隨著科技日新月異發展，消費者接觸銀行智能客服與使用的機會也愈來愈多。目前各大銀行都陸續引進智能客服為大眾服務，希望透過銀行智能客服能盡可能的無間斷服務顧客以提高滿意度與服務品質。本研究目的是了解消費者的偏好去歸納出需要改善的服務功能與問題再使用QFD品質屋去找出改善方案，以期提升整體滿意度。
由於消費者是第一線使用者，對於產品的好壞最了解也最能發現問題所在。而為了解決問題的有效方式，本研究是以銀行智能客服使用者為對象，瞭解受訪者對銀行智能客服服務品質構面之重要度與滿意度看法，並依二維品質特性歸類找出13個必須品質與2個魅力品質。為了展開QFD我們應用Kano二維品質模式與IPA重要程度分析，利用品質特性排序法標準化權重並加權Kano二維品質權重，另一方面再透過2階段專家訪談結果得到技術需求與關係矩陣最後以獲得品質機能展開。透過研究結果得知顧客需求排序表前五項為「使用智能客服可以免去親自詢問的不便」、「智能客服的操作系統是不需花費心力且容易了解的」、「智能客服不會跟真人客服一樣因倦怠而對我不耐煩」、「智能客服能夠快速的回應我的需求」、「使用智能客服能夠迅速解決問題」。企業可以根據以上做出妥善的規劃進行有效的品質提升與改善，作為未來智能客服相關產業之參考與發展上的建議。

With the rapid development of technology, consumers have more and more opportunities to access and use the bank's intelligent customer service. At present, all major banks have introduced intelligent customer service to serve the public in succession, hoping to improve customer satisfaction and service quality through the bank's intelligent customer service. The purpose of this study is to understand consumers' preferences, summarize service functions and problems that need to be improved, and then use QFD house of Quality to find improvement plans, so as to improve the overall satisfaction.
As the first line of users, consumers are the best to understand the quality of the product and the best to find the problem. In order to solve the problem effectively, this study takes the intelligent customer service users of banks as the object, to understand the respondents' views on the importance and satisfaction of the quality dimension of the intelligent customer service of banks, and finds out 13 necessary qualities and 2 attractive qualities according to the classification of two-dimensional quality characteristics. In order to develop QFD, we applied Kano two-dimensional quality model and IPA importance degree analysis, standardized weight and weighted Kano two-dimensional quality weight by quality characteristic ranking method. On the other hand, we obtained technical requirements and relationship matrix through the results of 2-stage expert interviews, and finally obtained quality function deployment. Customer requirements through the research result of sorting table top five for "use smart customer service can revoke personally ask inconvenience", "smart customer service of the operating system is not take heart and easy to understand", "intelligent customer service will not like reality customer service because of tired and impatient to me", "smart customer service can quickly response to my needs", "using smart customer service to solve Problem ". According to the above, enterprises can make proper planning for effective quality improvement and improvement, as the future intelligent customer service industry reference and development of the suggestions.

目錄	i
圖目錄	iii
表目錄	iv
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	4
第三節 研究範圍	5
第四節 研究流程	5
第二章 文獻探討	7
第一節 人工智慧定義與發展	7
第二節 智能客服發展概況	12
第三節 顧客滿意度	20
第四節 服務品質	22
第五節 Kano、IPA及QFD	26
第三章 研究方法	38
第一節 研究架構	38
第二節 研究相關變項操作型定義與衡量	39
第三節 研究設計	44
第四節 資料分析方法	46
第四章 資料分析	47
第一節 人口變項統計與信度分析	47
第二節 重要度與滿意度IPA分析	51
第三節Kano 二維品質分類	57
第四節 整合Kano二維品質模式、IPA與品質機能展開	67
第五章 結論與建議	83
第一節 結論	83
第二節 管理意涵、研究限制與未來建議	88
參考文獻	90
附錄一	98
 
圖目錄
圖1-1  研究流程圖	6
圖2-1  二維品質模式及品質要素示意圖	28
圖2-2  二維矩陣示意圖	30
圖2-3  品質屋示意圖	33
圖2-4  品質屋各階段展開示意圖	34
圖3-1  研究流程架構圖	39
圖4- 1  IPA重要度績效分析矩陣圖	56
圖4-2  智能客服滿意矩陣圖	65
 
表目錄
表2-1  人工智慧定義	9
表2-2  顧客滿意度構面	22
表2-3  服務品質定義	23
表2-4  二維品質Kano模式圖	27
表2-5  二維品質要素分類表	29
表2-6  品質機能展開相關研究與文獻	35
表3-1  服務品質構面之操作型定義	40
表3-2  服務品質衡量問項	41
表3-3  顧客滿意度衡量問項	44
表3-4  問卷設計	45
表4-1  Kano品質問卷之銀行智能客服樣本結構	48
表4-2  問卷各部分之Cronbach’s α 係數	50
表4-3  服務品質重要度	52
表4-4  服務品質滿意度	54
表4-5  智能客服Kano品質屬性歸類	59
表4-6  智能客服各品質要素改善之指標	62
表4-7  品質要素萃取表	67
表4-8  重要度與滿意程度之資料轉換	69
表4-9  智能客服使用者之滿意度與差異指數	70
表4-10 重要品質要素標之準化權重	72
表4-11 專家訪談背景	74
表4-12 專家訪談表	76
表4-13 智能客服服務品質技術	78
表4-14 品質要素與品質技術相關表	79
表4-15 智能客服之品質屋	82
表5-1  智能客服服務品質之必需品質	83
表5-2  智能客服服務品質之必需品質與無差異品質	84
表5-3  智能客服服務品質之魅力品質與無差異品質	84
表5-4  智能客服服務品質顧客需求排序表	86
表5-5  智能客服服務品質工程技術排序表	87

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