1、外文题目： Conceptualising online banking service value 出 处： Journal of Financial Services Marketing 作 者： Heinonen ,Kristina 原 文： INTRODUCTION The banking industry is currently in the forefront of the developments of technology-based service delivery. Interesting from a value creation perspective is that
2、 banks, not consumers, drive the technology-based service usage by pushing customers towards more cost-efficient service delivery channels.For customers this influences banking servicevalue because the service delivery frequently occurs without customerservice employee interaction. Customers are cre
3、ating the service themselves through technology-based self-services such as ATMs, internet, or mobile phone. With these self-service technologies, that is technological interfaces that enable customers to produce a service independent of direct service employee involvement, customers can create valu
4、e without the explicit involvement of the service provider. It has even been suggested that technology is eliminating interpersonal service encounters altogether. Consequently, a challenge for the bank sector is how to create service value. Aspects traditionally seen as value-adding are not necessar
5、ily valuable. Banking research has, however, focused on describing and measuring service quality rather than studying service value. Currently, there is a growing interest towards the quality of technology-based banking services and aspects influencing the adoption and use of them. In service resear
6、ch, the amount of research on e-service value is less extensive compared to research on e-service quality (eg, Santos, Kaynama and Black, Dabholkar, Zeithaml, Yang and Jun, Surjadjaja, Gounaris and Dimitriadis, and Zeithaml ). Only few address e-service value and little is known about what specific
7、aspects of online banking services that create value. The aim is to develop a conceptual framework for online banking service value. Positioned within the Nordic School research paradigm and service management and marketing research, the focus is on service value-in-use from a customer perspective.
8、Previous research has suggested a four-dimensional value model based on temporal, functional, temporal, and spatial dimensions. More recent research has extended this model with sub-dimensions of the temporal, and spatial dimensions. In this paper, the original four-dimensional model is used to crea
9、te a more holistic approach to online banking service value by exploring first the relative importance of each of the dimensions and then describing the sub-dimensions of each dimension. The paper contributes to previous research by suggesting a conceptual framework of online banking service value f
10、rom a customer perspective. Online banking service value is proposed to be a multidimensional and hierarchical construct separated into sub-dimensions.Another contribution is the use of both qualitative and quantitative methods in an explorative study that builds on an abductive research approach. T
11、he quantitative part of the study conducted as a conjoint task indicates the importance of temporal and spatial dimensions. The qualitative findings in turn indicate that each value dimension is multifaceted and in different ways can increase service value. The practical significance for the banking
12、 sector involves the conceptualisation of online banking service value that emerges from theoretical and empirical analyses. The paper moves the focus of both research and marketing practice from service quality to service value. SERVICE VALUE Traditionally, customer perceived value has been seen as
13、 the trade-off between benefit and sacrifice, where quality is the benefit and price is the sacrifice. Value has been defined as the consumer s overall assessment of the utility of a product based on perceptions of what is received and what is given . Recently, by building on the correspondence betw
14、een quality and value it was proposed that customer-perceived value is formed of technical, functional, temporal, and spatial dimensions that each can have benefit and sacrifice components. This conceptualisation, extended from the perceived service quality model, was argued to be especially relevan
15、t for technology-based self-services. Using this thinking it is possible to conceptualise online banking service value with these four dimensions. Considering a value-in-use perspective and using a comparison of different alternatives as reference point, it is argued that both benefit and sacrifice
16、are embedded in the value dimensions. Service value has been defined as the perceived outcome of the trade-off of the set of technical, functional, temporal, and spatial dimensions. These intertwined service value dimensions represent the value of a specific service offering (what, technical value),
17、 created in a wanted way (how,functional value) and that is relevant in a specific time (when, temporal value) and location (where, spatial value). The value of online banking services is empirically measured and qualitatively explored based on this conceptualisation. Two research questions are pose
18、d. First, what is the relative importance of the four dimensions? Secondly, what are the reasons for the relative importance of the dimensions, that is what sub-dimensions are related to each value dimension? Technical value Technical value involves what the outcome ofthe service performance is. Tra
19、ditionally it has been defined as the result of the service process or the core service. In addition to the core service, the service offering also includes facilitating and supporting service that differentiates one service alternative from another. It has been argued that the ability to choose bet
20、ween service alternatives is relevant for e-services. Functional value Functional value denotes characteristics of theservice delivery process and involves customer perceptions of the process how the serviceinteraction occurs. It involves different types of interactions with the service providerand
21、can also refer to the customer s participation in the service process. Accordingly, moving the focus on the customers active role in the service process,the functional dimension involves customers perceptions of their input in the serviceprocess instead of the interaction with the service employee. It may be interactions with the service system, for example a technological interface.
