臺灣金融服務業者數量眾多，市場競爭激烈，在各家業者因傳統金融商品的設計日益趨同的情境下，於市場中建立優勢之關鍵，便是透過服務方面創新來優化顧客體驗。亦即，金融業者是否能對既有金融服務進行服務創新，讓顧客在使用服務的過程中獲得更佳的體驗，強化業者在顧客獲取、留客上的影響力。
近年來，人工智慧等新興科技技術蓬勃發展，生成式人工智慧技術成為金融業者切入建構新服務，優化顧客服務體驗的新機會。本研究整合服務創新與動態能力的觀點，研究金融業者如何建構創新服務，發展創新機會，以解決服務缺口，了解在建構創新服務時，業者的服務創新歷程，以及如何重組組織內部資源，克服服務創新過程中的挑戰。在期望透過研究了解業者在建構創新服務時，如何培養組織所需能力，並將其轉化為組織內部知識基礎。
本研究採用質性個案研究法，選定建構運用GenAI技術發展客戶互動服務系統的Y銀行為研究對象，探討深入了解Y銀行如何發展動態能力，建構創新服務的歷程。研究結果發現，金融業者能夠透過整合組織內部個人經驗、觀察外部同業發展服務趨勢、調查服務經營現場、及新興技術的發展等方式，來辨識出創新機會，解決服務缺口。其次，金融業者建構創新服務時，其服務創新歷程，主要以專案形式發展，亦可能透過外部夥伴協助，克服發展創新服務時所遇到的挑戰。在金融業者建構新服務時，組織內部得以透過正式與非正式的機制，培養所需能力，並將其轉化為組織內部知識基礎。

Taiwan's financial services industry is highly competitive due to the large number of financial institutions operating in the market. As traditional financial products have become increasingly homogeneous, service innovation has emerged as a key source of competitive advantage. By innovating existing financial services and enhancing customer experience throughout the service process, financial institutions can strengthen their ability to acquire and retain customers.
In recent years, the rapid advancement of emerging technologies, particularly Generative Artificial Intelligence (GenAI), has created new opportunities for financial institutions to develop innovative services and improve customer experiences. Drawing upon the perspectives of service innovation and dynamic capabilities, this study investigates how financial institutions identify innovation opportunities and develop innovative services to address service gaps. Specifically, it examines the service innovation process involved in developing innovative services, how organizations reconfigure internal resources to overcome challenges during the innovation process, and how they cultivate the capabilities required for service innovation and transform them into organizational knowledge.
This study adopts a qualitative case study approach, selecting Bank Y, which has developed a customer interaction service system based on GenAI technology, as the research case. The study explores how Bank Y develops dynamic capabilities and constructs innovative services. The findings indicate that financial institutions can identify innovation opportunities and address service gaps by integrating employees' experiences, observing industry service trends, investigating frontline service operations, and monitoring the development of emerging technologies. Furthermore, the service innovation process is primarily project-based, with external partners playing an important role in helping organizations overcome challenges encountered during service development. Finally, financial institutions are able to cultivate the capabilities required for service innovation through both formal and informal organizational mechanisms and subsequently transform these capabilities into organizational knowledge.

中文文獻
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2. 中華民國中央銀行全球資訊網(2026)．全國金融機構一覽表。檢自：https://www.cbc.gov.tw/public/data/EBOOKXLS/WLIST.pdf
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https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=202505200001&dtable=News
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