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研究生:林玉珮
研究生(外文):Yu Pei Lin
論文名稱:法人機構導入企業網路銀行之關鍵因素探討
論文名稱(外文):Critical Factors in Implementing Internet Banking System for Business Sectors
指導教授:欒斌欒斌引用關係張光第張光第引用關係
指導教授(外文):Pin LuarnGuangdi Chang
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:財務金融研究所
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:76
中文關鍵詞:企業網路銀行服務品質關係程度與信任成本效益資訊安全顧客滿意度
外文關鍵詞:Internet BankService QualityTrust & RelationshipCost & RevenueInformation SecurityCustomers’ Satisfaction
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自民營銀行政策開放後,台灣已形成銀行業者過度競爭的現象,因此如何能夠在此競爭中提供企業客戶更便捷的服務管道,已成為台灣銀行業者的重要課題。本研究綜合相關文獻論述,以「服務品質構面」、「關係程度與信任構面」、「成本效益構面」、「資訊安全構面」,作為主要探討的關鍵因素,並針對「顧客滿意度構面」作綜合分析。
本研究係以C銀行客戶作為研究對象,從百貨業、汽車業、貿易業、建設業、證券業、製造業六個不同產業中各挑選一適合標的,透過和不同產業別的負責人或財務主管作深度訪談,經本研究結果發現企業客戶針對「資訊安全構面」視為最重要之關鍵因素,故銀行業者必須做到最嚴謹的防火牆設立,甚至可以標識於雙方的合約中清楚載明以確保企業用戶的交易安全並取得企業客戶的信任,而次要關鍵因素為「關係程度與信任構面」企業網路銀行與企業客戶間的信任是建立在彼此的關係程度上,故銀行業者需多著墨關係行銷的策略運用,便能夠確實掌握客戶採用企業網路銀行的關鍵因素,只要能夠掌握並善用這些影響因素,則能擴大市場佔有率,獲得客戶的肯定,進而創造銀行業者的無窮商機,更加以提升「顧客滿意度」達到銀行業者永續經營的價值觀。
Over competition had been widely spread across Taiwan’s domestic market for banking services since its deregulation for privatization. Therefore, the critical agenda for each banker at the moment is to bring an even more convenient financial service in surviving yet outperforming in the fierce competition game. This research has concluded a complete overview in discussing a variety of major critical factors for dimensions range from “service quality, trust and level of relationship, cost and effectiveness, information security” and to address the customer’s satisfactory as its comprehensive analysis.
This research had invited for in-depth interview with business owner or the financial officer from one out of its industry’s representative (enterprise customer) range from an appropriate portfolio across six industries as department store, automobile, trading business, construction, securities and manufacturing. The major findings fallen into the dimension of information security system as its critical factor across all considerations. Hence the strong and sever information firewall system shall then be deployed where the declaration in recruiting the trust between the banker and its customer is then strengthened via the financial service contract. This conclusion also supports the trust and level of relationship as the next critical factor where the trust from the internet banking system is created and based on the level of relationship in between. The more the bankers focused on the strategy of relationship marketing, the more then can manage the critical factors from adopting internet banking service from enterprise customers. Hence, to master these critical factor in expanding market share, acquiring more recognition from enterprise customers which could then create an infinite business opportunity. Until then, the core value in increasing customer satisfactory for sustainability of the banker would then realized.
誌謝 I
摘要 II
Abstract III
目錄 IV
圖目錄 V
表目錄 VI
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第三節 研究對象與範圍 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 網路銀行 5
第二節 服務品質 7
第三節 關係行銷及信任 13
第四節 成本效益面 17
第五節 資訊安全 19
第六節 顧客滿意度 23
第三章 研究方法 25
第一節 原始資料分析法 25
第二節 研究架構 26
第三節 訪談方式 26
第四節 分析方法 28
第五節 個案公司簡介 31
第四章 研究結果與分析 37
第一節 個案公司訪談結果 37
第二節 研究結果之整合分析 61
第五章 研究結論與建議 67
第一節 結論 67
第二節 管理意涵 70
第三節 研究限制與後續研究建議 70
第六章 參考文獻 72
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參考網址:
1.『e-Bill全國繳費網』平台: https://ebill.ba.org.tw/
2.C銀行網站http://consumer.chinatrust.com.tw/ch/secure-info/content4.html
3.巴塞爾銀行監理委員會(2006) http://www.bis.org/bcbs/index.htm
4.財政部金融局網站http://www.go.net.tw/demo/1-7/
5.資策會(2009)http://www.find.org.tw/find/home.aspx
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