在現今的競爭環境中,「服務」儼然成為創造企業競爭優勢的利基,面對顧客的服務需求愈來愈多,企業為了維繫良好的顧客關係以追求持續性的競爭優勢,需提供更符合使用者需要的服務品質來提高顧客滿意。如何善加利用資訊科技的,運用最少的資源達到最佳、最有效的服務品質,改善顧客服務獲得競爭優勢,以確保獲利的來源,是企業應關注的經營重點。 本研究以網路銀行探討,如何衡量網路銀行服務品質及顧客滿意度,如何提高服務品質並追求顧客滿意。藉由服務品質構面研究有二: 1. 探討網路銀行服務品質構面與顧客滿意持續使用意願之關係。 2. 內、外部顧客對於網路銀行服務品質之期望重要度及感受滿意度,以重要度與滿意度模式 (I-S model) 找出內部顧客與外部顧客於有待改善區域之差異分析。 研究分析實證結論為服務品質滿意度與顧客滿意持續使用意願存在正向影響關係。對於業者提供網路銀行服務品質之改善建議:(1) 應以顧客角度設計規劃網站流程,貼心服務設身處地為使用者著想設計系統功能;(2) 維持系統穩定回應迅速並建立完整以顧客角度之常見問答;(3) 加強網站功能完整以及提升客服人員服務品質;(4) 加強系統安全及資料防護,以建立顧客對網路交易的信任。提供銀行經營者作為網路銀行服務品質改善的方向與資源分配之參考。
In today's competitive environment, the "service" has become a niche to create competitive advantage, more and more the face of customer service needs, in order to maintain good customer relations to the pursuit of sustained competitive advantage, the need to provide more in line withquality of service users need to improve customer satisfaction. How to make good use of information technology, the use of minimal resources to achieve the best and most effective quality of service, improve customer service to gain a competitive advantage to ensure that the source of profit, companies should be concerned about the focus of operations. This study is to explore Internet banking, how to measure internet banking service quality and customer satisfaction, and how to improve the quality of service and the pursuit of customer satisfaction. By service quality dimensions of research are twofold: Explore the Internet banking service quality dimensions and customer satisfaction continued willingness. Internal and external customers for the Internet banking service quality expectations and feelings of satisfaction, importance and satisfaction model (I-S model) to identify internal customers and external customers for improvement in to be improved regional differences. The analysis of empirical findings to positively affect the relationship between service quality, satisfaction and customer satisfaction continued willingness to use. For businesses to provide improved Internet banking service quality of the proposal: should the customer angle level design planning web site current process intimate services put themselves in for the user the sake of design system function; (2) to maintain system stability responded quickly and establish a complete customer perspective of Frequently Asked Questions; (3) site is fully functional and enhance service quality, customer service staff; (4) to enhance system security and data protection, and to establish customer trust in the network transaction. For Banks the Internet banking service quality improvement reference to the direction and allocation of resources.