Fintech於智慧客服應用對銀行服務品質與顧客忠誠度之影響

AI時代來臨，帶動了金融科技領域的興起，眾多銀行如中國信託、玉山銀行、王道銀行等，皆開始積極導入金融科技的服務與技術，從銀行大廳中的智慧迎賓機器人、網路銀行上的理財機器人、智慧客服機器人等，皆為金融科技之智慧客服之範疇，各銀行都希望能透過金融科技提供民眾更便捷與快速的服務，增強服務品質與服務品質之內涵，並進一步提高顧客對銀行的忠誠度。因此本研究嘗試以金融科技之智慧客服為銀行帶來的服務品質、服務品質內涵的改變為切入點，觀察在智慧客服下銀行之服務品質與服務品質內涵，與顧客忠誠度之間的關係及影響，觀察顧客在了解或使用實體銀行或網路銀行之智慧客服下，對於銀行的顧客忠誠度是否會造成不同的結果與差異，並希望研究結果能夠為將導入智慧客服之金融產業，帶來具體的建議。研究樣本經發放實體及網路問卷的方式進行蒐集，以是否在實體銀行或網路銀行體驗智慧客服之顧客做為分群之研究對象，再由迴歸分析進行後續的探討。　　研究結果發現，在實體銀行有使用過智慧客服的客群中，服務品質內涵之關懷興與保證性越正向時，對顧客忠誠度也越有影響效果，其中保證性對顧客忠誠度之影響最大，其次則是關懷性對顧客忠誠度之影響；而在網路銀行有使用過智慧客服的客群中，服務品質之人員品質與互動品質越正向時、服務品質內涵之保證性與關懷性越正向時，對顧客忠誠度越有影響效果。因此若銀行想發展金融科技之智慧客服時，其最優先考慮的應該是服務品質之人員互動與互動品質以及服務品質內涵之保證性與關懷性，亦即智慧客服之人員行為、互動品質、保證性、關懷性與可靠性，是顧客最在意的因素。希望本研究之研究結果可以幫助金融產業在導入智慧客服時，可以更加了解哪些服務品質與服務品質內涵的影響因素是較為重要的，須多加留意，進而提高顧客對銀行之忠誠度。

關鍵字

金融科技；智慧客服；服務品質；服務品質內涵；顧客忠誠度

並列摘要

The era of artificial intelligence (AI) has driven the rise of financial technology (FinTech). Many banks, such as CTBC Bank, E.SUN Bank and O-Bank, have begun to actively implement FinTech services and technologies. Bank lobby’s receptionist robot, online banking’s financial management robot, smart customer service robot, etc., are all examples of FinTech’s smart customer services. All the banks hope to provide the public with faster and more convenient services through FinTech, as well as to enhance service quality and its connotation, thereby increasing customer loyalty to the bank. Therefore, this study focused on the changes in the bank’s service quality and connotation of service quality brought about by FinTech’s smart customer service, and observed how they relate to, and impact, customer loyalty. The study observed whether it would cause different results and differences in customer loyalty if customers understood or used smart customer service in a physical bank or online banking. Through the research results, this study aimed to provide specific suggestions for the implementation of smart customer service in the financial industry. The samples were collected via physical and online questionnaire, in which the research subjects were customers who had or had not experienced smart customer service in a physical bank or online banking. A subsequent examination was then carried out through regression analysis. The results of this study show that for customers who had used smart customer service in a physical bank, if the empathy and assurance of the connotation of service quality were more positive, the impact on customer loyalty was greater, with assurance having the greatest impact on customer loyalty, followed by empathy. On the other hand, for customers who had used smart customer service in online banking, if the personnel quality and interactive quality of service quality, as well as the assurance and empathy of connotation of service quality were more positive, the impact on customer loyalty was greater. Hence, for banks to develop FinTech’s smart customer service, top priorities should be given to personal interaction and interactive service quality, and assurance and empathy of service quality connotation. That is to say, smart customer service’s personnel behavior, interactive quality, assurance, empathy and reliability are factors that customers care most about. Hopefully, the study’s results can help the financial industry better understand which factors are more important in regard to service quality and connotation of service quality, and pay more attention to them while implementing smart customer service, so as to increase customer loyalty to the banks.