臺灣博碩士論文加值系統

國內銀行家數密集、競爭激烈，面對環境日趨惡劣，爭取更大的資產規模與銷售平台成為銀行生存的基本條件。而利用技術成熟、平台架設成本低廉且廣為顧客所接受的自動化服務設備做為平台服務基礎，成為當今銀行在行銷服務與競爭策略中的首選模式。
在自動化服務科技儼然成為銀行獲利的明日之星的同時，依舊有多項服務品質缺失為使用者所詬病。因此，本研究根據Meuter et al.（2000）對網路使用者的自助式服務科技使用滿意度調查之研究模式及分類項目，採用關鍵事件法（Critical Incident Technique；簡稱CIT法-Flanagan,1954），針對國內中部地區銀行自動化服務區、便利超商、無人銀行所配置之自動化設備使用者，進行顧客使用銀行自動化設備之滿意與不滿意事件調查與研究。藉此找出國人使用銀行自動化設備之滿意與不滿意事件發生的主要來源。研究結果除了發現國人使用銀行自動化設備的滿意與不滿意事件來源與分佈比例外，同時發現四大類不同於原文獻分類項目之滿意與不滿意因素。其中，
新增滿意事件分類包括：1.機器人性化設計（1a.各項提醒、1b.新鈔服務、1c藝文推廣活動）、2.配套服務（2a.提供折價券、2b.人員協助、2c.互動遊戲）、3.環境因素。
新增不滿意事件分類則有：4.環境因素（4a髒亂、4b不具安全感）。
本研究除了針對這些新增類別加以定義外，並將新因素所代表的管理意涵化為銀行自助式服務科技之未來可能發展趨勢，提供銀行自動化通路部門之決策管理階層，作為改善自動化設備服務品質之建議與服務行銷策略之參考。

ABSTRACT

With the booming development of new banks, the domestic bank marketing has encountered fierce competitions. To survive in the worldwide market, building larger scale of assets and the sell platforms have become the basic criteria. Utilizing matured technology, low-cost platforms and automatic service equipment which customers preferred can become the foundation of platform service. Moreover, the technologic platform has become the priority in current banking market.
While the automatic technology service has become the lucrative star, still there are defects criticized by users such as poor service quality. Therefore, this research used subjects located in the middle of Taiwan, according to the model of Meuter et al., (2000) to investigate the automatic service technology for network and categorization items. Also, the research used categorized project and adopted Critical Incident technique (CIT, Flanagan, 1954) to examine the satisfaction factors of automatic service, convenient supermarket and ATM banks. Besides the findings of source and proportion of satisfaction and dissatisfaction factors, the research will investigate different categorization of sources and factors. Generally, the newly-increase satisfaction factors are classified as follows.
1. Machine humanization designing（1a. Service reminding 1b. New cash service 1c. Art relative activities）.
2. A complete set of service（2a. Offering tickets of coupon 2b. Personnel helping 2c. Interactive games）
3. Environment factors

The newly-increased dissatisfaction factors such as:
4. Environment factors (4a. dirty and messy place 4b. lacking safety）.

This research not only defined these newly-increased satisfaction factors but also provided suggestions and implications for banking management to improve the quality of automatic banking service technology and marketing strategies in the future.

目 錄

中文摘要 .................................................................................................... i
英文摘要 .................................................................................................... ii
誌 謝 .................................................................................................... iv
目 錄 .................................................................................................... v
表 目 錄 .................................................................................................... vii
圖 目 錄 .................................................................................................... viii
第一章 緒論............................................................................................ 1
1.1 研究背景.................................................................................... 1
1.2 研究動機.................................................................................... 4
1.3 研究目的.................................................................................... 5
第二章 文獻探討.................................................................................... 6
2.1 服務接觸.................................................................................... 6
2.1.1服務接觸的定義............................................................... 6
2.1.2服務接觸的分類-依傳遞形式…..................................... 7
2.1.3服務接觸的相關研究....................................................... 10
2.1.4 小結.................................................................................. 14
2.2 自助式服務科技........................................................................ 17
2.2.1科技服務相關研究........................................................... 17
2.2.2科技導入服務................................................................... 20
2.2.3自助式服務科技相關研究............................................... 21
2.2.4小結................................................................................... 23
2.3 CIT-關鍵事件法的相關研究.................................................... 25
2.3.1關鍵事件法的起源........................................................... 25
2.3.2 CIT法的定義.................................................................... 25
2.3.3 CIT法的特色................................................................... 26
2.3.4 CIT法的步驟................................................................... 27
2.3.5 CIT法的相關研究............................................................ 28
第三章 研究方法.................................................................................... 30
3.1 研究流程與方法........................................................................ 30
3.1.1研究流程......................................................................... 30
3.1.2研究方法......................................................................... 31
3.2 研究對象與資料蒐集................................................................ 33
3.2.1 研究對象........................................................................ 33
3.2.2 資料蒐集方法................................................................ 33
3.2.3 樣本回收情形................................................................ 34
3.3 訪談大綱.................................................................................... 35
3.4 事件分類依據............................................................................ 36
3.5 事件分類定義與方法................................................................ 40
3.5.1事件分類定義................................................................. 40
3.5.2 事件分類方法................................................................ 42
第四章 資料分析與發現........................................................................ 44
4.1 資料分析結果............................................................................ 44
4.1.1 基本資料分析................................................................ 44
4.1.2 樣本結果分佈狀況........................................................ 45
4.2 事件分類之信度檢定與分析.................................................... 50
4.3 顧客滿意事件與不滿意事件分析............................................ 53
4.3.1 顧客滿意事件分析........................................................ 53
4.3.2 顧客不滿意事件分析.................................................... 54
4.4 文獻比較與發現........................................................................ 57
4.4.1與原文獻事件分佈之比較............................................. 57
4.4.2新因素之發現................................................................. 61
第五章 結論與建議................................................................................ 66
5.1 結論............................................................................................ 66
5.1.1 滿意與不滿意事件之意義............................................ 66
5.1.2 新增類別之意義............................................................ 67
5.1.3 結論................................................................................ 69
5.2 管理意涵.................................................................................... 70
5.2.1自助科技服務與人際互動服務..................................... 70
5.2.2銀行自動化實體環境與自助科技服務......................... 71
5.3 研究限制.................................................................................... 73
5.4 後續研究建議............................................................................ 74
參考文獻 .................................................................................................... 75
附錄 問卷............................................................................................ 79



表 目 錄

表1 自動化服務機器概況.......................................................................... 2
表2 服務傳遞的方式.................................................................................. 7
表3 服務接觸相關研究.............................................................................. 15
表4 科技介入服務傳遞分類組合.............................................................. 18
表5 科技導入矩陣….................................................................................. 20
表6 接觸程度/客戶服務 矩陣................................................................ 21
表7 自助式服務科技使用分類應用表...................................................... 23
表8 自助式服務科技之相關研究.............................................................. 24
表9 資料蒐集方式...................................................................................... 33
表10 樣本個數一覽表.................................................................................. 35
表11 顧客使用SSTs之滿意事件分布狀況................................................ 36
表12 顧客使用SSTs之不滿意事件分布狀況............................................ 38
表13 回收問卷之基本資料次數分配表...................................................... 45
表14 中部地區顧客使用銀行自動化設備之滿意事件分佈比率.............. 46
表15 中部地區顧客使用銀行自動化設備之不滿意事件分布比率.......... 48
表16 顧客滿意事件分類信度檢定表.......................................................... 51
表17 顧客不滿意事件分類信度檢定表...................................................... 52
表18 滿意事件代表案例舉隅...................................................................... 54
表19 不滿意事件代表案例舉隅.................................................................. 56
表20 中部地區顧客使用銀行自動化設備之新增滿意事件分佈比率...... 61
表21 新增滿意事件代表案例舉隅.............................................................. 63
表22 中部地區顧客使用銀行自動化設備之新增不滿意事件分佈比率...... 64
表23 新增不滿意事件代表案例舉隅.......................................................... 65







圖 目 錄

圖1 服務藍圖之構成因素.......................................................................... 11
圖2 服務接觸之分析架構.......................................................................... 12
圖3 服務接觸衡量模式.............................................................................. 13
圖4 服務行銷金字塔.................................................................................. 19
圖5 顧客使用銀行自助式服務科技滿意度研究流程.............................. 31
圖6 滿意事件分佈狀況比較示意圖.......................................................... 58
圖7 不滿意事件分佈狀況比較示意圖...................................................... 59

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