【摘要】：隨著信息時代的到來,各行各業(yè)都在積極利用網(wǎng)絡(luò)工具進(jìn)行創(chuàng)新,以獲取新的利潤點,自助服務(wù)模式以成本低、效率高的優(yōu)勢成為各行業(yè)爭奪的焦點。在銀行業(yè)這一特征體現(xiàn)的尤為明顯,因為銀行經(jīng)營的是貨幣和各種金融產(chǎn)品,需要處理和傳播海量信息,不僅要求速度快,透明度也要高,這就促使銀行業(yè)成為各行業(yè)中利用網(wǎng)絡(luò)技術(shù)進(jìn)行業(yè)務(wù)創(chuàng)新的先驅(qū)者,網(wǎng)上銀行應(yīng)運(yùn)而生。其中,中國銀行是最先在國內(nèi)建立銀行網(wǎng)站的,但當(dāng)時只提供信息查詢服務(wù)。其它商業(yè)銀行奮起直追,不到4年的時間,都開通了網(wǎng)上銀行業(yè)務(wù)。在各傳統(tǒng)銀行紛紛搶灘網(wǎng)絡(luò)市場時,產(chǎn)品種類越來越多,網(wǎng)站設(shè)計越來越精美,安全措施越來越接近國際標(biāo)準(zhǔn),可是其經(jīng)營理念依然沒有發(fā)生實質(zhì)性的改變,即沒有真正地從以“產(chǎn)品為中心”轉(zhuǎn)向以“顧客為中心”,這就導(dǎo)致網(wǎng)上銀行整體的服務(wù)質(zhì)量不盡如人意。在中國銀行業(yè)協(xié)會發(fā)布的《2012年度中國銀行業(yè)服務(wù)改進(jìn)情況報告》中的數(shù)據(jù)顯示,關(guān)于銀行服務(wù)的客戶投訴事件的數(shù)量排名第一,這說明銀行服務(wù)存在服務(wù)效率與消費(fèi)者預(yù)期有差距的現(xiàn)象,銀行服務(wù)工作總體上仍滯后于社會大眾日益提高的金融服務(wù)需求。網(wǎng)上銀行以網(wǎng)絡(luò)為基礎(chǔ)向顧客提供金融服務(wù),憑借高度發(fā)達(dá)的信息系統(tǒng)和技術(shù)設(shè)備進(jìn)行操作,顧客需要參與到金融服務(wù)的生產(chǎn)與傳遞過程中,否則無法順利完成業(yè)務(wù)交易。網(wǎng)上銀行的發(fā)展雖然為顧客帶來了高效率,增強(qiáng)了顧客對金融服務(wù)和產(chǎn)品的控制力以及創(chuàng)造力,但也有很多顧客表示在面對較為復(fù)雜的操作程序時,容易產(chǎn)生技術(shù)焦慮感,最后可能就會放棄使用網(wǎng)上銀行業(yè)務(wù)。因此,要想提高網(wǎng)上銀行的使用率,改善其服務(wù)質(zhì)量,就有必要研究自助技術(shù)下的顧客參與行為。該文基于顧客參與的角度,通過研究網(wǎng)上銀行顧客的心理感知,挖掘其對服務(wù)質(zhì)量的影響路徑,主要包括以下內(nèi)容：(1)研究自助服務(wù)技術(shù)背景下顧客的參與行為,該文針對網(wǎng)絡(luò)金融這一特殊行業(yè),開發(fā)出適合網(wǎng)上銀行的顧客參與量表,共包含3個維度,15個測量項目。(2)研究顧客使用網(wǎng)上銀行的心理感知,根據(jù)已有的研究成果,檢測了感知控制和感知風(fēng)險量表在網(wǎng)上銀行領(lǐng)域的可適性。(3)研究顧客對網(wǎng)上銀行服務(wù)質(zhì)量的感知行為,在已有成熟量表的基礎(chǔ)上,結(jié)合網(wǎng)上銀行的特點,整理總結(jié)出服務(wù)質(zhì)量量表。(4)設(shè)計出網(wǎng)上銀行顧客使用情況的調(diào)查問卷,并在天津大學(xué)城及部分商業(yè)街進(jìn)行實地調(diào)查,共回收有效問卷350份,運(yùn)用SPSS16.0和AMOS17.0統(tǒng)計軟件對一手?jǐn)?shù)據(jù)進(jìn)行分析,得出網(wǎng)上銀行顧客參與、感知控制、感知風(fēng)險和服務(wù)質(zhì)量之間的關(guān)系。即顧客參與和感知控制之間存在正相關(guān)關(guān)系,和感知風(fēng)險之間存在部分負(fù)相關(guān)關(guān)系,和服務(wù)質(zhì)量之間存在部分正相關(guān)關(guān)系,感知控制和服務(wù)質(zhì)量之間存在正相關(guān)關(guān)系,感知風(fēng)險和服務(wù)質(zhì)量之間存在負(fù)相關(guān)關(guān)系。(5)對網(wǎng)上銀行發(fā)展存在的問題進(jìn)行分析,并結(jié)合模型結(jié)論提出幾點建議：強(qiáng)化網(wǎng)銀服務(wù)意識,配合顧客完成事前準(zhǔn)備工作；建立基于互動導(dǎo)向的顧客體驗機(jī)制,增強(qiáng)顧客控制感知；樹立網(wǎng)上銀行口碑傳播營銷理念,降低顧客風(fēng)險感知。該文的創(chuàng)新之處主要有三點：(1)開發(fā)出適用于網(wǎng)上銀行的顧客參與量表,基于自助服務(wù)的特點設(shè)計出新的量表維度。以往關(guān)于顧客參與的研究多數(shù)以傳統(tǒng)服務(wù)業(yè)為研究背景,如美發(fā)業(yè)、旅游業(yè)等,其更注重人與人之間的信息交流和互動行為。而在互聯(lián)網(wǎng)發(fā)展迅猛,對顧客消費(fèi)模式的影響也越來越大的今天,自助服務(wù)技術(shù)環(huán)境下的顧客參與的維度勢必要發(fā)生變化。因為自助服務(wù)模式下,顧客不再是直接面對工作人員,而是面對電腦、系統(tǒng)或是網(wǎng)絡(luò),“人機(jī)互動”有助于服務(wù)的順利完成,從而對顧客的要求也相應(yīng)的提高。而且在網(wǎng)絡(luò)環(huán)境下,顧客所面臨的服務(wù)空間也變得無限大,不僅僅局限于銀行提供的服務(wù),顧客也可以創(chuàng)造需求,自尋服務(wù)。因此,顧客參與的維度需要有新的變化,才能更好的解釋自助服務(wù)模式中的顧客行為。所以該文選擇了基于互聯(lián)網(wǎng)絡(luò)的自助服務(wù)技術(shù)一網(wǎng)上銀行作為研究對象,設(shè)計開發(fā)新的顧客參與量表,提高該概念的行業(yè)適用性。(2)引入中間變量即感知控制和感知風(fēng)險,建立顧客參與對服務(wù)質(zhì)量的影響模型。以往的研究中都是關(guān)注顧客參與和服務(wù)質(zhì)量的直接關(guān)系,而忽略了這種關(guān)系的傳導(dǎo)機(jī)制,在自助服務(wù)模式中,顧客主要依靠獨立操作程序獲取服務(wù),心理因素的變化對服務(wù)質(zhì)量的評價影響更大,因此該文引入感知控制和感知風(fēng)險作為中間變量,注重顧客的心理因素對服務(wù)質(zhì)量提升的影響。而且實證分析結(jié)果表明,加入中間變量后,顧客參與對服務(wù)質(zhì)量的影響程度增強(qiáng),這也有助于該文從一個新的視角提出提升服務(wù)質(zhì)量的路徑。(3)該文通過調(diào)研分析得出了顧客參與、感知控制、感知風(fēng)險和感知服務(wù)質(zhì)量各維度之間的關(guān)系。和傳統(tǒng)服務(wù)理論不同的是,在互聯(lián)網(wǎng)服務(wù)技術(shù)環(huán)境下,顧客參與的3個維度中,事前準(zhǔn)備只顯著影響感知控制,口碑傳播對感知風(fēng)險影響最大,合作行為對其它變量均顯著影響,這一發(fā)現(xiàn)有助于該文從顧客參與的角度有針對性地提出改善網(wǎng)上銀行服務(wù)質(zhì)量的措施。該文的研究也存在很多不足之處,主要有以下幾點：(1)樣本數(shù)據(jù)局限性。由于受時間、成本因素的制約,該文在樣本選取上還不足以有完全的代表性,雖然19-35歲是網(wǎng)上銀行的主要使用群體,但是其他年齡段的顧客行為也不可忽視。而且該文只選取了一個樣本城市-天津,缺乏代表性,可能無法反映整個中國網(wǎng)上銀行的實際情況。(2)研究對象狹隘性。該文具體的研究對象是個人網(wǎng)上銀行,沒有研究企業(yè)網(wǎng)上銀行,因此得出的結(jié)論對企業(yè)就不適用,這就使得結(jié)論的應(yīng)用具有一定的狹隘性。(3)感知控制和感知風(fēng)險的量表開發(fā)不夠規(guī)范。在研究中間變量感知控制和感知風(fēng)險時,將感知控制分為時間控制、過程控制和業(yè)務(wù)控制3個層面,將感知風(fēng)險分為技術(shù)風(fēng)險、操作風(fēng)險、隱私風(fēng)險、財產(chǎn)風(fēng)險和信用風(fēng)險5個層面,只是分別對概念的單個測量項目和整體量表進(jìn)行了信度和效度檢驗,而沒有檢驗分層面的一致性和收斂性。(4)顧客參與對服務(wù)質(zhì)量影響路徑的中間變量不夠完整。該文主要研究了顧客參與對服務(wù)質(zhì)量的影響路徑,引入了感知控制和感知風(fēng)險兩個中間變量,但在實際的使用過程中,影響顧客對服務(wù)質(zhì)量感知的因素非常復(fù)雜,尤其是在網(wǎng)絡(luò)環(huán)境下,顧客的參與程度提高,感知有用、感知娛樂等都可能成為影響服務(wù)質(zhì)量感知的因素,而且在引入技術(shù)因素后,顧客的技術(shù)焦慮感也成為一個重要變量。(5)人口統(tǒng)計變量對顧客參與和服務(wù)質(zhì)量的影響不夠詳細(xì)。由于時間和精力有限,該文只是在樣本的描述性統(tǒng)計分析時對人口變量進(jìn)行了簡單的歸納總結(jié),沒有針對性的分析年齡、性別、收入、學(xué)歷等人口基本特征對顧客參與和服務(wù)質(zhì)量感知的影響,而在網(wǎng)上銀行的實際使用過程中,這些變量會起到重要的調(diào)節(jié)作用,也是網(wǎng)上銀行工作人員在營銷過程中進(jìn)行顧客細(xì)分的標(biāo)準(zhǔn)之一,因此,有必要在后續(xù)研究中深化。研究工作是一項持續(xù)行為,論文的完成只是階段性知識積累的結(jié)果,今后的還要繼續(xù)開展更為深入的探索：(1)開發(fā)出適用范圍更廣的顧客參與量表。量表開發(fā)是一項繁重、復(fù)雜、瑣細(xì)的工作,但是它可以為定量工作的展開提供理論基礎(chǔ),該文只針對了自助服務(wù)技術(shù)環(huán)境中的網(wǎng)上銀行進(jìn)行了調(diào)查分析,開發(fā)了適合網(wǎng)上銀行業(yè)的顧客參與量表,但是自助服務(wù)業(yè)的范圍很廣,對其他行業(yè)的研究將是該文今后要做的一個工作,希望通過了解更多的以自助技術(shù)為主的行業(yè),能夠得出關(guān)于自助服務(wù)技術(shù)顧客參與研究的一般性結(jié)論,為今后的實證研究提供有價值的參考。(2)擴(kuò)大研究范圍和樣本選取量。要擴(kuò)大樣本選取的范圍,不僅要研究個人網(wǎng)上銀行,還要研究企業(yè)網(wǎng)上銀行；不僅要研究一線城市網(wǎng)上銀行的顧客參與行為,還要研究二、三線城市以及農(nóng)村地區(qū)的顧客參與,尤其是網(wǎng)上銀行在農(nóng)村金融體系中應(yīng)該發(fā)揮的作用,都是今后可以研究的問題。(3)加強(qiáng)對影響路徑中間變量的研究。要進(jìn)一步研究顧客參與對服務(wù)質(zhì)量影響的中間機(jī)制,結(jié)合科技接受模型,重點探討在網(wǎng)絡(luò)技術(shù)環(huán)境下,影響顧客心理感知的因素,并規(guī)范中間變量量表的開發(fā)和檢驗過程。(4)分析人口統(tǒng)計變量的調(diào)節(jié)作用。根據(jù)文獻(xiàn)可知,年齡、收入、受教育程度、職業(yè)等人口統(tǒng)計變量會影響到顧客參與的前因以及參與程度,對感知控制和感知風(fēng)險以及感知服務(wù)質(zhì)量都會產(chǎn)生調(diào)節(jié)作用,但是如果加入這些因素后,該文的模型會變得更為復(fù)雜,分析重點就會顯得有所偏頗,因此該文沒有進(jìn)行系統(tǒng)的研究,在今后的研究中將會專門討論其作用機(jī)理。
[Abstract]:With the arrival of the information age, all walks of life are actively using network tools to innovate to obtain new profit points. The self-service model has become the focus of all industries in the advantages of low cost and high efficiency. The characteristics of the banking industry are particularly evident, because the bank operates money and various financial products and needs to be dealt with. And the dissemination of mass information not only requires fast speed and high transparency, which makes the banking industry a pioneer in the use of network technology in all industries, and online banks emerge as the times require. Among them, the Bank of China is the first to establish a bank website in China, but only to provide information inquiry service. After 4 years, the Internet banking business has been opened. When the traditional banks are rushing to the network market, more and more products are made, the design of the websites is becoming more and more exquisite, and the security measures are getting closer to the international standards. But the management concept has not changed substantially, that is, it is not really "product centered". The shift to "customer centered" has led to a poor quality of service on the Internet. In the <2012 report on the improvement of banking services in China issued by the China Banking Association, the number of customer complaints about banking services ranked first, which indicates that banking services have service efficiency and the service efficiency of banking services. Consumers expect a gap, and banking services are still lagging behind the increasing demand for financial services. Online banks provide financial services to customers on a network basis, with highly developed information systems and technical equipment, and customers need to participate in the process of production and transmission of financial services. Otherwise, the development of online banking has brought high efficiency to customers, enhanced customers' control and creativity for financial services and products, but many customers are likely to have a sense of technical concern in the face of more complex operating procedures and may eventually give up the use of online banking. Therefore, in order to improve the use rate of online banks and improve their service quality, it is necessary to study the customer participation behavior under the self-help technology. Based on the perspective of customer participation, this paper explores the influence path of online banking customers by studying the psychological perception of customers on the Internet, including the following contents: (1) research on self-service technology. Under the background of customer participation, this paper develops a customer participation scale suitable for online banking, which includes 3 dimensions and 15 measurement items. (2) study the psychological perception of customers using online banking, and test the perceived control and perceived risk scale in the online bank according to the existing research results. The suitability of the domain. (3) to study the customer's perception of the quality of the online banking service. On the basis of the existing mature scale, the quality of service scale is summarized and summed up on the basis of the characteristics of the online bank. (4) a questionnaire is designed for the use of online banking customers, and a field survey is carried out in the city of Tianjin University and some of the commercial streets. 350 questionnaires were used to analyze the one hand data using SPSS16.0 and AMOS17.0 statistics software. The relationship between customer participation, perceived control, perceived risk and quality of service was obtained. There was a positive correlation between customer participation and perceived control, and there was a negative correlation between the perceived risk and the quality of service. In some positive correlation, there is a positive correlation between perceived control and quality of service. There is a negative correlation between perceived risk and quality of service. (5) analyze the problems of online banking development, and put forward some suggestions on the basis of the conclusion of the model: strengthen the awareness of Internet banking service, cooperate with customers to complete the pre preparation work; Based on the interaction oriented customer experience mechanism, enhance customer control perception, establish the online banking word of mouth communication marketing concept, reduce customer risk perception. The innovation of this article is mainly three points: (1) developing a customer participation scale suitable for online banking, based on the characteristics of self-service to design a new scale dimension. Most of the research on customer participation is based on the research background of traditional service industry, such as hairdressing, tourism and so on. It pays more attention to the communication and interaction between people and people. In the rapid development of the Internet, the influence of the customer consumption pattern is getting bigger and bigger, and the dimension of customer participation in the self-service technology environment is necessary to change. Because of the self-service mode, the customer is no longer facing the staff directly, but facing the computer, the system or the network, the "human-computer interaction" helps the smooth completion of the service, thus the requirement of the customer is improved accordingly. And in the network environment, the service space for the customers is also becoming infinitely large, not only confined to the bank. For the service, customers can also create demand and self service. Therefore, the dimension of customer participation needs a new change to better explain the customer behavior in the self-service mode. So this paper selects the self-service technology based on the Internet as the research object, and designs and develops a new customer participation scale. The industrial applicability of the concept. (2) introducing intermediate variables, perceived control and perceived risk, and establishing a model for the impact of customer participation on the quality of service. In previous studies, the direct relationship between customer participation and service quality was concerned, and the transmission mechanism of this relationship was ignored. In the self-service model, customers mainly relied on independent operation. The changes in psychological factors have a greater impact on the evaluation of service quality. Therefore, this paper introduces perceived control and perceived risk as an intermediate variable and pays attention to the influence of customer psychological factors on the quality of service. Moreover, the empirical analysis shows that the influence of customer participation on service quality is increased after the intermediate variable is added. Strong, this also helps the article to raise the quality of service from a new perspective. (3) the relationship between customer participation, perception control, perceived risk and the quality of perceived service quality is obtained through investigation and analysis. Different from the traditional service theory, in the Internet service technology environment, the customer participates in the 3 dimensions, Pre event preparation only has a significant impact on perceived control. Word of mouth communication has the greatest impact on perceived risk, and cooperation behavior has a significant impact on other variables. This discovery helps the article to put forward measures to improve the quality of online banking services from the perspective of customer participation. (1) the limitation of sample data. Due to the constraints of time and cost factors, this article is not enough to be fully representative in the selection of samples. Although 19-35 years old is the main use group of online banking, the customer behavior of other age groups can not be ignored. Moreover, this article only chooses a sample city Tianjin, which is lack of representativeness. It is unable to reflect the actual situation of the entire Chinese online bank. (2) the research object is narrow. The specific research object of this article is the personal online bank, which does not study the enterprise online bank, so the conclusion is not applicable to the enterprise, which makes the application of the conclusion a certain narrowness. (3) the scale development of perceived control and perceived risk. When studying the perceived control and perceived risk of intermediate variables, the perception control is divided into 3 levels of time control, process control and business control, and the perceived risk is divided into 5 levels, such as technical risk, operation risk, privacy risk, property risk and credit risk, only the individual measurement items and the overall scale of the concept are carried out respectively. The reliability and validity test, without the consistency and convergence of the test sub level. (4) the intermediate variables of the impact of customer participation on the quality of service are not complete. This paper mainly studies the influence path of customer participation on the quality of service, and introduces the two intermediate variables of perceived control and perceived risk, but in the actual use process, the shadow is reflected. The factors of customer perception of service quality are very complex, especially in the network environment, the improvement of customer's participation, perceived usefulness, perceived entertainment and so on may be the factors affecting the quality of service perception, and after introducing technical factors, the customer's technical anxiety is also an important variable. (5) demographic variables to the customer The impact of participation and quality of service is not detailed. Because of the limited time and energy, this paper simply summarizes the population variables in the descriptive statistical analysis of the sample, and does not analyze the impact of the basic characteristics of age, sex, income and education on the customer participation and the quality of Service Perception, but on the Internet. In the course of practical use, these variables play an important role in regulating and are also one of the standards for the online banking staff to carry out customer segmentation during the marketing process. Therefore, it is necessary to deepen the follow-up study. The research work is a continuous behavior. The completion of the paper is only the result of the accumulation of stage knowledge, and the future will continue. Further exploration is further carried out: (1) developing a more widely applicable customer participation scale. The scale development is a heavy, complex and trivial work, but it can provide a theoretical basis for the development of quantitative work. This article only investigates and analyzes the online banks in the self-service technology environment, and has developed a suitable network for the Internet. The customer participation scale in the banking industry, but the scope of the self-service industry is very wide, and the study of other industries will be a work to be done in the future. It is hoped that through the understanding of more self-help technologies, the general conclusions about the research on the participation of self-service technology customers can be obtained, and the price for future empirical research will be provided. Reference of value. (2) expand the scope of research and sample selection. To expand the scope of sample selection, we should not only study individual online banks, but also study enterprise online banking; not only study the customer participation behavior of the online banks in the first tier cities, but also study the two, three line cities and rural areas, especially the online banks. The role that should be played in the rural financial system is the problem that can be studied in the future. (3) strengthen the research on the intermediate variables of the impact path. To further study the intermediate mechanism of the influence of customer participation on the quality of service, and combine the technology acceptance model, the factors that affect the customer's psychological perception under the environment of the network technology are discussed and standardized. The development and test process of the inter variable scale. (4) analysis of the regulating role of demographic variables. According to the literature, age, income, education, occupation and other demographic variables will affect the pre cause and participation degree of customer participation, and have a regulatory effect on perceived control and perceived risk and perceived service quality, but such as When these factors are added to these factors, the model will become more complex, and the emphasis of the analysis will appear to be biased. Therefore, the paper does not carry out systematic research and will discuss its mechanism in future research.
【學(xué)位授予單位】：天津財經(jīng)大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2014
【分類號】：F832.33;F724.6

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