1、外文题目CONCEPTUALISINGONLINEBANKINGSERVICEVALUE出处JOURNALOFFINANCIALSERVICESMARKETING作者HEINONEN,KRISTINA原文INTRODUCTIONTHEBANKINGINDUSTRYISCURRENTLYINTHEFOREFRONTOFTHEDEVELOPMENTSOFTECHNOLOGYBASEDSERVICEDELIVERYINTERESTINGFROMAVALUECREATIONPERSPECTIVEISTHATBANKS,NOTCONSUMERS,DRIVETHETECHNOLOGYBASEDSERVIC
2、EUSAGEBYPUSHINGCUSTOMERSTOWARDSMORECOSTEFFICIENTSERVICEDELIVERYCHANNELSFORCUSTOMERSTHISINFLUENCESBANKINGSERVICEVALUEBECAUSETHESERVICEDELIVERYFREQUENTLYOCCURSWITHOUTCUSTOMERSERVICEEMPLOYEEINTERACTIONCUSTOMERSARECREATINGTHESERVICETHEMSELVESTHROUGHTECHNOLOGYBASEDSELFSERVICESSUCHASATMS,INTERNET,ORMOBILE
3、PHONEWITHTHESESELFSERVICETECHNOLOGIES,THATISTECHNOLOGICALINTERFACESTHATENABLECUSTOMERSTOPRODUCEASERVICEINDEPENDENTOFDIRECTSERVICEEMPLOYEEINVOLVEMENT,CUSTOMERSCANCREATEVALUEWITHOUTTHEEXPLICITINVOLVEMENTOFTHESERVICEPROVIDERITHASEVENBEENSUGGESTEDTHATTECHNOLOGYISELIMINATINGINTERPERSONALSERVICEENCOUNTERS
4、ALTOGETHERCONSEQUENTLY,ACHALLENGEFORTHEBANKSECTORISHOWTOCREATESERVICEVALUEASPECTSTRADITIONALLYSEENASVALUEADDINGARENOTNECESSARILYVALUABLEBANKINGRESEARCHHAS,HOWEVER,FOCUSEDONDESCRIBINGANDMEASURINGSERVICEQUALITYRATHERTHANSTUDYINGSERVICEVALUECURRENTLY,THEREISAGROWINGINTERESTTOWARDSTHEQUALITYOFTECHNOLOGY
5、BASEDBANKINGSERVICESANDASPECTSINFLUENCINGTHEADOPTIONANDUSEOFTHEMINSERVICERESEARCH,THEAMOUNTOFRESEARCHONESERVICEVALUEISLESSEXTENSIVECOMPAREDTORESEARCHONESERVICEQUALITYEG,SANTOS,KAYNAMAANDBLACK,DABHOLKAR,ZEITHAML,YANGANDJUN,SURJADJAJA,GOUNARISANDDIMITRIADIS,ANDZEITHAMLONLYFEWADDRESSESERVICEVALUEANDLIT
6、TLEISKNOWNABOUTWHATSPECIFICASPECTSOFONLINEBANKINGSERVICESTHATCREATEVALUETHEAIMISTODEVELOPACONCEPTUALFRAMEWORKFORONLINEBANKINGSERVICEVALUEPOSITIONEDWITHINTHENORDICSCHOOLRESEARCHPARADIGMANDSERVICEMANAGEMENTANDMARKETINGRESEARCH,THEFOCUSISONSERVICEVALUEINUSEFROMACUSTOMERPERSPECTIVEPREVIOUSRESEARCHHASSUG
7、GESTEDAFOURDIMENSIONALVALUEMODELBASEDONTEMPORAL,FUNCTIONAL,TEMPORAL,ANDSPATIALDIMENSIONSMORERECENTRESEARCHHASEXTENDEDTHISMODELWITHSUBDIMENSIONSOFTHETEMPORAL,ANDSPATIALDIMENSIONSINTHISPAPER,THEORIGINALFOURDIMENSIONALMODELISUSEDTOCREATEAMOREHOLISTICAPPROACHTOONLINEBANKINGSERVICEVALUEBYEXPLORINGFIRSTTH
8、ERELATIVEIMPORTANCEOFEACHOFTHEDIMENSIONSANDTHENDESCRIBINGTHESUBDIMENSIONSOFEACHDIMENSIONTHEPAPERCONTRIBUTESTOPREVIOUSRESEARCHBYSUGGESTINGACONCEPTUALFRAMEWORKOFONLINEBANKINGSERVICEVALUEFROMACUSTOMERPERSPECTIVEONLINEBANKINGSERVICEVALUEISPROPOSEDTOBEAMULTIDIMENSIONALANDHIERARCHICALCONSTRUCTSEPARATEDINT
9、OSUBDIMENSIONSANOTHERCONTRIBUTIONISTHEUSEOFBOTHQUALITATIVEANDQUANTITATIVEMETHODSINANEXPLORATIVESTUDYTHATBUILDSONANABDUCTIVERESEARCHAPPROACHTHEQUANTITATIVEPARTOFTHESTUDYCONDUCTEDASACONJOINTTASKINDICATESTHEIMPORTANCEOFTEMPORALANDSPATIALDIMENSIONSTHEQUALITATIVEFINDINGSINTURNINDICATETHATEACHVALUEDIMENSI
10、ONISMULTIFACETEDANDINDIFFERENTWAYSCANINCREASESERVICEVALUETHEPRACTICALSIGNIFICANCEFORTHEBANKINGSECTORINVOLVESTHECONCEPTUALISATIONOFONLINEBANKINGSERVICEVALUETHATEMERGESFROMTHEORETICALANDEMPIRICALANALYSESTHEPAPERMOVESTHEFOCUSOFBOTHRESEARCHANDMARKETINGPRACTICEFROMSERVICEQUALITYTOSERVICEVALUESERVICEVALUE
11、TRADITIONALLY,CUSTOMERPERCEIVEDVALUEHASBEENSEENASTHETRADEOFFBETWEENBENEFITANDSACRIFICE,WHEREQUALITYISTHEBENEFITANDPRICEISTHESACRIFICEVALUEHASBEENDEFINEDASTHECONSUMERSOVERALLASSESSMENTOFTHEUTILITYOFAPRODUCTBASEDONPERCEPTIONSOFWHATISRECEIVEDANDWHATISGIVENRECENTLY,BYBUILDINGONTHECORRESPONDENCEBETWEENQU
12、ALITYANDVALUEITWASPROPOSEDTHATCUSTOMERPERCEIVEDVALUEISFORMEDOFTECHNICAL,FUNCTIONAL,TEMPORAL,ANDSPATIALDIMENSIONSTHATEACHCANHAVEBENEFITANDSACRIFICECOMPONENTSTHISCONCEPTUALISATION,EXTENDEDFROMTHEPERCEIVEDSERVICEQUALITYMODEL,WASARGUEDTOBEESPECIALLYRELEVANTFORTECHNOLOGYBASEDSELFSERVICESUSINGTHISTHINKING
13、ITISPOSSIBLETOCONCEPTUALISEONLINEBANKINGSERVICEVALUEWITHTHESEFOURDIMENSIONSCONSIDERINGAVALUEINUSEPERSPECTIVEANDUSINGACOMPARISONOFDIFFERENTALTERNATIVESASREFERENCEPOINT,ITISARGUEDTHATBOTHBENEFITANDSACRIFICEAREEMBEDDEDINTHEVALUEDIMENSIONSSERVICEVALUEHASBEENDEFINEDASTHEPERCEIVEDOUTCOMEOFTHETRADEOFFOFTHE
14、SETOFTECHNICAL,FUNCTIONAL,TEMPORAL,ANDSPATIALDIMENSIONSTHESEINTERTWINEDSERVICEVALUEDIMENSIONSREPRESENTTHEVALUEOFASPECIFICSERVICEOFFERINGWHAT,TECHNICALVALUE,CREATEDINAWANTEDWAYHOW,FUNCTIONALVALUEANDTHATISRELEVANTINASPECIFICTIMEWHEN,TEMPORALVALUEANDLOCATIONWHERE,SPATIALVALUETHEVALUEOFONLINEBANKINGSERV
15、ICESISEMPIRICALLYMEASUREDANDQUALITATIVELYEXPLOREDBASEDONTHISCONCEPTUALISATIONTWORESEARCHQUESTIONSAREPOSEDFIRST,WHATISTHERELATIVEIMPORTANCEOFTHEFOURDIMENSIONSSECONDLY,WHATARETHEREASONSFORTHERELATIVEIMPORTANCEOFTHEDIMENSIONS,THATISWHATSUBDIMENSIONSARERELATEDTOEACHVALUEDIMENSIONTECHNICALVALUETECHNICALV
16、ALUEINVOLVESWHATTHEOUTCOMEOFTHESERVICEPERFORMANCEISTRADITIONALLYITHASBEENDEFINEDASTHERESULTOFTHESERVICEPROCESSORTHECORESERVICEINADDITIONTOTHECORESERVICE,THESERVICEOFFERINGALSOINCLUDESFACILITATINGANDSUPPORTINGSERVICETHATDIFFERENTIATESONESERVICEALTERNATIVEFROMANOTHERITHASBEENARGUEDTHATTHEABILITYTOCHOO
17、SEBETWEENSERVICEALTERNATIVESISRELEVANTFORESERVICESFUNCTIONALVALUEFUNCTIONALVALUEDENOTESCHARACTERISTICSOFTHESERVICEDELIVERYPROCESSANDINVOLVESCUSTOMERPERCEPTIONSOFTHEPROCESSHOWTHESERVICEINTERACTIONOCCURSITINVOLVESDIFFERENTTYPESOFINTERACTIONSWITHTHESERVICEPROVIDERANDCANALSOREFERTOTHECUSTOMERSPARTICIPAT
18、IONINTHESERVICEPROCESSACCORDINGLY,MOVINGTHEFOCUSONTHECUSTOMERSACTIVEROLEINTHESERVICEPROCESS,THEFUNCTIONALDIMENSIONINVOLVESCUSTOMERSPERCEPTIONSOFTHEIRINPUTINTHESERVICEPROCESSINSTEADOFTHEINTERACTIONWITHTHESERVICEEMPLOYEEITMAYBEINTERACTIONSWITHTHESERVICESYSTEM,FOREXAMPLEATECHNOLOGICALINTERFACETEMPORALV
19、ALUETEMPORALVALUEREPRESENTSCUSTOMERPERCEPTIONSOFTIMEISSUESWHENTHESERVICEINTERACTIONOCCURSITCONTAINSTHEVALUEOFRECEIVINGTHESERVICEINDIFFERENTTIMEFRAMESTEMPORALVALUERELATEDTOTIMEALLOCATIONS,TIMEAVAILABILITY,TIMEORIENTATIONS,OPENINGHOURS,ANDPUNCTUALITYHASBEENSUGGESTEDTOINVOLVEBOTHBENEFITSANDSACRIFICESPA
20、TIALVALUESPATIALVALUEINVOLVESCUSTOMERSPERCEPTIONSOFTHEPHYSICALPLACEANDITSAPPEARANCEITREPRESENTSHOWTHECUSTOMERPERCEIVESTHELOCATIONWHERETHESERVICEINTERACTIONOCCURSTHISDIMENSIONISIMPORTANT,ASTHESERVICEDELIVERYOFTECHNOLOGYBASEDSELFSERVICEOPTIONSCANENHANCETHEAVAILABILITYOFSERVICESSIMILARTOTEMPORALVALUE,S
21、PATIALVALUEHASBEENSUGGESTEDTOINCLUDEBOTHBENEFITANDSACRIFICEMETHODOLOGYANEXPLORATIVESTUDYWASCONDUCTEDINAFINNISHPRIVATEBANKINGCONTEXTONEREASONFORCHOOSINGTHISSETTINGWASTHATBANKINGSERVICESINVOLVEDIFFERENTTYPESOFTECHNOLOGYBASEDSELFSERVICES,SUCHASATMS,TELEPHONESERVICESORONLINESERVICESBILLPAYMENTSERVICESWE
22、REUSEDBECAUSETHEYREPRESENTASTANDARDISEDOFFERING,DELIVEREDVIAMULTIPLECHANNELS,OFFEREDONACONTINUUMRANGINGFROMFULLSERVICETOSELFSERVICEOPTIONS,ANDCREATEDINTECHNOLOGYBASEDORINTERPERSONALINTERACTIONSANOTHERREASONISTHATINFINLANDONLINEBANKINGSERVICESARELARGELYUSEDTOPAYBILLSANDTHENUMBEROFUSERSISEXPECTEDTOINC
23、REASEONEOFFINLANDSLEADINGBANKSHASESTIMATEDTHATALMOSTHALFOFALLBILLPAYMENTSAREPERFORMEDVIAINTERNET,ANDONLY3PERCENTAREPERFORMEDATBRANCHOFFICESTHETRENDISCONSISTENTWITHALLFINNISHBANKSAS66PERCENTOFALLBANKCUSTOMERSBETWEEN15AND74YEARSUSEONLINEBANKINGSERVICESREGULARLYAND64PERCENTSTATETHATINTERNETISTHEMOSTCOM
24、MONWAYTOPAYTHEIRBILLSISONLINEBILLPAYMENTSWERESTUDIEDINTWOEMPIRICALSTUDIESAPPLYINGCONJOINTANALYSISANDQUALITATIVEINTERVIEWSCONJOINTANALYSISISADECOMPOSITIONALMETHODFORESTIMATINGTHESTRUCTUREOFRESPONDENTSPREFERENCESINRELATIONTOTHEOVERALLEVALUATIONSOFASETOFPREDETERMINEDALTERNATIVES46ITHASBEENUSEDPREVIOUSL
25、YTOSTUDYCONSUMEREVALUATIONSOFSERVICESEG,OPPEWALANDVRIENS,10DESARBOETAL,47OSTROMANDIACOBUCCI,48CARMAN49THEFIRSTSTUDYREPRESENTEDAPILOTSTUDYWHERETHEIMPORTANCEOFTHEVALUEDIMENSIONSWASEXPLOREDANDSTUDYDESIGNWASTESTEDTHENINTHEFOLLOWINGSTUDY,INADDITIONTOTHECONJOINTSTUDY,INTERVIEWSWERECONDUCTEDTORECEIVEQUALIT
26、ATIVEDATAONWHATTHEVALUEDIMENSIONSCONTAINTHEFOURVALUEDIMENSIONSWEREOPERATIONALISEDBASEDONTHEDEFINITIONSOFTHEDIMENSIONS30,50THEOPERATIONALISATIONSWERE1CHOICEOFDIFFERENTSERVICEALTERNATIVESWHAT,TECHNICALDIMENSION,2CUSTOMERSINPUTINTHESERVICEHOW,FUNCTIONALDIMENSION,3CHOICEOFTHETIMEOFSERVICEDELIVERYWHEN,TE
27、MPORALDIMENSION,AND4CHOICEOFTHEPLACEOFSERVICEDELIVERYWHERE,SPATIALDIMENSIONTHEATTRIBUTESWERENOTSEPARATEDINTOBENEFITANDSACRIFICERATHERITISARGUEDTHATWHENTAKINGAPERSPECTIVEONVALUEINUSE34ANDANCHORINGTHEEVALUATIONINACOMPARISONOFDIFFERENTALTERNATIVES,THEDIMENSIONSCANBEPERCEIVEDASBOTHVALUEADDINGANDVALUEDEC
28、REASINGTHISISATTRIBUTABLETOTHEFACTTHATINCOMPARISONTOALTERNATIVES,ANATTRIBUTEISTHEORETICALLYASACRIFICEIFITISINFERIORTOTHEALTERNATIVEHENCE,CONSIDERINGTHISTRADEOFF,THEDIMENSIONSHAVEEMBEDDEDBOTHBENEFITANDSACRIFICEAFULLPROFILEMETHODWHEREEACHSTIMULUSISDESCRIBEDSEPARATELYANDCONSISTSOFALLATTRIBUTESANDVARIAT
29、IONSOFTHEIRLEVELS51WASUSEDFORBOTHSTUDIESAFTERREDUCINGTHENUMBEROFPOSSIBLEPROFILESWITHANADDITIVECOMPOSITIONRULEANDAFRACTIONALFACTORIALDESIGN,THERESPONDENTSWEREASKEDTOEVALUATETHEPROPOSED12SERVICESTHATTHEYCOULDUSEANEXAMPLEOFAPROFILEUSEDISIHAVESMALLERPOSSIBILITYTOCHOOSEDIFFERENTSERVICESMYOWNINPUTINTHESER
30、VICEISTHESAMEASINMYNORMALSERVICEIHAVESMALLERPOSSIBILITYTOCHOOSETIMEOFSERVICEDELIVERYIHAVELARGERPOSSIBILITYTOCHOOSEPLACEOFSERVICEDELIVERYTHECONJOINTTASKWASCONDUCTEDASAPERSONALINTERVIEWTHERESPONDENTSWEREVERBALLYINSTRUCTEDANDTHENSHOWNTHEFULLPROFILESTHEYWEREASKEDTOFIRSTARRANGETHEPROFILESINPREFERREDANDNO
31、TPREFERREDPROFILESANDTHENTORANKORDEREACHPROFILEFROMMOSTPREFERREDTOLEASTPREFERREDBYCOMPARINGTHEPROFILESTOTHEIREXPERIENCEOFTHESERVICETHATTHEYCURRENTLYAREUSINGTHERESPONDENTSWEREALSOASKEDTOSHARETHETHOUGHTSTHATAROSEFROMTHESORTINGPROCEDUREAFTERSORTINGTHEPROFILES,THERESPONDENTSWEREASKEDTODESCRIBETHEREASONI
32、NGBEHINDTHEIRSORTINGPROCEDURETHISPROVIDEDINDEPTHINFORMATIONONWHYTHEDIMENSIONSWEREPERCEIVEDASIMPORTANTTHEFINDINGSWERECODEDBASEDONSIMILARITIESANDDIFFERENCESDIFFERENTTHEMESFOREACHDIMENSIONWEREIDENTIFIEDTOILLUSTRATETHECHARACTERISTICSOFTHEDIMENSIONSTHESETHEMESCUTACROSSRESPONDENTSANDREPRESENTASYNTHESISOFT
33、HEFINDINGSTHEQUALITATIVEDATAWEREGROUPEDACCORDINGTOTHEVALUEDIMENSIONSANDTHEMESWERECREATEDINDUCTIVELYBASEDONDIFFERENTATTRIBUTESEXPRESSEDBYTHERESPONDENTSTABLE1SUMMARISESTHEANALYTICALPROCEDUREBASEDONTHERESEARCHDESIGNANDWITHINSTRUCTIONSFROMTHEAUTHOR,SENIORMARKETINGSTUDENTSCOLLECTEDDATAFORTHEFIRSTSTUDYINS
34、PRING2002THECONVENIENCESAMPLEINCLUDED40RESPONDENTS45PERCENTFEMALEAGEDBETWEEN19AND76YEARSMEDIAN27,MODE27ANOTHERSTUDYCONDUCTEDBYTHEAUTHORINWINTER20022003WASBASEDONACRITICALCASESAMPLE52WHEREAHOMOGENEOUSGROUPOFRESPONDENTSWASCHOSENBASEDONTHEIRTECHNOLOGYEXPERIENCE,AGE,ANDUSAGEOFONLINEBANKINGTHEAGEDISPERSI
35、ONOF37FINNISHONLINEBANKCUSTOMERS54PERCENTFEMALEWASBETWEEN20AND33YEARSMEDIAN27,MODE27THEREARESOMESTRENGTHSANDWEAKNESSESINTHESTUDYDESIGNTHEPAPERISEXPLORATIVEINNATUREWHERETHEOBJECTIVEWASTODEVELOPACONCEPTUALISATIONOFONLINESERVICEVALUEANDDEEPENTHEUNDERSTANDINGOFTHEPHENOMENONTHEGOALWASNOTTOSTATISTICALLYCO
36、NFIRMTHECONCEPTUALISATIONCONJOINTANALYSISPROVIDESDATAONINDIVIDUALLEVEL,ASWELLASONAGGREGATELEVELANDHENCEASMALLERSAMPLESIZETHANTRADITIONALQUANTITATIVETECHNIQUESCANBEUSED51MOREOVER,AMIXEDMETHODMODELDESIGNWASUSEDFORSTUDYINGSERVICEVALUEANDTHISENABLEDATRIANGULATIONOFTHERESULTSANABDUCTIVERESEARCHDESIGNAPPR
37、OACHWASUSED36ANDITINVOLVEDTHATTHEANALYSISMOVESBETWEENTHEORETICALANDEMPIRICALREASONINGWITHTHEGOALTODEEPENTHEUNDERSTANDINGABOUTTHETOPICQUALITATIVEANDQUANTITATIVETECHNIQUESWEREUSEDINAPARALLELMANNERTODEEPENTHECONCEPTUALISATIONWITHSUBDIMENSIONSOFVALUEBASEDONINTERVIEWSANDTOMEASURETHERELATIVEIMPORTANCEOFTH
38、EDIMENSIONSWITHCONJOINTANALYSISITISPLAUSIBLETHATTHEREMAYBEADDITIONALTHEMESNOTPRESENTINTHESEDATATHERESPONDENTS,HOWEVER,RAISEDISSUESRELATEDTOEACHVALUEDIMENSIONWITHOUTEXPLICITSTIMULUSFROMTHEINTERVIEWER,ANDHENCETHISINDICATESTHERELEVANCEOFEACHTHEMEALTERNATIVEAPPROACHESWOULDHAVEBEENTOUSEACRITICALINCIDENTT
39、ECHNIQUETHATHASBEENUSEDBROADLYTOINVESTIGATECONSUMERPERCEPTIONSANDBEHAVIOUR5355ANDQUALITYINABANKINGCONTEXT56ADRAWBACK,HOWEVER,ISTHEFOCUSONEXTREMECASESWITHOUTINCLUDINGTHEIMPORTANCEORTHEFREQUENCYOFTHEINCIDENTINTHISRESPECT,USINGSEMISTRUCTUREDINTERVIEWSTHATALLOWEDTHERESPONDENTTOFREELYEXPRESSDIFFERENTASPE
40、CTSINTHESERVICEENABLEDAMOREREALISTICSERVICEEVALUATIONEMPIRICALFINDINGSTHECHOICEOFTHEPLACEOFSERVICEDELIVERYWHEREWASFOUNDTOBETHEMOSTIMPORTANTATTRIBUTEINTHEFIRSTSTUDYTHEIMPORTANCEAVERAGEDACROSSRESPONDENTSWAS33PERCENTTABLE230,57THECHOICEOFTHETIMEOFSERVICEDELIVERYWHENWASSECONDMOSTIMPORTANTINCOMPARISON,TH
41、ETWOTRADITIONALDIMENSIONSTHUSREPRESENTEDLOWERVALUETHECUSTOMERSINPUTINTHESERVICEHOWWASMOREIMPORTANTTHANTHECHOICEOFDIFFERENTSERVICEALTERNATIVESWHATTHEDIFFERENCEINTHERELATIVEIMPORTANCEBETWEENTHEDIMENSIONSWAS,HOWEVER,NOTPARTICULARLYLARGETHEFINDINGSFROMTHESECONDSTUDYINDICATEAGAINTHATTIMEANDLOCATIONARETHE
42、TWOMOSTIMPORTANTDIMENSIONSTHETEMPORALDIMENSIONASMOSTIMPORTANTREPRESENTSMORETHANTHECOMBINEDIMPORTANCEOFTHETECHNICALANDFUNCTIONALDIMENSIONSTHESPATIALDIMENSIONRECEIVEDARELATIVEIMPORTANCEOF28PERCENTTHETECHNICALANDFUNCTIONALDIMENSIONSRECEIVEDTHESAMEIMPORTANCEWEIGHTS16PERCENTTHELEVELPARTWORTHSREPRESENTANO
43、THERPERSPECTIVEONTHEVALUEDIMENSIONSASPRESENTEDINFIGURE2INTHESECONDSTUDYNONEOFTHEATTRIBUTELEVELPARTWORTHSARELINEARRATHER,THEFORMOFTHELEVELPARTWORTHSISSATURATINGTHEUTILITYINCREASESSLOWERFROMLEVELTWOTOLEVELTHREETHEDECREASEFROMTHECURRENTLEVELTOTHELOWERLEVELISHIGHLYNEGATIVETHISSUGGESTSTHATTHECURRENTLEVEL
44、ISSATISFYING,ANDIMPROVEMENTSOFFERLESSADDITIONALVALUECOMPAREDTOADECREASEINVALUEFORANINFERIORSERVICENEXT,THEREASONSFORTHERELATIVEIMPORTANCEOFTHEDIMENSIONSAREVALUEFOURTHEMESRELATEDTOTECHNICALVALUEWEREIDENTIFIEDCONTENTDENOTESTHEDESIGNOFTHESERVICEITCREATESVALUEIFTHEDESIGNOFTHESERVICEISFITFORTHECUSTOMERSN
45、EEDSANDIFITISCLEARLYUNDERSTOODANDUPTODATEASTANDARDISEDBUNDLEOFADVERTISEMENTSANDGENERALINFORMATIONORLACKOFCONVERGENCETOOTHERSERVICESREPRESENTASACRIFICETHESERVICEMUSTBECUSTOMISEDACCORDINGTONEEDSHOWEVER,THERISKISTHATTHESERVICEBECOMESTOOCUSTOMISEDIAMNOTINTERESTEDINWHATTHEBANKHASTOOFFERBECAUSEICANGETINFO
46、RMATIONONSTUFFOTHERTHANPAYMENTSFROMWORKIWANTBASICSERVICES,NOTINSURANCEANDBUYINGANDSELLINGSTOCKP3305ITISCONVENIENTBECAUSEYOUCANSEE,IFYOUHAVEMANYACCOUNTS,ALLYOURACCOUNTSITISTOTALLYDIFFERENTFROMANATM,WHEREYOUCANNOTSEE,ORIFYOUGOTOABANKTHENYOUHAVETOASKFORTHEINFORMATIONP1908PRICEREPRESENTSBOTHTHECOSTEFFIC
47、IENCYANDMONETARYCOSTOFUSINGTHESERVICEMOSTRESPONDENTSNOTEDTHATITISABENEFITIFTHEPRICELEVELISFAIRORCHEAPERTHANTHEALTERNATIVESASACRIFICEINCLUDEDTANGIBLEMONETARYCOSTSFORUSINGTHESERVICEANDSUPPORTINGSERVICECOSTS,SUCHASCOSTFORTECHNOLOGYSUPPORTSOMERESPONDENTSWOULDHAVEEXPECTEDLOWERSERVICEPRICEBECAUSEOFTHEIRHI
48、GHINPUTINTHESERVICEPROCESSTHEYCHARGEMEFORNOTHAVINGTODOTHEIRJOBANYLONGER,ANDITHINKITISWRONGTHEYCHARGEMEFORASERVICETHATTHEYDONOTHAVETODOTHEMACHINESCOUNTAUTOMATICALLY,ANDITGOESVIAAUTOMATEDMACHINESP2611TANGIBLESDENOTETHEPHYSICALEVIDENCEOFTHESERVICENECESSARYTANGIBLEPARTSOFTHESERVICE,SUCHASIDENTIFICATIONN
49、UMBERS,CANBEVALUEDECREASINGASTHEYARENEEDEDINORDERTOBEABLETOUSETHESERVICEPROCESSALSO,THEFACTTHATTHESERVICEOUTCOMEISLESSTANGIBLEWHENTHESERVICEISPERFORMEDELECTRONICALLYISBOTHABENEFITANDSACRIFICETHESERVICESHOWSINFORMATIONACERTAINPERIODBACKWARDS,IDONOTKNOWHOWLONG,BUTYOUCANNOTGOBACKWARDSASFARASYOULIKEIFIWANTTOCHECKSOMETHINGFROMTHEBEGINNINGOFTHEYEARICANNOTGETITFROMTHESERVICEP607RELIABILITYINVOLVESTHEDEPENDABILITYOFANDTRUSTINTHESERVICEPROVIDERANDSERVICEOUTCOMEITRELATESTOTHEFACTTHATTHESERVICEISBASEDONSENSITIVEINFORMATIONTHATMUSTBEHANDLEDCAREFULLYSECUREIMAGEREPRESENTSABENEFITANDTHISISPA
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