| Summary: | 碩士 === 輔仁大學 === 金融與國際企業學系金融碩士在職專班 === 105 === With the smart mobile devices become necessities of life, many things can be done by mobile devices, such as payment, shopping, communication and so on. This has led to the gradual emphasis on the development of the M- Bank App, which will reduce the number of traditional physical banks if the client is willing to use the M-Bank App, which will not only reduce the labor cost, time cost,rents Cost, and so on, and the efficiency of financial-related services can be increased, customer satisfaction will also increases, the higher the loyalty, there will be more resources can be invested in how to develop new customers, so the development of M-bank App, for the banking sector's profitability and future growth of great help.
Through the AHP method, the establishment of expert coupons, use the questionnaires, respectively, on the banking industry experts and advanced survey, summed up the reasons for the user to choose the M-bank App, the action bank's living, service, cost and right facet of information analysis, " service " the most valued, followed in sequence as "living ", "information " and "cost ", a weight of 30.57%, 29.04%, 25.02% and 15.37%. In addition, this study divides gender into cross analysis, and the first "service " is male, followed by "living ", "information " and "cost ", the weight ratio is 31.42%, 27.48 %, 23.48% and 17.62%; women are the first focus is "living ", followed by the sequence for the "service ", "information " and "cost ", of the weight of 30.45%, 30.44%, 24.32%, 14.79 %, further explore the men and women in the use of mobile banking App, whether there is a difference, to help bankers understand what is valued by users, and I believe that action would be useful to improve the M-bank App.
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