基于PLS-SEM模型的手机银行个人客户忠诚度研究

发布时间：2018-06-21 10:45

本文选题：手机银行 + 客户忠诚度　；参考：《南京农业大学》2015年硕士论文

【摘要】：伴随着4G时代的到来,手机逐渐成为人们生活中形影不离的必需品,因而与手机密切相关的一系列产品和服务更为大众所需求。手机银行作为商业银行推出的新兴电子银行产品之一,无论在产品设计或是营销服务方面都具有较高的市场竞争力,但在客户忠诚的维系方面较为不足。市场竞争最终可以归结为客户资源的竞争,而具有高忠诚度的客户有着巨大的市场潜力,因而取得客户青睐同时维持长久的客户忠诚成为银行竞争的制胜关键。本文在实际调查数据的基础上验证了手机银行个人客户忠诚度的影响因素,以及各因素之间的影响路径与影响程度,并且从手机银行的服务质量、市场营销以及客户群体细分三个方面提出了行之有效的提升建议。文章不仅对丰富客户忠诚度理论具有深刻意义,而且对于切实提升手机银行发展水平,提高银行经营绩效,加强银行业竞争优势有着深远的实践意义。本文选取客户忠诚度作为研究视角,构建了以服务质量、转换成本、关系信任、银行形象为外生潜变量,顾客满意度、感知价值和客户忠诚度为内生潜变量的结构方程模型(SEM)。文章采用网络问卷与纸质问卷相结合的调查方法,选择江苏等经济较为发达地区发放问卷。在整理分析实际调研数据的基础上,运用偏最小二乘估计法(PLS)对模型进行检验分析,主要使用SPSS20.0和SmartPLS3.0软件对数据进行处理,得到的模型估计结果较为理想。本文得到的主要结论有:服务质量和感知价值对手机银行个人客户忠诚度的影响最为显著,关系信任、银行形象和顾客满意度也对其产生一定正向影响。而转换成本与客户忠诚度呈正相关,与顾客满意度呈负相关。根据以上结论,文章提出如下政策建议:首先,在保证交易安全的前提下提升服务质量,提供个性化服务,强化手机银行用户体验;其次,注重手机银行的业务创新,突出产品和服务特色,抢先占据市场份额;最后,对手机银行的不同客户群体进行细分,有针对性地提供优质服务,并进一步完善客户使用信息反馈制度。
[Abstract]:With the arrival of 4G era, mobile phone has gradually become an indispensable necessity in people's life, so a series of products and services closely related to mobile phone are more and more needed by the public. As one of the new electronic banking products launched by commercial banks, mobile banking has high market competitiveness in both product design and marketing services, but it is insufficient in maintaining customer loyalty. The market competition can be attributed to the competition of customer resources, and the customers with high loyalty have great market potential, so it is the key to win the bank competition to win the customers' favor and maintain the customer loyalty for a long time. Based on the actual investigation data, this paper verifies the influencing factors of the personal customer loyalty of mobile banking, the influence path and the degree of influence among the factors, and the service quality of the mobile bank. Marketing and customer group segmentation three aspects of effective suggestions for promotion. This paper not only has profound significance for enriching customer loyalty theory, but also has profound practical significance for improving the development level of mobile banking, improving bank management performance and strengthening the competitive advantage of banking industry. From the perspective of customer loyalty, this paper constructs a structural equation model with service quality, conversion cost, relationship trust and bank image as exogenous latent variables, customer satisfaction, perceived value and customer loyalty as endogenous latent variables. This paper adopts the method of combining online questionnaire with paper questionnaire, and chooses Jiangsu and other economically developed regions to distribute questionnaires. On the basis of analyzing the actual investigation data, the model is tested and analyzed by partial least square estimation (PLS). SPSS 20.0 and SmartPLS3.0 are mainly used to process the data, and the model estimation results are satisfactory. The main conclusions of this paper are as follows: the quality of service and perceived value have the most significant impact on the personal customer loyalty of mobile banking, and the relationship trust, bank image and customer satisfaction also have a positive impact on it. The conversion cost is positively correlated with customer loyalty and negatively correlated with customer satisfaction. Based on the above conclusions, the article puts forward the following policy recommendations: first, improve the service quality, provide personalized services and strengthen the mobile banking user experience under the premise of ensuring transaction security; second, pay attention to the business innovation of mobile banking. Highlight the characteristics of products and services, preemptively occupy market share; finally, subdivide different customer groups of mobile banking, provide quality services, and further improve customer use information feedback system.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.6;F832

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