| Summary: | 碩士 === 國立高雄第一科技大學 === 金融營運所 === 93 === Since the government opened the financial market, new banks have been established as “to mushroom like bamboo shoots after a spring rain”. Especially after they joined WTO, the competition became even higher. Currently, each bank almost doesn’t have unique products, so when each one of them faces various competitors, they need not only manage hardly the relationship between customers, but also get the advantage of competition by using technology. The ATM is a kind of breakthrough technologically, and also with the features of cost-saving and competition-advantage creation. ATM is the main tool of winning for customers, and furthermore, the key of living when the financial industry faces the rapid change and highly competitive environment. The purpose of this study is to discussion the difference of the feature on ATM-users statistic in Yunlin, Chiayi, Tainan Area by the factor of ATM that users to use, and also to the satisfaction of using ATM from banks, as well as the desire of using new function, for providing financial industry as the reference on re-choosing the location of ATM and on making the policy of e-society.
The subjects of this study are the public living in Yunlin, Chiayi, Tainan Area. There are 750 questionnaires sent out with valid 633 returned, so the returning rate of valid sample is 84.4%. The tool for analysis used in this study is SPSS 10.0 Statistics software package, and the methods of data analysis are “Frequency Allocation”, “Test of Sphericity”, “Factor Analysis”, “Cronbach’s α”, “Cluster Analysis”, “Distinction Analysis”, “Cross Analysis”, “Mono-Factor Variable Analysis”, and so on.
It is found from the result of this study that cluster 1 focused on the location of ATM, especially on its convenience and safety, so they belonged to steady and dependable type. Cluster 2 focused on the quality of service, and the design of ATM is easily-operated, the speed of process, free of charge, queue dislike, showing they belonged to the living style with good quality. As for the “affiliated function” of ATM, cluster 2 focused on the additional advertisement, functions of games, and promotions more than cluster 1 did. It is worthy to explore that in the questionnaires, the occupation of ATM users are mainly “finance and insurance” and “military men and government employees”, so it became the feature of ATM major users. Relatively, in this study, the service provided by ATM used most frequently is to withdraw money, then transfer accounts, and then deposit. This responds to that so far people’s impression still falls to the function of withdrawal for the service of ATM, and they use ATM as like “Automatic Withdrawal Machine”. Therefore, apart from withdrawal, other functions are still needed to be strongly introduced, actively made known by financial providers so that the use for channel cash flow could be improved.
It is in the stage of finance reform domestically, so the way of how banks survive and develop in this current would be the main concern in this study. Hopefully, this study could provide financial providers to create the space of automatic service met customers’ demand more, for improving the better environment of cash flow in Taiwan.
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