| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 95 === Owing to the insufficient varieties of the financial products or the offer of identical financial services or merchandise by banks, Taiwan’s financial environment has resulted in over-banking predicaments. In addition, the financial company managing directors are bewilderedly on the concept of economies of scale so as to consider that the more physical banking chains they construct, the more business deals will be done. Owing to the said reasons, the banks have involved in large scale and intense competition such as applying low margin strategy over the years. In the early days, the banks have established branches, ATM, as well as telephone speech banking to better service their customers. Nowadays, electronic banking, the newest banking service, is undoubtedly included by each bank to provide even better and quick service to answer to customers’ instant demands. By providing 24 hours a day, all yearlong prompt services and convenient access, the electronic banking have considerably increased the banking transactions, largely reduced the operating cost, brought more earnings and created preferable competitive advantage so that it is unquestionably considered as the 21st century’s revolutionary financial service innovation. In theory, owing to its traits of no boundary to territory and time, the electronic banking could ideally contribute to more revenues than that of the physical banking chains. The phenomenon, moreover, stands for that the original electronic banking has reformed from its affiliated role to the banks to the fact that it could successfully compete with the physical banking chains. In retrospect to the early stage of the electronic banking, bank companies have purposely established the electronic banking in attempt to lower the operating cost such as bank account checking service that has obviously consumed a great deal of the manpower and in the hope of transferring those activities from the bank counters or telephone speech banking to electronic or virtual banking. By doing that, the customers could personally check through their accounts from the electronic banking system banks provide. Along with the rapid growth and use of the internet, more and more banks have realized that the electronic banking could contribute more and more innovative banking services and good margin. Through the study, we have found that the major obstacles to the development of the electronic banking are resulted from that the users have very little trust on the internet transaction mechanism. In addition to that, 1) alternatives such as physical banking chains and ATM are easy to access 2) users’ not being able to access to the electronic banking unless certain application is submitted to banks beforehand 3) the interference on banking by government’s regulation 4) banks’ failure to lessen users’ concern of the internet transaction safety through advertisement or propaganda have all dragged the development of domestic electronic banking. By interviewing professionals, here we conclude the following suggestions to solve the issue that very few people using the electronic banking. 1) It is suggested that IC card and card reader to be applied for the verification of users’ identity instead of solely inserting users’ name and password on the internet as a way to lessen users’ perceived risk. 2) It is suggested that the electronic banks should include the tax paying platform. Considering that the low cost electronic bank will substantially surpass the physical banking chains owing to its effortless access, electronic banking executives should come up with revolutionary solutions to enhance the efficiency as well as added value of electronic banking.
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