网上银行信息安全产品的服务质量差距分析与弥合策略研究

发布时间：2018-05-11 20:25

本文选题：网上银行 + 信息安全产品　；参考：《陕西师范大学》2012年硕士论文

【摘要】：网上银行能够为用户带来许多快捷便利的服务,为银行节省巨大的成本费用和带来更多利润增长点,于是各大银行都积极拓展网上银行业务,四大商业银行已成为国内网上银行交易额排名居前的银行。为了消除客户对网银安全方面的担忧,网银都纷纷加大了技术力量的投入,推出了各种信息安全产品,据易观国际发布的《中国网上银行用户研究报告2009》显示,工商银行,建设银行,招商银行的网银盾,电子银行口令卡的用户覆盖率分别达到了53.3%、39%、30.2%,在保障网银客户信息、资金的安全方面均取得了显著成效。通过对各网上银行客户信息安全产品与服务现状的调研,我们发现目前各网上银行所提供的顾客信息安全保障产品如U盾,动态口令卡,数字文件证书等都已经比较成熟,网上银行在安全技术方面已经具备了抵御各方面风险的实力,然而由于其没有重视到与顾客信息安全保障产品相关的各种服务的开发,所以与我国网民总人数相比,网上银行在顾客获取数量以及网银利用率仍上存在着相当大的差距。又由于这些保障顾客信息安全的产品其功能都已经很相近,今后各大网上银行之间客户获取的竞争将会从产品功能的竞争,扩展到服务质量的竞争,网上银行发展的真正障碍不在于技术,而是在于如何更好地为网上银行客户提供信息安全保障产品在使用过程中的各种服务,提高服务质量,更好地提供进行网上银行安全性的宣传和教育方面的服务,提升网上银行客户与潜在客户使用网银的信心和能力。本文根据服务营销理论中的服务质量差距模型,分析出网上银行信息安全产品的服务质量差距的种种具体表现,识别出影响网银信息安全产品服务质量差距的主要因素,分析服务质量差距产生的主要原因,并据此定性地提出了相应的差距弥合策略。并融合运筹学中的层次分析法,构建出了网上银行信息安全产品服务质量差距弥合策略选择的层次分析模型,针对此模型进行了相应的问卷设计量化分析出影响网上银行信息安全产品(如USB-Key,动态口令卡)服务质量差距的多个因素的相对重要程度,归纳出了网上银行信息安全产品服务质量差距影响因素的归一化权重。并结合服务营销理论中常用的弥合差距策略,对量化结果中所占比重较大的前四个影响因素提出了相应的服务质量差距弥合策略,主要包括：改进服务意识比较薄弱的环节；重视网上银行与各部门之间的沟通协调；加强对顾客需求的挖掘,设计出能够满足不同客户需求的服务标准；加强对传统网点员工信息化培训及服务绩效的考评与激励；充分利用传统网点对顾客使用网上银行信息安全产品的全过程给予指导,通过分析网上银行信息安全产品服务质量各弥合策略对于各商业银行的影响程度,为提升网上银行客户信息安全产品中的服务质量和顾客满意度,对于大力发展网上银行业务,提升各大商业银行的竞争力,全面优化现代金融服务,促进我国现代服务业的长足发展,提出一些有建设性的意见和建议。
[Abstract]:Online banks can bring many fast and convenient services to users, save huge costs and increase profit growth points for banks, so the big banks are actively expanding the online banking business. The four commercial banks have become the top banks in the domestic online banking transactions. Worry, Internet banking has increased the investment of technical forces and launched a variety of information security products. According to the China Internet banking Research Report 2009> published by Yi Guan international, ICBC, construction bank, China Merchants Bank's net silver shield and electronic bank password cards have reached 53.3%, 39%, 30.2%, respectively. Household information and capital security have achieved remarkable results.
Through the investigation of the information security products and service status of the customers on the Internet, we find that the customer information security products such as U shield, dynamic password card and digital document certificate are already mature, and the online banks have already had the strength to resist all aspects of risk in the security technology side. However, because it does not attach importance to the development of various services related to customer information security products, compared with the total number of Internet users in China, there is still a considerable gap between the number of customer acquisition and the utilization rate of net silver. The competition between the major online banks will expand from the competition of the product function to the competition of the quality of service. The real obstacle to the development of the online banking is not the technology, but how to provide the online banking customers with all kinds of services in the process of the use of information security products, improve the quality of service and improve the quality of service. It provides online banking security publicity and education services to enhance the confidence and ability of online banking customers and potential customers to use online banking.
According to the service quality gap model in the service marketing theory, this paper analyzes the specific performance of the service quality gap of the online bank information security products, identifies the main factors that affect the service quality gap of the net silver information security products, analyzes the main reasons of the service quality gap, and qualitatively puts forward the corresponding results. At the same time, the analytic hierarchy process (AHP) in operational research is incorporated into the analytic hierarchy process (AHP) of the quality gap of the Internet bank information security products, and the corresponding questionnaire design is carried out to analyze the poor quality of service quality of the online bank information security products (such as USB-Key, dynamic password card). The relative importance of many factors from the distance is summed up, and the normalized weight of the factors affecting the quality gap of the online bank information security products is summed up, and the corresponding strategy of the service quality gap is put forward by combining the commonly used gap strategy in the service marketing theory. It mainly includes: improving the weak link of service consciousness; attaching importance to the communication and coordination between the Internet Bank and the various departments; strengthening the mining of the customer's demand, designing the service standards that can meet the needs of different customers; strengthening the evaluation and encouragement of the traditional network staff information training and service performance efficiency; making full use of the traditional network. In order to improve the service quality and customer satisfaction of the online bank customer information security products, this paper gives guidance to the whole process of customer use of online bank information security products, through the analysis of the influence degree of the quality of service quality of the online bank information security products to each commercial bank, to improve the service quality and customer satisfaction in the online bank customer information security products, and to develop the online banking business vigorously. To improve the competitiveness of the major commercial banks, to optimize the modern financial services in an all-round way, to promote the rapid development of our modern service industry, and to put forward some constructive suggestions and suggestions.

【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2;F224

【参考文献】