臺灣博碩士論文加值系統

網路銀行是電子商務的一部分，近年來金融環境丕變，不論是本國或外商銀行，愈來愈多的銀行，都試圖將傳統人工櫃台所提供的服務轉移至網路上，藉由網際網路不受地域及時間限制的特性，來克服傳統銀行有限的營業時間以及服務據點的限制。當前銀行業者面對如此競爭的環境，要突圍致勝的藍海策略，將是如何成功地將服務經由網路傳遞出去。
紮根理論是質性研究中最具科學邏輯的研究方法，它將帶來更豐富的現象所存在的情境脈絡。因此，迴異於文獻探討中各研究學者以往採取量化性研究，本文將以紮根理論研究法來探討網路服務品質的最佳模式，並且與Harris and Goode延伸Oliver’s忠誠度模式做一連結，目的是希望能對網路服務品質及其結果變數提出相關命題暨發展出解釋性架構圖。研究結果發現，整體網站品質、可靠性、及時性、安全性與系統整合、溝通與回應、網站容量、使用性/瀏覽性、誠實與信任、功能與特點、績效品質、差異化服務等11項衡量面向，為網路服務品質之影響因子；而網路服務品質同時對顧客價值、信任、滿意度及忠誠度等四個結果變數產生影響。

Internet banking is part of e-Commerce. Recently with the fast change in the financial environment, more and more banks, both local and foreign ones, are trying to shift the services conventionally provided on the counters onto the internet, thereby overcoming the limited business hours and restricted service locations inherent to conventional banks by online services provided anywhere and anytime, regardless of geographical and time limitations. Within such a competition environment, the Blue Sea Strategy for players in the banking industry to break through the current difficult situation will be one that provides solutions to successfully transmitting banking services through the internet.
Grounded Theory is the most logical research methodology in qualitative research. It can bring a scenario context in which more abundant phenomena exist. Hence, different from the quantitative research methodologies adopted by many researchers and scholars in existing literatures, in this research, we are going to study the best mode for internet service quality with Grounded Theory, and link up with the Oliver’s Loyalty Mode as extended by Harris and Goode, so as to accomplish a complete study of the internet service quality and its resulted variables. It is found that 11 measuring perspectives of the internet, namely Transcendence, Reliability, Time and Timeliness, Security and System Integrity, Communication and Feedback, Website Intractability, Usability/Navigability, Integrity and Trust, Functionality and Features, Performance, and Service Differentiation, are the affecting factors of internet service quality. Simultaneously, internet service quality also affects the four resulted variables of customers Value, Trust, Satisfaction and Loyalty.

誌　謝 i
中文摘要 ii
Abstract iii
表目錄 vi
圖目錄 vii
第一章　緒 論 1
第一節　研究背景與動機 1
第二節　研究目的與範圍 5
第三節　研究流程 7
第二章　文獻探討 9
第一節　傳統服務品質 9
第二節　網路服務品質 17
第三節　結果變數 23
第四節　網路銀行 26
第三章　研究方法 33
第一節　紮根理論 33
第二節　研究設計 36
第四章　研究結果與分析 43
第一節　網路服務品質之整體觀點 43
第二節　網路服務品質之建構歷程 46
第五章　結論 57
第一節　研究結論與建議 57
第二節　研究限制與後續研究建議 61
參考文獻 62
一、中文文獻 62
二、英文文獻 63
附　錄 71
附錄一　Tsftw訪談逐字稿R1 71
附錄二　May訪談逐字稿R2 77
附錄三　San訪談逐字稿R3 83
附錄四　Allen訪談逐字稿R4 88
附錄五　Jer訪談逐字稿R5 92
附錄六　Sere訪談逐字稿R6 96
附錄七　Kib訪談逐字稿R7 100
附錄八　FongWay訪談逐字稿R8 104
附錄九　Jui訪談逐字稿R9 108
附錄十　Ton訪談逐字稿R10 111
附錄十一　Yuan訪談逐字稿R11 114
附錄十二　Kuanyu訪談逐字稿R12 118
附錄十三　Maggie訪談逐字稿R13 121
附錄十四　Macho訪談逐字稿R14 124
附錄十五　Mou訪談逐字稿R15 127
附錄十六　Thomas訪談逐字稿R16 131
附錄十七　Sheaufen訪談逐字稿R17 135
附錄十八　YaYa訪談逐字稿R18 139
附錄十九　Kenny訪談逐字稿R19 143
附錄二十　Renwei訪談逐字稿R20 147

表目錄
表2-1 各學者對「服務品質」之定義 10
表2-2　PZB 服務品質衡量構面修正前後對照表 15
表2-3 「傳統服務品質」衡量構面之相關研究 16
表2-4　各學者對「網路服務品質」之定義 18
表2-5 「網路服務品質」衡量構面之相關研究 20
表2-6　各學者對「網路銀行」之定義 27
表2-7　臺灣的網路銀行常見服務項目 30
表2-8「網路銀行」服務品質之相關研究 32
表3-1　受訪者基本資料 37
表3-1　受訪者基本資料 (續) 38
表3-2　E-service Quality網路服務品質之衡量面向 39
表3-3 E-service Quality網路服務品質之結果變數 40

圖目錄
圖1-1　網路銀行普及狀況 2
圖1-2　研究流程 7
圖2-1 PZB 服務品質概念模式 14
圖2-2 ZPM網站服務品質概念模式 22
圖2-3　民眾網路銀行使用功能排行 29
圖4-1　軟體分析圖 46
圖4-2　解釋性架構圖 55

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