網路銀行服務品質之研究─以泰國泰華農民銀行為例

Abstract

自從網際網路發展以來，電子商務日益受歡迎，所以網際網路使用者的數量不斷增加，使得電子商務產業具有無限的商機。同時，電子商店的數量也迅速地增加，導致線上交易的競爭情況非常激烈。網路銀行是電子商務的一部份，於是也遇到這種情況。所以為了保持線上顧客再回來使用，網路銀行如何提升網路銀行服務品質是很重要的主題。 因此本研究試圖綜合各學者的看法，整合服務品質、線上服務品質、網路銀行服務品質，發展出更適合衡量現代的網路銀行服務品質模式。此外，本研究也以一家泰國的網路銀行作為實證研究的對象，確認出對此網路銀行的顧客評估網路銀行服務品質所影響的重要構面─包括可靠性、易用性、回應性、服務組合，而且進一步發展出網路銀行服務品質量表。 最後，藉由上述的研究結果，本研究希望能讓網路銀行經營者更了解顧客評量網路銀行服務品質的標準。因此為了提升網路銀行服務品質及顧客行為意向，本研究希望網路銀行業採用本研究網路銀行服務品質量表與建議來衡量及提高網路銀行服務品質。

Since the growth of the Internet in recent years, e-commerce becomes popular. The growing number of Internet user leads to opportunity in e-commerce. Meanwhile, the number of online-store is growing rapidly. The competition of online trading becomes aggressive. Due to Internet banking is the part of e-commerce, Internet banking also faces off this circumstance. Therefore, Internet bank must improve Internet banking service quality to keep the customers whom are using Internet bank’s service. In reviewing many related articles, this research integrates service quality, online service quality, and Internet banking service quality concepts in order to develop new Internet banking service quality model. Furthermore, this research uses one Thai Internet banking as a model to find out the Internet banking service quality dimensions including reliability, ease of use, responsiveness, and service portfolio and develop a questionnaire to measure the Internet banking service quality. Finally, according to the result, this research believes the research framework and serves as a guideline for Internet banks so that they can better understand the criterion their customers use to evaluate Internet banking service quality. Moreover, this research also hopes that Internet banks will adopt Internet banking service quality scales and suggestion this research developed to improve Internet banking service quality.