The Impact of Self-Service Technologies on the Customer Satisfaction and Loyalty in Banking Services
戴賢智、賴其勛 ; 高立箴
E-mail: 9223139@mail.dyu.edu.tw
ABSTRACT
The traditional service is a " high-touch, low-tech" of delivery system which the research of service encounters of aimed at the interaction between customers and employee''''s face-to-face or voice-to-voice. With the development of technology, many
companies have introduced it into service industry in order to satisfy consumers. Not only have it changed at original relationship of interpersonal contact, but also replaced the interactive interface between consumers and employees. Actually, customers can use it to serve by themselves. Therefore, the focus of this study is in banking services, in the Impact of Self-Service Technologies on the customer satisfaction and loyalty. The results revealed: 1. Consumers perceived that the self-service technologies could contain operation easily, produce technology failure, save money and respond immediately. 2. Consumers perceived that the self-service technologies could operation easily, save money and respond immediately; it could increase the consumer satisfaction. 3. Consumers perceived that the self-service technologies could produce technology failure; it could decrease the consumer satisfaction. 4. The more the satisfaction of the consumer, the more its loyalty. Key Words: service encounters、self-service technologies(SSTs)
、satisfaction、loyalty
Keywords : Service encounters ; Self-service technologies(SSTs) ; Satisfaction ; Loyalty Table of Contents
目錄 封面內頁 簽名頁 授權書 iii 中文摘要 v 英文摘要 頁碼 目錄 Ⅰ 圖目錄
Ⅱ 表目錄 Ⅲ 第一章 緒論 1 第一節 研究背景與動機 5 第二節 研究目的 5 第二章 文獻探討 6 第一節 服務接觸 6 第二節 滿意度 32 第三節 忠誠度之探討 37 第三章 研究方法 41 第一節 研究架構 41 第二節 研究 假設 42 第三節 資料設計方法 49 第四節 資料分析方法 50 第五節 問卷之效度分析 51 第四章 資料分析與結果 第一節回收樣本資料分析 61 第二節描述 性統計分析 66 第三節本研究結構模型之評估 70 第四節本研究模型估計結果 74 第五章結果與建議 78 第一節 研究結果 76 第二節 管理意涵 80 第三節 研究限制 83 第四節 末來研究 方向 84 參考文獻 85 附錄：研 究問卷 97 圖目錄 圖2-1服務經營系統觀 11 圖2-2服務藍圖 13 圖2-3服務接觸之評估模式 14 圖2-4服務接觸之分析架構 15 圖2-5服務接觸 三向度為區隔之服務接觸案例 16 圖2-6服務接觸構面與顧客反應間關係之因果模式路徑圖 21 圖2-7服務行銷金字塔 24 圖3-1研究架構圖 41 圖3-2 自助式服務技術驗証性因素分析模式圖 58 圖3-3 滿意度驗証性因素分析模式 圖 59 圖3-4 忠誠度驗証性因素分析模式圖 58 圖4-1 消費者最常 使用自助式服務技術次數分配圖 68 圖4-2本研究之架構圖 73 圖4-3 連續χ2差 異性檢定（SCTDs）決策樹模型圖 75 圖4-4本研究結構模型檢視圖 76 圖4-5本 研究修正後之因果關係路徑圖 79 表目錄 表2-1服務行銷系統中之有形元素及溝通成份 12 表2-2服務接觸之相關研究 18 表2-3 自助式服務技術在使用上的種類與例子
23 表2-4顧客滿意與不滿意重要事例分析表 27 表2--5科技介入服務接觸滿意與不滿意 的來源 30 表3-1自助式服務之滿意衡量部份 45 表3-2自助式服務之不滿意 衡量部份 46 表3-3滿意度與忠誠度部份 47 表3-4研究問卷之衡 量變數題項 48 表3-5自助式服務技術因素分析轉軸後之成份距陣 52 表3-6自助 式服務技術之因素分析 55 表3-7滿意度之因素負荷量 56 表3-8忠 誠度之因素負荷量 56 表3-9滿意度之配適度評估 58 表3-10忠誠 度之配適度評估 59 表3-11自助式服務技術ψ值之相關矩陣 59 表3-12自助式服務區別分析之結果表 61 表4-1回收樣本之基本資料次數分配表 64 表4-2回收樣本對銀行業自助式服務項目使用頻率之次 數分配表 65 表4-3消 費者最常使用自助式服務次數分配表 67 表4-4各構面之描述性統計 70 表4-5 本研究模型之隱藏及顯現變數表 72 表4-6巢狀分析之五種模式的定義 74 表4-7巢狀模式分析表 75 表4-8最大概似估計法(ML)之γ估計值 77 表4-9最大概似估計法(ML)之β估什值 79 表5-1實證結果彙整表 80
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