外文翻譯--網(wǎng)上銀行服務價值研究（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)上銀行服務價值研究</p><p><b>　　引言</b></p><p>　　

30、目前銀行業(yè)的前沿是發(fā)展提供以技術為基礎的服務。從價值創(chuàng)造的角度來看，對網(wǎng)上銀行有興趣的是銀行，而不是消費者，銀行向客戶提供技術為基礎的服務的原因是網(wǎng)上銀行更具成本效益。這會影響銀行對客戶服務的價值，因為銀行沒有提供服務，卻經(jīng)常會發(fā)生客戶與員工的互動。創(chuàng)建客戶自己通過技術為基礎的自我服務，如自動柜員機，互聯(lián)網(wǎng)或移動電話。有了這些自助服務技術，即沒有明確的服務供應商的參與，也能為客戶創(chuàng)造價值，使客戶產(chǎn)生的服務與員工參與的直接服務自主技術對接

31、，甚至有人認為，技術能完全消除人際服務接觸。</p><p>　　因此，對銀行部門的挑戰(zhàn)是如何創(chuàng)建服務的價值。增值方面歷來被視為不一定是有價值的。但是，銀行的研究是描述和衡量服務質(zhì)量，而不是專注于研究服務價值。目前，以技術為基礎的銀行服務影響銀行對使用服務的質(zhì)量產(chǎn)生越來越大的興趣。在對服務的研究中，相比廣泛的電子服務質(zhì)量的研究，研究有關電子服務價值的很少，只有很少的電子服務價值和知之甚少的關于網(wǎng)上銀行服務創(chuàng)造價值

32、。</p><p>　　此次研究的目的是建立一個網(wǎng)上銀行服務價值的概念框架。北歐學派研究的是對服務管理和市場營銷定位研究，重點是從客戶的角度對服務使用價值的研究，。過去的研究已經(jīng)提出了四維時空的價值模型，功能，時間，空間尺寸為基礎。最近的研究是擴展時空維度模型，空間尺寸。在這個文件中，原來的四個立體模型，用于創(chuàng)建，探索第一次的每一維的相對重要性，然后描述的每一維的尺寸來更全面地探討網(wǎng)上銀行服務的價值。</p

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

34、該論文研究從服務質(zhì)量為重點對服務價值，進行營銷實踐。</p><p><b>　　一、服務價值 </b></p><p>　　傳統(tǒng)上，顧客被看作是利益和犧牲的權衡，其中質(zhì)量是企業(yè)的效益和價格的犧牲。感知價值被定義為消費者對產(chǎn)品的效用進行全面評估的基礎上得到什么，給出什么的看法。最近，有人提議通過客戶感知價值在質(zhì)量和價值之間建立函數(shù)，由技術，功能，時間，空間尺寸，每個可

35、以有效益和犧牲部分組成。這個構思，從感知服務質(zhì)量模型擴展，特別是有關的是有人主張要以技術為基礎的自我服務。使用這種想法是有可能的構思與這四個維度的網(wǎng)上銀行服務的價值?？紤]到一個使用價值的觀點和使用作為參考點不同的方案的比較，認為有利的犧牲是在價值維度之中。</p><p>　　服務價值已被定義為從技術，功能，時間和空間維度出發(fā)的知覺的結果。這些交織在一起的服務價值維度代表著一個特定的需求服務（什么是技術價值），價

36、值（如何實現(xiàn)功能價值），這是有關在特定的時間（時間值）和位置（空間值）。網(wǎng)上銀行的服務價值是衡量和定性研究以這個概念化為基礎。兩個研究問題的提出的問題。第一，什么是四個方面的相對重要性？第二，是分尺寸與每個價值維度維度的相對重要性的原因是什么？</p><p><b>　　二、技術價值 </b></p><p>　　技術價值表現(xiàn)結果涉及到什么樣的服務。傳統(tǒng)上它被定義為

37、服務的過程中或核心服務的結果。除了核心的服務，服務產(chǎn)品還包括促進和支持服務，區(qū)別其他服務的選擇。有人認為，服務能力之間進行選擇的替代品是與電子服務有關。</p><p><b>　　三、功能價值 </b></p><p>　　功能價值表示服務提供過程的特點，涉及的過程是如何發(fā)生相互作用的客戶服務觀念。它涉及到與不同類型的服務提供者的互動，也可以是指客戶在服務過程中的

38、參與。因此，移動對客戶在服務過程中的積極作用的重點，涉及的功能尺寸，而不是他們在與員工交互服務客戶服務的過程中輸入的看法。這可能與該服務系統(tǒng)的相互作用，例如一個技術接口。</p><p><b>　　四、臨時價值 </b></p><p>　　時空價值表示客戶的對時間問題的看法時，該服務的交互。它包含了在不同的時間框架接受服務的價值。臨時價值與時間分配，如有時間，時間

39、取向，開放時間，并準時建議涉及雙方的利益和犧牲。</p><p><b>　　五、空間價值</b></p><p>　　空間的物理價值涉及客戶對它的位置，外觀的看法。在服務交互發(fā)生時它代表如何看待客戶的位置。這方面是重要的，因為以技術為基礎的自我服務選擇服務可以提高服務的可用性。類似的時間價值，空間價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私人銀行進行。選擇此設置的一個原因是銀行服務涉及的技術為基礎不同的類型的自我服務，如自動柜員機，電話服務或網(wǎng)上服務。支付服務的使用，因為它們代表了標準化的產(chǎn)品，通過多種渠道提供，一個從全面服務的自助服務選項的連續(xù)提供，并以科技為基礎或人際相互影響而產(chǎn)生。另一個原因是，在芬蘭網(wǎng)上銀行服務主要用于支付帳單和用戶數(shù)量預計將增加