顧客對銀行自助服務技術之偏好－使用模式分析

An Analyzing Model of Customer Preference-Usage for Banking Self-Service Technology

10.29735/SJEB.200612.0003

謝效昭(Hsiao-Chao Hsieh)；陳明升(Ming-Shen Chen)

自助服務技術 ； 資訊技術特性 ； 顧客特質 ； 關係品質 ； 偏好－使用模式 ； Self-Service technology ； Information Technology Characteristics ； Customer Trait ； Relationship Quality ； Preference-Usage Model

東吳經濟商學學報

55期（2006 / 12 / 01）

69 - 94

繁體中文

隨著銀行業者不斷引進新的資訊技術來供應服務，服務接觸已不限於人際互動，顧客可在不需要服務人員在場的情形下，即可得到完整的服務。有研究提出服務業者應用自助服務技術能為顧客帶來利益，然而也有學者提出質疑，認為每位顧客對於自助服務技術的接受程度並不相同，有些人是技術的愛好者，有些人則對技術抱持著戒慎恐懼的排斥心態。本文主要是以實證的方法，建構銀行顧客對自助服務技術的偏好與使用模式，探討資訊技術特性、顧客特質、關係品質對顧客偏好與使用自助服務技術之影響。本研究發現：(1)資訊技術特性、顧客特質對顧客偏好自助服務技術會有所影響，並且資訊技術特性與顧客特質會產生交互作用，進而影響顧客偏好自助服務技術程度；(2)當顧客對自助服務技術偏好愈高，使用自助服務技術程度會愈高，而關係品質會干擾顧客對自助服務技術的偏好程度與使用程度的關係。

With the adoption of new information technology, the banks can offer services successfully without interpersonal contacts. Some of the literatures proved that self-service technology can provide advantages to the customer. The other literatures are in doubt about it and think each single customer accepts the self-service technology differently. Some people prefer technology, others reject it. This paper proceeds an empirical study, builds up a customer preferenceusage model of self-service technology for banking industry. The findings are: Information technology characteristics, customer trait, and the interaction of both variables can affect the customer preference of self-service technology. If the customers prefer the self-services technology, they intend to use it frequently. The relationship quality between the customer and the bank will affect the preference-usage relationship.

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