手机银行顾客满意度影响因素研究

发布时间：2018-09-08 17:27

【摘要】：随着3G移动网络的发展和智能手机的普及，手机银行的客户数量和交易额快速增长，手机银行已经成为银行业一个新的利润增长点和市场开拓点。目前我国手机银行仍处于发展阶段，尽管多数银行已经开展了手机银行业务，可以满足顾客的基本业务需求，但整体的服务水平还有待提高；同时，由于手机银行是银行业和移动通讯行业合作的产物，这使手机银行的服务水平不仅仅依赖于传统银行业服务，还受移动通讯运营商网络质量的影响。鉴于手机银行对银行业的重要作用，本文希望通过分析出手机银行顾客满意度的影响因素，为手机银行以后的发展提出有针对性的建议。本文先通过对文献进行梳理，以顾客满意度和服务质量为理论基础，结合手机银行的特点，提出手机银行顾客满意度影响因素模型；然后利用问卷调查的方式来收集数据，进而分析得出结论。本文的主要结论是手机银行的有形性、安全性、易用性、移情性、响应性和经济性对顾客满意度都有一定的影响，，其中易用性、经济性和响应性的影响程度较高，有形性、安全性和移情性影响程度相对小一些。最后，本文针对研究结论分别针对不同影响因素对手机顾客满意度的提升提出了具体实施建议。
[Abstract]:With the development of 3G mobile network and the popularity of smart phones, the number of customers and the turnover of mobile banking have increased rapidly. Mobile banking has become a new profit growth point and market development point of the banking industry. At present, mobile banking in China is still in the development stage. Although most banks have already started mobile banking business to meet the basic business needs of customers, the overall service level still needs to be improved; at the same time, Because mobile banking is the result of cooperation between banking and mobile communication industry, the service level of mobile banking depends not only on traditional banking services, but also on the network quality of mobile communication operators. In view of the important role of mobile banking to the banking industry, this paper hopes to analyze the influencing factors of customer satisfaction of mobile banking, and put forward targeted suggestions for the future development of mobile banking. This paper first combs the literature, based on customer satisfaction and service quality as the theoretical basis, combined with the characteristics of mobile banking, put forward the mobile phone bank customer satisfaction factors model, and then use the questionnaire to collect data, Then the conclusion is drawn by analysis. The main conclusion of this paper is that the visibility, security, ease of use, empathy, responsiveness and economy of mobile banking have a certain impact on customer satisfaction, among which ease of use, economy and responsiveness have a high degree of influence. The effect of safety and empathy is relatively small. Finally, the paper puts forward specific suggestions for the improvement of mobile phone customer satisfaction by different factors.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2

【参考文献】