|عنوان فارسی مقاله:||کاربرد دستگاه های خود پرداز وب در صنعت پرداخت الکترونیکی: مطالعه موردی|
|عنوان انگلیسی مقاله:||The application of Web ATMs in e-payment industry: A case study|
|رشته های مرتبط:||مدیریت، علوم اقتصادی، مهندسی فناوری اطلاعات، تجارت الکترونیک، مدیریت صنعتی، بازاریابی، مدیریت کسب و کار، مدیریت فناوری اطلاعات، توسعه و برنامه ریزی اقتصادی|
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|نشریه||الزویر – Elsevier|
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Today’s highly competitive marketplace is forcing the retail banking industry to optimize every possible revenue-generating opportunity. New electronic channels are replacing the more traditional ones. Web ATMs system represents one of the recent developments in financial service distribution. Through a real-life case study, this article explains how much more advantage can be achieved by enhancing Web ATMs with the latest Web-enablement technology, and examines the key benefits that can accrue from the deployment of integrated circuit (IC) card and smart card reader on Web ATMs. Last but not the least, it is expected that this article could provide strategic thinking with some apocalypses of Web 2.0 to steer the banking system for achievable changes in a direction that is consistent with the needs and expectations of a population, especially in C2C business model.
The advent of the Internet has had great impacts on today’s world. Business is being conducted very differently and has been reshaped by such genius Internet technology. The concepts of electronic commerce (e-commerce) or electronic business (e-business) have gone through a rapid evolutionary process. Today, applications of e-commerce can be seen almost everywhere, from product design, business operations, business transactions, and even to the services delivery (Thomas, Jung, Thomas, & Wu, 2006; Tsai, Huang, Fan, & Liu, 2006; Tsai & Wang, 2008). Indeed, the recent advancement in science and technology does provide many competitive advantages to modern businesses (Chen, Chiniwar, Lin, & Chen, 2006; Chen, Parker, & Lin, 2006). Such Technological advancements are also changing the face of the financial services industry. Although nowadays brick-and-mortar branches still remain the main banking distribution channel (Celik & Karatepe, 2007; Howcroft, Hamilton, & Hewer, 2002; Wang, Wang, Lin, & Tang, 2003), in recent years, the growth of newer channels has introduced significant changes. The Internet and new ATMs are examples of technologies that enable customers to carry out banking operations on their own, without the need to visit a branch office (Martinez Guerrero, Ortega Egea, & Roman Gonzalez, 2007). Because financial services are highly dependent on technology and well-suited to remote delivery, technological advances and the advent of the Internet are causing dramatic changes in the industry. New electronic channels are replacing the more traditional ones (Laukkanen & Lauronen, 2005). Here, the Internet offers many opportunities and benefits to financial services providers by using the Internet for information presentation, two-way communications, interaction with users, and transaction banking (Wu, Yang, & Liang, 2006). On the same point of view, Stamoulis (2000) pointed out that the Internet is increasingly considered a strategic weapon by banks, which are leveraging it as a distribution channel to offer complex products at the same quality they can provide from their physical branches, at a lower cost, to more potential customers, without boundaries. Timmer (2000) also supported this view, highlighting the key features of the Internet such as 24 h availability, almost immediate access and the absence of physical borders. Indeed, the Internet has been one of the key drivers in promoting e-commerce in the banking sector (Jeevan, 2000). Many banks have also looked toward information technologies to assist them in making this transition and to obtain the flexibility necessary to compete well into the future (Chen, Chiniwar et al., 2006; Chen, Parker et al., 2006). However, ACI Corporation (2002) pointed out that most of the ATMs developed prior to the late 1990s were designed to run in an isolated and exclusive environment, with the primary function of dispensing cash. As such, these machines work with magnetic strip cards. They are relatively easy to skim and counterfeit, so for the sake of security, their functionality are still limited. Besides, it is a high degree of independence – they act as small financial islands that communicate only a limited amount of information to and from the bank. They are thus not an effective payment instrument for emerging services. Customers still used to make majority of payments or transfers around the brick-and-mortar banks. Nowadays, the bank industry has been ushered to develop electronic banking services with a suite of products besides to existing over-the-counter services. These Internet platforms which people comparatively know well is ‘‘Internet Banking” or ‘‘Online Banking”. Such electronic financial services on the Web with a secure, reliable payment gateway could enable their customers to carry out elementary transactions such as interbank account transfers, bill payments, tax payments, and balance inquiries. However, owing to related financial services that are still limited on specific websites of proprietary banks and their safe mechanism that are involving various kinds of potential risks, on-line intrusion, hacker’s Trojan procedure, etc., the consequence not only results in effecting their consumer’s confidence, the brand images of banking but also negatively affect the tendency of use of their customers’. Therefore, the purpose of this study is looking on the issues related to the development of Web ATMs in Taiwan from an evolutionary perspective. Through a real-life case study, it is expected this article can explain how much more advantage can be achieved by enhancing Web ATMs with the latest Web-enablement technology, and examines the key benefits that can accrue from the deployment of integrated circuit (IC) card and smart card reader on Web ATMs. Last but not least, authors will try to present some critical strategic thinking with some apocalypses of Web 2.0 to steer the banking system for achievable changes in a direction that is consistent with the needs and expectations of a population that is becoming increasing ready to take control.