- 學位論文
影響證券網路下單顧客滿意度之因素探討
The Study on the Factors of Affecting the Customer Satisfaction for Internet Securities Trading
摘要
近年來由於網際網路快速成長，網路速度的快速提昇及電腦使用率的普及，對於網路下單的市場是一大衝擊，改變了原來網路下單競爭的結構，從原本券商一直增加據點來達到網路下單的市佔率，到現今券商以合併作為政策。網路下單市場結構不斷的改變，但各券商推行網路下單的政策依舊未有所改變，如網路下單手續費上的惡性競爭等等，券商未站在顧客的立場著想，常常會造成資金使用不當且未能提昇網路下單的市佔率，本研究有鑑於此，所以特別站在顧客的角度，在網路下單顧客的需求方面，顧客對於券商是否有別於以往需求及滿意程度，是本研究的研究重點，近年來股市一片的低迷，直到今年成交量的放大，股市又開始活絡起來，此時間點來發放問卷，抓住顧客真正的需求面，讓業界得到實質上的參考價值，來提昇對顧客的服務品質及日後經營的方針。 本研究實證調查結果：(1)影響證券網路下單顧客满意度之因素，經分析檢定結果共有四個因素有顯著的正向影響，依重要性程度由大而小依序為『資訊即時便利性』、『網路工具』、『安全性』、『服務性』；(2)網路下單的族群在「學歷、「婚姻」、「居住地區」、「使用系統數量」上有明顯的差異性，對於學歷較高的族群滿意度較低，最主要是因為學歷較高的族群對於各方面的資訊需求量相當大，而券商無法滿足此一族群的顧客，導致各方面的滿意度下降；(3)綜合以上資料顯示，本研究結果與文獻比較有明顯的差異性，券商對於網路下單政策的推行，重點不應再放在人的屬性上，應從顧客在乎的事情上著手，來滿足顧客的需求，才能真正提昇顧客滿意度。
並列摘要
Recently, the internet grows fast, the network speeds up fast, and the computer utility gets more popular. These have made a great impact on internet securities trading market. The impact has changed the online brokerage competition structure, therefore the strategy of how to get the internet securities trading market share has been evolving from originally increasing sites to now merging between brokers. The internet securities trading market structure is changing continually, while the brokers’ policies prompting internet securities trading, such as vicious competition of internet securities trading fee ...etc., never change. Brokers never put themselves in customer’s shoes. They usually allocate capital in wrong place and cannot get a higher internet securities trading market share. Seeing the phenomenon, this study takes customer’s viewpoint particularly to study the aspects of internet securities trading customer’s demand and put research emphasis on whether the demand and satisfaction are different from that in the past. The stock trading volume was low in recent years, until this year the stock market boomed again. Releasing the questionnaires with this timing, the study can capture the customer’s real demands and provide a practical referencing value for the industry to enhance the service quality and guide the operational policy in the future. The empirical results of this study are as follows. (1)By hypothesis testing, there are 4 factors have significant positive effect. These factors in priority order are “information immediateness and convenience”, “online tool”, “safety”, and “service”. (2)There are significant differences among internet securities trading customers with different “educational backgrounds”, “marriage condition”, “residential area”, and “amount of system use”. The higher customers are educated, the lower satisfaction is. It’s mainly because that the higher educated customers require more information than brokers can provide, and turns out lower satisfaction in each aspect. (3)Combining the above information shows that the result of this research is significantly different from documents. As carrying out internet securities trading policy, brokers should not put emphasis on the people’s attributes any more, while instead they should go about what customers really care to satisfy customer’s need, and then customer satisfaction can be really enhanced.