評估網路券商之網路服務品質

Evaluating the E-Service Quality of Internet Stockbroker

胡宜中(Yi-Chung Hu) ； 張毓芬(Yu-Fen Chang) ； 王仁宏(Jen-Hung Wang) ； 林雅惠(Ya-Hui Lin)

《服務業管理評論》 10期 (2012/12) Pp. 29-65

https://doi.org/10.29858/SIMR.201212.0002

摘要

根據台灣證券交易所於民國99年之資料顯示，網路下單成交金額比例占總體市場成交金額比例逐年攀升，再加上電子商務蓬勃發展，使得消費者的交易模式產生變化，因此，建構適用於評估網路券商之網路服務品質的衡量構面與準則確實有其必要性與重要性。本研究之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關鍵構面與關鍵準則，進而作為提升服務品質與顧客滿意度之參考依據。此外，因本研究考量構面與準則之間通常存在或多或少的相依性，換言之，其並非互為獨立，因此，採用模糊積分計算其績效值，並以模糊測度分析關鍵構面與關鍵準則。實證結果顯示，關鍵構面為「系統可用性」、「效率」與「安全性／隱私性」。

關鍵字

網路券商 ； 網路服務品質 ； 模糊積分 ； 模糊測度

並列摘要

According to the material published by Taiwan Stock Exchange Corporations in 2010, it reveals that the turnover of online stock trading rises year by year in the macro-market. In the meantime, the e-commerce grows energetically that lets the consumers' exchange mode change. As a result, to construct the aspects and the criteria that fit for evaluating the e-service quality of internet stockbroker has the essentiality and the importance. The main purpose of our study is to analyze the key aspects and the key criteria of e-service quality that the customers respect when making the online stock trading. It can be the reference for enhancing the service quality and the customer satisfaction. In addition, we consider that the aspects and the criteria usually have the more or less dependence, in other words, they are not independent. Therefore, we adopt the fuzzy integral to calculate the performance value of the aspects and the criteria, and analyze the key aspects and the key criteria by fuzzy measure. The results reveal that the key aspects are ”system availability”, ”efficiency”, and ”security/privacy”.

並列關鍵字

Internet Stockbroker ； e-Service Quality ； Fuzzy Integral ； Fuzzy Measure