以方法目的鏈探討銀行顧客使用智能客服之價值內涵

An Exploratory on Value of AI Customer Service for Customers through a Means-End Chain Approach

陳繪伃(HUI-YU CHEN)

指導教授 ： 陳宜棻 ； 賴靖憲

中原大學/商學院/國際經營與貿易學系/碩士(2024年)

https://doi.org/10.6840/cycu202400439

摘要

隨著金融科技的迅速發展與人工智慧技術的日漸成熟，智能客服在金融業中的應用日益普及。本研究採用了方法目的鏈（Means-End Chain, MEC）理論，並利用軟式階梯法對50位有銀行智能客服使用經驗的顧客進行了一對一深度訪談。研究從具體需求逐步引導至隱性價值，歸納出顧客使用智能客服的最終目價值。結果顯示，顧客在使用智能客服時，主要考量「易用性」、「關鍵字」和「即時訊息」等屬性，這些屬性能提升服務效率並增強顧客信任。智能客服所帶來的主要利益包括「即時解決問題」、「增加便捷性」及「使用無拘束感」。顧客追求的核心價值為「時間效能感」、「自我成長」及「自我控制感」，這些價值是顧客選擇智能客服的內在驅動力。本研究豐富了智能客服在金融業應用的理論基礎，並提供了實務上的管理意涵。金融機構可依據研究結果，優化智能客服系統以提升顧客滿意度，從而在競爭激烈的市場中獲得優勢。

關鍵字

智能客服 ； 金融科技 ； 顧客價值 ； 方法目的鏈 ； 人工智慧

並列摘要

In light of the rapid advancements in financial technology and the increasing sophistication of artificial intelligence, the implementation of intelligent customer service in the financial sector has become more prevalent. This study employs the Means-End Chain (MEC) theory and utilizes the soft laddering interview technique to conduct one-on-one in-depth interviews with 50 customers who have experience using bank intelligent customer services. By guiding participants from their explicit needs to their implicit values, the study identifies the ultimate values customers seek when using intelligent customer services. The findings reveal that customers prioritize attributes such as "ease of use," "keywords," and "real-time information." These attributes improve service efficiency and enhance customer trust. The primary benefits of intelligent customer services include "real-time problem resolution," "increased convenience," and "a sense of freedom in use." Customers pursue core values such as "time efficiency," "personal growth," and "a sense of self-control," which serve as the intrinsic motivators for choosing intelligent customer services. This research enriches the theoretical understanding of intelligent customer service applications in the financial industry and provides practical management implications. Financial institutions can leverage these insights to optimize their intelligent customer service systems, thereby enhancing customer satisfaction and securing a competitive advantage in the market.

並列關鍵字

Intelligent Customer Service ； Financial Technology ； Customer Value ； Means-End Chain ； Artificial Intelligence

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