顧客對於線上服務品質衡量之研究—以網路銀行為例

邱以倫(Yi-Lun Chiu)

指導教授 ： 翁崇雄

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.00758

摘要

自從網際網路快速發展之後，上網人數及線上交易不斷地增加，而這也使得未來的電子商務產業將會充滿著無限的商機。但若是只知道商機仍然是不夠的，企業必須思考如何讓顧客在自己的網站上進行交易以獲取利潤，並且進一步地保留及吸引顧客，這才是對企業真正重要的。而以往的低價或是網站呈現方式是無法達到上述目標，唯有良好的線上服務品質才是顧客們所關心的部份。因此本研究嘗試探討顧客對於線上服務品質的衡量標準為何？
本研究藉由綜合學術界及業界的看法，來整合出線上服務品質構面(如：線上服務之有用性、易用性、有形性、可信性及回復性)。此外，本研究也以網路銀行作為實證研究的對象，以確認出網路銀行產業中顧客們所關心，以及影響他們評估線上服務品質的重要構面，並進一步能發展出用來衡量網路銀行線上服務品質的量表。
最後本研究期望能藉由上述的研究結果，以提供給已從事或想進入網路銀行產業的公司，使他們能夠藉由本研究所發展出之構面及量表來提升本身的線上服務品質以真正獲利。此外，就管理面來說，本研究也期望能讓網路銀行的管理者更了解顧客衡量網路銀行線上服務品質的標準，以幫助他們有效地制定管理策略以達到預期的目標。

關鍵字

電子商務 ； 網路銀行 ； 服務品質 ； 線上服務品質

並列摘要

Since the quick development of Internet, the people using network and on-line trading are growing rapidly. Be aware of the business opportunities is not enough, enterprises have to think about how to let their customers trade on their websites to gain profits. On the other hand, they have to try to keep old customers and attract the new ones at the same time, because it’s very important to the enterprises’ profits. However, low price strategy or web presence nowadays can’t really reach the goal of gaining profits, because good electronic service quality is even more important to the customers now. Therefore, this research is trying to explore the customers’ evaluation standard of electronic service quality.
Reviewing the views both from the academic and business field, this research integrates the constructs of electronic service quality (such as usefulness, easy of use, tangibility, credibility, and recovery). In addition, this research takes network banking as a model to find out the important electronic service quality constructs that customers pay attention to and influence their judgment to develop a questionnaire to evaluate the electronic service quality of network banking.
Finally, through the results of the questionnaire, we hope to provide some suggestions to the enterprises in the field or the ones that want to participate in to upgrade their electronic service quality and gain profits. Besides, from the perspective of management, this research also hopes that through the questionnaire, the manager of the network banking can understand more about the standard the customers use to evaluate electronic service quality to help them efficiently make management strategies to reach their final goals.

並列關鍵字

E-commerce ； network banking ； service quality ； electronic service quality

參考文獻

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