基于互联网金融的客户粘性研究

发布时间：2018-01-17 13:10

本文关键词：基于互联网金融的客户粘性研究　出处：《华中科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网金融的兴起,从2013年开始国内出现了各式各样的互联网金融产品,在互联网金融产品发展的过程中不可避免地出现了产品同质化,而根据客户粘性理论,保留忠诚的、重复的客户比吸引新客户所需要的成本要少了很多。本文想从客户粘性的角度出发去研究进行互联网金融交易的企业应该加强那些方面的工作,从而提高已购买了互联网金融产品的老客户对于相关网上交易平台的忠诚度。本文结合了客户粘性理论和互联网金融理论,通过问卷调查与案例分析的方式分析了朋友的介绍、网站服务、信息质量、网站声誉、潜在安全意识与产品质量对互联网金融的客户粘性的影响。实证结果表明,朋友的介绍、网站服务、信息质量、网站声誉与产品质量显著地正向影响着互联网金融的客户粘性。本文有助于互联网企业或者传统金融机构探索自己进行互联网金融产品交易时,网上交易平台应该注意那些方面的影响因素,最终以合适的方式提升自己的客户粘性。
[Abstract]:With the rise of Internet banking, from the beginning of 2013 there have been every kind of Internet financial products, in the process of development of the Internet financial products appear in the homogenization of products, according to customer stickiness theory, keeping loyal customers, repeat a lot less than the costs of attracting new customers. This paper want to leave the research of Internet financial transactions from the perspective of customer stickiness enterprise should strengthen those aspects of the work, so as to improve the purchase of Internet financial products and old customers for online trading platform. This paper combines the loyalty of customer stickiness theory and Internet financial theory, through the questionnaire survey and case analysis methods to analyze a friend web service, information quality, website reputation, product quality and safety awareness of potential customer stickiness on the Internet Financial . the empirical results show that the friend's introduction, web service, information quality, website reputation and product quality positively affect the Internet Financial Customer stickiness. It is helpful for Internet companies or traditional financial institutions to explore their own internet financial products trading, online trading platform should pay attention to those aspects of the influence factors, and ultimately to the right the way to improve their own customer stickiness.

【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F832

【相似文献】