以新混合式多評準決策模式建構改善網路銀行績效之策略

Strategies for Improving the Internet Bank Performance Based on a Novel Hybrid MCDM Model

10.7047/JLM.201206.0035

胡天鐘(Tian-Jong Hwu)；傅雲瑄(Yun-Shiuan Fu)

網路銀行 ； 績效評估 ； Internet bank ； Performance assessment ； DEMATEL ； DANP ； VIKOR

運籌與管理學刊

11卷1期（2012 / 06 / 01）

35 - 49

繁體中文

從1994年開始，在美國有第一家純粹以網路方式經營的銀行，興起各國銀行界紛紛設立網路銀行，而臺灣的網路銀行設立也有近十年左右的歷史，因此，有必要針對建立網路銀行的績效來重新檢視，並提出改善的策略，使臺灣的網路銀行能有下一個十年的榮景。過去，有許多學者是針對消費者對使用網路銀行的使用行為做相當多的研究，僅有少部分是以銀行業者為研究對象且大都是質性研究，而缺乏探討影響因素之量化分析，以及應如何改善？本研究是採用三種量化分析方法，DEMATEL方法是用在探討各構面或準則之間相互影響關係之分析，DANP方法在探討各準則的影響權重大小，以及利用VIKOR方法衡量各準則、構面、以及整體之各績效值至其渴望水準（Aspiration Level）之差距（Gaps），並依據各構面與準則間的影響網路關係圖（Influential Network Relation Map, INRM）來建立改善策略之方案，找出各構面與各建準則之差距應如何改善方能使整體之績效值達到渴望水準；本研究依此整體性思維和評估的方式，即可提出合理地改善策略之建議。本研究首先從文獻與專家問卷（德菲法）建構出三個構面（Dimension）與十三項準則（Criteria）；再來運用DEMATEL方法，來分析各構面和準則間的影響關係（the interfering relationship）外，本研究亦企圖計算出較精確的影響權重；其次，利用ANP方法來解決準則間的相互影響（the interrelation）和反饋（feedback）問題，故本研究以DEMATEL和ANP之關聯影響矩陣結合ANP之基本概念，以建構DANP（DEMATEL-based ANP）之影響權重（influential weigh），來獲得各準則的影響權重大小；最後，再透過VIKOR方法結合影響權重進行個案實證分析，以探討台灣銀行建立網路銀行後之績效評估與其改善策略。總結建議「網路服務平台」之構面和「系統穩定性」之準則為網路銀行績效之優先改善策略，以供銀行業者作參考。

When the first internet bank was established in the United States since 1994, a lot of internet banks would be set up by banking to start a new age of the internet bank. The internet bank had been established about past decade in Taiwan, but it is necessary to re-evaluate for business performance of internet bank and propose strategies for improvement. We wish Taiwan's internet bank can boom in the next decade. In past, many scholars were doing consumer behavior research for internet bank. It is only few part of the banking industry participated in qualitative research and the lack of quantitative analysis to explore the influential relationships between factors. The purpose of this study is to issue this problem, using DEMATEL method to examine the Influential relationships between factors, the DANP method to investigate the factor weights, the VIKOR method to compare various factors' gap to aspire level (by case study). Therefore, to explore the feasibility of using strategies for improving internet banking performance, this study presents a novel hybrid MADM model combined with DEMATEL-based ANP (DANP), based on the influential network relation map (INRM). It will be more for holistic thinking and evaluation, and suggestible to improve the recommendations of the strategy. First, literature and expert questionnaire (Delphi method) are employed to construct three dimensions and the thirteen criteria. Second, the DEMATEL method for building a network relationship is then introduced. Next, the influential weights are calculated using DANP (DEMATEL-based ANP). Finally, based on VIKOR, strategies are evaluated and implemented for improving performance evaluation after it established internet bank. The results are two factors: ”Network service platforms” in dimension and ”System stability” in criterion, should be priority improved to the performance of the internet bank for the banking industry as a reference.

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