導入人工智能與顧客滿意度之實證研究：智能客服與網路銀行觀點

The Impact of Artificial Intelligent on Customer Satisfaction: Smart Customer Service and Smart Internet Bank Perspectives

10.6295/TAMJ.202202_22(1).0003

陳基祥(Chi-Hsiang Chen)

人工智能 ； 轉換態度 ； 顧客滿意度 ； artificial intelligent ； switching attitude ； customer satisfaction

台灣管理學刊

22卷1期（2022 / 02 / 01）

45 - 66

繁體中文

人工智能在金融領域應用，受到學術及市場高度關注。研究對象為銀行業者顧客，問卷含現場填答、電子郵件及網路填答，有效樣本數386份。使用SPSS 22進行基本資料分析，採用LISREL 10.20進行驗證性因素分析（confirmatory factor analysis, CFA）及結構方程模型（structural equation modelling, SEM）檢定。結果指出導入人工智能與顧客轉換態度有正向相關；同時轉換態度對智能客服與智能網路銀行有正向相關；雖然智能客服對顧客滿意度無顯著的正向相關，然而智能網路銀行對顧客滿意度有顯著的正向相關。分析包含研究結果、貢獻與人工智能管理實務。

This study investigates the effects for the applications of artificial intelligent (AI) on customer satisfaction in the financial industry. The questionnaire process includes on-the-spot, e-mail and online answers. The total sample size was 386 respondents. Confirmatory factor analysis and structural equation modeling were applied for statistical analyses. The results indicate that artificially smart financial transaction correlates positively with switching attitude. Meanwhile, switching attitude correlates positively with smart customer service and smart internet bank service. The results herein also demonstrate that smart internet bank service relates positively to customer satisfaction. In its turn, analytical results indicate that smart customer service is not strongly correlated with customer satisfaction. Furthermore, this study introduces the concept for managing the applications of AI.

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