智能客服使用者介面與顧客體驗對於再使用意向之影響-以銀行產業為例

隨著各家銀行積極地發展智能客服來使用，而智能客服的介面在每家銀行也都不同。但對顧客而言，第一印象就是介面美不美觀好不好用，甚至有沒有引導顧客點擊至問題選項，這些都會影響顧客當次的體驗結果。若操作智能客服能幫助顧客迅速解決疑惑，也會讓顧客心裡留下較佳的印象，對於下次再度使用的機率也比較高。因此本研究中將探討在不同家銀行的智能客服產品介面設計下，對顧客體驗、客戶使用後的再使用意向是否具有影響。本研究採用有操作過銀行智能客服的使用者為研究樣本，並且透過網路問卷來發放，最後回收的有效問卷為380份，並使用 SPSS、SmartPLS分析軟體進行信效度分析、敘述性統計分析、獨立樣本 T 檢定分析、單因子變異數分析及結構方程模型進行中介效果、調節效果的檢定。因此也證實以下結論： (1)銀行智能客服系統的使用者介面對顧客體驗具有正向影響。 (2)顧客體驗對使用者操作銀行智能客服系統的再使用意向具有正向影響。因此，依照本研究結論，對銀行業者提出智能客服的具體建議，將可提升顧客使用智能客服的意願，對於協助業者服務顧客也會有所提升。

關鍵字

智能客服；使用者介面；顧客體驗；再使用意向

並列摘要

Nowadays, smart customer service system is developed rapidly in each bank. The user interface of system is different for each bank. User experience will be affected by whether the interface is beautiful, simple or user-friendly at that time. Whether the smart customer service system guides customer to the right option is also important. If the operation of the smart customer service system can solve customers’ problem quickly, it will leave a good impression on customer, leading to a higher probability to keep them coming back again. Therefore, the aim of this study is to explore whether the user interface design of the smart customer service system from different banks has an impact on user experience and intention to use. People who have ever used the smart customer service system offered by bands are the research sample in this study. A questionnaire is given to those people through the Internet. In total valid samples are 380. The result is fulfilled with SPSS and SmartPLS analysis software for reliability, validity, independent sample T test, one-way analysis of variance and structural equation modeling to test mediation effect and adjustment effect. The key findings are that: (1)The user interface of the smart customer service system has a positive impact on user experience. (2)The user experience has a positive impact on user’s intention to use of the smart customer service system. According to the conclusion, the specific suggestions of the smart customer service system are provided to bank sectors. These suggestions will increase customer’s intention to use and also help them to serve customers.