1、中文 2050 字， 1178 单词， 6932 英文字符 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 valu
2、e creation perspective is that banks, not consumers, drive the technology-based service usage by pushing customers towards more cost-efficient service delivery channels. For customers this influences banking service value because the service delivery frequently occurs without customerservice employe
3、e interaction. Customers are creating 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 involv
4、ement, customers can create value 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
5、as value-adding are not necessarily 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 an
6、d use of them. In service research, 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 littl
7、e is known about what specific 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-us
8、e from a customer perspective. 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-di
9、mensional model is used to create 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
10、 online banking service value from 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 a
11、n adductive research approach. The 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 practi
12、cal significance for the banking sector involves the conceptualization 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
13、perceived value has been seen as 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 bui
14、lding on the correspondence between 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 conceptualization, extended from the perceived service quality model, was
15、 argued to be especially relevant 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
16、that both benefit and sacrifice 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 o
17、ffering (what, technical value), 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
18、. Two research questions are posed. 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
19、of the service performance is. Traditionally 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 arg
20、ued that the ability to choose between service alternatives is relevant for e-services. Functional value Functional value denotes characteristics of the service delivery process and involves customer perceptions of the process how the service interaction occurs. It involves different types of intera
21、ctions with the service provider and 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 service process instead of the interaction with the service employee. It may be interactions with the service system, for example
