探索銀行業服務創新之歷程與創新機制

Exploring the Development and Innovation Mechanism of Service Innovation in Banking Industry

蔡家維(Chia-Wei Tsai)

指導教授 ： 邱文宏

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2009年)

摘要

摘要
依行政院主計處2008年公佈之2006年工商及服務業普查統計資料，其中服務業產值佔國內生產毛額GDP的71.54%，國內目前服務業中產值最高的為金融保險不動產業，其中銀行業名目生產毛額在2007年的產值占GDP比重達6.59%，顯見銀行業之重要性。由於服務易於模仿，加以開放新銀行設立與放寬基層金融機構及分支設立等法令鬆綁，銀行業在競爭激烈的環境中，必須不斷地創新以維繫其競爭優勢。
回顧以往有關服務創新之研究，大部分在探討創新之政府政策，服務業運用，融合科技以提供創新服務，運用新管理模式、新技術新標準與新服務識別體系，或改善服務流程彈性、擴大服務範圍、改善服務品質、取代舊服務等議題，少有探討產業服務創新之發展與服務創新機制研究。本研究旨在探討台灣銀行業服務創新的歷程與創新機制，經由探討相關文獻做為本研究分析之理論基礎，透過多重個案研究方法，針對在服務創新已具成效之銀行業者，搜集個案相關次級資料，以研究對象的服務創新活動為分析單元，並針對關鍵議題進行深度訪談，歸納分析銀行業服務創新概況與發展歷程，及透過服務創新模式建構銀行業之服務創新機制。
本研究經歸納分析個案創新活動之服務內涵、創新類型、創新形式、創新來源、創新程度與創新機制，獲得以下結論：一、台灣銀行業在服務創新歷程歸納為「業務管制期」、「創新萌芽期」、「金融服務期」、「科技運用期」與「生活化應用期」等五個階段；二、由於消費者意識抬頭與科技發展運用的趨勢下，銀行服務創新來源亦逐漸朝向顧客驅動創新與技術提供者驅動創新；三、民營銀行之創新態度較為積極，且在創新的趨勢上敏感度較高，而公營銀行配合政府政策與擁有較多的資源和基礎，其創新程度較高；四、創新來源以顧客驅動創新件數最高，而創新形式以客製化創新件數最高，此現象呈現不論就創新來源或就創新形式而言，消費者是創新的最重要考量；五、政府推動創新為文獻分類外之新增來源類型，政府推動的創新活動分佈在各階段，其創新程度上皆屬突破式創新，推動對象則以公營銀行為主；六、金融服務類型之創新程度以漸進式創新最高，科技運用與生活化應用類型均以獨特式創新為最高；七、在服務創新機制中，新的創新概念必須考量政府的政策與法規，新的服務也必須在交付系統與客戶間不斷的回饋與修正，新的客戶介面因資訊科技的運用以及與不同業者的合作而有更廣泛的市場與通路。服務創新必須有新的組織架構與制度的配合，科技設備運用到服務系統後，人力資源仍是服務創新的重要傳遞介面。
依據上述結論，本研究共發展五項研究命題與下列管理意涵：一、銀行業服務創新發展早期受到政府政策管制而影響創新活動，為促進銀行的創新活動發展，政府應再適度修法開放管制，提升我國銀行業的國際市場競爭力；二、銀行業者應運用台灣資訊科技軟、硬體的優勢進行獨特式或突破式的創新，政府亦應對服務創新活動之智慧財產訂定獎勵補助與保護制度；三、銀行業者應深入了解異業的營運與生態並建立合作機制，以提升服務的附加功能，並以此擴大通路與市場；四、本研究僅就所蒐集之有限資料下進行分析探討，建議國內銀行業相關主管機關能成立銀行業服務創新資料庫，以建立後續有關銀行服務創新之研究資料來源。

關鍵字

服務創新 ； 銀行業 ； 創新歷程 ； 創新機制 ； 個案研究

並列摘要

Abstract
According to the Year 2006 Industry, Commerce and Service Census announced by the Directorate-General of Budget, Accounting and Statistic, Executive Yuan, R.O.C. in 2008, the service industry’s output value in our country accounted for the national GDP’s 71.54%. Currently, banking, insurance, and realty industries had the highest output value within the service industry in Taiwan, while in which banking industry’s nominal GDP in 2007 accounted for 6.59% of the national GDP, showing the importance of banking industry. Because services can be imitated easily and also the regulations on setting up new bank, fundamental banking enterprises, and branches have been loosened, within such severe competitive environment, banking industry must innovate constantly for maintaining its competitive advantages.
Reviewing the previous researches related to service innovation, most of them discussed topics like innovated government policies, the application and practices of service industry, technology-based service innovations, the utilization of new management style, new technology standards and new service identification systems, the improvement of flexibility of service procedures, the extension of service scope, the improvement in service qualities, and the replacement of old service etc. There were few to investigate the development of service innovation and the service innovation mechanism. The study aimed at investigating the progress of service innovation in Taiwan’s banking industry and as well as the innovation mechanism. Through reviewing the related studies as the theoretical analysis foundations, and by using multiple case studies method, it focused on banking businesses that have already achieved certain results in the area of service innovation to collect related secondary data. The study used service innovation activities of research cases as the unit of analysis and focused on key topics to conduct the in-depth interview; it generalized and analyzed the current service innovation status for banking industry and also the developmental progress. Also, through the service innovation model, we constructed a service innovation mechanism for banking industry.
After inductive analysis on case study’s service thoughtfulness, service type, innovation type, sources of innovation, innovation degree, and innovation mechanism, conclusions obtained were as follows: 1. The progress of service innovation for Taiwan’s banking industry can be generalized into 5 phases, including “Government Control Phase”, “Innovation Bootstrap Phase”, “Banking Service Phase”, “Technology Application Phase”, and “Realization Phase”. 2. Because of the trends of consumer attitude empowerment and the application of technology, sources of innovation also moved toward consumer-driven and technology provider-driven innovation. 3. Private banks had more positive attitude on innovation and they were more sensitive to the trend of innovation. On the other hand, public banks, while operated in coordination with the government and had more resources and supports, had higher degree of innovation. 4. Cases of customer-driven innovation accounted to the most among sources of innovation, and cases of customized innovation accounted to the most among innovation types. This phenomenon showed that no matter in sources of innovation or innovation type, consumers were the most important consideration in the area of innovation. 5. Other than literature classification, innovation promoted by government was a newly additional source of innovation. The innovation activities promoted by government were distributed over the mentioned 5 progress phases. The innovation degree was considered part of breakthrough innovation, and the propagating objects focused on public banks. 6. Incremental innovation was accounted to the highest in the extents of innovation for banking service type innovation. And distinctive innovation was accounted to the highest for technology application type and realization type innovation. 7. In service innovation mechanism, new innovation ideas must consider government policies and regulations; the new services also have to maintain sustained feedbacks and modifications between the delivery system and customers. New customer interface would have broader market and channels due to the application of information technology and the cooperation among different enterprises. Service innovation must be with the cooperation of new organizational structure and system. While technology had been applied to bank’s service system, human resource will still be an important delivery interface in the area of service innovation.
According to the above conclusions, the study developed five propositions and the following management implications: 1. For banking industry, the service innovation’s early developmental stage was influenced and restrained by the control of government policies. For promoting and developing bank’s innovation activities, the government should further modify regulations to properly open up such restrictions, so as to enhance our banking industry’s competitiveness in international markets. 2. Banks should fully utilize our nation’s IT strengths in both software and hardware technology and make progress toward distinctive innovation or breakthrough innovation. Also, the government should establish reward and protection system on the intellectual properties for service innovation activities. 3. Banks should obtain an in-depth understanding on the operation and markets of other industries, so that they can establish cooperation mechanisms for promoting added value for their services and expanding channels and markets. 4. The analysis and discussion here were restricted within limited information gathered by this study. It is suggested that the related supervision authority can establish a service innovation database for banking industry in Taiwan in order to create a source for future studies in bank’s service innovation.

並列關鍵字

Service innovation ； Banking industry ； Progress of innovation ； Innovation mechanism ； Case study

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