網路銀行關鍵服務品質屬性確認－三因子理論與IPA之應用

Applying Three-Factor Theory and IPA to Identify Critical Service Quality Attributes of Internet Bank

鄧維兆(Wei-Jaw Deng)；廖明宗(Ming-Tsung Liao)；馬郁淇(Yu-Chi Ma)

三因子理論 ； 重要度績效分析 ； 網路銀行 ； 服務品質 ； Three-factor theory ； IPA ； Internet bank ； Service quality

品質學報

14卷4期（2007 / 12 / 01）

351 - 365

繁體中文

本研究針對網路銀行進行確認關鍵服務品質屬性，其中運用了文獻探討法、調查研究法、三因子理論與重要度績效分析(IPA)方法。首先，本研究提出依三因子理論所衍生的「自然對數兩虛擬因子偏相關分析法」取代較複雜的Kano二維品質特性分類法，以運用於服務品質屬性二維品質特性之分類工作。並以自然對數兩虛擬因子的偏相關係數來繪製顧客滿意係數矩陣圖，藉以確認「效益改善服務品質屬性」。接著，再運用重要度績效分析來確認「優先改善服務品質屬性」。最後，綜合「效益改善服務品質屬性」與「優先改善服務品質屬性」來確認網路銀行關鍵服務品質屬性。研究結果顯示，網路銀行使用顧客對網路銀行服務品質評價是介於普通與滿意之間，並得出3項效益改善與3項優先改善的服務品質屬性，作為網路銀行業者在進行網路銀行服務品質強化改善時之重要參考。冀望研究結果能對網路銀行服務品質強化、顧客滿意度提昇與企業競爭優勢維持作業上有所協助。而一般服務業管理者，則可參考應用本研究所提關鍵品質屬性確認新效益程序作法於其服務品質改善作業中。

The incredible growth of the Internet is changing the way corporations conduct business with customers. The banking industry is no exception. Internet bank is the modern, convenient, efficient and virtual service channel. In the highly competitive Internet banking marketplace, it is apparent that the banks need to provide customers with high service quality services. This study aims to identify critical service quality attributes for Internet bank. Firstly, this study proposes a new methodology (partial correlation analysis with natural logarithmic two dummy variables) for replacing the conventional Kano model in order to categorize two-dimensional quality attributes and get the customer satisfaction increment index (CSⅡ) and customer dissatisfaction decrement index (CDDI). After plotted the customer satisfaction index matrix, the ”effective improving service quality attributes” have been identified. Secondly, this study applies IPA to identify ”prior improving service quality attributes”. Lastly, ”critical service quality attributes” are attributes those belong to ”effective improving service quality attributes” and ”prior improving service quality attributes” at the same time. The research result reveals that there are three effective improving service quality attributes and three prior improving service quality attributes. No critical service quality attributes exists. Some suggestions are proposed for Internet banking mangers to improve internet bank's service quality or customer satisfaction. The novel integrated efficient approach for identifying critical service quality attributes can be applying in any service quality improvement project.

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