外文翻譯--網(wǎng)上銀行服務(wù)價(jià)值研究（節(jié)選）

1、<p>　　中文2050字，1178單詞，6932英文字符</p><p>　　外文題目： Conceptualising online banking service value </p><p>　　出 處： Journal of Financial Services Marketing </p><p&g

2、t;　　作 者： Heinonen ,Kristina </p><p>　　原 文：INTRODUCTION</p><p>　　The banking industry is currently in the forefront of the developments of technology-based serv

3、ice delivery. Interesting from a value creation perspective is that banks, not consumers, drive the technology-based service usage by pushing customers towards more cost-efficient service delivery channels. For customers

4、 this influences banking service value because the service delivery frequently occurs without customer–service employee interaction. Customers are creating the service themselves throug</p><p>　　Consequently

5、, a challenge for the bank sector is how to create service value. Aspects traditionally seen as value-adding are not necessarily valuable. Banking research has, however, focused on describing and measuring service qualit

6、y rather than studying service value. Currently, there is a growing interest towards the quality of technology-based banking services and aspects influencing the adoption and use of them. In service research, the amount

7、 of research on e-service value is less extensiv</p><p>　　The aim is to develop a conceptual framework for online banking service value. Positioned within the Nordic School research paradigm and service mana

8、gement and marketing research, the focus is on service value-in-use from a customer perspective. Previous research has suggested a four-dimensional value model based on temporal, functional, temporal, and spatial dimens

9、ions. More recent research has extended this model with sub-dimensions of the temporal, and spatial dimensions. In this paper, the </p><p>　　The paper contributes to previous research by suggesting a concept

10、ual framework of online banking service value from a customer perspective. Online banking service value is proposed to be a multidimensional and hierarchical construct separated into sub-dimensions. Another contribution

11、is the use of both qualitative and quantitative methods in an explorative study that builds on an adductive research approach. The quantitative part of the study conducted as a conjoint task indicates the importanc</p

12、><p>　　SERVICE VALUE</p><p>　　Traditionally, customer perceived value has been seen as the trade-off between benefit and sacrifice, where quality is the benefit and price is the sacrifice. Value ha

13、s been defined as ‘ the consumer ’ s overall assessment of the utility of a product based on perceptions of what is received and what is given ’ . Recently, by building on the correspondence between quality and value it

14、was proposed that customer-perceived value is formed of technical, functional, temporal, and spatial dimensions t</p><p>　　Service value has been defined as the perceived outcome of the trade-off of the set

15、of technical, functional, temporal, and spatial dimensions. These intertwined service value dimensions represent the value of a specific service offering (what, technical value), created in a wanted way (how, functional

16、value) and that is relevant in a specific time (when, temporal value) and location (where, spatial value). The value of online banking services is empirically measured and qualitatively explored b</p><p>　　T

17、echnical value</p><p>　　Technical value involves what the outcome of the service performance is. Traditionally it has been defined as the result of the service process or the core service. In addition to the

18、 core service, the service offering also includes facilitating and supporting service that differentiates one service alternative from another. It has been argued that the ability to choose between service alternatives i

19、s relevant for e-services. </p><p>　　Functional value</p><p>　　Functional value denotes characteristics of the service delivery process and involves customer perceptions of the process how the s

20、ervice interaction occurs. It involves different types of interactions with the service provider and can also refer to the customer ’ s participation in the service process. Accordingly, moving the focus on the customer’

21、s active role in the service process, the functional dimension involves customers’ perceptions of their input in the service process instead of the i</p><p>　　Temporal value</p><p>　　Temporal va

22、lue represents customer perceptions of time issues when the service interaction occurs. It contains the value of receiving the service in different time frames. Temporal value related to time allocations, time availabili

23、ty, time orientations, opening hours, and punctuality has been suggested to involve both benefits and sacrifice. </p><p>　　Spatial value</p><p>　　Spatial value involves customers’ perceptions of

24、 the physical place and its appearance. It represents how the customer perceives the location where the service interaction occurs. This dimension is important, as the service delivery of technology-based self-service op

25、tions can enhance the availability of services. Similar to temporal value, spatial value has been suggested to include both benefit and sacrifice. </p><p>　　METHODOLOGY</p><p>　　An explorative s

26、tudy was conducted in a Finnish private banking context. One reason for choosing this setting was that banking services involve different types of technology-based self-services, such as ATMs, telephone services or onlin

27、e services. Bill payment services were used because they represent a standardized offering, delivered via multiple channels, offered on a continuum ranging from full service to self-service options, and created in techno

28、logy-based or interpersonal interactions. An</p><p>　　外文題目： Conceptualising online banking service value </p><p>　　出 處： Journal of Financial Services Marketing </p>

29、;<p>　　作 者： Heinonen ,Kristina </p><p><b>　　譯 文：</b></p><p>　　網(wǎng)上銀行服務(wù)價(jià)值研究</p><p><b>　　引言</b></p><p>　　

30、目前銀行業(yè)的前沿是發(fā)展提供以技術(shù)為基礎(chǔ)的服務(wù)。從價(jià)值創(chuàng)造的角度來(lái)看，對(duì)網(wǎng)上銀行有興趣的是銀行，而不是消費(fèi)者，銀行向客戶提供技術(shù)為基礎(chǔ)的服務(wù)的原因是網(wǎng)上銀行更具成本效益。這會(huì)影響銀行對(duì)客戶服務(wù)的價(jià)值，因?yàn)殂y行沒(méi)有提供服務(wù)，卻經(jīng)常會(huì)發(fā)生客戶與員工的互動(dòng)。創(chuàng)建客戶自己通過(guò)技術(shù)為基礎(chǔ)的自我服務(wù)，如自動(dòng)柜員機(jī)，互聯(lián)網(wǎng)或移動(dòng)電話。有了這些自助服務(wù)技術(shù)，即沒(méi)有明確的服務(wù)供應(yīng)商的參與，也能為客戶創(chuàng)造價(jià)值，使客戶產(chǎn)生的服務(wù)與員工參與的直接服務(wù)自主技術(shù)對(duì)接

31、，甚至有人認(rèn)為，技術(shù)能完全消除人際服務(wù)接觸。</p><p>　　因此，對(duì)銀行部門(mén)的挑戰(zhàn)是如何創(chuàng)建服務(wù)的價(jià)值。增值方面歷來(lái)被視為不一定是有價(jià)值的。但是，銀行的研究是描述和衡量服務(wù)質(zhì)量，而不是專(zhuān)注于研究服務(wù)價(jià)值。目前，以技術(shù)為基礎(chǔ)的銀行服務(wù)影響銀行對(duì)使用服務(wù)的質(zhì)量產(chǎn)生越來(lái)越大的興趣。在對(duì)服務(wù)的研究中，相比廣泛的電子服務(wù)質(zhì)量的研究，研究有關(guān)電子服務(wù)價(jià)值的很少，只有很少的電子服務(wù)價(jià)值和知之甚少的關(guān)于網(wǎng)上銀行服務(wù)創(chuàng)造價(jià)值

32、。</p><p>　　此次研究的目的是建立一個(gè)網(wǎng)上銀行服務(wù)價(jià)值的概念框架。北歐學(xué)派研究的是對(duì)服務(wù)管理和市場(chǎng)營(yíng)銷(xiāo)定位研究，重點(diǎn)是從客戶的角度對(duì)服務(wù)使用價(jià)值的研究，。過(guò)去的研究已經(jīng)提出了四維時(shí)空的價(jià)值模型，功能，時(shí)間，空間尺寸為基礎(chǔ)。最近的研究是擴(kuò)展時(shí)空維度模型，空間尺寸。在這個(gè)文件中，原來(lái)的四個(gè)立體模型，用于創(chuàng)建，探索第一次的每一維的相對(duì)重要性，然后描述的每一維的尺寸來(lái)更全面地探討網(wǎng)上銀行服務(wù)的價(jià)值。</p

33、><p>　　本文從客戶的角度研究有助于表明了網(wǎng)上銀行服務(wù)價(jià)值的概念框架。網(wǎng)上銀行服務(wù)價(jià)值的建議是一個(gè)多層面的分層構(gòu)造。.另外的貢獻(xiàn)是在以往研究方法的基礎(chǔ)上分別用定性和定量方法的進(jìn)行探索研究，。作為交合的任務(wù)所進(jìn)行的研究表明了定量研究的一部分時(shí)間和空間方面的重要性。反過(guò)來(lái)，定性研究結(jié)果表明，每個(gè)價(jià)值維度是多方面的，以不同的方式可以增加服務(wù)的價(jià)值。對(duì)于銀行業(yè)的現(xiàn)實(shí)意義涉及網(wǎng)上銀行服務(wù)的價(jià)值，從理論和實(shí)證分析，提出概念。

34、該論文研究從服務(wù)質(zhì)量為重點(diǎn)對(duì)服務(wù)價(jià)值，進(jìn)行營(yíng)銷(xiāo)實(shí)踐。</p><p><b>　　一、服務(wù)價(jià)值 </b></p><p>　　傳統(tǒng)上，顧客被看作是利益和犧牲的權(quán)衡，其中質(zhì)量是企業(yè)的效益和價(jià)格的犧牲。感知價(jià)值被定義為消費(fèi)者對(duì)產(chǎn)品的效用進(jìn)行全面評(píng)估的基礎(chǔ)上得到什么，給出什么的看法。最近，有人提議通過(guò)客戶感知價(jià)值在質(zhì)量和價(jià)值之間建立函數(shù)，由技術(shù)，功能，時(shí)間，空間尺寸，每個(gè)可

35、以有效益和犧牲部分組成。這個(gè)構(gòu)思，從感知服務(wù)質(zhì)量模型擴(kuò)展，特別是有關(guān)的是有人主張要以技術(shù)為基礎(chǔ)的自我服務(wù)。使用這種想法是有可能的構(gòu)思與這四個(gè)維度的網(wǎng)上銀行服務(wù)的價(jià)值?？紤]到一個(gè)使用價(jià)值的觀點(diǎn)和使用作為參考點(diǎn)不同的方案的比較，認(rèn)為有利的犧牲是在價(jià)值維度之中。</p><p>　　服務(wù)價(jià)值已被定義為從技術(shù)，功能，時(shí)間和空間維度出發(fā)的知覺(jué)的結(jié)果。這些交織在一起的服務(wù)價(jià)值維度代表著一個(gè)特定的需求服務(wù)（什么是技術(shù)價(jià)值），價(jià)

36、值（如何實(shí)現(xiàn)功能價(jià)值），這是有關(guān)在特定的時(shí)間（時(shí)間值）和位置（空間值）。網(wǎng)上銀行的服務(wù)價(jià)值是衡量和定性研究以這個(gè)概念化為基礎(chǔ)。兩個(gè)研究問(wèn)題的提出的問(wèn)題。第一，什么是四個(gè)方面的相對(duì)重要性？第二，是分尺寸與每個(gè)價(jià)值維度維度的相對(duì)重要性的原因是什么？</p><p><b>　　二、技術(shù)價(jià)值 </b></p><p>　　技術(shù)價(jià)值表現(xiàn)結(jié)果涉及到什么樣的服務(wù)。傳統(tǒng)上它被定義為

37、服務(wù)的過(guò)程中或核心服務(wù)的結(jié)果。除了核心的服務(wù)，服務(wù)產(chǎn)品還包括促進(jìn)和支持服務(wù)，區(qū)別其他服務(wù)的選擇。有人認(rèn)為，服務(wù)能力之間進(jìn)行選擇的替代品是與電子服務(wù)有關(guān)。</p><p><b>　　三、功能價(jià)值 </b></p><p>　　功能價(jià)值表示服務(wù)提供過(guò)程的特點(diǎn)，涉及的過(guò)程是如何發(fā)生相互作用的客戶服務(wù)觀念。它涉及到與不同類(lèi)型的服務(wù)提供者的互動(dòng)，也可以是指客戶在服務(wù)過(guò)程中的

38、參與。因此，移動(dòng)對(duì)客戶在服務(wù)過(guò)程中的積極作用的重點(diǎn)，涉及的功能尺寸，而不是他們?cè)谂c員工交互服務(wù)客戶服務(wù)的過(guò)程中輸入的看法。這可能與該服務(wù)系統(tǒng)的相互作用，例如一個(gè)技術(shù)接口。</p><p><b>　　四、臨時(shí)價(jià)值 </b></p><p>　　時(shí)空價(jià)值表示客戶的對(duì)時(shí)間問(wèn)題的看法時(shí)，該服務(wù)的交互。它包含了在不同的時(shí)間框架接受服務(wù)的價(jià)值。臨時(shí)價(jià)值與時(shí)間分配，如有時(shí)間，時(shí)間

39、取向，開(kāi)放時(shí)間，并準(zhǔn)時(shí)建議涉及雙方的利益和犧牲。</p><p><b>　　五、空間價(jià)值</b></p><p>　　空間的物理價(jià)值涉及客戶對(duì)它的位置，外觀的看法。在服務(wù)交互發(fā)生時(shí)它代表如何看待客戶的位置。這方面是重要的，因?yàn)橐约夹g(shù)為基礎(chǔ)的自我服務(wù)選擇服務(wù)可以提高服務(wù)的可用性。類(lèi)似的時(shí)間價(jià)值，空間價(jià)值已建議包括利益和犧牲。</p><p>&

40、lt;b>　　六、方法</b></p><p>　　探索性研究是在芬蘭的一個(gè)私人銀行進(jìn)行。選擇此設(shè)置的一個(gè)原因是銀行服務(wù)涉及的技術(shù)為基礎(chǔ)不同的類(lèi)型的自我服務(wù)，如自動(dòng)柜員機(jī)，電話服務(wù)或網(wǎng)上服務(wù)。支付服務(wù)的使用，因?yàn)樗鼈兇砹藰?biāo)準(zhǔn)化的產(chǎn)品，通過(guò)多種渠道提供，一個(gè)從全面服務(wù)的自助服務(wù)選項(xiàng)的連續(xù)提供，并以科技為基礎(chǔ)或人際相互影響而產(chǎn)生。另一個(gè)原因是，在芬蘭網(wǎng)上銀行服務(wù)主要用于支付帳單和用戶數(shù)量預(yù)計(jì)將增加