网上银行服务价值研究【外文翻译】(编辑修改稿)

网上银行服务价值研究【外文翻译】(编辑修改稿)内容摘要：

rch design and with instructions from the author, senior marketing students collected data for the fi rst study in spring 2020. The convenience sample included 40 respondents (45 per cent female) aged between 19 and 76 years (median 27, mode 27). Another study conducted by the author in winter 2020 – 2020 was based on a critical case sample 52 where a homogeneous group of respondents was chosen based on their technology experience, age, and usage of online banking. The age dispersion of 37 Finnish online bank customers (54 per cent female) was between 20 and 33 years (median 27, mode 27). There are some strengths and weaknesses in the study design. The paper is explorative in nature where the objective was to develop a conceptualisation of online service value and deepen the understanding of the phenomenon. The goal was not to statistically confi rm the conceptualisation. Conjoint analysis provides data on individual level, as well as on aggregate level and hence a smaller sample size than traditional quantitative techniques can be used. 51 Moreover, a mixedmethod model design was used for studying service value and this enabled a triangulation of the results. An abductive research design approach was used 36 and it involved that the analysis moves between theoretical and empirical reasoning with the goal to deepen the understanding about the topic. Qualitative and quantitative techniques were used in a parallel manner to deepen the conceptualisation with subdimensions of value based on interviews andto measure the relative importance of the dimensions with conjoint is plausible that there may be additional themes not present in these data. The respondents, however, raised issues related to each value dimension without explicitstimulus from the interviewer, and hencethis indicates the relevance of each approaches would have been to use a critical incident technique that has been used broadly to investigate consumer perceptions and behaviour 53 – 55 and quality in a banking context. 56 A drawback, however, is the focus on extreme cases without including the importance or the frequency of the incident. In this respect, using semistructured interviews that allowed the respondent to freely express different aspects in the service enabled a more realistic service evaluation. EMPIRICAL FINDINGS The choice of the place of service delivery (where) was found to be the most important attribute in the fi rst study。 the importanceaveraged across respondents was 33 per cent ( Table 2 ). 30,57 The choice of the time ofservice delivery (when) was second most important. In parison, the two traditional dimensions thus represented lower value. The customers ’ input in the service (how) was more important than the choice of different service alternatives (what). The difference in the relative importance between the dimensions was, however, not particularly Large. The fi ndings from the second study indicate again that time and location are the two most important dimensions. The temporal dimension as most important represents more than the bined importance of the technical and functional dimensions. The spatial dimension received a relative importance of 28 per cent. The technical and functional dimensions received the same importance weights (16 per cent). The level part worths represent another perspective on the value dimensions as presented in Figure 2 . In the second study none of the attribute level part worths are linear。 rather, the form of the level part worths is saturating. The utility increases slower from level two to level three. Thedecrease from the current level to the lowerlevel is highly negative. This suggests that thecurrent level is satisfying, and improvements offer less additional value pared to a decrease in value for an inferior service. Next, the reasons for the relative importance of the dimensions are value Four themes related to technical value were identifi ed. Content denotes the design of the service. It creates value if the design of the service is fi t for the customers ’ needs and if it is clearly understood and uptodate. A standardised bundle of advertisements and general information or lack of convergence to other services represent a sacrifi ce. The service must be customised according to needs。 however, the risk is that the service bees too customised. I am not interested in what the bank has to offer because I can get information on stuff other than payments from work. I want basic services, not insurance and buying and selling stock. (p. 3305) It is convenient because you can see, if youhave many accounts, all your accounts. It is totally different from an ATM, where you cannot see, or if you go to a bank then you have to ask for the information. (p. 1908) Price represents both the cost effi ciency and moary cost of using the service. Most respondents noted that it is a benefi t if theprice level is fair or cheaper than the alternatives. A sacrifi ce included tangible moary costs for using the service and supporting service costs, such as cost for technology support. Some respondents would have expected lower service price because of their high input in the service process. They charge me for not having to do their job any longer, and I think it is charge me for a service that they do not have to do. The machines count automatically, and it goes via automated machines. (p. 2611) Tangibles denote the physical evidence of the service. Necessary tangible parts of the service, such as identifi cation numbers, can be value decreasing as they are needed in order to be able to use the service process. Also, the fact that the service oute is less tangible when the service is performed electronically is both a benefi t and sacrifi ce. The service shows information a certain period backwards, I do not know how long, but。