个人网上银行服务质量对顾客忠诚的影响研究

发布时间：2018-01-20 10:01

本文关键词： 网上银行服务质量顾客忠诚结构方程模型　出处：《广西大学》2014年硕士论文　论文类型：学位论文

【摘要】：本文以个人网上银行服务质量为研究对象,首先回顾了服务质量和网上银行服务质量的相关理论,在此基础上,构建出个人网上银行服务质量对顾客忠诚的影响模型,提出了研究的相关假设。紧接着对预调查结果进行了分析,修正了预调查问卷,利用结构方程模型和相关分析法对本文所提出的模型进行验证,并在此基础之上给出了营销建议。本文研究认为,影响个人网上银行服务质量可以从功能性、可信性、创新性、易用性、资讯性和响应性六个方面来进行衡量,而顾客满意度作为中间变量。其中,“功能性”对“顾客满意度”、“顾客忠诚度”有着显著的正向影响；“可信性”对“顾客满意度”、“顾客忠诚度”有着显著的正向影响；“创新性”和“易用性”对“顾客满意度”都存在着显著的正向影响；“响应性”对“顾客满意度”和“顾客忠诚度”均有显著的正向影响；“顾客满意度”对“顾客忠诚度”有着显著的正向影响。银行应立足网上银行的基本功能,增强实用性；切实保证网上银行的安全性,提高可信度；不断改进优化网上银行,增强创新性；实现从可操作性到易操作性的转变,增强易用性；及时提供新鲜实用金融信息,增强资讯性；建立全天候问题交流反馈机制,提高市场响应度,如此一来,顾客对网上银行的满意度和忠诚度将得到有效提升。
[Abstract]:In this paper, the personal online banking service quality as the research object, first of all reviewed the service quality and online banking service quality related theories, on the basis of this. The influence model of personal online banking service quality on customer loyalty is constructed, and the relevant hypotheses of the research are put forward. Then, the pre-survey results are analyzed and the pre-survey questionnaire is revised. The structural equation model and correlation analysis are used to verify the proposed model, and on the basis of this, some marketing suggestions are given. This paper believes that the service quality of personal online banking can be affected from the functional aspects. Credibility, innovation, ease of use, information and responsiveness are measured, and customer satisfaction is an intermediate variable. Among them, "functionality" is used to measure "customer satisfaction". "customer loyalty" has a significant positive impact; "credibility" has a significant positive impact on "customer satisfaction" and "customer loyalty"; "Innovation" and "ease of use" have a significant positive impact on "customer satisfaction"; "Responsibility" has a significant positive effect on customer satisfaction and customer loyalty. "customer satisfaction" has a significant positive impact on "customer loyalty". Banks should base themselves on the basic functions of online banking and enhance their practicability. To ensure the security of online banking and improve the credibility; Constantly improve and optimize online banking, enhance innovation; To realize the transition from maneuverability to ease of operation, and to enhance the ease of use; Timely provision of fresh and practical financial information to enhance the information; In order to improve the market responsiveness, customers' satisfaction and loyalty to online banking will be improved effectively by establishing a round-the-clock exchange feedback mechanism.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F832.2

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