臺灣博碩士論文加值系統

由於金融監督管理委員會積極推動「數位金融3.0」，且銀行業者希望藉由網路接觸到過去無法觸及的客戶，越來越多銀行投入數位金融行列,可能會使銀行財富管理之客戶，在選擇往來銀行的考量因素上產生重大的轉變,本研究欲探討在數位金融服務的導入後，財富管理客群在選擇往來銀行之考量因素是否產生變化，並瞭解各因素的影響程度，期望能帶給銀行業者相關概念的啟發，並提供管理者在制定決策上之依據。
過去被特許行業高門檻所規範的銀行，能否迎向數位化的浪潮，在通路及產品上得以協助和服務客戶，將是未來決勝的關鍵。 本論文彙整五個重要指標包括數位金融、客戶行為、品牌、理財專員特質和長期關係,並透過重要指標所發展出之細項因素，進行訪談大綱的制定，以深入瞭解客戶對於不同因素的看法。
本研究方法擬以某個案銀行為例，透過質化研究的訪談方式，訪談五位消費者, 試圖釐清客戶的內心感受，並分析各項重要因素，歸納出客戶與銀行往來時所注重的因素以及各因素間的關係。 研究發現品牌權益、第一線理專服務人員、信任、數位金融特性及服務品質等是重要因素, 本研究並根據研究結果提出八個命題: 第一線服務人員與品牌權益關聯性, 品牌形象與品牌權益關聯性, 知覺產品品質與品牌權益關聯性, 信任與長期關係關聯性, 理財人員特質是消費者重視因素, 數位金融使用特性是消費者重視因素, 服務品質是消費者滿意度重要因素, 專業服務與多樣選擇是往來意願重要因素. 最後本研究提出研究結論及未來研究建議。

Since the Financial Supervisory Commission actively promotes the "Bank 3.0" and banks want to use the Internet to find customers who could not be reached in the past. As more and more banks devote their efforts to the digital banking, this may cause significant changes about customers how to choose banks to deal with. Therefore, this study wants to explore if there are any different considerations while clients of the wealth management want to open a bank account. Meanwhile, we would like to find the impact of various factors in order to bring some inspirations to banks for their further banking policies.

In the future, the key of success for the banking industry used to be regulated by the high threshold will be if they could seize the digitized wave and provide the prompt assistance and services to customers. In this paper, we aggregated five key indicators including branding, long- term customer relationship, traits of financial consultants, digital banking and customer survey. We use these important indicators to develop the interview outline in order to have more clear understanding of customers for different levels of perception.

The study method is to take a bank for an example and by the way of qualitative research interviews with five customers, trying to clarify the client''s feelings, analyzing these important factors and summed up with key focus of customers and the relationship between these factors. This study propose eight propositions based on the finding including the relevance of front-line service people and brand equity, the relevance of brand image and equity, the relevance of perceived product quality and brand equity, the relevance of long-term relationship and trust, the characteristics of financial consultants, the characteristics of the digital banking, service quality, professionalism and diverse choices. Finally, this study presents the final conclusions and recommendations for future research.

目錄
中文摘要………………………………………………………………i
英文摘要………………………………………………………………ii
目錄……………………………………………………………………iii
表目錄…………………………………………………………………v
圖目錄…………………………………………………………………vi
第一章 緒論……………………………………………………………1
第一節 研究背景……………………………………………….…1
第二節 研究動機…………………………………………………3
第三節 研究目的…………………………………………………4
第四節 研究範圍與對象…………………………………………5
第二章 文獻探討………………………………………………………6
第一節財富管理…………………………………………6
第二節 數位金融…………………………………………………8
第三節 銀行客戶之行為…………………………………………14
第四節 品牌權益…………………………………………………16
第五節 理財專員特質……………………………………………19
第六節長期關係…………………………………………………20
第七節 顧客滿意度………………………………………………22
第三章 研究方法………………………………………………………25
第一節 研究架構…………………………………………25
第二節 質性訪談…………………………………………………..26
第三節 訪談大綱的制定…………………………………………27
第四節 資料蒐集…………………………………………………29
第五節 資料分析…………………………………………………30
第四章 資料分析與討論………………………………………………31
第一節 受訪者特性………………………………………………31
第二節訪 談資料整理與分析……………………………………33
第三節 研究發現與命題…………………………………………40
第五章 結論與建議……………………………………………43
第一節 研究結論…………………………………………………43
第二節 管理意涵…………………………………………………44
第三節 未來研究建議……………………………………………46
參考文獻………………………………………………………………47
附錄 訪談大綱…………………………………………………………54
附錄一…………………………………………………………………. 57
附錄二…………………………………………………………………. 59
附錄三…………………………………………………………………..62
附錄四………………………………………………………………… 64
附錄五…………………………………………………………………67
.



附錄一
表目錄
表2-1 金管會開放銀行線上申辦業務…………………………12
表2-2 銷售人員特質彙整………………………………………20
表2-3 銀行客戶滿意度衡量因素………………………………23
表3-1 訪談大綱之問項與對應構面……………………………28
表4-1 受訪方式與日期…………………………………………31
表4-2 受訪者人口統計變項……………………………………32
表4-3 受訪者使用經驗…………………………………………33
表4-4 受訪者A之意見統整……………………………………33
表4-5 受訪者B之意見統整……………………………………34
表4-6 受訪者C之意見統整……………………………………35
表4-7 受訪者D之意見統整……………………………………35
表4-8 受訪者E之意見統整……………………………………36
 
圖目錄
圖1-1 研究流程架構………………………………………………4
圖1-2 研究架構圖………………………………………………25
圖2-1 銀行的發展階段……………………………………………9
圖2-2 金管會推動數位金融之策略……………………………10
圖2-3 EKB消費者行為模式……………………………………15
圖2-4 銀行客戶行為流程………………………………………15
圖2-5品牌權益五大構面………………………………………18

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