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| Title: | 分析銀行單一窗口客服之優勢與挑戰
Analyze the advantages and challenges of a single window customer service in banks |
| Authors: | 呂佳怡
Lu, Chia-I |
| Contributors: | 周冠男
Zhou, Guan-Nan
呂佳怡
Lu, Chia-I |
| Keywords: | 單一窗口客服
客戶服務
SWOT
TOWS
4C
價值鏈
PZB
Single window customer service
Customer service
SWOT
TOWS
4C
Value chain
PZB |
| Date: | 2024 |
| Issue Date: | 2024-08-05 12:40:23 (UTC+8) |
| Abstract: | 隨著客戶對銀行服務體驗要求日益提高，銀行業也面臨了客戶服務模式的
轉型，故「銀行單一窗口客服」的服務模式正逐漸受到重視。該模式旨在讓客戶無論有任何疑問或需求，都會由同一位專業客服人員進行一次性的整體服務，以簡化作業流程、提升效率和客戶滿意度。然而，實施此一新服務模式也會為銀行帶來一些挑戰，需要再審慎評估和因應。本研究針對銀行端提供單一窗口客服之優勢和挑戰，進行深入分析探討。
研究中根據四個分析模型，套用到三個真實的服務案例，說明採用單一客
服窗口服務時所產生的優勢，將可大幅簡化服務流程，減少客戶重複說明問題的負擔，為其帶來無縫接軌的服務跟人性化的體驗。有助於提升客戶對銀行服務的整體滿意度和黏著度。此外，客服人員能掌握客戶全面需求，協助銀行更有效整合跨部門資源，提供更完善的一站式服務。這種服務模式有利於銀行建立卓越的服務形象，增強品牌競爭力。
然而，單一窗口客服對銀行的營運管理也帶來不少挑戰。首先，擔任此單
一窗口的客服人員，需具備更多元的專業知識，工作負荷遠重於傳統模式，員工培訓成本也相對較高。其次，為滿足客戶期待，恐會導致客戶等候時間延長，影響服務效率。再者，銀行也必須重新檢視並修訂作業流程，調整內部資源分配，才能真正符合新模式的運作。
總括來說，「銀行單一窗口客服」確實能為客戶帶來更加優質的銀行體驗，
但仍需要銀行端更多方面的審慎評估其實施可行性，包含員工培訓、作業流程調整等，並做好完善規劃。只有在提升服務品質的同時，確保營運效率，才能真正發揮「銀行單一窗口客服」的最大效益。
As customers' expectations for banking service experiences continue to rise, the banking industry is also facing a transformation in customer service models. Consequently, the "single window customer service" model for banks is gradually gaining attention. This model aims to provide customers with a one-stop service by a single professional customer service representative, regardless of the questions or needs they may have, to streamline processes, improve efficiency, and enhance customer satisfaction. However, implementing this new service model will also present some challenges for banks, which require careful evaluation and response. This study conducts an in-depth analysis of the advantages and challenges for banks in providing single window customer service.
Based on four analytical models applied to three real-world service cases, the study illustrates the advantages of adopting a single customer service window, which can significantly streamline service processes, reduce the burden on customers to repeatedly explain their issues, and provide them with a seamless and humanized service experience. It helps to improve overall customer satisfaction and stickiness with the bank's services. Additionally, customer service representatives can grasp customers' comprehensive needs, assisting banks in more effectively integrating cross-departmental resources and providing more comprehensive one-stop services. This service model is conducive to banks establishing an excellent service image and enhancing brand competitiveness.
However, single window customer service also presents considerable challenges for bank operations management. First, the customer service representatives serving as the single window need to possess more diverse professional knowledge, with a significantly higher workload compared to traditional models, and relatively higher employee training costs. Second, to meet customer expectations, there is a risk of prolonged waiting times for customers, impacting service efficiency. Furthermore, banks must review and revise their operational processes and reallocate internal resources to truly align with the new model's operations.
In summary, while the "single window customer service" model for banks can indeed provide customers with a higher-quality banking experience, banks still need to carefully evaluate the feasibility of implementation from various aspects, including employee training, process adjustments, and comprehensive planning. Only by improving service quality while ensuring operational efficiency can the full potential of the "single window customer service" model be truly realized. |
| Reference: | 一、中文文獻
1.陳呈躍 (2006)，單一窗口服務品質對顧客滿意度及顧客忠誠度之實證研究 -以台灣科學工業管理局為例，碩士，朝陽科技大學。
2.陳引為 (2012)，提升現行地政機關便民應用服務研究─如何讓服務使用者「有感」，以臺中市中正地政事務所為例，課員，臺中市中正地政事務所。
3.黃清標 (2005)，企業顧客滿意度調查及滿意度問題改善方法，品質月刊，41卷4期 Pages47-53。
4.蘇鈺宜 (2016)，政府推動單一窗口政策評估-以交通部公路總局臺北市區監理所為例，碩士，國立中正大學。
5.古步鋼 (2010)，「整合服務 效能躍升」方案規劃方向，《研考雙月刊》，34卷3期 (2010 06) Pages 116-120。
6.諄筆群 (2022)，中小學教師應該進行專業分工，《點教育》，第 4 卷第 1 期/2022.1-6 Pages 42-43。
7.張淑雯 (2012)，以全球資訊網為基礎之客戶服務櫃台系統達到客戶服務之效率，碩士，國立交通大學。
8.林明慶 (2023)，以科技接受模型探討消費者使用數位金融平台意願之研究-以個金單一服務平台為例，碩士，中信金融管理學院。
9.蕭景容 跟 徐巧玲 (2011)，生涯未確定當事人對敘事取向生涯諮商之經驗內涵分析，《國立臺灣師範大學教育心理與輔導學系教育心理學報》，2011，42卷3期Pages 445-466，國立臺灣師範大學學生輔導中心跟台北縣林口國民中學輔導處。
10.尤協敬 (2021)，服務業需要專業分工嗎？金融業實證分析，碩士，國立嘉義大學管理學院。
11.林琨忠 (2008)，金控公司客戶關係管理策略對其子公司客服中心建置之影響，碩士，元智大學。
12.施秀燕 (2023)，客戶滿意度與再購買意願之探討-以銀行客服為例，碩士，淡江大學。
13.國發會人力發展處 (2021)，國發會設立就業金卡辦公室，對外籍高階人才提供一條龍專案服務，202103 (19:1期) Pages 26-34，行政院國家發展委員會。
14.孫文顯 (2017)，專案管理與監造責任分工及服務範疇之討論，碩士，國立高雄應用科技大學。
15.謝玉容 (2014)，單一窗口一案到底就業服務模式初探，碩士，玄奘大學。
16.楊秀娟 (2002)，單一窗口服務機制的推動，《研考雙月刊》，26卷5期 (2002 10) Pages 30-39。
17.約翰.R.布萊索納和格蕾特.魯斯滕布 (2008)，跨國公司和「服務」專業知識的空間劃分作為競爭策略：以3M和波音公司為例， 28 第3期 Pages 307-323，服務業雜誌卷。
18.王牧民 (2022)，電話客戶服務中心客戶問題統計之分析，碩士，中原大學。
19.宋餘俠；黃子華 (2012)，政府服務流程改造之探討，《研考雙月刊》，36卷6期 (2012/12) Pages 129-138。
20.陳世英 (2014) ，證券商經營財富管理業務之交易平台-信託架構與行紀架構之比較，碩士，台灣大學。
二、英文文獻
1.MAK, Vichet (2007)， Relationship among Service Quality, Customer Satisfaction and Customer Loyalty ：A study of Commercial Banks in Cambodia，Master，Kun Shan University。
2.Tran Dinh Nam (2016)，A Study on Satisfaction of Corporate Customers with Products and Services of Banks，Master，I-Shou University。
3.CHUN-HSIEN LIU (2009)，CONSTRUCTING THE MODULARIZED SERVICE MODELS，Master，TAMKANG UNIVERSITY。
4.Chun-Hsien Liu & Chu-Ching Wang (2009)，Constructing the Integrative Service Model to Formulate the Service Marketing Strategies，Management Review, (3),2009 Pages 115-118。
5.Kevin William George Cowdrey, Jaco de Lange, Reza Malekian, Johan Wannevurg (2018)，Applying Queueing Theory for the Optimization of a Banking Model，Journal of Internet Technology Volume 19 No.3 。
6.Le Vu Hoai Anh (2018)，Effects of Customer Service Quality on Customer Satisfaction and Loyalty－Case of Vietnam VP Bank，Master，Chaoyang University。
7.Nguyen Tien Thinh (2020)，The Impact of Customer Satisfaction, Customer Perceived Value and Switching Cost on Customer Loyalty，Master，I-Shou University。
8.Nataraj and Rajendran (2018) ，Impact of Relationship Quality on Customer Retention - A Study with Reference to Retail Banking in India，《International Journal of Business and Information》 201803_13 Pages. 93-117。 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
111932124 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111932124 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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