金融電子通路自助服務關係品質與意向之研究

The Study of Financial Electronic Channel Self-Service toward Relationship Quality and Intention

10.6983/KHHYKTHP.201003.0115

李勝祥

電子通路 ； 關係品質 ； 關係意向 ； 顧客滿意 ； 信任 ； Electronic Channel ； Relationship Quality ； Relationship Intention ； Customer Satisfaction ； Trust

高雄海洋科大學報

24期（2010 / 03 / 01）

115 - 140

繁體中文

金融市場的競爭態勢正日趨激烈，目前有愈來愈多的業者採用電子通路自助服務技術，以服務顧客，且能增加接觸顧客之通路管道。本研究目的在於探討電子通路自助服務技術在服務屬性、關係品質，以及關係意向方面之影響，服務屬性包括電子通路自助服務技術之服務特性與使用者特質，關係品質包括顧客滿意度、信任程度，以及承諾程度。首先，本研究將分析服務特性與使用者特質，對於顧客滿意度、信任程度，以及承諾程度之影響。其次，探討顧客滿意度、信任程度，以及承諾程度，對於關係意向之影響。結果發現，金融電子通路自助服務愈容易使用者，以及安全性愈高者，服務結果之滿意程度與信任程度皆愈高。金融電子通路自助服務結果之滿意程度愈高者，未來繼續使用之意向愈高。本研究之結果將有助於提升金融業者在通路功能與顧客關係管理方面的競爭優勢。

The degree of competition in the financial market is increasing. There are more and more enterprises use electronic channel self-service technologies to serve the customers and increase the channel to the customers. The purpose of this study is to examine the relationship among the attributes of service delivery, relationship quality, and relationship intention in the electronic channel self-service technologies. The attributes of service delivery include the characteristics of service and users in the electronic channel self-service technologies. Relationship quality includes customer satisfaction, trust, and commitment. First, this study will analyze the influence of the characteristics of service and users on the customer satisfaction, trust, and commitment. Then, this study will analyze the effect of the customer satisfaction, trust, and commitment on the relationship intention. The result of this study shows, the degree of the easy-using and safety of the financial electronic channel self-service have positive effect on the degree of the satisfaction and trust in the service result. The degree of the satisfaction in the financial electronic channel self-service result have positive influence toward the intention of continuing using the service in the future. The result of this study will be helpful to the financial enterprises to increase the competitive advantage in the channel function and customer management relationship.