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1、外文題目：外文題目：ConceptualisingConceptualisingonlineonlinebankingbankingserviceservicevaluevalue出處：處：JournalJournalofofFinancialFinancialServicesServicesMarketingMarketing作者：者：HeinonenHeinonenKristinaKristina原文：文：INTRODUCTIONI

2、NTRODUCTIONThebankingindustryiscurrentlyinthefefrontofthedevelopmentsoftechnologybasedservicedelivery.Interestingfromavaluecreationperspectiveisthatbanksnotconsumersdrivethetechnologybasedserviceusagebypushingcustomersto

3、wardsmecostefficientservicedeliverychannels.Fcustomersthisinfluencesbankingservicevaluebecausetheservicedeliveryfrequentlyoccurswithoutcustomer–serviceemployeeinteraction.Customersarecreatingtheservicethemselvesthroughte

4、chnologybasedselfservicessuchasATMsintermobilephone.Withtheseselfservicetechnologiesthatis‘technologicalinterfacesthatenablecustomerstoproduceaserviceindependentofdirectserviceemployeeinvolvementcustomerscancreatevaluewi

5、thouttheexplicitinvolvementoftheserviceprovider.Ithasevenbeensuggestedthattechnologyiseliminatinginterpersonalserviceencountersaltogether.Consequentlyachallengefthebanksectishowtocreateservicevalue.Aspectstraditionallyse

6、enasvalueaddingarenotnecessarilyvaluable.Bankingresearchhashoweverfocusedondescribingmeasuringservicequalityratherthanstudyingservicevalue.Currentlythereisagrowinginteresttowardsthequalityoftechnologybasedbankingservices

7、aspectsinfluencingtheadoptionuseofthem.Inserviceresearchtheamountofresearchoneservicevalueislessextensivecomparedtoresearchoneservicequality(egSantosKaynamaBlackDabholkarZeithamlYangJunSurjadjajaGounarisDimitriadisZeitha

8、ml).Onlyfewaddresseservicevaluelittleisknownaboutwhatspecificaspectsofonlinebankingservicesthatcreatevalue.Theaimistodevelopaconceptualframewkfonlinebankingservicevalue.basedselfservices.Usingthisthinkingitispossibletoco

9、nceptualiseonlinebankingservicevaluewiththesefourdimensions.Consideringavalueinuseperspectiveusingacomparisonofdifferentalternativesasreferencepointitisarguedthatbothbenefitsacrificeareembeddedinthevaluedimensions.Servic

10、evaluehasbeendefinedastheperceivedoutcomeofthetradeoffofthesetoftechnicalfunctionaltempalspatialdimensions.Theseintertwinedservicevaluedimensionsrepresentthevalueofaspecificserviceoffering(whattechnicalvalue)createdinawa

11、ntedway(howfunctionalvalue)thatisrelevantinaspecifictime(whentempalvalue)location(wherespatialvalue).Thevalueofonlinebankingservicesisempiricallymeasuredqualitativelyexpledbasedonthisconceptualisation.Tworesearchquestion

12、sareposed.FirstwhatistherelativeimptanceofthefourdimensionsSecondlywhatarethereasonsftherelativeimptanceofthedimensionsthatiswhatsubdimensionsarerelatedtoeachvaluedimensionTechnicalvalueTechnicalvalueinvolveswhattheoutco

13、meoftheserviceperfmanceis.Traditionallyithasbeendefinedastheresultoftheserviceprocesstheceservice.Inadditiontotheceservicetheserviceofferingalsoincludesfacilitatingsupptingservicethatdifferentiatesoneservicealternativefr

14、omanother.Ithasbeenarguedthattheabilitytochoosebetweenservicealternativesisrelevantfeservices.FunctionalvalueFunctionalvaluedenotesacteristicsoftheservicedeliveryprocessinvolvescustomerperceptionsoftheprocesshowtheservic

15、einteractionoccurs.Itinvolvesdifferenttypesofinteractionswiththeserviceprovidercanalsorefertothecustomer’sparticipationintheserviceprocess.Accdinglymovingthefocusonthecustomer’sactiveroleintheserviceprocessthefunctionald

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