近年，金融科技快速成長，尤在疫情期間，無接觸式服務快速普及，純網路銀行 (Digital-only banking)、數位金融服務使用者隨之增加。因此人們的數位適應性大幅提升，對服務的期待已不同於過往。同時，數位銀行的技術導向創新，可能產生顧客體驗鴻溝。整體而言，金融技術持續進步，但金融服務體驗差異化低，產業處競價階段，顧客忠誠關係仍有進步空間。在當今體驗經濟環境下，顧客進而追求無形的內在感受、深刻的體驗，服務供應物趨於細膩、不可視。過往常見的服務衡量方式較為單點而具象，逐漸無法滿足當前經濟階段的供應物性質。同時，檢視經濟階段的演進，顧客開始期許供應物帶來更高階的滿足，此脈絡下，顧客的內在需求顯得關鍵。
本研究以探討純網銀顧客體驗對忠誠度的影響為目的，採環境心理學的 S-O-R 理論為基礎提出研究模型，以「刺激－有機體－反應」框架討論服務品質、知覺價值與顧客忠誠度間的相互關係。以混合研究方法解析此研究議題，首先透過半結構式訪談、問卷調查進行質化前導研究，掌握個案服務供需現況。並以文獻為主、前導研究為輔建立研究模型。而後，於分析階段使用 PLS-SEM 驗證研究模型與假設，量化分析服務供應物帶來的體驗刺激，如何產生顧客的內在感受，進而影響忠誠反應。分析階段包含整體樣本分析、淨推薦值橫向分析，並於分析後進行抽樣訪談，檢視各級忠誠度顧客的忠誠要素異同，挖掘量化結果背後的脈絡與要因。研究中混用質量化方法，透過量化方法掌握議題全局觀；以質化方法深究微觀因素。
本文透過建立可供討論的研究模型，解析體驗經濟下顧客體驗的複雜性，凸顯無形而關鍵的內在需求。結果呈現，顧客體驗是多維度的，且能產生內在感知進而影響忠誠度，展現顧客體驗對忠誠度的相關性與重要性。本研究 (1) 將S-O-R理論帶入顧客體驗研究脈絡，加深理解顧客自接收服務刺激至產生忠誠行為間的內在需求，識別關鍵品牌體驗。 (2) 以淨推薦值分群，檢視不同忠誠度顧客的需求差異，輔助企業於有限資源下，具體思考忠誠轉化策略，反思供應物的適切性。 (3) 於學術上深化純網路銀行顧客體驗的探討，提供銀行數位服務創新觀點與提供建構忠誠關係的參考，以期改善整體金融環境競價生態。

The rapid development of fintech, particularly the popularity of services during the pandemic, has advanced in digital-only banking. People have more expectations of services with high digital adoption. However, the rush of technology-driven innovation has created a gap between technology and customer experience. Even if fintech is improving, banking services are poorly differentiated. Branding is not yet fully effective and customer loyalty is lacking. Additionally, customers are increasingly pursuing intangible internal experiences and expecting supply to deliver higher levels of satisfaction in the Experience Economy. In this context, customers' internal needs become crucial.
The purpose of this study is to investigate the impact of digital-only banking experience on loyalty. The research applied a mixed method of qualitative and quantitative approaches in two stages. First, a literature review and exploratory research were conducted through interviews and questionnaires. Based on both, an adopted research model for digital-only banking based on the S-O-R theory was proposed to discuss the correlation between service quality, perceived value, and customer loyalty. Second, to validate the model and hypothesis, Partial Least Squares Structural Equation Modelling analysis was employed Furthermore, a cross-sectional analysis based on Net Promoter Scores were conducted to examine the difference between three customer loyalty levels. Following the analysis, sampling interviews were conducted to examine the differences in loyalty factors among customers at each loyalty level and uncover the context and underlying reasons behind the quantitative results.
The results showed that Functional and Spiritual values have a significant impact on customer loyalty. In addition, Service and Environment experience has a strong influence on perceived value. The importance of this research includes the establishment of the S-O-R theory to explore customer experience, and deepen insights of customer internal needs. From a practical perspective, NPS cross-section analysis guides brands considering the customer loyalty conversion strategy and reflects on the appropriateness of the offerings with limited resources.

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