銀行服務品質與網路銀行自助服務使用意願研究

EXPLORING ON THE BANKS’ SERVICE QUALITY AND THE USING WILLINGNESS OF INTERNET BANKING’S SELF-SERVICE TECHNOLOGIES

侯淑玲(Shu-Ling Hou)

指導教授 ： 曾章瑞 ； 林淑瓊

大同大學/經營設計學院/資訊經營學系所/碩士(2010年)

摘要

網路日益普及，銀行業目前都有提供網路銀行的服務，對銀行來說如網路銀行等之自助服務除降低分行作業成本外，也能為銀行帶來手續費收入；尤以目前上網人數日益增多，銀行業可設法讓客戶使用自助服務技術(Self-Service Technology,SST)，以期降低成本、提高收益。為了吸引新顧客、留住舊顧客，銀行業會推出多種行銷活動，藉行銷策略對於銀行的既有客戶提供多樣的服務，以期提高對顧客的服務品質，進而提高顧客滿意度，增加顧客忠誠度，顧客對銀行有了忠誠度則會與銀行長期往來，接受銀行所推出的產品或服務網路，包括網路、銀行自助服務，本研究的目的在探討銀行服務品質、顧客滿意度、顧客忠誠度間的關係，及行銷活動是否可促進上述幾項與顧客間良好關係。
本研究採用問卷調查的方式收集資料，經由資料統計與分析發現：
銀行業服務品質會正向影響顧客滿意度，顧客滿意度會正向影響顧客忠誠度，本研究之受訪者普遍認為銀行業有好的服務品質，而服務品質相較於顧客滿意度對顧客忠誠度的影響較不顯著，而是透過達到顧客滿意度間接影響顧客忠誠度；另一方面，顧客滿意度與顧客忠誠度對網路銀行自助服務使用意願有正向影響，而銀行行銷活動可促進與顧客間良好關係。
因此本研究提出：銀行可透過需要的行銷策略將新產品、新服務的資訊提供給顧客，進而對提高服務品質、顧客滿意度、顧客忠誠度有所助益，忠誠的顧客才能為銀行帶來長期的收益，而讓顧客接受銀行推行的行銷活動，則有賴於銀行加強對顧客的了解，將適合的產品推薦給有需要的潛在客戶。

關鍵字

銀行行銷活動 ； 自助服務技術 ； 顧客忠誠度 ； 顧客滿意度 ； 服務品質

並列摘要

Since the growing popularity of Internet banking, banks now provide self-service technologies(SSTs) such as Internet banking, etc. The self-service technologies not only can reduce operating costs for branches , but also be able to bring fee income for banks; especially in the current the growing number of people using internet, it may be trying to get customers to use self-service technologies (Self-Service Technologies, SSTs), with a view to reduce costs and increase profitability. In order to attract new customers, retain old customers, the banks will launch a variety of marketing compaign, through marketing strategy for the banks' existing customers in a variety of services with a view to improve the quality of service to customers, thereby increasing customers’ satisfaction and customers’ loyalty. If a customer has loyalty to the bank, he will have a long-term relations with the bank and will accept the bank’s promoting products or services, including the Internet banking’s self-service. This study aims to explore inter-relations of the quality of banking services, customer satisfaction, customer loyalty and if marketing campaigns could promote the good relations with customers.
This study used a questionnaire survey to collect data and through the data and statistics and analysis found that:
The banks’ services quality will be a positive effect on customer satisfaction, customer satisfaction will be a positive effect on customer loyalty. This study's respondents generally agreed that the banks provide good service quality. Service quality to customers and customer satisfaction compared to the impact of loyalty is less obvious, but to effect loyalty indirectly through achieving customer satisfaction; the other hand, customer satisfaction and loyalty will have a positive effect on the using willingness of Internet banking’s self-service and banks’ marketing compaign can promote good relations between banks and their customers.
Therefore, this study pointed out: bank can use the necessary marketing strategy to provide new products, new services and information to customers, thereby to help to improve service quality, customer satisfaction, customer loyalty. The loyal customers to the banks bring long-term gains for the banks, and advising customers to accept the banks’ marketing compaign depends on the bank to improve customer understanding, then recommend the appropriate products to those in need of potential customers.

並列關鍵字

self-service technology(SST) ； customer loyalty ； customer satisfaction ； service quality ； banks’ marketing compaign

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