銀行業服務創新衡量之探討

A Study of Service Innovation in Banking Industry

隨著經濟投資環境的急劇轉變，服務業在經濟體系內不僅成長快速，在幾個先進國家中的重要性與角色更是取代了工業。服務創新是將無形資產轉為有形資財的企業利器，景氣的好壞雖是無法改變的因素，但是經營的成敗並非僅受景氣之影響。畢竟服務業最重要的商品，就是提供無形的「服務」，而顧客對服務業的期許，也是希望享有讓自己滿意的服務品質，使自己的消費能有物超所值的價值，所以服務創新是服務業首應重視的工作。本研究以銀行業資深高階主管、學界及業外人士為問卷調查對象，進行三次的調查，意見收斂，運用Expert Choice 2000決策支援軟體對調查後之量表做一致性檢定與DHP （Delphi Analytic hierarchy process, DHP）分析，以計算出各構面的權重。研究結果顯示，台灣銀行業服務創新以「作業流程之新穎度」中的「行銷模式之改變」最為重要；「服務修正」中以「銀行經營策略」最為重要；「服務對市場之新穎度」中以「新服務對市場之影響」最為重要；「服務對銀行之新穎度」以「新產品與服務開發條件」最為重要。

While the development of service business in drastically variational economic system became rebust and trended to be one of the important roles in several developed countries, service innovation would be a significant factor for increasing and accumulating enterprise's assets even though the ecnomic depression should not be ignored.For exploring how the novel services satisfied customer's various demands, this study applied questionnaire to investigate opinions of related participants in financial industry, and DHP (Delphi analytic hierarchy process) was used to analyze collected materials. Results indicated the significant importance of novelty of service on marketing, delivery process, and product development.