從規劃面與評估面探究創新金融服務開發—多準則決策分析法之應用

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姓名

徐瑋(Wei Hsu) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

從規劃面與評估面探究創新金融服務開發—多準則決策分析法之應用
(Multi-criteria Decision Analyses on New Financial Service Developments in the Plan Phase and the Evaluation Phase)

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摘要(中)

多準則決策分析法已被廣泛應用至許多不同的研究領域，然而卻較少研究將其應用至創新金融服務開發的探究上。而創新金融服務開發此議題在近年來也逐漸受到重視，因此，本研究針對創新金融服務開發進行一系列的多準則決策研究分析。本研究將採用多準則決策分析法，分別從規劃面以及評估面的角度，來深入探究金融服務業的創新服務開發。
就規劃面而言，本研究建構一個規劃模型，並以台灣某家金融服務機構在創新服務開發時所遇到的兩個多準則決策問題作為兩個不同的決策個案分析。此規劃模型主要結合了決策實驗室分析法(DEMATEL)，分析網路程序法(ANP)，與0-1整數目標規劃法(ZOGP)等方法，將可以同時處理多重準則間的相依性以及有效運用有限資源的問題，以利進行實際決策分析。選擇創新金融服務開發案件的決策分析個案(Case Study A)，其結果顯示此規劃模型可以被應用至創新金融服務案件的選擇，而對公司有利的創新服務案件可被選為未來優先上市的新服務。而選擇品質成本估算模型的決策分析個案(Case Study B)，其結果亦顯示使用本研究所提出之規劃模型，可以有效率地分析出最佳的品質成本估算模型。這兩個決策分析個案都證實規劃模型適合應用至創新金融服務開發的決策分析之中。
另就評估面而言，本研究計畫亦提出多準則決策分析評估模型，並將以台灣金融服務業之信用卡普卡服務作為實證分析以驗證此評估模型之有效性。此評估模型整合分析層級程序法(AHP)及VIKOR，可以同時分析顧客的需要與顧客的期望，找出目前已上市的服務與顧客心中理想的服務之間的落差，接著診斷出可降低顧客落差之管理策略，以在未來的創新金融服務開發時加以改善。而台灣金融服務業的實證分析結果，顯示信用卡普卡服務的潛在顧客相當重視年費和現金回饋這兩個服務項目。因此業者可嘗試在創新金融服務開發時著重此兩個服務項目。藉由此評估模型，可以將顧客的觀點引入創新金融服務開發的過程，更能有效分析未來創新金融服務開發的管理及改善策略。

摘要(英)

The multi-criteria decision analysis (MCDA) is prevalent to be used in various research fields; however, fewer studies have applied MCDA to research of the new service development (NSD). NSD becomes a crucial issue in financial service industry in the recent years. This study thus attempts to investigate a series of MCDA on the new financial service developments. MCDA would be employed, in this study, to investigate NSDs both in the plan phase and the evaluation phase within a financial service context.
In the plan phase, an integrated plan model is constructed and two multi-criteria decision making (MCDM) problems as two case studies in the same financial service company are proceeding. This plan model, developed by combining the Decision Making Trial and Evaluation Laboratory (DEMATEL), the Analytic Network Process (ANP) and the Zero-One Goal Programming (ZOGP), could simultaneously deal with interdependence among multiple criteria and efficiently utilizing the limited resources, and then determine the optimal solution for decision making. The result of selecting NSDs (Case Study A) shows how the plan model can be applied into NSD selection and the beneficial NSD could be decided to lunch in the future. The result of choosing CoQ model (Case Study B) also shows the best alternatives for the case company could be efficiently decided. These two illustrative case studies demonstrate that the proposed integrated plan model can attain an optimal decision both for selecting the beneficial NSDs and the optimal CoQ model in a financial service company.
In the evaluation phase, an integrated evaluation model of MCDA is provided to analyze customer needs and expectations simultaneously and then to diagnose managerial strategies for reducing the customer gaps and improving the future NSDs. This evaluation model employs a sample of potential banks credit card applications, customers’ preferences and satisfaction ratings and new credit card service data with the applications of both Analytic Hierarchy Process (AHP) and VIKOR (VlseKriterijumska Optimizacija I Kompromisno Resenje in Serbian, means Multi-criteria Optimization and Compromise Solution) to analyze customer satisfactions and preferences simultaneously. Then, it applies the importance-performance analysis (IPA) technique to diagnose managerial strategies for reducing the customer gaps between customer perceptions and expectations. The empirical result shows that, for ordinary credit card services of banks in Taiwan, customers emphasize annual fee and cash bonus when they choose to use the service. Thus, business practitioners of ordinary credit card services need try to focus on these two features at the process of NSDs. Through analyses of the evaluation model, customers’ viewpoint could be involved in the process of NSDs and managerial strategies of NSDs could be efficiently analyzed.

關鍵字(中)

★ 多準則決策分析
★ 金融服務業
★ 創新服務開發

關鍵字(英)

★ New service development (NSD)
★ Multi-criteria decision analysis (MCDA)
★ Financial service industry

論文目次

TABLE OF CONTENTS
中文摘要 i
ABSTRACT iii
TABLE OF CONTENTS v
LIST OF FIGURES vii
LIST OF TABLES viii
CHAPTER 2 Literature Review 6
2.1 New Service Development (NSD) in Financial Service Industry 6
2.2 Resource-based View (RBV) of Firm 9
2.3 Service Concept Model 10
2.4 Customer Needs and Preferences 12
2.5 Service Gap Model 14
2.6 Customer Expectations and Satisfactions 16
CHAPTER 3 Research Methods 18
3.1 Research Methods in the Plan Phase 18
3.1.1 Decision Making Trial and Evaluation Laboratory (DEMATEL) 19
3.1.2 Analytic Network Process (ANP) 21
3.1.3 Zero-one Goal Programming (ZOGP) 23
3.2 Research Methods in the Evaluation Phase 24
3.2.1 Analytic Hierarchy Process (AHP) 26
3.2.2 VIKOR 28
3.2.3 Importance-Performance Analysis (IPA) 31
CHAPTER 4 Results and Analyses 34
4.1 Case Study A for the Plan Model 34
4.1.1 Problem description of Case Study A 34
4.1.2 Result of Case Study A 35
4.2 Case Study B for the Plan Model 44
4.2.1 Problem description of Case Study B 44
4.2.2 Result of Case Study B 45
4.3 Empirical Result of the Evaluation Model 51
4.3.1 Assessment of Customer Preferences and Satisfactions 51
4.3.2 Illustration of the Aggregate Customer Gaps and Gap Reduction Analysis 54
4.3.3 Discussions and Implications of the Evaluation Model 60
CHAPTER 5 Conclusions and Limitations 63
5.1 Conclusions 63
5.2 Limitations and Recommendations 64
References 66
Appendix: Relevant data given to the respondents 77

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指導教授

蔡文賢(Wen-Hsien Tsai)

審核日期

2009-6-22

推文