| Summary: | 碩士 === 國立臺南大學 === 經營與管理高階經營碩士在職專班(EMBA) === 107 === As the development of Fintech Bank4.0, the financial consumption behavior pattern is changing and universalize. This study investigated how to use the new service of AI-Dialogue Mobile Bank to effect customer using intention, and promote different customers’ satisfaction and Stickiness of bank service. This issue is worth to investigate the interaction between mobile bank user users and bank operators. Hope it can create more value chain. This study discuss correlation of customer satisfaction, commitment, stickiness, and purchase intention from three factors(technology, contents, and social activity) of the new service of AI-Dialogue Mobile Bank. Besides, the research method used questionnaires to understand the effects between the value management of AI-Dialogue Mobile Bank and the bank users’ purchase intention.
The questionnaire of this study made with Google cloud service. Total received 153 questionnaires and collected 102 valid questionnaires (the valid receiving rate is about 66.67%). The result shows that: (1) The value management of AI-Dialogue Mobile Bank has significant positive effect on customer satisfaction. (2)The value management of AI-Dialogue Mobile Bank has significant positive effect on commitment. (3)Customer satisfaction has significant positive effect on commitment. (4) Customer satisfaction has significant positive effect on purchase intention. (5)Customer satisfaction doesn't have significant positive effect on stickiness, however it has indirect effect through the positive effect of customer satisfaction to commitment to effects stickiness. (6)Commitment has significant positive effect on stickiness. (7)Commitment has significant positive effect on purchase intention.
Overall, the study found that AI-Dialogue Mobile Bank's value management has the greatest impact on content value, followed by social and technical value. In other words, content value is one of the most important factors affecting AI-Dialogue Mobile Bank value management. Therefore, AI-Dialogue Mobile Bank users or operators should focus on improving the technical and social value of value management. On the other hand, it's important to improve the user's satisfaction of AI-Dialogue Mobile Bank in order to increase the user's stickiness andpurchase intention, because AI-Dialogue Mobile Bank users have gradually used that every day and quick get financial product information, comments and opinions.
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