從顧客認知的觀點衡量網路銀行之服務品質

Measuring Customer Perceived Service Quality in Internet Banking

廖陳宣有(Chen Hsuan-Yu Liao)

指導教授 ： 翁崇雄

國立臺灣大學/管理學院/資訊管理組/碩士(2007年)

https://doi.org/10.6342/NTU.2007.00486

摘要

資訊科技應用的成長非常地迅速，且已是企業取得競爭優勢的一相當重要工具，其中以網路更為顯著。網路讓組織有新的方法去提供它們的產品與服務。因此，近年來組織非常重視在網路環境的成長與運用，網路銀行即是一相當顯著的實例。網路銀行是需求導向的產業，如何運用好的服務品質，來相較其他競爭者提供差異化的服務是相當重要。因此本研究從顧客認知的觀點，進行網路銀行服務品質的衡量研究。

本研究整合線上服務品質的構面及網路銀行服務品質，來建立一個研究架構以衡量現代網路銀行的服務品質，並建立評量網路銀行服務品質的量表。最後以台灣的網路銀行使用者為實證研究對象，使此評量量表更具信度與效度，並從實證研究中找到影響網路銀行服務品質的重要項目與構面。

本研究之結果希望可以幫助網路銀行服務的提供者，更加了解顧客如何去衡量與評估他們的服務品質。此外，也可以幫助他們了解網路服務品質的標準。本研究也希望所提出研究架構及管理建議，可供學術界及實務界的參考與運用。

關鍵字

服務品質 ； 網路銀行 ； 線上服務品質 ； 網路 ； 電子商務

並列摘要

The use of information technology had grown exponentially. Information technology is a tool to achieve competitive advantage, and Internet is an important part of that information technology. Internet enables organization new ways to offer their product and services. Internet also offers benefits to both the supplier and the customers in the web-based environment. This encourages business to pay close attention on how they can benefits from the growth of Internet and its usage. Internet banking is a demand-driven industry, therefore it is important to have good service quality in order to differentiate itself from other service providers.

This research tries to combine dimensions of online service quality and dimensions of Internet banking service quality to develop a framework that can be used to measure modern day Internet banking service. This research uses Taiwan’s Internet banking users as survey targets for its empirical studies. From the empirical studies we would able to find dimensions that are positively related to the overall service quality of Internet banking service quality and develop a scale for the measurement model.

From the research results, this research hope to assist the Internet banking service provider to further understand how customers measure and evaluate Internet banking service quality, so it could help them in improving their Internet service quality standard. This research hopes that the Internet banking service providers can adopt the measurement model to measure their service quality, and adopt the managerial implication to improve the Internet banking service quality level.

並列關鍵字

Service Quality ； Internet banking ； online service quality ； Internet ； E-Commerce

參考文獻

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