以方法目的鏈探討行動銀行對顧客價值之研究

An Exploratory on the Mobile Bank for Customer Value : A Means-End Chain Approach

蔡逸帆(YI-FAN TSAI)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300237

摘要

現今國內銀行業的經營模式已經和以往的銀行業有很大的差異，主要獲利來源也從過去的存放款的利差轉移至財富管理或其他業務的手續費收入，以致於銀行必須要有更多的資源去拓展這類型的業務，而在有限的人力資源下，銀行業者紛紛開發許多電子自動化設備，而在無線網路及智慧型手機普及的環境之下，行動銀行就成為了銀行業者再度關注的商機。本研究採用方法目的鏈(Means-end Chain; MEC)，並以階梯法作為深度訪談的工具，針對40位有使用行動銀行經驗的使用者進行訪談，進而分析其「屬性－結果利益－價值」，將結果繪製成價值階層圖(Hierarchical Value Map; HVM)。研究結果發現：使用行動銀行屬性以創新服務及資料隱密為多數人考量之因素；使用行動銀行結果利益為增加樂趣及提升安全可靠性；信賴感、成就感和自主價值為使用行動銀行主要追求的顧客價值目標，本研究經過解析並探討其行銷策略上的意涵，提供業界實務上之運用及學界後續研究之參考。

關鍵字

方法目的鏈 ； 行動銀行 ； 顧客價值

並列摘要

The management model adopted by domestic banks today is very different from that in the past, and the major source of profit also transfers from the interest rate spread to administration fee of wealth management or other services. Therefore, banks nowadays have to find more resources to explore and expand such services. With limited human resources, however, practitioners in banking business start to develop a variety of electronic automation equipment, one after another. Moreover, given that we live in an environment where wireless Internet access and smart phones are prevalent, those practitioners pay close attention to mobile banks again. This study adopted Means-end Chain, and utilized Laddering as a main tool when conducting in-depth interviews with 40 users who have experiences in using mobile banks. The study further analyzed the relationship among attribute, consequence, and value, and presented the results as a Hierarchical Value Map. The results of the research show: the attributes of using mobile bank are innovation services and information secret for most of the users; the consequences of using mobile bank are enhance the safety and increase fun; sense of trust、sense of achievement and autonomy value are the main customer value targets for the users. This research has been analyzed and discussed with the meaning on marketing strategies and can be a reference for practical business utilization and further academic researches.

並列關鍵字

Mobile bank ； Customer value ； Means-end Chain

參考文獻

Generation Mobile Service: The Application of Grounded Hermeneutics.

Chang, Y. F., Chen, C. S. and Zhou, H. (2009). Smart Phone for Mobile Commerce,

Computer Standards and Interfaces, 31(4), 740-747.

Anlauf, in Die Bank, Berlin, 16(3), 57-61.

Graf, A. and Mass, P. (2008). Customer Value form a Customer Perspective: A