国内网上银行服务质量评价体系
设计与应用
摘要：质量功能展开（QFD）是一个产品和服务的设计技术,主要负责传递“顾客的声音”在每一个规划设计的活动中。QFD方法已成功地应用于几乎每一个制造业，该方法也适用服务行业和软件开发。电子产品和服务是当今企业的一个必要组成部分部分。通过增加电子环境的竞争压力，使得服务供应商能够更仔细聆听客户的声音，完善并且提供高优质的产品和服务。本文论证QFD应用到网上银行服务，引导我们从客户和提供者的角度来研究网上银行。它主要概述了质量、质量管理工具和网上银行，并且探讨电子银行业务管理系统的复杂性。
关键字：质量功能展开；网上银行；服务质量；信息技术；信息系统；
引言
网上银行不仅仅是一个巨大的电子商务行业，银行不再通过互联网区分他们的存在。
自己仅仅有一个互联网的存在。从传统银行到电子环境的改变，已经强烈地影响了银行服务不同领域，尤其是银行产品和服务，相互作用的服务模式，服务的管理和用于评估银行业服务的质量标准。有效的质量管理体系和质量本身使它站在提供高品质的产品和服务的中心。银行对互联网的认知是作为一种成功的战略模式，意味着它必须注重它的边际主动性，将它转变成一个真正的策略，作为一个整体的服务，一个网站展示了一个银行的质量水平，因此，必须要提高网上银行服务质量，最重要的一点是因为银行依赖于客户的满意度和忠诚度生存。
1、 网上银行在质量方面的管理
网络及其相关技术已经改变了金融交易的处理方式。金融机构作为组织机构和客户沟通的方式已经淘汰并且开始通过网站和客户生成订单。该服务自动，无需个人联系人或金融参与。技术不断创新、全球范围内的竞争压力越来越大，已经影响到银行各方面业务尤其是银行战略。该网上银行业务的战略定位必须明确制定、技术和管理目标必须进行分析，全面考虑。电子银行业务增加银行的信息技术的依赖，从而电子银行业务增加了银行的信息技术的依赖，从而产生非金融机构外包服务的需要，如互联网服务提供商，技术和电信公司。操作流程中，技术能力由硬件，软件和通信基础设施介导，软件应用程序中为银行创建复杂的管理挑战。
2、 网上银行质量管理的观点
基本服务质量从两个角度来看。从客户的角度来看，服务质量是指对质量预期和感知的区别，判定质量维度、测量客户满意。供应商的责任是建立质量管理体系，这将确保能理解客户的要求，考虑到服务设计的范围内，并且交货。
3、 留住客户
留住客户、积极的口碑、最大限度地发挥电子商务[14]的在线竞争优势。银行将互联网作为一个长期的手段考虑实现银行的战略目标。服务行业的客户是高度敏感的，服务交付与一线人员的接触自电子商务革命以来，在网站上，交货的人际特征很大程度上决定了服务感知质量时，作出承诺用以改善留在客户心中的感知和电商经验，而交付的人际关系性格很大程度上决定了服务的感知质量。它是一门决定客户是否会回来或者转移到竞争对手的重要技术。尤其是在线产业，它需要几秒钟切换到竞争对手的网站。电子银行的管理者为了领先在竞争者和互联网行业应该控制自己的网上银行服务质量水平.
4、捕捉到服务接触的人际关系的性质，和这么多根据常识或惯例的服务被设计的做法，很少考虑质量是由客户决定的。在当前电子环境下对服务质量的研究属于探索阶段，虽然没有提出关于电子服务质量方面的普遍观点。学者们要么调整自己提出的关于SERVQUAL服务质量维度的研究或采用其他方法，比如焦点小组访谈，邮件调查，分析赞扬和投诉等方面来定义公平维度和验证。为了有效地提高网上银行服务质量，
银行家们首先需要通过了解客户的属性来判断服务质量，充分满足网上银行客户，并且他们需要将它整合到电子服务的规划和设计。
在案例研究的第一步是客户从期望的服务值来确定的质量标准。现有数据是网上银行服务的客户自发的将建议和想法收集在互联网上，这是由网上银行经理发起的。数据分析表明，银行的客户们关注的功能性、易用性、帐户管理和在线交易的增值功能。即使质量要求进行鉴定，需要时间扩大功能、沟通、便利性，扩大了信息的可用性、应用模块化、个性化、可靠性，通知客户，安全性，操作难易程度、导航的设计。
5、以适当的描述性水平获取相关信息，是下一个最重要的标准。在保持客户满意度和忠诚度时在网络环境中个人缺乏接触是造成的一个最重要的元素，作为银行与客户之间的沟通渠道，互联网已经能够提供完整和最新的信息，能关怀和个性化的关注每一个客户。以丰富的互动和以关系导向的平台来抵消负面影响，加强客户忠诚度
6、电子服务的快速创新，在网络环境下用新方式提供价值给银行客户和无差错通信。此外，他们负责在网站上发布内容并进行管理。质量信息是网上银行业务质量管理系统的一个必要组成部分。在质量管理系统中的第二部分涉及技术包领域、网络组件和网络规划方面客户的质量要求。翻译的“客户之声”的要求任务和定义和选择的综合质量的设计技术和方法的修改复杂的服务系统，如在线银行。
7、服务质量标准优先性
精炼客户的声音往往是一项艰巨的任务，需要一个收集和分析数据的系统方法，这个过程本身必须精确计划的目标设定和数据收集和分析的目的。质量管理和QFD本身提供各种分析工具，如头脑风暴、吸引力、树的层次结构的图，蓝图、用状态传输图来定义的客户要求的深层结构来检查丢失的数据，并构造它们。虽然资源准备工作可能是苛刻的并且会花费很长的时间，但是如果没有定期系统的监测客户的需求，就不能提高质量。
结论
质量功能在银行试点中展开期间，两个服务提议QFD的部署已经完成。探索使用这种网上银行服务的方法，使我们能够确定服务质量标准，确保客户满意度。构建网络银行的质量促进团队合作，形成以客户为导向的文化，期间，设计一个新的Web界面。在QFD应用程序的直接好处是指出了关键技术属性得以实施，
银行比较与竞争对手的网上服务并且找到当前的市场定位。分析客户的声音，付诸实践转化框架是该方法的主要特点。也是调节网上银行服务质量水平的最重要的因素。如果没有精准的和正确的方法，应用程序显示不出其真正的价值的应用程序，不带时间和资金的投入数据处理是浪费资源的预期收益。只有系统永久监测客户，并优先保保证他们未来的利益，会导致所有的商业努力符合客户需求的实际结构。
网上银行的质量体现了各种质量管理问题。它是一种电子服务，这需要研究电子服务质量维度，客户满意度，信任度和忠诚度的网络环境。网上银行是电子商务应用需要概念规划。由于网上银行从根本上取决于银行和客户之间有效的信息交流，信息质量包括网上银行质量管理的一个重要组成部分。所有这些品质方面一起打造电子银行管理者需要足够的技术来处理这些复杂的管理挑战。因为，网上银行从根本上依赖于银行与客户之间的有效的信息交流的事实，信息质量涵盖网上银行质量管理的显著的一部分。所有这些质量方面的合作创造需要足够的技术来处理这些复杂的管理挑战。
外文文献出处
Jean-Michel Sahut Professor, Geneva School of Business Administration (Ch) amp; CEREGE EA 1722 - University of Poitiers (Fr)
附外文文献原文
Quality Management of Internet Banking Services
Abstract：Quality Function Deployment (QFD) is a product and service design technique primarily oriented to deliver the lsquo;voice of the customerrsquo; throughout every single planning and design activity. QFD was successfully applied in almost every manufacturing industry, methodologically adapted and employed in the service industries and software development too. The electronic product and service delivery is nowadays a necessary part of a business strategy. By increasing the competitive pressure the electronic environment makes the service providers lsquo;listenrsquo; to the voice of the customer more carefully, to refine it and deliver high quality products and services. This paper demonstrates the QFD application to Internet banking services, which led us to study the quality of online banking from both the customerrsquo;s and the providerrsquo;s perspective. It outlines the links between quality, quality management tools and Internet banking and discusses the complexity of a quality management system for electronic banking.
Keywords: quality function deployment； Internet banking；service quality；information technology,；information system
Introduction
Internet banking represents a huge e-commerce industry and banks no longer differentiate themselves by merely having an Internet presence. The change shifting traditional banking into an electronic environment has strongly influenced different domains of banking services particularly the range of banking products and services, the mode of interaction with the services, the management of the service, and the quality criteria used to assess banking services [13]. An effective quality management system and quality itself stand at the centre of the delivery of high quality products and services. A bankrsquo; sunder standing of the Internet as a strategic success mode means it has to focus its marginal initiatives in this channel and transform it into a true strategy. An Internet site demonstrates the quality level of a banks services as a whole, therefore improving the quality of Internet banking services and is parti
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国内网上银行服务质量评价体系
设计与应用
Quality Management of Internet Banking Services
Abstract：Quality Function Deployment (QFD) is a product and service design technique primarily oriented to deliver the lsquo;voice of the customerrsquo; throughout every single planning and design activity. QFD was successfully applied in almost every manufacturing industry, methodologically adapted and employed in the service industries and software development too. The electronic product and service delivery is nowadays a necessary part of a business strategy. By increasing the competitive pressure the electronic environment makes the service providers lsquo;listenrsquo; to the voice of the customer more carefully, to refine it and deliver high quality products and services. This paper demonstrates the QFD application to Internet banking services, which led us to study the quality of online banking from both the customerrsquo;s and the providerrsquo;s perspective. It outlines the links between quality, quality management tools and Internet banking and discusses the complexity of a quality management system for electronic banking.
Keywords: quality function deployment； Internet banking；service quality；information technology,；information system
Introduction
Internet banking represents a huge e-commerce industry and banks no longer differentiate themselves by merely having an Internet presence. The change shifting traditional banking into an electronic environment has strongly influenced different domains of banking services particularly the range of banking products and services, the mode of interaction with the services, the management of the service, and the quality criteria used to assess banking services [13]. An effective quality management system and quality itself stand at the centre of the delivery of high quality products and services. A bankrsquo; sunder standing of the Internet as a strategic success mode means it has to focus its marginal initiatives in this channel and transform it into a true strategy. An Internet site demonstrates the quality level of a banks services as a whole, therefore improving the quality of Internet banking services and is particularly important since banks depend on customer satisfaction and loyalty for their survival.
In France the first initiatives started in 1996 when BNP-Paribas, Credit Agricola le de
France, CCF and Credit Lyonnais built information web sites presenting banksrsquo; bulletins.
1 . Internet banking in the Context of Quality Management
The web and its related technologies have transformed the way in which financial transactions are processed. Finance has been eliminated from being the interface between organizations and customers, and customers are generating orders through the Internet sites, the delivery of the services automatically follows with no need for a personal contact or finance to be involved. Continuing technological innovations and globally increasing competitive pressure have affected all aspects of the banking business particularly the banking strategies. The strategic positioning decision of Internet banking operations must be clearly formulated [20] and technical and managerial objectives have to be analyzed and taken into account [15]. Electronic banking increases the banksrsquo; dependency on information technology thereby creating the need for the outsourcing arrangements with non-financial institutions such as Internet service providers, technology and telecommunications companies. The operational processes, technical capabilities mediated by hardware, software and communication infrastructure, and the software application create complex managerial challenges for banks.
2 .The Perspectives of Quality Management of Internet Banking
Basically service quality is viewed from two perspectives. From the customer perspective, service quality means differentiating between the expected and perceived quality, the determination of the quality dimensions and the measurement of the customerrsquo;s satisfaction.
The responsibility of the provider is to set up a quality management system, which will ensure that the customerrsquo;s requirements are understood and integrated into the service design and delivery.
3．Customer retention, and positive word-of-mouth, and can maximise the online competitive advantage of e-commerce [14]. A bank considering the Internet as a long term means to achieve the bankrsquo;s strategic goals, has to make commitments to improve perception and positioning of e-experiences in the customersrsquo; minds while the interpersonal character of the delivery largely determines the perceived quality of the service [3]. Customers in the service sector are highly sensitive to service quality and service delivery while they are in contact with the front-line personnel or since the e-commerce revolution, in contact with the web site. It is the technology deciding whether the customer will come back or shift to the competitor next-door which assumes a high importance, particularly in the online industry where it takes a few seconds to switch to a competitorrsquo;s web site. For e-banking managers it should be a “must” to control the quality level of their Internet banking services i
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