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    Title: 我國金融業者行動服務創新之研究
    A Study of Mobile Service Innovation in Taiwan Financial Industries.
    Authors: 陳俊毓
    Chen, Chun Yu
    Contributors: 吳豐祥
    Wu, Feng Shang
    陳俊毓
    Chen, Chun Yu
    Keywords: 行動趨勢
    行動金融
    行動支付
    電子金融
    服務創新
    專案團隊
    Mobile trend
    Mobile finance
    Mobile payments
    E-finance
    Service innovation
    Project team
    Date: 2015
    Issue Date: 2015-11-02 15:00:21 (UTC+8)
    Abstract: 智慧型手機的銷售量從2010年的300萬台成長到2014年的12億台,呈現爆發性的成長,台灣2014年智慧型手機銷售量也達一千萬台,已經是人手一隻智慧型手機的時代。智慧型手機改變了人們的生活習慣,相信未來智慧型手機的應用將蓬勃發展。
    智慧型手機的崛起,使得和銀行交易的行為也可以在手機上完成,且許多非銀行公司也想要分食這塊商機,雖然台灣受到法律規範的限制,金融相關服務只有銀行才能推出,但政府已有慢慢開放法律規範,讓越來越多人可以進入,因此銀行業也面臨相當大的考驗。
    本研究以永豐銀行、台新銀行、玉山銀行等三家銀行業者作為個案研究的對象,希望透過本論文研究,探討銀行業者在因應行動科技的崛起與變化時,其組織服務創新的策略思維;同時,也探討其發展行動服務創新時,內部的組織方式、新服務開發管理、以及與顧客的溝通方式。本研究所得到的初步結論包括:(1)銀行業者因應行動科技的快速發展下,會更強調對消費者生活習性的瞭解,以推出解決消費者痛點的新服務。(2)銀行業者因應行動科技的快速發展下,會進行更多的異業結合,以發展更多整合性的服務創新金融服務。(3)銀行業者因應行動科技的快速發展下,會在電子金融相關部門招納更多元的人才,以推出更創新的服務。(4)銀行業者因應行動科技的快速發展下發展金融服務創新時,會讓電子金融部門與其他部門進行更多的跨部門合作。另外,若要加速新服務的開發時,則會採用重量級專案團隊的組織方式。(5)銀行業者因應行動科技的快速發展下,會增加與顧客互動的管道,以求更瞭解顧客的需求。本文最後並提出實務上的意涵與後續研究的建議。
    When smartphones came to the world, its had an big impact to people’s life. There were only 3 millions smartphone shipments in 2010,but later, there were 1.2 billion shipments in 2014.There has a big growth. Also in Taiwan, there are over 10 millions shipments in 2014. We can say this is a mobile era. We can predict that mobile application will mushroom in the future.
    When the rises of smartphone, we can do many things through smartphone. For example, we can receive e-mail, send a message to a friend, take a photo or make a financial trade with smartphone. Now, many non-financial companies serve financial service through smartphone. Although there are many legislation restrictions in Taiwan, only bankers can provide financial service. But legislation restrictions will reduce. So banking industry is facing a great challenge.
    In this study, we discuss how bankers develop mobile financial service. Meanwhile, we also discuss how they organize their electric finance department, how they develop a new financial service and how they communicate with their customers. Based on the case study, the initial findings includes: (1) To face mobile trends, banks will focus on customer habits. Otherwise, banks will release new service to solve customer’s pain points. (2) To face mobile trends, banks will cooperate with non-financial industries. (3) To face mobile trends, E-finance department will recruit employees with diverse backgrounds. (4) To face mobile trends, banks will have many inter-departmental working group. If necessary, banks will set up heavyweight teams. (5) To face mobile trends, banks will increase channels to communicate with customers. The study finally addresses the contribution of this research in academia and the suggestions to practitioners and follow-on researchers.
    Reference: 壹、中文文獻
    一、碩博士論文
    1. 宋彥儒 (2014),企業發展服務創新的組織方式之研究,國立政治大學科技管理與智慧財產研究所碩士論文
    2. 李佩樺 (2012),組織創新對企業新事業發展之核心能力的影響初探,國立政治大學科技管理研究所碩士論文
    3. 陳炳宏 (2008),金融服務業服務創新專案與組織核心能耐關係之研究─以中國信託商業銀行為例,國立政治大學科技管理研究所碩士論文
    二、書籍
    BRETT KING著,孫一仕、施祖琪、蕭俊傑譯 (2013),Bank 3.0銀行轉型未來式,台灣金融研訓院出版
    李建廷、李元生 (2012),行動商務概論、實務與應用,碁峯出版
    三、網站與其他
    1. 維基百科,https://zh.wikipedia.org/
    2. 永豐銀行,https://bank.sinopac.com/
    3. 台新銀行,https://www.taishinbank.com.tw/
    4. 玉山銀行,http://www.esunbank.com.tw/
    5. 國家通訊傳播委員會,http://www.ncc.gov.tw/

    貳、英文文獻
    一、書籍、期刊文章
    1. A. Parasuraman, Valarie A. Zeithaml & Leonard L. Berry (1985). A Conceptual Model Of Service Quality And Its Implications For Future Research. Journal Of Marketing, 49(4), 41-50.
    2. Barras, R. (1990). Interactive Innovation In Financial And Business Services: The Vanguard Of The Service Revolution. Research Policy, 19(3), 215-237.
    3. Bitner, M., A. Ostrom, F. Morgan. (2008). Service Blueprinting: A Practical Technique For Service Innovation. California Management Review, 50(3), 66-94.
    4. Bitran, G. & L. Pedrosa. (1998). A Structured Product Development Perspective For Service Operations. European Management Journal, 16(2), 169-189.
    5. Booz, Allen & Hamilton (1982). New Product Management For The 1980s. Booz, Allen & Hamilton Inc., New York, NY.
    6. C. Storey & D. Kelly (2001). Measuring The Performance Of New Service Development Activities. The Service Industries Journal, 21(2), 71-90.
    7. Clark, K. B & Wheelwright, S.C (1992). Organizing And Leading 'Heavyweight' Development Teams. California Management Review, 34, 9-28.
    8. Cooper, R. G. (1994). Perspective: Third-Generation New Product Processes. Journal Of Product Innovation Management, 11, 3-14.
    9. de Bes, F. T., & Kotler, P. (2011). Winning At Innovation: The A-to-F Model. Palgrave Macmillan.
    10. den Hertog, P. den, Bilderbeek, R. (1998). Conceptualizing (Service) Innovation And The Knowledge Flows Between KIBS And Their Client. TNO/Dialogic-SI4S-report no.8, Apeldoorn/Utrecht.

    11. den Hertog, P., Van der Aa, W. & de Jong, M. W. (2010). Capabilities For Managing Service Innovation: Towards A Conceptual Framework. Journal Of Service Management, 21(4), 490-514.
    12. Dickens, P. (1994). Quality And Excellence In Human Services. Wiley.
    13. Durlacher (1999). Mobile Commerce Report. Durlacher Research Ltd.
    14. Eisenhardt, K. (1989). Building Theories From Case Study Research. The Academy Of Management Review, 14(4), 532-550.
    15. Juran, J. M. (1974). Quality Control Handbook (3th ed.). New York: McGraw-Hill Book Co Press.
    16. Kim, W. C. & Mauborgne, R. (1999). Strategy, Value Innovation, And The Knowledge Economy. Sloan Management Review, 40(3), 41-55.
    17. Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation And Control (7th ed.). Englewood Cliffs, NJ: Prentice-Hall.
    18. Kotler, P. & Keller, K. L. (2006). Marketing Management (12th ed.). New Jersey: Pearson International Press.
    19. Lovelock, C. H., & Wirtz, J. (2004). Services Marketing: People, Technology, Strategy. Upper Saddle River, N.J: Pearson/Prentice Hall.
    20. Matthew L. Meuter, Amy L. Ostrom, Robert I. Roundtree, Mary Jo Bitner (2000). Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters. Journal Of Marketing: July 2000, 64(3), 50-64.
    21. Menor, L. J., Tatikonda, M. V., & Sampson, S. E. (2002). New Service Development: Areas For Exploitation And Exploration. Journal Of Operations Management, 20(2), 135-157.
    22. Miles, I. (1994). The Handbook Of Industrial Innovation. Edward Elgar Publishing
    23. Rodie, A.R. & Martin, C.L. (2001). Competing In The Service Sector: The Entrepreneurial Challenge. Interantional Journal Of Entrepreneurial Behaviour & Research, 7(1), 5-21.
    24. Roth, A. V. & Menor, L. J. (2007). New Service Development Competence In Retail Banking: Construct Development And Measurement Validation. Journal of Operations Management, 25(4), 825-846.
    25. Sadeh, N. (2002). M-Commerce Technologies, Services, and Business Models. John Wiley & Sons, Inc.
    26. Shostack, G. Lynne. (1977). Breaking Free From Product Marketing. Journal Of Marketing, 41, 73-80.
    27. Strauss, A. L., & Corbin, J. M. (1998). Basics Of Qualitative Research: Techniques And Procedures For Developing Grounded Theory. Sage Publications.
    28. Sundbo, J. (1997). Management Of Innovation In Services. The Service Industries Journal, 17(3), 432-55.
    29. Tax, S. S. & Stuart, I. (1997). Designing And Implementing New Services: The Challenges Of Integrating Service Systems. Journal of Retailing, 73(1), 105-134.
    30. Teece, D.J., Pisano, G. & Shuen, A. (1997). Dynamic Capabilities And Strategic Management. Strategic Management Journal, 18(7), 509-30.
    31. Voss, C. A. (1992). Measurement Of Innovation And Design Performance In Services. Design Management Journal, winter, 40-46.
    32. Weinsteinb, F. G. O. (1998). Innovation In Services. Research Policy, 26(4–5), 537-556.
    33. Yin, R. K. (2003). Case Study Research: Design And Methods. Sage Publications.
    34. Zeithaml, V. A. & Bitner, M. J. (1996). Service Marketing. New York: McGraw Hill Inc Press.

    二、網站與其他
    1. DisplaySearch,http://www.displaysearch.com/
    2. IDC,http://www.idc.com/
    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    102364102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102364102
    Data Type: thesis
    Appears in Collections:[科技管理與智慧財產研究所] 學位論文

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