臺灣博碩士論文加值系統

網路科技與智慧型裝置的整合所帶來的便利性改變了現代人的生活方式，智慧型手機與網路的結合因而形成行動支付。現今諸多業者將行動支付拓展虛擬通路，促使商業模式陸續走向網路化，同時還能拓展許多產業無限的商機。另一方面，實體分行的轉型對目前的台灣銀行業者將帶來巨大的衝擊，迫使實體分行必須轉型才能發揮其特色，因此實體分行必須轉型才能創造銀行的存在價值。不論是企業還是金融業都必須朝向數位化的目標發展，掌握時代脈動，運用行動科技才有機會獲取競爭優勢。在未來，銀行必須要重視客戶對數位金融服務的體驗，透過大數據分析瞭解其行動設備的功能及數位服務的差異化，達到金融預期效與金融目標利潤。本研究以高雄地區中國信託銀行機構為研究對象，採用問卷調查法共發220份問卷，回收220份，刪除無效問卷7份，總計有效問卷共213份，有效回收率96.81 %，問卷資料利用 SPSS 統計方法進行分析，其中包含信度分析、因素分析、敘述性統計分析、獨立樣本t檢定、單因子變異數分析、相關分析、迴歸分析等方法。根據研究結果，本研究針對行動網路服務的實務應用及未來研究提出相關之具體建議，並提供中信銀行及後續研究人員參考, 並作為未來金融業工作績效之依據。

關鍵字：網路銀行、期望服務、認知服務、顧客滿意度

The convenience brought about the integration of network technology and smart devices has changed the lifestyle of modern people. The combination of smartphones and the Internet thereby coming into being with mobile payment. Nowadays, there are many business operators would expand the virtual channel for mobile payment, which has set a networking trend of advancing commercial pattern. In the meanwhile, it enables to broaden plenty of infinite business opportunities in many industries. It is compelling to change the physical branch’s career that it’s able to develop over a zillion of its characteristics. Consequently, the existence value of banks can be created. Be it enterprises, the financial industry which apt to the goal of digitalization, master the epoch trend and utilize the mobile technology as obtaining a competitive advantage. In the future, the bank must attach great importance to the customer experience of digital financial services. The differences between their mobile device and digital service through the Big Data analysis of understanding the function of mobile device to achieve the expected performance of the finance and target profit of the finance.

This study takes the China Trust Bank Corporations in Kaohsiung District as the object of research. This research was to adopt the questionnaire survey and a total of 220 questionnaires were issued, 220 were received, 7 invalid questionnaires were eliminated and the total of 213 valid questionnaires were received. As a result, the effective recovery rate was 96.81%. The data has utilized analysis of questionnaires survey by SPSS statistical methods, including reliability analysis, factor analysis, analysis of descriptive statistics, analysis of independent sample T-test, analysis of one-way ANOVA, correlation analysis, and regression analysis and such. According to the research outcome, this study will be acted in accordance with the practical utilization of Mobile Internet Service and propound in relation to a specific proposition that offers for a future conference of CTBC and follow-up researchers and will form the finance of work performance thereon in the future.

Keywords: online banking, expectation services, cognitive services, customer satisfaction

第一章 緒論1
第一節 研究背景1
第二節 研究動機2
第三節 研究目的3
第四節 研究範圍 4
第五節 研究方法與研究限制4
第六節 研究流程 5
第七節 名詞釋義6
第二章 文獻探討 7
第一節 台灣金融業7
第二節 行動銀行 12
第三節 服務品質 23
第四節 顧客滿意度37
第三章 研究方法 49
第一節 研究架構 49
第二節 研究假說 49
第三節 研究變數之操作型定義50
第四節 資料收集與分析54
第五節 資料分析方法55
第六節 問卷設計 58
第四章 研究結果 59
第一節 預試問卷 59
第二節 項目分析 61
第三節 信度分析 68
第四節 樣本結構分析69
第五節 敘述性統計分析71
第六節 差異分析 76
第七節 相關分析 108
第八節 迴歸分析 109
第五章 結論與建議115
第一節 結論115
第三節 建議116
參考文獻 117
附錄―研究問卷127

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