證券業網路服務系統之顧客滿意度研究

Abstract

國內網路下單服務發展至今即將邁入第七年，網路下單服務的競爭相當激烈，能在眾多競爭者當中脫穎而出，除了需要具備相當的競爭優勢外，還必須對顧客有充分的了解。本研究整理國內外相關於網路下單、服務品質的文獻，發展成一份網路下單服務品質滿意度調查問卷，以電子問卷形式對一般網路下單投資者進行調查。將蒐集的資料以因素分析成為9個服務品質構面，並利用多變量變異數分析獲得國內前4大網路券商的服務品質滿意度有顯著差異，及交叉分析獲得網路投資者付費以獲取投資資訊行為的關聯因素。研究結果有助於瞭解國內前4大網路券商服務滿意度差異情形，並作為其他券商瞭解顧客需求、改善服務滿意度之依據。 本研究僅針對部分網路下單投資者的意見做調查，後續研究者可以做較全面性的研究調查，或更進一步研究顧客的基本屬性與其網路下單行為之關聯性，或者針對市佔率與顧客滿意度之關聯性再研究，使研究調查更臻完善。

The on-line stock trading has been developed over six years in Taiwan, and the competition for the on-line stock trading is very keen. In addition to standing on a vantage point, understanding customers is also essential for standing out from the competitors. Therefore a survey of satisfaction with the on-line stock trading was framed by sorting literatures of the on-line stock trading and service quality. And investors were investigated by the digital question-and-answer survey. There are nine factors of the service quality Sorted by the factor analysis methods at first, and then used to analyze if there are differences between the satisfactions of the first four on-line brokers by the Multivariate Analysis of Variance Method（MANOVA）, and furthermore used to analyze the related factors of the investors’ payment of investing information by the crossing analysis methods. The results of the study are useful to understand the differences between the satisfactions of the first four on-line brokers in Taiwan; moreover, it’s helpful to understand the investors’ needs and the improvement of customer satisfactions for the other on-line brokers. There were only parts of on-line investors surveyed, and overall surveys would be more effective and perfect. The studies of the relations between the basic characteristics of on-line brokers and behaviors of the on-line stock trading, and of the relations between market share and customer satisfaction are both needed further.