非加法型層級決策分析於網路券商服務品質之評估

證交所於民國八十六年正式核准網路下單業務，網路下單至今已在國內推行約十年，而網路下單成交金額比例佔總體市場成交金額比例逐年攀升，可知網路下單市場勢必引起國內各家券商的重視。在競爭激烈的環境之下，券商的經營方式不再是以增加營業據點與價格戰來提昇市場佔有率，而是必須強調服務品質的提升，以提昇顧客的信心與滿意度。因此如何提升網站服務品質便成為證券業者愈來愈重視的議題；因此，探討適用於網路券商服務品質評估的構面與準則有其必要性。但就網路券商服務品質的評估而言，衡量構面與準則之間通常存在或多或少的交互作用，故本研究採用模糊積分計算網路券商在構面與準則的績效值，並以模糊測度分析關鍵構面與準則。本研究的主要目的在於分析網路下單顧客所重視的網路服務品質之評估構面與準則，以提供證券商在改善網站設計以及提升網站服務品質之依據。在實證結果方面，本研究發現顧客較重視網路券商所提供的服務之關鍵構面依序為「系統可用性」、「效率」、「安全性/隱私性」，而最不重視的構面則是「個人化」。而各使用群體所重視之構面與準則亦不盡相同。在整體服務品質滿意度上，元大京華群較不滿意其所提供的網站整體服務品質，而日盛群較為滿意日盛所提供的網站整體服務品質。更進一步利用等級相關分析探討構面之權重與績效值以及各構面下準則之權重與績效值兩者之間的排序是否具有一致性後，發現各家券商並未完全考量使用者所重視的構面與準則，故在整體服務品質與各構面之滿意度之提升上仍有很大的改進空間。

關鍵字

網路券商；關鍵因素；層級架構；模糊積分；服務品質

並列摘要

Taiwan Stock Exchange Corporations in charge of checking and approving online stock trading formally in 1997. Online stock trading has already pursued for about ten years, and the turnover of online stock trading for the turnover of overall market increase year by year. From statement above, we can know the market of online stock trading will draw attention of every internet stockbroker. Under the environment with keen competition, the stockbroker in order to increase market share, and they should not promote the branches and price cut, but must put emphasis on the improvement of service quality. If stockbrokers raise up the service quality, and they could promote the customer's confidence and satisfaction. How to improve service quality of websites is the topic that the stockbrokers who pay more and more attention. It necessitates talking about the applicative aspect and criterion for service quality on internet stockbroker. But the assessment of service quality on internet stockbrokers, there always has interaction between aspect and criterion. Therefore, this study adopts the fuzzy integral to calculate the performance of aspect and criterion on internet stockbroker and analyzes key aspect and criterion with fuzzy measure. The objective of this study aims at analyzing the key aspect and criterion of service quality for customers who use online stock trading. In order to offer the basis of improving website design and rising up the service quality of websites. In empirical verification, this study reveals that the customer pays more attention to the key aspect of service quality is system availability, efficiency and security/ privacy and less attention is personalization. The key criterions of every aspect in stockbrokers are different. This shows that each group has its valuable criterion. In satisfaction of service quality wholly, Yuanta group seems to be unsatisfied with whole service quality of website offered and Jih Sun group seems to be satisfied. This study also uses kendall’ tau rank correlation to analyze the rank between the weight and performance for both aspect and criterion that has correlated. Finally, this study found that the stockbrokers did not think about the aspect and criterion that customers valued. So, there has a lot of space which could be improved in the satisfaction of every aspect’s.