本文關(guān)鍵詞：商業(yè)銀行網(wǎng)上支付業(yè)務(wù)的服務(wù)失誤、服務(wù)補(bǔ)救及顧客二次滿意的關(guān)系研究　出處：《陜西師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著外資銀行的涌入和國內(nèi)第三方支付行業(yè)的迅猛發(fā)展,網(wǎng)上銀行支付業(yè)務(wù)的市場份額被迅速侵蝕。日益激烈的競爭促使商業(yè)銀行以一種全新的視角來關(guān)注和審視網(wǎng)上銀行的發(fā)展。目前各大網(wǎng)銀安全水平已經(jīng)很高,安全認(rèn)證產(chǎn)品也趨于同質(zhì)化,網(wǎng)上銀行的客戶競爭,在很大程度上已經(jīng)轉(zhuǎn)化為服務(wù)的競爭。服務(wù)的無形性、異質(zhì)性、不可儲存性以及生產(chǎn)與消費(fèi)的同時(shí)性等特點(diǎn)造成企業(yè)不可避免地出現(xiàn)服務(wù)失誤。通過對網(wǎng)銀支付現(xiàn)狀調(diào)查發(fā)現(xiàn)：一方面銀行主動(dòng)地以服務(wù)條款作為判據(jù),及時(shí)進(jìn)行相應(yīng)補(bǔ)救；另一方面顧客往往對于銀行服務(wù)補(bǔ)救“不領(lǐng)情”,甚至加劇不滿、轉(zhuǎn)換服務(wù)商、傳播負(fù)向口碑等事例也屢見不鮮。究其主要原因：①銀行在制定服務(wù)補(bǔ)救策略時(shí)忽略或較少考慮顧客對于“服務(wù)失誤”感知依據(jù)和補(bǔ)償期望；②未能根據(jù)具體的服務(wù)問題選擇合適的補(bǔ)救努力,導(dǎo)致服務(wù)補(bǔ)救措施效用不大。如何針對服務(wù)失誤背景在有限資源的條件下最優(yōu)化補(bǔ)救效果,對企業(yè)來說至關(guān)重要。目前國內(nèi)外有大量的文獻(xiàn)研究了傳統(tǒng)行業(yè)如航空、醫(yī)療、餐飲、電信、銀行等線下行業(yè)的服務(wù)補(bǔ)救,以及線上的網(wǎng)上零售業(yè),對于網(wǎng)上銀行支付業(yè)務(wù)領(lǐng)域的服務(wù)補(bǔ)救鮮有研究。鑒于此,本文借鑒服務(wù)失誤、服務(wù)補(bǔ)救、感知公平、二次滿意的有關(guān)理論知識,結(jié)合商業(yè)銀行網(wǎng)上支付業(yè)務(wù)的特點(diǎn),對網(wǎng)上銀行支付服務(wù)失誤類型和服務(wù)補(bǔ)救策略進(jìn)行梳理,將網(wǎng)上銀行支付業(yè)務(wù)的服務(wù)失誤類型概括為核心服務(wù)失誤和傳遞過程失誤兩大類,將補(bǔ)救策略概括為道歉、快速響應(yīng)、解釋、鼓勵(lì)并跟蹤抱怨、傾聽意見。針對每類失誤類型以服務(wù)補(bǔ)救策略為前因變量,感知公平為中介變量,二次滿意為結(jié)果變量,構(gòu)建服務(wù)補(bǔ)救、感知公平、二次滿意之間的影響關(guān)系模型,并提出假設(shè)。本文在參考現(xiàn)有量表的基礎(chǔ)上,結(jié)合網(wǎng)上銀行支付服務(wù)的特點(diǎn),針對性的設(shè)計(jì)了感知公平和二次滿意度量表。采用線上和線下發(fā)放問卷的方法大量收集相關(guān)數(shù)據(jù)并運(yùn)用統(tǒng)計(jì)分析軟件SPSS17.0對這些數(shù)據(jù)采用專業(yè)的方法進(jìn)行描述性統(tǒng)計(jì)、信度分析、效度分析、多元回歸分析、兩獨(dú)立樣本t檢驗(yàn)等處理,通過對假設(shè)檢驗(yàn)結(jié)果進(jìn)行分析討論,得出本研究的主要結(jié)論,該結(jié)論都是在網(wǎng)上銀行支付業(yè)務(wù)背景下得出,其他行業(yè)是否適用尚未驗(yàn)證。結(jié)論如下：(1)在網(wǎng)上銀行支付業(yè)務(wù)的服務(wù)補(bǔ)救過程中,感知公平的各維度正向影響顧客二次滿意；(2)網(wǎng)上銀行支付業(yè)務(wù)中,不論在哪種失誤類型下感知公平各維度對二次滿意的影響大小依次為結(jié)果公平、程序公平、交互公平；(3)解釋正向影響結(jié)果公平；(4)快速響應(yīng)、鼓勵(lì)并跟蹤抱怨正向影響程序公平；(5)道歉、傾聽意見正向影響互動(dòng)公平；(6)網(wǎng)上銀行支付業(yè)務(wù)中,在核心服務(wù)失誤類型下解釋對結(jié)果公平的正向影響比傳遞過程失誤時(shí)更大；(7)網(wǎng)上銀行支付業(yè)務(wù)中,在傳遞過程失誤類型下傾聽意見對交互公平的正向影響比核心服務(wù)失誤時(shí)更大；(8)網(wǎng)上銀行支付業(yè)務(wù)中,在核心服務(wù)失誤類型下鼓勵(lì)并跟蹤抱怨對程序公平的正向影響比傳遞過程失誤時(shí)更大；根據(jù)上述研究結(jié)論,對網(wǎng)上銀行服務(wù)補(bǔ)救方面提出相關(guān)對策與建議,如要高度重視服務(wù)補(bǔ)救在商業(yè)銀行網(wǎng)上支付業(yè)務(wù)發(fā)展中的重要地位,增強(qiáng)顧客對結(jié)果公平的感知,提供與失誤類型對應(yīng)的服務(wù)補(bǔ)救策略,通過人員培訓(xùn)和技術(shù)創(chuàng)新減少服務(wù)失誤等,以期能幫助網(wǎng)上銀行合理分配有限資源,提高服務(wù)質(zhì)量。
[Abstract]:With the rapid development of the influx of foreign banks and the third party payment industry, online payment business market share is rapidly eroded. The fierce competition prompted commercial banks with a new view to pay attention to and to examine the development of online banking. The whole network yin'an level has been very high, product safety certification also tends to homogenization, Internet banking competition, to a large extent has been transformed into the competition of service. Service intangibility, heterogeneity, perishability and simultaneous production and consumption characteristics caused by enterprise inevitably service failures can not. Through the investigation on the status of online banking payment: on the one hand, banks take the initiative to find in terms of service as a criterion, timely remedial; on the other hand, customers often for bank service recovery "ungrateful", and even increase dissatisfaction, conversion services, spread negative To say how It is often seen.. The main reason: the bank ignored or less in the formulation of service recovery strategies when considering customer for service failure perception basis and expectation of compensation; the service according to the specific problems of failed to select appropriate remediation efforts, resulting in service recovery measures are not effective. According to the background of service failure in the limited resources under the condition of optimal remedial effect, is critical to the enterprise. At present, a large number of domestic and international literature on traditional industries such as aviation, medical, food and beverage, telecommunications, banking industry line service recovery, as well as online online retail, for the study of service recovery rarely business online banking payment. In view of this, based on the service failure, service recovery, perceived justice, theoretical knowledge about two satisfaction, combined with the characteristics of commercial bank online payment business, on the net The bank payment service failure and service recovery strategies to sort out, service failures will be summed as the core business of online banking payment service failure and transfer errors in two categories, the remedial strategies are summarized as an apology, quick response, explain, encourage and tracking complaints, listen to the views. For each type of errors in service recovery strategy as the antecedent variables of perceived justice, as the intermediary variable, two satisfaction as the outcome variable, construction of service recovery, perceived justice, influence between the two satisfaction model, and put forward the hypothesis. This paper in reference to the existing scale on the basis of combining the characteristics of online payment service, designed on perceived justice and two time satisfaction scale. Using online and offline methods a questionnaire, collecting relevant data and using statistical analysis software SPSS17.0 to the data using the method of tracing professional Descriptive statistics, reliability analysis, validity analysis, regression analysis, two independent samples t test, based on the test results of analysis and discussion, the main conclusions of this study, the conclusion is the payment business background in online banking that, other industries is not yet verified. The conclusions are as follows: (1) the process of service recovery payment on Internet banking, the dimensions of perceived justice has a positive effect on customer satisfaction (two; 2) online payment business, regardless of what kind of errors in the dimensions of perceived justice on the impact of the two order of satisfactory outcome fairness, procedural justice, interactive justice; (3) explain the positive effect of fair results; (4) a quick response, and encourage the positive impact of procedural justice tracking complaints; (5) an apology, listen to the opinions of positive interaction fairness; (6) online payment business, in the core services The type of error under the interpretation of the results and positive impact than the fair transfer process mistakes more; (7) online payment business, in the transfer process of failure types to listen more positive impact on interactive fairness than core service failure; (8) online payment business, the core service failure types encourage and complain about the positive impact on tracking justice more than transfer errors; according to the above research conclusion, put forward relevant countermeasures and suggestions for the online banking service recovery, such as attaching great importance to the service recovery pay important position in business development in the commercial bank network, enhance customer on the perception of fairness, service recovery strategy with the corresponding error types, through staff training and technological innovation to reduce service failures, in order to help the bank on the net to allocate limited resources, improve the service quality.

【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F832.2

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本文編號：1440047