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題名：行動銀行服務優化與競爭分析
作者：簡育雅
作者(外文)：CHIEN,YU-YA
校院名稱：中華大學
系所名稱：科技管理博士學位學程
指導教授：蔡明春
學位類別：博士
出版日期：2017
主題關鍵詞：行動銀行；行動服務；服務品質；重要-績效缺口分析；同步重要-績效分析；Mobile Banking；Mobile Service；Service Quality；IPGA (Importance Performance and Gap Analysis)；SIPA (Simultaneous Importance-Performance Analysis)
原始連結：連回原系統網址new window
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隨著行動設備及寬頻網路的快速發展，行動服務已成為民眾接觸企業的媒介，而行動服務體驗更是顧客延續使用實體服務的關鍵；因為行動銀行於歐美地區發展已經相當成熟，而台灣行動銀行使用卻尚未全面普及，且台灣銀行密度甚高，銀行間競爭相當激烈，所以良好的內部管理加上外部競爭分析便顯得十分重要。
IPGA、DEMATEL、QFD、MBO、SIPA…等研究方法，已經被證實為有效提升服務品質及進行競爭比較的有效方法並廣泛應用於各領域中，但卻沒有學者將其整合起來建立系統化模式；故本研究以消費者、專家(管理者與學者)結合員工之多元觀點，先整合IPGA、 DEMATEL、QFD、MBO 進行行動銀行服務優化分析，然後以SIPA進行行動銀行競爭分析。
首先由IPGA、DEMATEL、QFD、MBO之行動服務優化研究結果發現：隱私與安全、補償性以及系統可用性為主要服務品質改善構面，而系統可用性及效率性則為優先改善之服務品質因子，所以任用優秀資訊人才及選購良好系統與設備，為企業執行服務優化策略的首要。為了落實以上策略，本研究建立具備實用價值的行動銀行目標管理進度控製及績效考核表。最後，以SIPA進行行動服務外部競爭分析，發現中國信託商業銀行主要競爭劣勢為：穩私與安全及效率性…等二個構面，故建議業者應更重視客戶穩私、加強安全保護機制及提升系統效率，以建立品牌信任度及增加客戶忠誠度。
根據本研究所建立之五階段服務優化與競爭分析模式，經實證後確實能作為分析內部服務品質優化及外部競爭對手之方法，故建議後續學者可依此模式應用於其他服務相關產業進行服務品質優化與競爭分析。
With the rapid development of mobile device and broadband network, the mobile service has become the medium for the public to make contact with enterprise and mobile service experience is also the key for customers to continue to use entity service. The development of mobile banking has been quite mature in European and American area, while the usage rate of mobile banking in Taiwan has not yet been popularized in an all-around way, the bank density in Taiwan is very high and the competition between banks is very fierce. Therefore, it will be particularly important to have good internal management and external competition analysis.
IPGA, DEMATEL, QFD, MBO, SIPA and other research methods have been proved to be effective to improve service quality efficiently and make a comparison in competition and have been widely used in various fields, but scholars have never integrated them together to establish systematic model. Therefore, with the combined diversified opinions of consumers, experts (managers and scholars) and staffs, this research integrates IPGA, DEMATEL, QFD and MBO to analyze the optimization of mobile banking service and then applies SIPA to analyze the competition of mobile banking.
First of all, by means of IPGA, DEMATEL, QFD and MBO, it can be found from the research results of the optimization of mobile service that privacy and safety, compensation and system availability are the main dimensions to be improved in service quality, and system availability and efficiency are the service quality factors to be improved preferentially. Therefore, the appointment of outstanding information talents and the purchase of high-quality system and equipment are the primary tasks for enterprise to carry out service optimization strategy. In order to implement the above-mentioned strategies, this research establishes the schedule control of management by objectives of mobile banking and performance evaluation form which have the practical value. In the end, SIPA is used to analyze external competition of mobile service and it is found that the main competition disadvantages of CTBC Bank are privacy, safety and efficiency. Thus, it is suggested that CTBC Bank should put more emphasis on customer privacy, intensify safety protection mechanism and improve system efficiency, so as to establish the level of trust of brand and increase customer loyalty.
It is proved by empirical result that the 5-stage service excellence and competition analysis model established in this research can be really used as the methods to analyze the excellence of internal service quality and external competitors. Thus, it is suggested that the follow-up scholars should apply this model to other related service industries to carry out service quality excellence and competition analysis.
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