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系統識別號 U0026-2601201514192000
論文名稱(中文) 網路銀行服務補救影響行動銀行之使用: 以交易頻率為干擾效果
論文名稱(英文) The Effect of Internet Banking Service Recovery on Using Mobile Banking: Transaction Frequency as a Moderator
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 103
學期 1
出版年 104
研究生(中文) 邱尉宗
研究生(英文) Wei-Tsung Chiu
學號 R46011052
學位類別 碩士
語文別 英文
論文頁數 129頁
口試委員 指導教授-張心馨
口試委員-莊雙喜
口試委員-陳素雯
口試委員-王馨葦
中文關鍵字 服務補救  消費者準備度  市場導向  服務補救滿意度  行動銀行 
英文關鍵字 service recovery  customer readiness  market orientation  service recovery satisfaction  mobile banking 
學科別分類
中文摘要 智慧型手機的普及讓行動銀行服務成為消費者的新選擇。Aldás-Manzano等人(2009)研究指出網路服務是宣傳行動服務最好的媒體,故消費者過去對於網路銀行的經驗可能影響其採用行動銀行服務是值得探討之議題。本研究主要探討消費者過去在網路銀行的服務補救滿意度對未來使用行動銀行的意圖,並探討交易頻率(Transaction Frequency)之干擾效果。消費者參與服務補救和服務補救經驗作為影響服務補救滿意度的因素。問卷調查對象以曾經使用網路銀行且曾經參與網路銀行服務補救的消費者,共回收455份有效問卷。並以驗證性因素分析和結構方程模型進行資料分析。結果顯示,消費者對於服務補救的角色明確性和能力對參與服務補救有影響效果;網路銀行本身之回應式和預應式顧客導向則會影響消費者對網路銀行服務補救經驗,進而提高其對網路銀行服務補救滿意度;服務補救滿意度對未來使用行動銀行意圖是有正面效果。此外,消費者本身使用網路銀行交易頻率在網路銀行服務補救滿意度與行動銀行使用意圖之間會產生干擾效果。所以,本研究建議網路銀行服務業者應提供詳細參與服務補救的流程說明,以客為尊且滿足消費者服務補救的需求,如此可以提升消費者未來使用行動銀行的意願,增進業務擴展可能性。
英文摘要 Due to the rise in popularity of smartphones, mobile banking has become a new option for customers. Aldás-Manzano et al. (2009) stated that Internet services are the best media on which to base advertising campaigns for mobile services, and thus customers’ internet banking experience may influence their adoption of mobile banking. This study thus investigates the effect of internet banking service recovery satisfaction on future intention toward using mobile banking, and examines transaction frequency as a moderator of this relationship. Moreover, this study applies customer participation in service recovery and service recovery experience as the influential factors of service recovery satisfaction. A total of 455 valid questionnaires were obtained from respondents with internet banking and service recovery experience. Confirmatory factor analysis and structural equation modelling were adopted for data analysis. The results illustrate that both role clarity and ability of service recovery can affect the level of service recovery participation. Additionally, the internet banking service provider’s responsive and proactive customer orientation can influence customer service recovery experience, which further increases service recovery satisfaction. Recovery satisfaction can thus affect future intention toward using mobile banking, and the moderating effect of transaction frequency was also confirmed. The findings of this work suggest that in order to increase customer willingness to adopt mobile banking, and thus raise revenues, internet banking service providers should offer detailed instructions with regard to service recovery processes, and become more customer-oriented so as to better satisfy customers’ service recovery needs.
論文目次 摘要 I
Abstract II
致謝 III
Table of Contents IV
List of Tables VII
List of Figures VII
CHAPTER 1 INTRODUCTION 1
1.1 Research Background and Motivations 1
1.2 Research Objectives 5
1.3 Research Process 6
CHAPTER 2 LITERATURE REVIEW 8
2.1 Self-Service Technologies (SSTs) 10
2.2 Service Failure and Recovery 12
2.3 Customer Participation in Service Recovery 13
2.3.1 Information Seeking 16
2.3.2 Information Sharing 17
2.3.3 Responsible Behavior 18
2.3.4 Personal Interaction 19
2.4 Customer Readiness 20
2.4.1 Role Clarity 23
2.4.2 Ability 25
2.4.3 Motivation 26
2.5 Market Orientation 29
2.5.1 Responsive Customer Orientation 31
2.5.2 Proactive Customer Orientation 33
2.6 Customer Service Recovery Experience 35
2.7 Service Recovery Satisfaction 37
2.8 Intention toward Using Mobile Banking 39
2.9 The Moderator-Transaction Frequency 40
2.10 Hypotheses Development 42
2.10.1 Role Clarity and Customer Participation in Service Recovery 42
2.10.2 Ability and Customer Participation in Service Recovery 43
2.10.3 Motivation and Customer Participation in Service Recovery 44
2.10.4 Responsive/ Proactive Customer Orientation and Customer Service Recovery Experience 46
2.10.5 Customer Participation in Service Recovery and Service Recovery Satisfaction 48
2.10.6 Customer Service Recovery Experience and Service Recovery Satisfaction 50
2.10.7 Service Recovery Satisfaction and Intention toward Using Mobile Banking 51
2.10.8 Moderating Effect of Transaction Frequency 53
CHAPTER 3 RESEARCH METHOD 55
3.1 Construct Definition and Hypotheses 55
3.1.1 Construct Definition 55
3.1.2 Hypotheses to be tested 56
3.2 Measurement Development and Questionnaire Design 58
3.3 Pilot Test 58
3.4 Data Analysis Procedure 62
3.4.1 Demographic Analysis 62
3.4.2 Confirmatory Factor Analysis 62
3.4.3 Reliability and Validity Analysis 62
3.4.4 Structural Equation Model 63
3.4.5 SEM Competing Model 63
CHAPTER 4 DATA ANALYSIS AND RESULTS 65
4.1 Data Collection and Demographic Analysis 65
4.2 Descriptive Analysis 67
4.3 Measurement Model Analysis 69
4.3.1 Confirmatory Factor Analysis (CFA) 70
4.3.2 Reliability and Convergent Validity 74
4.3.3 Discriminant Validity Analysis 75
4.4 Hypotheses Test 76
4.4.1 SEM Model Fit and SEM Path Analysis 76
4.4.2 SEM Competing Model- Moderating Effect 79
4.4.3 Summary of Hypotheses Testing 80
4.5 Additional Analysis 81
4.5.1 SEM Path Analysis (New Path) 81
4.5.2 SEM Path Analysis (Only Login failure) .83
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 85
5.1 Hypotheses Discussion 85
(1) Customer Readiness as an Antecedent of Customer Participation in Service Recovery 85
(2) The Effect of Market Orientation on Customer Service Recovery Experience 86
(3) The Relationships among Customer Participation in Service Recovery, Customer Service Recovery Experience, and Service Recovery Satisfaction 88
(4) The Effect of Service Recovery Satisfaction on Intention toward Using Mobile Banking 89
(5) Moderating Role of Transaction Frequency 90
(6) Discussion of Additional Analysis 90
5.2 Theoretical Implications 93
5.3 Managerial Implications 95
5.4 Limitations and Directions for Future Research 97
REFERENCE 99
APPENDIX A: Customer Participation in Service Recovery 2nd Order Measurement Model 114
APPENDIX B: Customer Participation in Service Recovery 1st Order Measurement Model 115
APPENDIX C: Measurement Model 116
APPENDIX D: English Questionnaire 117
APPENDIX E: Chinese Questionnaire 123
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