以客為尊－以方法目的鏈探討行動銀行對顧客價值之研究

Customer Orientation - An Exploratory Study on the Mobile Bank for Customer Value through a Means-End Chain Approach

陳宜棻(Yi-Fen Chen)；蔡逸帆(Yi-Fan Tsai)

行動銀行 ； 顧客價值 ； 方法目的鏈 ； 階梯法 ； online group buying ； perceived fairness ； price ； waiting time ； demand

資訊管理學報

26卷2期（2019 / 04 / 30）

121 - 151

繁體中文

電子商務的蓬勃發展，以及無線網路和智慧型手機普及的環境之下，行動銀行成為銀行業者關注的商機。本研究採用方法目的鏈（means-end chain; MEC），並以階梯法作為深度訪談的工具，針對40位具有使用行動銀行經驗的使用者進行訪談。藉由方法與目的之連結架構，逐步導引由低層外部至高層內部、具體顯性至抽象隱性，並依據屬性、結果利益及價值之定義，歸納使用行動銀行的最終目的及其價值階層圖。研究結果發現：使用行動銀行屬性，以創新服務及資料隱密，為多數人考量之因素；使用行動銀行結果利益，為增加樂趣及提升安全及可靠性；而信賴感、成就感和自主價值，為使用行動銀行主要追求的顧客價值目標。本研究經過解析，並探討管理意涵，提供業界實務上之運用及學界後續研究之參考。

Purpose-Under the development of electronic commerce, as well as wireless networks and the popularity of smart phones environment, bankers have pay close attention to mobile banking opportunities. This study aims to develop a customer value hierarchy that represents how customers think and pursue when using mobile banking. Design/methodology/approach-This study adopted means-end chain (MEC), and utilized Laddering as a main tool when conducting in-depth interviews with 40 users who have experiences in using mobile banking, through means and end of the link structure, step by step guide from the lower deck dominant external concrete to the abstract hidden top-level internal and, based on attributes. Consequences and value, results and summarize the definition of the value of the ultimate goal of using mobile banking and hierarchical value map. Findings-Analytical results indicate that attributes of using mobile banking are innovation services and information privacy for most of the users. The consequences are safety and fun. Trust, achievement, and value of autonomy are the main customer value targets for the users. Research limitations/implications-The study did not conduct group interviews who have no experience in using mobile banking, future researches could perform a differential comparison with no experience in using mobile banking to complement the findings from this study. In addition, MECs with a soft laddering approach was chosen to engage target mobile banking customers for in-depth interviews as part of this research. It would be interesting to conduct a large-scale, quantification empirical study to validate the final target values that mobile banking customers pursue in their choice of titles. Practical implications-This paper provides several managerial implications with mobile banks. Banks may use customer demands to increase customer service channel. Banks may design interface easy to understand, a wide range of services to the user Also, companies may develop different price strategies to create consumer segmentation. Originality/value - This study investigates factors influencing online group-buying intention from the perspective of perceived fairness. It advances consumer perceived fairness literature in explaining online group buying behaviors. These findings offer important marketing managerial implications for online group buying companies to enhance perceived fairness and purchase intention.

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