銀行數位化與顧客滿意度之影響-以消費者之科技接受度為調節變項

The effects of digital banking on organizational customer satisfaction-Using consumer's technology acceptance as the moderator

黃雅珮(Huang,Ya-Pei)

指導教授 ： 洪英正

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00562

摘要

隨著網際網路的快速發展，民眾的日常生活與網際網路的關係越來越密切，甚至因此而徹底改變生活的方式與消費型態，近年來智慧型手機及平板電腦的普及、手機連網行為已逐漸取代民眾用桌電上網的習慣，也連帶擴大民眾對行動上網、無線區域網路上網、行動銀行、行動支付的需求(Jeff,2000)。因此，虛擬通路的發展，銀行實體分行使用率已呈現下滑現象，面對此極大的危機，銀行的實體分行必須轉型，發揮特色，才能保有其存在價值(Breet King,2015)。
本研究目的為以下三點：
(一) 了解銀行數位化對顧客滿意度之影響。
(二) 了解科技接受度對顧客滿意度之影響。
(三) 了解顧客的科技接受度在銀行數位化對顧客滿意度影響上所具有的調節作用。
本研究採用科技接受模式(TAM)為研究架構，透過問卷調查結果，其有效樣本有197份，並以迴歸分析、層級迴歸分析、t檢定及變異數分析等統計方法來驗證各研究假設。研究結果如下:
1． 銀行數位化程度會顯著影響顧客滿意度。
2． 顧客之科技接受度在銀行數位化程度對顧客滿意度之影響關係有顯著調節作用。
3． 不同人口變項的顧客在科技接受度、銀行數位化及顧客滿意度上有部分顯著差異。
由研究結果證實了，顧客之科技接受度在銀行數位化程度對顧客滿意度有顯著調節作用，這表示銀行可以藉由提供更完備的數位平台並強化顧客之科技接受度來提高顧客對銀行更高的滿意度。

關鍵字

銀行數位化 ； 科技接受度 ； 顧客滿意度

並列摘要

People's daily lives are much closer to internet along with its rapid development that even thoroughly change the way of life and type of consumption. The recent prevailing intelligent mobile phone and panel computer has caused mobile internet to replace people's habit of using desktop for internet, also to increase people's demands on mobile internet, wifi, mobile banking as well as mobile payment (Jeff, 2000). Hence the growth of virtual channel lead to the visit to real bank's branch is declining. Having such threat ahead, bank's real branch should transform, elaborate itself to keep its existing value
Three purposes of this research are:
1. To analyze the effect of bank digitization on customer satisfaction.
2. To analyze the effect of technology acceptance on customer satisfaction.
3. To analyze the moderating effect of technology acceptance on customer satisfaction by bank digitization.
This research is under the technology acceptance model (TAM), with effective 197 questionnaire samples, and by regression analysis, multilevel regression, t-test and analysis of variance to verify many hypotheses.
The conclusions of this research are:
1.There is a significant effect of degree of bank digitization on customer satisfaction.
2. There is a moderating effect of technology acceptance on the influence of customer satisfaction by bank digitization.
3. There are partial differences on technology acceptance, bank digitization and customer satisfaction by customers’ different demographic variables.
Research conclusions have proved a significant moderating effect of technology acceptance on on the influence of customer satisfaction by bank digitization. This means bank should increase customer satisfaction by providing a full digital platform and enhancing the technology acceptance of market.

並列關鍵字

Bank Digitization ； Technology Acceptance ； Customer Satisfaction

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