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  • 學位論文

模糊多準則決策分析於網路銀行服務品質之評估

Using Fuzzy Multi-criteria Decision Making for evaluating the service quality of internet banking

指導教授 : 胡宜中

摘要


在國內隨著花旗銀行在1995年10月率先成立網路銀行後,國內各公民營銀行也陸續建置專屬的網站。隨著電子商務的日益盛行,網路銀行勢必成為各家銀行重要的競爭工具。台灣網路銀行的成長相當迅速,顯示上網人口對網路銀行的需求逐漸提高。在競爭激烈的環境之下,網路銀行的經營方式不再是以增加營業據點與價格戰來提昇市場佔有率,而是必須強調服務品質的提升,以提昇顧客的信心與滿意度。因此如何提升網站服務品質便成為網路銀行業者愈來愈重視的議題;因此,探討適用於網路銀行服務品質評估的構面與準則有其必要性。但就網路銀行服務品質的評估而言,衡量構面與準則之間通常存在或多或少的交互作用,故本研究採用模糊積分計算網路銀行在構面與準則的績效值,並以模糊測度分析關鍵構面與準則。 本研究藉由綜合學術界及業界的看法,來整理出適合衡量網路銀行的服務品質的量表。此外,本研究也分析網路銀行顧客所重視的網站服務品質之關鍵構面與準則,以提供網路銀行業者在改善網站設計以及提升網站服務品質之依據。 在實證結果方面,本研究發現顧客較重視網路銀行所提供的服務之關鍵構面依序為「安全性」、「可靠性」、「系統可用性」及「效率」,而最不重視的構面則是「利益性」。而各使用群體所重視之構面與準則亦不盡相同。在整體服務品質滿意度上,華南群較不滿意其所提供的網站整體服務品質,而國泰世華群較為滿意國泰世華所提供的網站整體服務品質。更進一步利用等級相關分析探討構面之權重與績效值以及各構面下準則之權重與績效值兩者之間的排序是否具有一致性後,發現各家並未完全考量使用者所重視的構面與準則,故在整體服務品質與各構面之滿意度之提升上仍有很大的改進空間。

並列摘要


Since Citibank in October 1995 took the lead in Internet banking, domestic public and private banks gradually build exclusive website. With the growing popularity of e-commerce, Internet banking will become an important competitive tool of individual banks. Internet banking in Taiwan grow very rapidly, showing the growing demand of internet users for Internet banking. Under a highly competitive environment, the operation of Internet banking is neither increasing the base of operations nor price war to raise market share. It needs to be stressed improving the service quality to strengthen customers’ confidence and satisfaction. So how to improve the service quality of Internet banking will become an important topic; therefore, the applicative aspects and criteria for service quality of internet banking has necessity to probe into. But on the assessment for service quality of Internet banking, there always has more or less interaction between aspects and criteria. This study adopts the fuzzy integral to calculate the performance of aspects and criteria on internet banking and analyzes key aspects and criteria with fuzzy measure. The study was integrated academia and the industry's views to come up with a suitable scale for measuring service quality of internet banking . Furthermore, in order to provide site design for Internet banking to improve and the basis of web service quality to upgrade, the study also analyzes key aspects and criteria of service quality of Internet banking. In empirical verification, this study reveals that customers pay more attention to the key aspects, which are security, reliability, system availability, efficiency and less attention to benefit. The key aspects and criteria of separated internet banking are different. In overall satisfaction with the service quality, Group E is not satisfied with the overall service quality of website. Group D is satisfied with the presences of the overall service quality of website provided by D. Further to use of kendall’ tau rank correlation to analyze the rank between weight and performance for both aspect and criterion that has correlated. It is found those internet banking did not complete consideration to aspects and criteria that customers value, therefore, in overall service quality and the satisfaction of each aspects still leave much room for improvement.

參考文獻


范家源,1994,探討銀行業導入顧客關係管理對顧客忠誠度之影響—以網路銀行
王天津、劉素苓,1994,「應用模糊多準則決策於入口網站服務績效之研究」,電
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吳怡萱(2009)。模糊多準則於入口網站服務品質之評估〔碩士論文,元智大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0009-2506200923065900
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