從顧客角度探討銀行發展數位子品牌策略

Abstract

隨著科技發展，全世界金融科技新創紛紛崛起，傳統銀行面臨未來市場被瓜分而影響個人金融事業的營收。在台灣，傳統銀行為應對純網銀來襲瓜分消費金融市場，部分傳統銀行為此投入大量資源發展數位子品牌作為應對策略。因此本研究希望探討該策略之成效，了解顧客決定申辦數位銀行帳戶的原因與使用數位銀行帳戶的體驗，再進一步探討數位子品牌策略是否創造衍延伸的品牌權益及是否回饋母品牌。 透過文獻回顧，探討子品牌策略、品牌權益、顧客旅程與顧客決策流程的概念。子品牌策略利於企業推動新產品，且有望子品牌能夠回饋母品牌與企業品牌權益。顧客體驗將會直接影響顧客對品牌的滿意度及忠誠度。即使顧客購買相同的產品，然而內在的顧客體驗則會因為個人感官、情感或學識等因素而不同。因此，本研究將使用質化研究中的深入訪談與資料蒐集分析作為研究方法。 本研究將使用者旅程圖與顧客決策流程結合，並呈現顧客申辦與使用數位銀行帳戶的過程與體驗，探討顧客決策的核心價值為何。再透過研究與討論，提出最終對策略成效的評估，並針對顧客決策與顧客體驗痛點提出建議。

With the development of technology and the rise of fintech start-ups around the world, traditional banks, especially in the personal banking market, are facing market competition from new entrants. In Taiwan, some traditional banks have invested a lot of resources in developing digital sub-brands as a strategy to cope with the onslaught of Internet-only banks to divide the personal banking market. Therefore, this study aims to explore the effectiveness of this strategy, understand the reasons for customers' decision to apply for a digital bank account and their experience of using a digital bank account, and then to further discuss whether the digital sub-branding strategy creates extended brand equity and feeds back to the parent brand. Through the literature review, the concepts of sub-branding strategy, brand equity, customer journey, and customer decision process are discussed. Sub-branding strategy is beneficial for companies to promote new products and it is expected that sub-brands will contribute to the parent brand and corporate brand equity. Customer experience will have a direct impact on customer satisfaction and loyalty to the brand. Even if customers buy the same product, the intrinsic customer experience may vary depending on personal sensory, emotional, or academic factors. Therefore, this study will use in-depth interviews and data collection analysis in qualitative research as the research method. This study combines user journey mapping with the customer decision process and presents the process and experience of applying and using a digital bank account to investigate the core values of customer decision-making. Through research and discussion, the final evaluation of the effectiveness of the strategy is presented, and recommendations are made to address the pain points of customer decision-making and customer experience.