金融科技為銀行業使用科技提供顧客辦理金融業務，也成為現今金融業的一大趨勢。因為提供服務的成本較低，傳遞資訊也較快速，銀行可以從成本的角度積極的促進線上銀行的活動。在金融科技的發展過程中，銀行app已經受到相當的重視。當銀行和客戶之間的關係變成虛擬關係時，如何促進和保持忠誠度已經成為主要的議題。本研究使用問卷和結構方程式模型分析銀行服務品質、顧客滿意度、顧客忠誠度與行為意圖等因素之間的關係，希望瞭解會影響銀行app的滿意度、忠誠度與行為意圖之因素為何。研究結果為app內容與服務品質呈正向關係；感知價值、服務品質與企業形象對顧客滿意度有正向關係；顧客滿意度和忠誠度與使用意圖呈正向關係。此結果可以提供銀行app發展與推廣的參考依據。
Financial technology is the ideal media for the banking industry to provide services because of its lower cost and faster delivery of information. Banks can promote online banking activities as much as possible from a cost perspective. The bank app has been paid attention during the development process of financial technology. When the relationship between banks and customers move into a virtual relationship, how to promote and maintain loyalty has become a major issue. Both the questionnaire and structural equation modeling are applied to explore the relationship among the factors of service quality, customer satisfaction, customer loyalty and behavior intention in app of bank. The research results show that there is a positive relationship between app content and service quality; perceived value, service quality and corporate image have a positive relationship with customer satisfaction; and customer satisfaction and loyalty have a positive relationship with behavior intention. The results of the study could contribute the reference basis of development and promotion of app.
