| 摘要: | 現今銀行業競爭激烈的環境下,銀行勢必須要尋求創新,以 取得競爭的優勢,而銀行乃屬服務業中的一環,故需要探討服務 創新與行銷策略,方能開發新的顧客與保持競爭優勢。本研究欲 建構一套完整的銀行業服務創新指標與行銷策略系統,進而對於 現今目前銀行業的服務創新評量機制提出相關建議,以提升銀行 業服務品質與行銷策略成效。本研究經由過去文獻探討,建構出 銀行服務創新評估指標,再以模糊網絡層級分析方式針對銀行產 業服務創新指標進行探討與成對比較問卷調查。以「新的服務概 念、新的客戶關係、新的商業合作夥伴、新的營利模式、新的傳 遞系統(人員、組織、文化)、新的服務傳遞系統(技術)」,做為服務 創新之六大構面。透過專家群與學者們針對本研究構面中個別指 標與總體指標重要程度的分析發現,業界專家與學者們對於銀行 業服務創新指標都達到高度的共識,並且在構面中,特別重視「新 的服務概念面」。
In the current banking is in the highly competitive environment, banks will need to seek innovative to gain a competitive advantage, while the bank is in a ring of services so need to explore services innovation and marketing strategy to development of new customers and maintain a competitive advantage. We want to construct a complete set of banking services innovation index and marketing strategies system. And proposed recommendations to banking service innovation assessment mechanism, to enhance the effectiveness of banking service quality and marketing strategies. We construction of the banking service innovation index evaluation by past literature then use fuzzy ana- lytic network process evaluate, conducted paired comparison questionnaire. We base on research topics decided to "a new service concept, new customer relationships, new business partners, new profit model, the new delivery system (staff, organization, cul- ture), a new service delivery system (technology)" as a service innovation six criteria. Through expert groups and scholars analysis find in the criteria industry experts and scholars both attention to "face the new service concept". |
