网上银行信息服务质量顾客满意度研究

发布时间：2018-04-01 11:25

本文选题：网上银行　切入点：信息服务　出处：《哈尔滨工业大学》2013年硕士论文

【摘要】：当今社会已经进入信息时代，信息对整个社会的影响逐步提高到一种绝对重要的地位。对于以顾客为导向的网上银行来说，网上银行由于缺少对用户信息行为的了解和重视，往往按照利于自身的原则组织信息，很少将信息内化为工作重心，继而其信息服务呈现出高度相似性和利于价值不大等问题，这些都会造成用户时间、精力成本的浪费和顾客满意度的降低。那么信息服务对网上银行顾客满意度的影响机制是怎样的？企业关注的重点并不止于顾客对企业产品或服务的满意度评价，建立忠诚的客户群体才是其最终目标。就网上银行领域来讲，，顾客满意度是以什么样的方式和方法对顾客忠诚度产生影响的？如何构建科学可行的信息服务视角下的网上银行顾客满意度指数模型？这些都是本研究要解决的问题。作者对信息服务理论和顾客满意度理论的相关文献进行了阅读和梳理，在对前人研究成果借鉴的基础上，以信息服务为出发点，设计本研究的理论模型，并根据相关理论提出研究假设；接着以实证方法对假设的合理性进行了验证，根据实证结果对概念模型进行修正，从而形成最终的研究模型；最后，提出了一些具有可操作性的建议，使得网上银行的信息服务水平得到提高，进而得到更好的发展。研究中使用理论和实证结合的方法，理论上解释了模型的合理性，实证中，通过问卷设计，对信息服务视角下的网上银行顾客满意度进行调查，用SPSS17.0系统分析调查数据。实证研究证明，信息服务视角下的网上银行顾客满意度的影响因素包括了顾客感知服务质量和信息服务，其中，信息服务的易获取性因子既直接影响顾客满意度，又通过影响顾客感知服务质量间接影响顾客满意度，信息服务与顾客需求的相关性和信息服务有用性则完全通过顾客感知服务质量来影响顾客满意度。在不考虑调节变量的情况下，顾客满意度越高，顾客忠诚度就越高。服务追踪既直接影响顾客忠诚，又作为调节因素影响顾客满意度和顾客忠诚之间的关系强度，即网上银行服务追踪水平越高，网上银行满意顾客向忠诚顾客转化的就越多。
[Abstract]:Now that the society has entered the information age, the influence of information on the whole society has gradually increased to an absolutely important position. For the customer-oriented online bank, the online bank lacks the understanding and attention to the user's information behavior. They often organize information according to their own principles, rarely internalize the information as the focus of work, and then their information services present problems such as high similarity and little value, which will result in user time. The waste of energy cost and the decrease of customer satisfaction. What is the influence mechanism of information service on online bank customer satisfaction? The focus of the enterprise is not only the customer satisfaction evaluation of the enterprise products or services, but also the establishment of a loyal customer group is its ultimate goal. In the field of online banking, In what ways and means does customer satisfaction affect customer loyalty? How to build a scientific and feasible information service perspective of online banking customer satisfaction index model? These are the problems to be solved in this study. The author has read and combed the relevant documents of information service theory and customer satisfaction theory, and designed the theoretical model of this study on the basis of reference to the previous research results and taking information service as the starting point. Then the rationality of the hypothesis is verified by empirical method, and the conceptual model is revised according to the empirical results. Finally, the final research model is formed. Some operable suggestions are put forward to improve the information service level of online banking and then to develop better. In the research, the rationality of the model is explained theoretically by the method of combining theory and practice. In the empirical research, the customer satisfaction of online bank is investigated from the perspective of information service through questionnaire design. SPSS17.0 system is used to analyze the survey data. The empirical research shows that the influencing factors of customer satisfaction in online banking from the perspective of information services include customer perceived service quality and information service. The accessibility factor of information service not only directly affects customer satisfaction, but also indirectly affects customer satisfaction by influencing customer perceived service quality. The correlation between information service and customer demand and the usefulness of information service affect customer satisfaction completely through customer perceived service quality. The higher the customer loyalty is, the higher the relationship between customer satisfaction and customer loyalty is influenced by service tracking, that is, the higher the tracking level of online banking services, the higher the relationship between customer loyalty and customer loyalty. The more online banks are satisfied with their customers, the more they are transformed into loyal customers.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.3

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