| Summary: | 碩士 === 中信金融管理學院 === 金融管理研究所 === 106 === As digital financial technology continues to advance, the question of whether manpower can be replaced by machine is hotly debated. Encouraged by the current craze for digital banking, banks have expanded their operations beyond their physical branches to embrace digital banking. Providing the latest and most user-friendly digital services to customers has become a common goal for the banking industry. The service differentiation between physical and digital banks is obvious. Although differentiated service, as a research topic, has received scholarly attention, little research has been done with regard to physical and digital banking, between which the differentiation lies not only in the facilities that are used, but also in the users’ service demand and their concern over the availability of service. Therefore, this study aimed to identify the differentiation in service demand and service failures with regard to digital banking. In particular, service demand and failures were examined from a customer point of view to help find ways to improve and optimize digital banking.
This study looked at local banks currently running digital banking. A questionnaire was designed based on E-S-QUAL, E-RecS-QUAL and Tsai et al.’s (2018) mobile banking quality scale. The tangibles of physical bank were added to the design and the result was a digital banking service quality questionnaire consisting of nine dimensions: efficiency, fulfillment, system availability, privacy and security, responsiveness, compensation, contact, personalization and tangibles, covering a total of 29 items. An empirical survey was conducted using the Google Survey platform on respondents with previous experience of using digital banking. 258 valid copies of questionnaire were collected. Moderated regression analysis was used to perform a two-dimensional quality classification. Finally, a two-dimensional importance-performance gap analysis (KIPGA) was conducted to help identify key service failures in digital banking. The results show that the key dimensions of digital banking services are: privacy and security and fulfillment. Additionally, this study found that in order to improve overall customer satisfaction and loyalty, digital banks should improve on three items: assurance that digital banking system doesn’t crash; in case transactions are not completed, digital banks would instruct users to handle the problems; digital banks are equipped with cutting-edge facilities. In the conclusion, this study offers suggestions on how local banks can promote digital banking and improve their service quality.
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