近年來，隨著金融科技發展與銀行數位轉型加速，行動銀行、網路銀行、數位帳戶、行動支付及自助設備等數位金融服務，已成為顧客日常金融活動中的重要接觸點。然而，顧客在實際使用過程中，仍可能遭遇登入驗證、系統回饋、功能入口、資訊揭露、風控限制及問題處理等摩擦情境，進而影響其服務感受、信任程度與後續使用意願。因此，本研究以顧客旅程觀點出發，探討數位金融服務歷程中的摩擦點，並分析其背後所反映之服務缺口。本研究採用質性研究方法，以關鍵事件分析法作為主要分析工具，透過半結構式訪談蒐集數位金融服務使用者之實際經驗，並將顧客旅程區分為「啟動」、「操作」與「問題處理」三個階段，同時結合 PZB服務缺口模型進行分析。
研究結果發現，數位金融摩擦並非單一操作問題，而是分布於完整顧客旅程之中，可歸納為六大類型：登入驗證與身分確認摩擦、系統效能與即時回饋不足、功能分散與入口不明、資訊揭露不足與交易限制不透明、安全風控與通知提醒所形成之必要摩擦，以及線上線下銜接、支援機制與分眾設計不足。顧客遭遇摩擦時，主要感受為不確定感，並可能進一步產生焦慮、信任下降、通路轉換或降低使用意願等反應。研究亦指出，顧客並非反對安全驗證或風控機制本身，而是期待相關措施能被清楚說明、事先預期並獲得有效支援。基於研究結果，本研究建議金融機構應強化驗證流程之可恢復性、提升資訊透明度、優化功能架構、建立分眾化服務設計，並強化線上線下通路銜接與問題處理機制，以提升數位金融服務體驗與顧客信任。

With the advancement of financial technology and banking digital transformation, digital financial services such as mobile banking, internet banking, digital accounts, mobile payments, and self-service devices have become important tools in customers’ daily financial activities. However, customers may still encounter friction during use, including authentication issues, unclear functions, insufficient system feedback, limited information transparency, risk control restrictions, and difficulties in problem resolution. This study adopts a customer journey perspective to examine customers’ friction experiences in digital financial services and the service gaps reflected behind them. Using a qualitative research approach, this study applies the Critical Incident Technique and semi-structured interviews to collect users’ actual experiences. The customer journey is divided into three stages: initiation, operation, and problem resolution, and the PZB Service Gap Model is used for further analysis. The findings show that digital financial friction appears throughout the customer journey and may lead to uncertainty, anxiety, reduced trust, channel switching, and lower willingness to use digital services. The study also finds that customers do not reject security mechanisms themselves, but expect them to be clear, predictable, and properly supported. Therefore, financial institutions should improve authentication recovery, information transparency, functional design, segmented services, and online-offline support to enhance customer trust and digital financial service experience while balancing security and convenience.

集保所與金融研訓院. (2025). 客戶體驗滿意度研究調查(自然人)調查結案報告. https://m.tdcc.com.tw/TDCCWEB/upload/4028c0b499ccfc400199e047e25f000b.pdf
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