企業網路銀行導入之研究-以A、B個案學校為例;Internet banking implementation - Case studies in A and B schools

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題名:	企業網路銀行導入之研究-以A、B個案學校為例;Internet banking implementation - Case studies in A and B schools
作者:	曾奕為;TSENG,YI-WEI
貢獻者:	資訊管理學系碩士在職專班
關鍵詞:	企業網路銀行;個案研究;case study;business Internet banking
日期:	2012-07-23
上傳時間:	2012-09-11 19:13:29 (UTC+8)
出版者:	國立中央大學
摘要:	企業網路銀行導入之研究-以A、B個案學校為例摘要隨著資訊科技的持續發展，提昇了銀行的業務創新，消費者對於銀行提供完善服務的需求，與日俱增。使得銀行業務不論在質或量上，都有著很大的改進與轉變。學校單位也隨著社會變遷面臨了變革與發展的挑戰，學校是非營利的服務性組織，與一般企業單位追求利潤，提高生產力的經濟性目標不同。然而在達成培育人才教育目標的同時，如何在現金管理、流程改造、資訊專案導入等創新作為上，協助達成學校經營的經濟性目標，是學校開創新局與永續經營的重要課題。本研究採個案研究法，針對兩所個案學校推動企業網路銀行的過程進行探討，採文件分析、觀察法與訪談法蒐集兩所個案學校的資料，探討企業網路銀行系統於個案學校之應用與個案學校導入企業網路銀行專案在不同階段可能面臨的問題，做為銀行未來開發企業網路銀行此業務及在各級學校行銷推廣相關產品時決策之參考。本研究分析個案資料後發現，個案學校的經營方針、組織文化特性與人力素質，對於個案學校相關人員對企業網路銀行的接受度有密切的相關，研究發現，個案A兼具研究與學習性的組織文化，即使預期效益非一蹴可幾仍願意嘗試，但對功能需求、作業效率與帳務正確性的標準與要求也相對較高，需滿足其需求並顯現效益目標後才願意付費。個案B組織文化相對個案A較為傳統保守，對於新的系統導入或作業流程創新，發生使用者抗拒的現象，於專案導入階段幾乎由銀行主導執行與協助，無暇要求功能，惟一旦與客戶建立忠誠度與相當程度的依賴後，銀行若提出收費或行銷其他產品的請求時，個案B均願意配合。本研究根據結果提出實務建議如下：1.在推廣企業網路銀行之企業收款服務時，可以大專院校為優先導入對象，因其資訊化程度及系統接受度較高。若有抗拒現象，則應從高階具決定權主管的觀念與意向積極遊說。2.對於積極導入創新商品的使用者，愈須留意其對功能或處理效率的需求，以滿足其對導入系統時的初衷與回饋期待。對於初始導入意願不高的客戶，則是要協助其快速導入上線，以流程改善、效益提昇績效及使用者正面經驗回饋，來破除其因不孰悉系統而產生的不確定性與抗拒。關鍵詞：企業網路銀行、個案研究Internet banking implementation - Case studies in A and B schoolsAbstractThe continuous development of information technology (IT) has advanced banking business innovation. The number of requests from consumer for better banking service has increased. These requests have made banking business improved and transformed significantly in terms of quality and quantity of services. On the other hand, schools are non-profit educational institutions. Although they are different in many ways from those profit-driven organizations, in response to students’/parents’ needs, schools have to improve their services such as tuition collection procedure by adopting IT. This study applies case study method to explore and contrast the process of Internet banking implementation project in two schools. This study employed document analysis, observation, and interviews approaches to collect data. The problems and key issues in pre-, during, and post-implementation phases were identified and discussed. The study results indicated that school principal’s leadership style, organizational and cultural characteristics and manpower quality were highly related to the school staff’s attitude towards the Internet banking implementation project. Case A is characterized as a learning organization. Though the anticipated benefits cannot be achieved in the short term, case A’ staff were still willing to try. Compared with case A, case B’s organizational culture is more traditional and conservative. Staff in case B resisted to new system implementation or process change. As a consequence, the Internet banking implementation project in case B was led and executed mainly by the bank staff but not by the school’s staff. Yet, after trust was built between case B’s staff and bank’s implementation team members and the initial success of the system implementation was obtained, case B’s staff became very satisfied with the system performance and held very positive attitude towards bank’s other information system applications. Based on the results, practical advice is given as follows. First, if user resistance exists during IS implementation stage, support from the top hierarchy is critical to resolve the user resistance. In addition, resistance and uncertainty can be eliminated to some extent by achieving process improvement, efficiency improvement, and positive user experience feedback. It is therefore suggested that implementation team should pay close attention to fulfill users’ requirements and demonstrate initial success. Keywords: business Internet banking, case study
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