 66-94.4. Bitran, G. & L. Pedrosa. (1998). A Structured Product Development Perspective For Service Operations. European Management Journal, 16(2), 169-189.5. Booz, Allen & Hamilton (1982). New Product Management For The 1980s. Booz, Allen & Hamilton Inc., New York, NY.6. C. Storey & D. Kelly (2001). Measuring The Performance Of New Service Development Activities. The Service Industries Journal, 21(2), 71-90.7. Clark, K. B & Wheelwright, S.C (1992). Organizing And Leading `Heavyweight` Development Teams. California Management Review, 34, 9-28.8. Cooper, R. G. (1994). Perspective: Third-Generation New Product Processes. Journal Of Product Innovation Management, 11, 3-14.9. de Bes, F. T., & Kotler, P. (2011). Winning At Innovation: The A-to-F Model. Palgrave Macmillan.10. den Hertog, P. den, Bilderbeek, R. (1998). Conceptualizing (Service) Innovation And The Knowledge Flows Between KIBS And Their Client. TNO/Dialogic-SI4S-report no.8, Apeldoorn/Utrecht. 11. den Hertog, P., Van der Aa, W. & de Jong, M. W. (2010). Capabilities For Managing Service Innovation: Towards A Conceptual Framework. Journal Of Service Management, 21(4), 490-514.12. Dickens, P. (1994). Quality And Excellence In Human Services. Wiley.13. Durlacher (1999). Mobile Commerce Report. Durlacher Research Ltd.14. Eisenhardt, K. (1989). Building Theories From Case Study Research. The Academy Of Management Review, 14(4), 532-550.15. Juran, J. M. (1974). Quality Control Handbook (3th ed.). New York: McGraw-Hill Book Co Press.16. Kim, W. C. & Mauborgne, R. (1999). Strategy, Value Innovation, And The Knowledge Economy. Sloan Management Review, 40(3), 41-55.17. Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation And Control (7th ed.). Englewood Cliffs, NJ: Prentice-Hall.18. Kotler, P. & Keller, K. L. (2006). Marketing Management (12th ed.). New Jersey: Pearson International Press.19. Lovelock, C. H., & Wirtz, J. (2004). Services Marketing: People, Technology, Strategy. Upper Saddle River, N.J: Pearson/Prentice Hall.20. Matthew L. Meuter, Amy L. Ostrom, Robert I. Roundtree, Mary Jo Bitner (2000). Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters. Journal Of Marketing: July 2000, 64(3), 50-64.21. Menor, L. J., Tatikonda, M. V., & Sampson, S. E. (2002). New Service Development: Areas For Exploitation And Exploration. Journal Of Operations Management, 20(2), 135-157.22. Miles, I. (1994). The Handbook Of Industrial Innovation. Edward Elgar Publishing23. Rodie, A.R. & Martin, C.L. (2001). Competing In The Service Sector: The Entrepreneurial Challenge. Interantional Journal Of Entrepreneurial Behaviour & Research, 7(1), 5-21.24. Roth, A. V. & Menor, L. J. (2007). New Service Development Competence In Retail Banking: Construct Development And Measurement Validation. Journal of Operations Management, 25(4), 825-846.25. Sadeh, N. (2002). M-Commerce Technologies, Services, and Business Models. John Wiley & Sons, Inc.26. Shostack, G. Lynne. (1977). Breaking Free From Product Marketing. Journal Of Marketing, 41, 73-80.27. Strauss, A. L., & Corbin, J. M. (1998). Basics Of Qualitative Research: Techniques And Procedures For Developing Grounded Theory. Sage Publications.28. Sundbo, J. (1997). Management Of Innovation In Services. The Service Industries Journal, 17(3), 432-55.29. Tax, S. S. & Stuart, I. (1997). Designing And Implementing New Services: The Challenges Of Integrating Service Systems. Journal of Retailing, 73(1), 105-134.30. Teece, D.J., Pisano, G. & Shuen, A. (1997). Dynamic Capabilities And Strategic Management. Strategic Management Journal, 18(7), 509-30.31. Voss, C. A. (1992). Measurement Of Innovation And Design Performance In Services. Design Management Journal, winter, 40-46.32. Weinsteinb, F. G. O. (1998). Innovation In Services. Research Policy, 26(4–5), 537-556.33. Yin, R. K. (2003). Case Study Research: Design And Methods. Sage Publications.34. Zeithaml, V. A. & Bitner, M. J. (1996). Service Marketing. New York: McGraw Hill Inc Press. 二、網站與其他1. DisplaySearch，http://www.displaysearch.com/2. IDC，http://www.idc.com/ 描述 碩士
國立政治大學
科技管理與智慧財產研究所
102364102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102364102 資料類型 thesis dc.contributor.advisor 吳豐祥 zh_TW dc.contributor.advisor Wu, Feng Shang en_US dc.contributor.author (Authors) 陳俊毓 zh_TW dc.contributor.author (Authors) Chen, Chun Yu en_US dc.creator (作者) 陳俊毓 zh_TW dc.creator (作者) Chen, Chun Yu en_US dc.date (日期) 2015 en_US dc.date.accessioned 2-Nov-2015 15:00:21 (UTC+8) - dc.date.available 2-Nov-2015 15:00:21 (UTC+8) - dc.date.issued (上傳時間) 2-Nov-2015 15:00:21 (UTC+8) - dc.identifier (Other Identifiers) G0102364102 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/79257 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 102364102 zh_TW dc.description.abstract (摘要) 智慧型手機的銷售量從2010年的300萬台成長到2014年的12億台，呈現爆發性的成長，台灣2014年智慧型手機銷售量也達一千萬台，已經是人手一隻智慧型手機的時代。智慧型手機改變了人們的生活習慣，相信未來智慧型手機的應用將蓬勃發展。 智慧型手機的崛起，使得和銀行交易的行為也可以在手機上完成，且許多非銀行公司也想要分食這塊商機，雖然台灣受到法律規範的限制，金融相關服務只有銀行才能推出，但政府已有慢慢開放法律規範，讓越來越多人可以進入，因此銀行業也面臨相當大的考驗。 本研究以永豐銀行、台新銀行、玉山銀行等三家銀行業者作為個案研究的對象，希望透過本論文研究，探討銀行業者在因應行動科技的崛起與變化時，其組織服務創新的策略思維；同時，也探討其發展行動服務創新時，內部的組織方式、新服務開發管理、以及與顧客的溝通方式。本研究所得到的初步結論包括：(1)銀行業者因應行動科技的快速發展下，會更強調對消費者生活習性的瞭解，以推出解決消費者痛點的新服務。(2)銀行業者因應行動科技的快速發展下，會進行更多的異業結合，以發展更多整合性的服務創新金融服務。(3)銀行業者因應行動科技的快速發展下，會在電子金融相關部門招納更多元的人才，以推出更創新的服務。(4)銀行業者因應行動科技的快速發展下發展金融服務創新時，會讓電子金融部門與其他部門進行更多的跨部門合作。另外，若要加速新服務的開發時，則會採用重量級專案團隊的組織方式。(5)銀行業者因應行動科技的快速發展下，會增加與顧客互動的管道，以求更瞭解顧客的需求。本文最後並提出實務上的意涵與後續研究的建議。 zh_TW dc.description.abstract (摘要) When smartphones came to the world, its had an big impact to people’s life. There were only 3 millions smartphone shipments in 2010,but later, there were 1.2 billion shipments in 2014.There has a big growth. Also in Taiwan, there are over 10 millions shipments in 2014. We can say this is a mobile era. We can predict that mobile application will mushroom in the future. When the rises of smartphone, we can do many things through smartphone. For example, we can receive e-mail, send a message to a friend, take a photo or make a financial trade with smartphone. Now, many non-financial companies serve financial service through smartphone. Although there are many legislation restrictions in Taiwan, only bankers can provide financial service. But legislation restrictions will reduce. So banking industry is facing a great challenge. In this study, we discuss how bankers develop mobile financial service. Meanwhile, we also discuss how they organize their electric finance department, how they develop a new financial service and how they communicate with their customers. Based on the case study, the initial findings includes: (1) To face mobile trends, banks will focus on customer habits. Otherwise, banks will release new service to solve customer’s pain points. (2) To face mobile trends, banks will cooperate with non-financial industries. (3) To face mobile trends, E-finance department will recruit employees with diverse backgrounds. (4) To face mobile trends, banks will have many inter-departmental working group. If necessary, banks will set up heavyweight teams. (5) To face mobile trends, banks will increase channels to communicate with customers. The study finally addresses the contribution of this research in academia and the suggestions to practitioners and follow-on researchers. en_US dc.description.tableofcontents 圖目錄 2表目錄 3第一章 緒論 4第一節 研究背景與動機 4第二節 研究目的與問題 5第三節 研究流程與論文架構 6第二章 文獻探討 8第一節 行動商務時代 8第二節 Bank 3.0 11第三節 服務 16第四節 服務創新 18第五節 專案團隊結構 30第六節 小結 35第三章 研究方法 37第一節 研究架構 37第二節 研究變數說明 38第三節 研究設計與資料蒐集 40第四章 個案研究 43第一節 永豐銀行 43第二節 台新銀行 56第三節 玉山銀行 68第四節 個案彙整 79第五章 研究發現與討論 89第一節 策略思維 89第二節 部門組織管理 94第三節 新服務開發 97第四節 顧客關係管理 99第六章 研究結論與建議 101第一節 研究結論 101第二節 實務上的建議 103第三節 後續研究的建議 104第四節 研究限制 105參考文獻 106 zh_TW dc.format.extent 3611509 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102364102 en_US dc.subject (關鍵詞) 行動趨勢 zh_TW dc.subject (關鍵詞) 行動金融 zh_TW dc.subject (關鍵詞) 行動支付 zh_TW dc.subject (關鍵詞) 電子金融 zh_TW dc.subject (關鍵詞) 服務創新 zh_TW dc.subject (關鍵詞) 專案團隊 zh_TW dc.subject (關鍵詞) Mobile trend en_US dc.subject (關鍵詞) Mobile finance en_US dc.subject (關鍵詞) Mobile payments en_US dc.subject (關鍵詞) E-finance en_US dc.subject (關鍵詞) Service innovation en_US dc.subject (關鍵詞) Project team en_US dc.title (題名) 我國金融業者行動服務創新之研究 zh_TW dc.title (題名) A Study of Mobile Service Innovation in Taiwan Financial Industries. en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 壹、中文文獻一、碩博士論文1. 宋彥儒 (2014)，企業發展服務創新的組織方式之研究，國立政治大學科技管理與智慧財產研究所碩士論文2. 李佩樺 (2012)，組織創新對企業新事業發展之核心能力的影響初探，國立政治大學科技管理研究所碩士論文3. 陳炳宏 (2008)，金融服務業服務創新專案與組織核心能耐關係之研究─以中國信託商業銀行為例，國立政治大學科技管理研究所碩士論文二、書籍BRETT KING著，孫一仕、施祖琪、蕭俊傑譯 (2013)，Bank 3.0銀行轉型未來式，台灣金融研訓院出版李建廷、李元生 (2012)，行動商務概論、實務與應用，碁峯出版三、網站與其他1. 維基百科，https://zh.wikipedia.org/2. 永豐銀行，https://bank.sinopac.com/3. 台新銀行，https://www.taishinbank.com.tw/4. 玉山銀行，http://www.esunbank.com.tw/5. 國家通訊傳播委員會，http://www.ncc.gov.tw/ 貳、英文文獻一、書籍、期刊文章1. A. Parasuraman, Valarie A. Zeithaml & Leonard L. Berry (1985). A Conceptual Model Of Service Quality And Its Implications For Future Research. Journal Of Marketing, 49(4), 41-50.2. Barras, R. (1990). Interactive Innovation In Financial And Business Services: The Vanguard Of The Service Revolution. Research Policy, 19(3), 215-237.3. Bitner, M., A. Ostrom, F. Morgan. (2008). Service Blueprinting: A Practical Technique For Service Innovation. California Management Review, 50(3), 66-94.4. Bitran, G. & L. Pedrosa. (1998). A Structured Product Development Perspective For Service Operations. European Management Journal, 16(2), 169-189.5. Booz, Allen & Hamilton (1982). New Product Management For The 1980s. Booz, Allen & Hamilton Inc., New York, NY.6. C. Storey & D. Kelly (2001). Measuring The Performance Of New Service Development Activities. The Service Industries Journal, 21(2), 71-90.7. Clark, K. B & Wheelwright, S.C (1992). Organizing And Leading `Heavyweight` Development Teams. California Management Review, 34, 9-28.8. Cooper, R. G. (1994). Perspective: Third-Generation New Product Processes. Journal Of Product Innovation Management, 11, 3-14.9. de Bes, F. T., & Kotler, P. (2011). Winning At Innovation: The A-to-F Model. Palgrave Macmillan.10. den Hertog, P. den, Bilderbeek, R. (1998). Conceptualizing (Service) Innovation And The Knowledge Flows Between KIBS And Their Client. TNO/Dialogic-SI4S-report no.8, Apeldoorn/Utrecht. 11. den Hertog, P., Van der Aa, W. & de Jong, M. W. (2010). Capabilities For Managing Service Innovation: Towards A Conceptual Framework. Journal Of Service Management, 21(4), 490-514.12. Dickens, P. (1994). Quality And Excellence In Human Services. Wiley.13. Durlacher (1999). Mobile Commerce Report. Durlacher Research Ltd.14. Eisenhardt, K. (1989). Building Theories From Case Study Research. The Academy Of Management Review, 14(4), 532-550.15. Juran, J. M. (1974). Quality Control Handbook (3th ed.). New York: McGraw-Hill Book Co Press.16. Kim, W. C. & Mauborgne, R. (1999). Strategy, Value Innovation, And The Knowledge Economy. Sloan Management Review, 40(3), 41-55.17. Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation And Control (7th ed.). Englewood Cliffs, NJ: Prentice-Hall.18. Kotler, P. & Keller, K. L. (2006). Marketing Management (12th ed.). New Jersey: Pearson International Press.19. Lovelock, C. H., & Wirtz, J. (2004). Services Marketing: People, Technology, Strategy. Upper Saddle River, N.J: Pearson/Prentice Hall.20. Matthew L. Meuter, Amy L. Ostrom, Robert I. Roundtree, Mary Jo Bitner (2000). Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters. Journal Of Marketing: July 2000, 64(3), 50-64.21. Menor, L. J., Tatikonda, M. V., & Sampson, S. E. (2002). New Service Development: Areas For Exploitation And Exploration. Journal Of Operations Management, 20(2), 135-157.22. Miles, I. (1994). The Handbook Of Industrial Innovation. Edward Elgar Publishing23. Rodie, A.R. & Martin, C.L. (2001). Competing In The Service Sector: The Entrepreneurial Challenge. Interantional Journal Of Entrepreneurial Behaviour & Research, 7(1), 5-21.24. Roth, A. V. & Menor, L. J. (2007). New Service Development Competence In Retail Banking: Construct Development And Measurement Validation. Journal of Operations Management, 25(4), 825-846.25. Sadeh, N. (2002). M-Commerce Technologies, Services, and Business Models. John Wiley & Sons, Inc.26. Shostack, G. Lynne. (1977). Breaking Free From Product Marketing. Journal Of Marketing, 41, 73-80.27. Strauss, A. L., & Corbin, J. M. (1998). Basics Of Qualitative Research: Techniques And Procedures For Developing Grounded Theory. Sage Publications.28. Sundbo, J. (1997). Management Of Innovation In Services. The Service Industries Journal, 17(3), 432-55.29. Tax, S. S. & Stuart, I. (1997). Designing And Implementing New Services: The Challenges Of Integrating Service Systems. Journal of Retailing, 73(1), 105-134.30. Teece, D.J., Pisano, G. & Shuen, A. (1997). Dynamic Capabilities And Strategic Management. Strategic Management Journal, 18(7), 509-30.31. Voss, C. A. (1992). Measurement Of Innovation And Design Performance In Services. Design Management Journal, winter, 40-46.32. Weinsteinb, F. G. O. (1998). Innovation In Services. Research Policy, 26(4–5), 537-556.33. Yin, R. K. (2003). Case Study Research: Design And Methods. Sage Publications.34. Zeithaml, V. A. & Bitner, M. J. (1996). Service Marketing. New York: McGraw Hill Inc Press. 二、網站與其他1. DisplaySearch，http://www.displaysearch.com/2. IDC，http://www.idc.com/ zh_TW
