网上银行服务质量顾客满意度提升对策研究

发布时间：2018-01-06 09:10

本文关键词：网上银行服务质量顾客满意度提升对策研究　出处：《天津商业大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着信息技术的快速发展，市场全球化逐步加深，互联网已成为商业竞争中的重要工具，世界正在变成一个综合性的买方与卖方的市场。二十年来，网络推动了银行业的变革，银行产品和服务向电子形式转变。发达国家和部分发展中国家开始提供网上银行服务，银行通过充分利用网上的优势来增大市场占有率，扩大顾客量，而对于网上银行来说，扩大顾客量和维持其稳定的重中之重则是对顾客提供满意的服务。只有把服务的中心设立在顾客角度，网上银行才有可能在竞争日趋激烈的当今得到生存与发展。目前国内对网上银行服务质量客户满意度的评价主要集中在理论研究方面，对网银顾客满意度模型及指标体系的研究还不完善，实证研究较少。本文通过问卷调查的方法对我国网上银行客户满意度现状进行相关分析，目的在于了解我国网银目前的基本情况，发现网上银行现存的问题，分析影响满意度的主要因素，进而为提升网上银行客户满意度指明方向。为了更好地分析我国网银服务质量满意度状况，本人阅读了大量国内外相关文献。首先，归纳概括以前学者的研究成果，全面考虑我国网上银行的现状，选取适当的维度科学设计问卷。其次，对调查问卷进行小样本调查，统计调查结果，分析问卷指标的合理性和有效性，从而筛选确定最终版问卷。再次，，对终版问卷进行信度、效度检验，提出假设。最后，根据统计的大样本数据对满意进行评价，并对假设进行验证。本文通过对问卷调查数据进行因子分析和相关性分析发现，影响网上银行服务质量客户满意度的6个因子与顾客的总体满意度均呈正相关的关系；在客户比较关心的安全及便捷这两个因子上，顾客的满意度相对比较高，在响应性、安全性、移情性因子上满意度得分较低。最终在探讨网上银行服务质量客户满意度影响因素的基础上，提出了相应的提升对策。
[Abstract]:With the rapid development of information technology, the market globalization gradually deepened, the Internet has become an important tool in the business competition, the world is becoming a comprehensive buyer and seller market. In twenty years, network to promote banking reform, transformation of banking products and services to electronic form. The developed countries and some developing countries began to offer Internet banking services, the bank by making full use of the advantages of Internet to increase market share, expand the number of customers, and for online banking, expanding the volume of customers and maintain its stable priority among priorities is to provide satisfactory service to customers. Only the service center set up in the customer perspective, Internet banking can be the survival and development in the fierce competition today.
The evaluation of Internet banking service quality customer satisfaction mainly focus on theoretical research, research on online banking customer satisfaction model and the index system is not perfect, less empirical research. This paper through the questionnaire survey method of customer satisfaction situation of Internet banking in China were analyzed, the purpose is to understand the basic situation of China's online banking at present the problems found in existing online banking, the analysis of main factors influencing satisfaction, so as to enhance the direction of Internet banking customer satisfaction.
In order to analyze the situation of China's online banking service quality satisfaction, I read a lot of literatures at home and abroad. Firstly, summarizes the previous research results, to fully consider the situation of Internet banking in China, select the appropriate dimension of scientific design questionnaire. Secondly, the survey questionnaire for small sample, survey results, analysis of the questionnaire the index of the rationality and effectiveness, so as to determine the final version of screening questionnaire. Thirdly, reliability, validity of the final version of the questionnaire, put forward the hypothesis. Finally, according to the evaluation of the satisfaction of large sample data, and to verify the hypothesis.
This paper through the analysis of factor analysis and correlation of the survey data found that 6 factors influencing and overall customer satisfaction of online banking service quality customer satisfaction are positively related; the client is more concerned about the safety and convenience of these two factors, the customer satisfaction is relatively high, the safety in response. Empathy, satisfaction factor score lower. Finally based on the discussion of the influencing factors of online banking service quality customer satisfaction, put forward the corresponding countermeasures.

【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2;F724.6

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