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題名：行動銀行顧客服務需求之研究-APP與網路瀏覽器之比較
作者：林碩彥
作者(外文)：LIN, SHOU-YEN
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；行動服務品質；APP平台；網路平台；Kano二維品質模式；Mobile Banking；Mobile service quality；APP platform；Web browser platform；Kano two-dimensional quality
原始連結：連回原系統網址new window
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隨著行動化趨勢，金融業從過去的實體銀行，到網路銀行，到現今的行動銀行，行動服務已成為民眾接觸銀行與理財管理的重要管道，然而從實體銀行到網路銀行，其差異化服務顯而易見，過去亦有許多的學者進行服務的差異化比較分析。但由網路銀行到行動銀行，其主要差異來自於使用裝置平台，其差異化不似實體銀行與網路銀行，但使用者對於服務需求與服務存在的問題仍有所不同，因此本研究期望藉此探討行動銀行服務平台(網路平台與行動APP平台)服務需求與服務缺失之差異化。
針對服務品質需求差異性之研究上，過去學者提出了許多不同的辨識方法。在服務品質研究中，許多學者驗證了服務品質、顧客滿意度與顧客忠誠度存在著正向的關聯性，但其彼此的關聯性非完全線性關係，因此Kano et al. (1984)提出了二維品質模式，說明了服務品質可能包含了基本因子、績效因子、魅力因子、無差異因子、反向因子。本研究期望以Kano二維品質模式，利用Lin et al. (2010)所提出的干擾回歸方法探討以顧客整體滿意度和持續使用意願為服務目標，分別針對APP平台與瀏覽器平台服務品質需求上之差異性與透過分析不同年齡層在服務品質需求上的差異性，期望以此提供金融業者進行行動服務品質管理之參考，而對管理者而言，在不同金融服務時代，如何辨識關鍵服務品質，進而提升顧客滿意度與顧客忠誠度是服務品質管理的首要課題。
本研究經由干擾迴歸模式法分析不同行動銀行服務平台(行動APP平台與網路平台)在Kano二維品質需求類型之差異性，並分別以顧客整體滿意度和持續使用意願為服務目標所作之研究調查，研究結果發現：在顧客整體滿意度為目標下，強化個人化服務可作為提升行動銀行APP平台使用滿意度的關鍵因素，而在Web瀏覽器平台則是強化補償性。另外，在持續使用意願為目標下，良好的個人化頁面為APP平台與Web 瀏覽器平台共同的關鍵因素。而不同年齡層的使用者在不同行動服務平台上的服務品質需求均有顯著的差異，這些結果表明，應根據客戶對不同平台服務品質的要求提出行動銀行的管理策略。
With the development trend of mobile services, the financial industry from correspondent banking, to transaction banking, then to today's collaborative banking, mobile services has become an important channel for people to contact with banks and financial institutions. The result is clear that there are many research compare the differences between banking entities and Internet banking in services field. However, the main difference between online banking and mobile banking is about the device platform,. And the goal of this study expectations is to explore the difference between service demand and service lack of mobile banking platform (network platform and mobile APP platform).
This study aimed to explore the customer demands for service quality on both the APP platform and Web browser platform, and compare the differences of service demands among customers of different ages regarding the APP platform and Web browser platform. A questionnaire survey was conducted on banking customers of the APP platform and Web browser platform in Taiwan. This study utilized the moderated regression model to classify Kano two-dimensional quality, and use coustomer satisfaction and continuous usage intention as service goals to discuss the different result.
The findings showed that under the goal of customer satisfaction, strengthening the personalized service can be used as a key factor to enhance the satisfaction of mobile banking on APP platform, while in the Web browser platform is to strengthen the compensation dimension. In addition, under the goal of continuous usage intention, a good personalized page is common key factor for both APP platform and Web browser platform. The service demands among customers of different ages were also quite different regarding the APP and Web browser platforms. These results suggested that the management strategies of mobile banking should be put forward according to customer demands for service quality on the different platforms.
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