銀行服務之顧客價值階層之研究：方法目的鏈與KANO模式之應用

Exploring the Customer Value Hierarchy of Bank Services: An Application of Means-End Chain and Kano’s Model

白佩玉(Pei-Yu Pai)

指導教授 ： 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2016年)

摘要

方法目的鏈透過連結產品特徵與消費者內在認知，可用於解釋為何消費者可透過選擇某些產品滿足其追求的目標狀態；KANO模式又稱為魅力品質理論，有助辨識能夠吸引顧客的品質特徵、建立與競爭產品的差異化，成為企業競爭優勢所在。有效結合Kano模式和MEC不僅可解讀消費者對各種魅力品質所產生的內在反應，亦可得知如何藉由各項服務屬性引發能吸引顧客的內在反應。本研究結合方法目的鏈與KANO模式，以軟式階梯訪談120位曾接受金融服務的民眾，主要目的有四：(1)探討金融服務消費之屬性、結果、與價值三階層元素內涵為何？(2)建構金融服務消費之價值階層；(3)探討金融服務消費結果之需求類型，並分析其對滿意度的影響效果；(4)建構以需求為基礎之價值階層圖。研究結果發現：(1)本研究淬取20項屬性元素、19項結果元素、13項價值元素。當中，屬性層級以「據點近或多」出現次數最高，其次為服務周到、規模大或公營、程序簡化、利息優惠；結果層級以交易方便出現次數最多，其次為節省時間、省錢、不易倒閉、有保障、互動良好；價值層級以愉悅價值出現次數最多，其次為安心、輕鬆、效率、滿意、實用。(2)價值階層包含輕鬆價值階層路徑、效率價值階層路徑、安心價值階層路徑、愉悅價值階層路徑。(3)19項結果要素可分為4項魅力要素、一項當然要素與十四項一維要素，當中魅力要素包括減緩資金壓力、配合消費需求、不會增加麻煩、互動良好；追求價值的過程中，以資金運用方便、個人化建議與諮詢、不易倒閉、交通便利、互動良好等對於增加滿意度影響較大；省錢、資金運用方便、省時、交易方便、交通方便等要素最能消除不滿意。(4)最後本文建構三項以需求為基礎之價值階層，包括愉悅的消費互動的魅力價值階層、省錢的實用價值的當然價值階層、輕鬆、安心、效率的服務經驗的一維價值階層，除可解釋銀行如何滿足各種顧客需求，也可從魅力價值階層了解如何創造金融服務的吸引力，進而形成競爭優勢。
關鍵字：方法目的鏈、KANO模式、顧客價值、金融服務消費

關鍵字

顧客價值 ； KANO模式 ； 方法目的鏈 ； 金融服務消費

並列摘要

A Means-End Chain model is linking through the internal perception of customers and product features, in addition to, this model can explain how to achieve the target state of pursuit. Kano model also means attractive quality theory, what can help users to identify the quality characteristics of customers attraction. Otherwise, it will be the competitive advantage of business, which found and compete the product differentiation. Integrating Kano model and Means-End Chain model not only is a way to understanding what internal reactions are brought out for consumers with all kind of the attractive quality, but also more know how to make consumers’ internal reactions with attractions that from all attribute services. This study is adopted Means-End Chain model and Kano model. At first, It interview 120 consumers who have accessed financial services by soft ladder interviews. There are four main objectives: (1) what element content is property, results, and value, three-level of financial services consume? (2) Construct value of the financial services consumes. (3) Explore the types of consumes results of demand for financial services, and its effect on satisfaction; (4) Construct value based on the needs. Our test results show that: (1) the study fetch 20 property element, 19 results element, the value of 13 elements. Among the value levels with good value that appears most often, followed by peace, ease, efficiency, satisfaction, and practical. (2) Value stratum contains path of easily value stratum, efficiency value stratum, easy value class stratum and pleasure value stratum. (3) 19 items results elements can is divided into 4 items attractive elements, 1 item must-be element and 14 items dimensional elements, among attractive elements including slow funds pressure, assort consumption demand, not increased trouble, and good interaction. Even more there have two point, the first is what will be a greater impact on increase satisfaction in the process of pursuit value, the following is conveniently use founds, personalized recommend and advisory, not easily failed, traffic convenience, and interactive good etc., the final is that for most vanish dissatisfied, the following is save money and time, conveniently use found, trading convenient, and traffic convenient and so on. (4) Finally, 3 based on the needs of the construction value stratum, in addition to explaining how banks can meet a variety of customer needs, and learning how to create attraction of financial services from the attractive value stratum and become a competitive advantage.
Keyword: Means End Chain, KANO Model, Customer Value, Financial Services and consumption.

並列關鍵字

Financial Services and consumption ； Customer Value ； KANO Model ； Means End Chain

參考文獻

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