網路銀行服務品質、成本價值與顧客滿意度之研究; A Study of Service Quality, Value Proposition and Customer Satisfaction on Internet Banking

NCUIR > School of Management at National Central University > Executive Master of Information Management > Electronic Thesis & Dissertation > Item 987654321/13397

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/13397

Title:	網路銀行服務品質、成本價值與顧客滿意度之研究;A Study of Service Quality, Value Proposition and Customer Satisfaction on Internet Banking
Authors:	陳良綱;Liang-kang Chen
Contributors:	資訊管理學系碩士在職專班
Keywords:	網路銀行;顧客忠誠度;顧客滿意度;成本價值;服務品質;internet banking;service quality;value proposition;customer satisfaction;customer loyalty
Date:	2009-06-04
Issue Date:	2009-09-22 15:30:51 (UTC+8)
Publisher:	國立中央大學圖書館
Abstract:	在網際網路盛行的時代，金融業者積極推動電子金融服務，不論在節省成本或策略發展上，都屬於新的契機。而網路銀行在電子金融服務的平台上扮演舉足輕重之角色，如何掌握住顧客的心，也是業者所要面臨的挑戰。　　本研究的目的，在於了解顧客使用網路銀行後的服務品質感受，以及顧客使用網路銀行後所節省的成本，進一步探討顧客的滿意度及忠誠度，並提供金融業者發展網路銀行業務參考之建議。　　本研究以使用過國內外網路銀行的使用者作為抽樣樣本，採用網路問卷的方式，經由資料的統計分析後，本研究發現，使用者評價較高的是網路銀行不受時間、空間限制及快速反應之特性，以及其可節省使用者往返銀行的時間及費用，但使用者對於網站的美工版面、網站活動的一致性及個人隱私保護的評價則為最低，而與顧客滿意度及忠誠度最為相關則包含顧客是否信任其服務及使用時是否需要耗費心力。　　本研究提供給業者發展網路銀行之建議，包括(1) 依顧客的角度設計網站的流程，以降低顧客使用的困難度；(2) 提供網路銀行顧客特殊的優惠，以提高使用誘因；(3) 加強系統安全及資料防護，以建立顧客對網路交易的信任；(4) 提高網站及客服人員的服務品質，以提升顧客的滿意度及忠誠度。　　In the internet age, financial institutions pay more attention on cost saving and strategies development. How the Internet banking services to satisfy customers’ demands will be an important issue on Electronic Financial Service. 　　In this research, we attempt to know how satisfied the users are and how much costs they save after they use the Internet banking services. Furthermore, we study the satisfaction and loyalty in order to suggest the financial institutions. 　　The research uses the internet questionnaires and deal data with the statistical analysis. The research evidences that the features of the Internet banking, being unbounded by time and space and the rapid response, as well as time and cost saving for going to the banks, receive the highest appraisal; while the web design, consistence of the websites’ activities, and privacy protection receive the lowest appraisal by users. Moreover, what most correlated to the customers’ satisfaction and loyalty are the customers’ reliability to the services and the handiness while using it. 　　The research provides the Internet banking developers with the following suggestions: (1) Design the website workflows with customers’ perspectives to reduce the difficulties in using. (2) Offer special premiums as the incentives to Internet banking users. (3) Pay more attention on the protection of customer individual data and system stability to establish the dependence on Internet banking. (4) Enhance the quality of web station and customer services to increase satisfaction and loyalty
Appears in Collections:	[Executive Master of Information Management] Electronic Thesis & Dissertation

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