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研究生:簡榮利
研究生(外文):Chien, Jung-Li
論文名稱:應用IPGA探討數位銀行服務品質優缺─以台新銀行為例
論文名稱(外文):Using IPGA for Analyzing Service Quality Disadvantages of Digital Bank: A Case of Taishin Bank
指導教授:韓千山韓千山引用關係
指導教授(外文):Han, Chien-Shan
口試委員:羅烈明許和鈞
口試委員(外文):LUO, LIEH-MINGSHEU, HER-JIUN
口試日期:2020-06-04
學位類別:碩士
校院名稱:輔仁大學
系所名稱:金融與國際企業學系金融碩士在職專班
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:2020
畢業學年度:108
語文別:中文
論文頁數:58
中文關鍵詞:Bank 3.0數位銀行純網銀服務品質SERVQUAL信度分析效度分析IPGA
外文關鍵詞:Bank 3.0Digital BankPure Internet BankingService QualitySERVQUALReliability AnalysisValidity AnalysisIPGA
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數位金融科技持續發展進步,自網路世代蓬勃發展以來科技化大量取代傳統人力營運模式,在數位金融的趨勢之下,銀行業從過去Bank 1.0的實體分行為主陸續轉型為數位銀行,為顧客提供最多元最便捷的服務成為近10年來兵家必爭之地。
但從實體銀行轉型至數位銀行,顧客端的需求與問題也將會大為不同。因此,本研究利用國內目前數位銀行市占率最高者─台新Richart來探討其數位銀行對於顧客需求服務品質缺失及改善計畫。
本文利用E-S-QUAL、E-Recs-QUAL量表提出數位銀行品質量表為問卷設計之方法並加入實體銀行服務品質有形性之構面,設計出案例數位銀行服務品質之問卷,包含:有形性、效率性、保證性、關懷性、反應性、個人化共6大構面,23個項目。本研究在有效問卷回收份數278份下,進行數位銀行服務品質關鍵缺失項目分析。分析結果發現,台新Richart關鍵服務構面為:「反應性」、「保證性」及「效率性」。
針對數位銀行欲改善整體顧客滿意度應針對在「有效性」方面,應針對「數位銀行之介面是完善且具有符合潮流」與「數位銀行介面視覺上具有吸引力」等兩個項目進行改善;「效率性」方面,應針對「數位銀行能提供完整交易資訊」與「數位銀行可以讓顧客容易且迅速找尋其所需的金融商品或服務」進行改善;「保證性」方面,應針對「數位銀行之客服人員是有得到公司支持,工作上是能提供更優質的服務」的部分進行改善;「反應性」方面,應針對「數位銀行是可以提供良好的金融商品之保證」、「當交易未通過認證時,數位銀行會引導顧客如何處理」及「當顧客遇到交易問題時,數位銀行能及時處理顧客相關問題」的三個項目進行改善;最後,在「關懷性」方面,應針對「數位銀行之客服人員有將顧客最佳利益優先」進一步改善。以此提供給業者推動及改善其數位銀行服務品質之參考。
Digital financial technology develops gradrually, technology replaces traditional manpower oprating mode. Due to the development of digital financial technology, banks of the period of bank 1.0 transfroms to digital banks. It’s the trend of banks development and every operator must committ to competition over t he past 10 years. But, it creates many demands and prblems of clients from physical banks to digital banks. The reaserch discusses service qualities of the largest market shares of the local digital bank: Taishin Rechrat.

The study is based on E-S-QUAL, E-RecS-QUAL methods and adds the tangible dimensions of physical bank service quality to design the questionnaire included: tangibility, efficiency, assurance, careness, responsibility and personalization. The study recycles 278 effective questionnaires to analyze serive quality key disadvantage items. The study finds the key perspectives of taishin Rechart serive is responsibility, assurance, efficiency.

The study digital bank wants to improve overall customers’ satisfaction to “tangibility”: 1.digital bank interface has to be comleted and fashion, 2. Interface has to be attracted to custmors. To “efficiency”:1. Digital bank provides complted trade information, 2. Digital bank makes customers’ to be easy find the financial commodities of their demands. To “assurance”: 1. Customer service supported by the bank to provide higher quality service. To “responsibility: 1. Digital bank could assurance to provide better fincancial commodities or services, 2. When the trade fails to trade, digital bank guides customers how to deal with, 3. Digital bank timely deals with customers’ questions. To “emphasize”: customer service makes customers’ benefit priority.the study provides operators to improve the case of service quality.

摘 要
Abstract
謝 辭
第一章 緒論
1.1 研究背景
1.2 研究動機與目的
1.3 本文架構
第二章 文獻探討
2.1 本國數位銀行發展及現況
2.2 服務品質與服務品質之模式
2.3 數位服務品質
2.4 重要績效缺口分析(IPGA)模式
第三章 研究方法與實證模型
3.1 案例研究假說
3.2 問卷設計與服務品質之衡量
3.3 研究對象與資料蒐集分析
3.4 資料分析方法
第四章 實證結果與分析
4.1 樣本資料結構分析
4.2 問卷樣本信度與效度分析
4.3 數位銀行服務品質與問卷敘述性統計分析
4.4 數位銀行服務品質之IPGA分析
第五章 研究結論與建議
5.1 研究結論
5.2 研究限制及研究建議
參考文獻
中文部份
英文部分

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