个人网上银行顾客忠诚度影响因素实证研究

发布时间：2018-06-25 13:40

本文选题：个人网上银行 + 顾客忠诚度　；参考：《安徽大学》2012年硕士论文

【摘要】：随着信息技术与科技技术逐渐成熟,电子商务飞速发展,电子商务与传统的银行业的结合导致了网上银行的诞生。网上银行与传统银行相比有很多优势：较低成本,没有时间、空间上的限制,服务差异性,创新优势以及规模和范围经济优势等。目前,接受网上银行服务渠道的用户越来越多,网上银行具备良好的发展空间。银行要在网上银行顾客身上取得顾客价值,并不是仅仅源于取得用户的单次使用,更重要的是取得顾客的持续使用并且不发生转换行为,即顾客忠诚。留住一个老顾客的成本远远低于开发一个新顾客的成本,所以研究网上银行顾客忠诚度影响因素,并根据研究结果提出如何提高网上银行顾客忠诚度的有效建议具有重要意义。本文试图通过对个人网上银行顾客忠诚度的主要影响因素的研究来解决以上问题。分别讨论顾客满意度、网上银行网站品质、服务质量、安全性、转换成本、渠道整合度和商户联合度等因素对个人网上银行顾客忠诚度的影响,构建个人网上银行顾客忠诚度影响因素的研究模型。本文首先对个人网上银行与顾客忠诚度的研究进行总结,发现以前学者对于网上银行的研究主要集中在顾客对网上银行的选择因素上,对于选择了网上银行之后是否愿意保持持续使用行为,即保持顾客忠诚的研究较少；现有的研究也只是把焦点放在网上银行自身素质的建设,而没有综合考虑网上银行与其他相关实体(实体银行与网上其他商户)之间的相互关系。接下来,以问卷调查的方式,对前文建立的研究模型进行实证分析,验证了顾客满意度、安全性、转换成本、和商户联合度等因素对网上银行顾客态度忠诚有显著影响,而对网上银行顾客行为忠诚的有显著影响的因素有顾客满意度、服务质量、安全性、转换成本、和商户联合度。网站品质和渠道整合度对网上银行的顾客忠诚没有显著影响。最后,根据前文的实证分析结果,提出相关建议,包括提升顾客满意度、保证顾客使用网上银行的安全性、加强与其他商户之间的联合度、增加网上银行顾客的转换成本、不断改进服务质量。
[Abstract]:With the maturation of information technology and technology, the rapid development of electronic commerce, the combination of electronic commerce and traditional banking has led to the birth of online banking. Compared with traditional banks, online banking has many advantages: low cost, no time, space constraints, service differences, innovation advantages and economic advantages of scale and scope. At present, more and more users accept online banking service channels, Internet banking has a good space for development. If a bank wants to obtain customer value from its customers on the Internet, it does not only come from the single use of the customer, but also from the continuous use of the customer without switching behavior, that is, customer loyalty. The cost of retaining an old customer is much lower than the cost of developing a new customer. Therefore, it is of great significance to study the influencing factors of online banking customer loyalty, and put forward some effective suggestions on how to improve the online bank customer loyalty according to the research results. This paper attempts to solve the above problems by studying the main influencing factors of customer loyalty in personal online banking. The effects of customer satisfaction, online banking website quality, service quality, security, conversion cost, channel integration and merchant association on customer loyalty of personal online banking are discussed respectively. The research model of influencing factors of customer loyalty in personal online banking is constructed. Firstly, this paper summarizes the research of personal online banking and customer loyalty, and finds that the previous research on online banking mainly focuses on the customer's choice of online banking. There are few studies on whether the Internet Bank is willing to maintain the behavior of continuous use after choosing the Internet Bank, that is, to maintain the loyalty of the customer. The existing studies only focus on the construction of the quality of the Internet Bank itself. There is no comprehensive consideration of the relationship between online banking and other relevant entities (entity banks and other online merchants). Then, through the empirical analysis of the previous research model, we verify that the factors such as customer satisfaction, security, conversion cost, and joint degree of merchants have a significant impact on customer loyalty in online banking. Customer satisfaction, service quality, security, conversion cost, and the degree of association with merchants are the significant factors affecting customer loyalty in online banking. The quality of website and the degree of channel integration have no significant influence on customer loyalty of online banking. Finally, according to the results of empirical analysis above, the paper puts forward some relevant suggestions, including improving customer satisfaction, ensuring the safety of customers using online banking, strengthening the degree of association with other merchants, and increasing the conversion cost of online banking customers. Continuous improvement of service quality.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F830.49;F724.6

【引证文献】