个人网上银行顾客满意度评价研究

发布时间：2018-01-01 12:06

本文关键词：个人网上银行顾客满意度评价研究　出处：《南京工业大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着金融全球化进程的加快，银行之间的竞争日益激烈。信息经济浪潮下，网上银行的兴起加剧了银行的竞争。为了在竞争中谋生存求发展，利用因特网开展新业务成为各家银行竞争的焦点。互联网带来的新特点，也使网上银行的经营模式突破了传统银行的多重限制。目前，网上银行不仅是现有银行服务的重要手段，而且为银行在产品、服务等方面拓展新兴业务建立了良好的基础。银行业作为服务性行业，其服务质量的重要性不言而喻；网上银行作为银行业新的竞争焦点，其服务质量同样至关重要。自网上银行诞生以来，国内外已有一些学者们对网上银行的发展策略、网上银行的发展风险及其防范措施、网上银行的监管等问题进行研究，但是对于网上银行顾客满意度的研究还比较少。因此，本文拟对个人网上银行顾客满意度加以深入研究，以期提高个人网上银行的服务质量和服务水平。本文在总结前人研究成果的基础上，首先界定了个人网上银行顾客满意度的含义；接着，采用双因素理论，，从保健因素和激励因素两个方面分析了网上银行顾客满意度的影响因素，分别是有用性、易用性、安全性、形象性、响应性、移情性和补偿性，并在此基础之上构建了评价指标体系；然后，基于灰色理论采用灰色定权聚类法，构建了个人网上银行顾客满意度的评价模型；进一步，本文采用问卷调查法获得的第一手数据，对我国个人网上银行顾客满意度进行了实证研究，分析了网上银行市场占有率前十的十家银行的个人网上银行顾客满意度情况；最后针对实证研究的结果，提出了改进网上银行顾客满意度的对策与建议。
[Abstract]:With the development of financial globalization, the competition between banks is becoming increasingly fierce. Under the tide of information economy, the rise of Internet banking has exacerbated competition in the competition. In order to seek survival and development, the use of the Internet to carry out new business has become the focus of competition for banks. The new characteristics of the Internet, the Internet banking business model breakthrough the multiple limitations of traditional banks. At present, Internet banking is not only an important means of existing banking services, and banks in products, services and expand new businesses to establish a good foundation. The banking industry as a service industry, the importance of self-evident quality of service; Internet banking as a new competition in the banking sector focus, the service quality is also very important. Since the birth of Internet banking, the development strategy at home and abroad, some scholars on the development of Internet banking, Internet banking in the wind Risks and prevention measures, research on regulatory issues of Internet banking, but for the study of customer satisfaction of online banking is still relatively small. Therefore, this paper intends to study deeply on the customer satisfaction of personal online banking, in order to improve the personal internet banking service quality and service level.
In this paper, based on the results of previous studies, first defines the meaning of customer satisfaction of personal online banking; then, using double factor theory, from two aspects of health factors and incentive factors, analyzes the influencing factors of online banking customer satisfaction, are the usefulness, ease of use, security, image, response empathy, and compensation, and on the basis of constructing the evaluation index system; then, the grey theory by grey clustering method based on the evaluation of personal online banking customer satisfaction model; further, this paper adopts the method of questionnaire survey to obtain first-hand data on customer satisfaction of China's personal online banking for empirical research customer satisfaction, personal online bank ten bank analysis of the online banking market share of the top ten; finally, according to the empirical results, put forward The countermeasures and suggestions to the customer satisfaction of the Internet bank.

【学位授予单位】：南京工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F832.3

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