网上银行顾客满意度研究

发布时间：2018-05-05 04:32

本文选题：网上银行 + 顾客满意度　；参考：《天津大学》2014年硕士论文

【摘要】：随着国内互联网用户数量持续增加,国内电子商务产品竞争愈发激烈。作为银行的电子商务产品,网上银行融合了银行传统的金融业务以及互联网快捷方便的特点,逐渐成为了银行争夺市场的重要领域。由于互联网使用人数的上升以及国内用户对网络产品的接受度的提高,国内的网上银行已经有井喷式增长的用户,所以银行需要仔细考虑怎样保存这一部分原始顾客和如何通过不断提升网上银行服务招揽新顾客,因此,本文选择研究该对象的顾客满意度很有意义。以往已经有很多学者对传统企业包括商业银行在内的顾客满意度的影响因素进行了充分的研究,本文在前人基础上,针对网上银行这项新兴服务开展了问卷调查,采用了经典的ACSI模型,对所得数据进行了分析研究,目标在于帮助其找到提高顾客满意度的影响因素。本文首先给出研究背景和意义,并对其涉及理论进行了简要的描述。随后,通过问卷调查的方法,得到了一些网上银行的顾客群体的描述性统计信息(性别,收入等)以及他们对其正在使用的网上银行的各项影响因素评价,之后本文根据这些评价建立了结构方程模型,并且对其中一些因素进行了修正,同时验证了之前的假设。本文对整个过程进行定量分析,并且研究对象是网上银行,方法可靠,可应用性强,其结果可为提升网上银行顾客满意度提供参考。
[Abstract]:With the continuous increase in the number of domestic Internet users, the competition of domestic e-commerce products is becoming more and more fierce. As the electronic commerce product of the bank, the online bank has integrated the traditional financial business of the bank and the quick and convenient characteristic of the Internet, and has gradually become an important field for the bank to compete for the market. Due to the increase in the number of people using the Internet and the increasing acceptance of network products by domestic users, domestic Internet banks have already had blowout growth of users. Therefore, banks need to carefully consider how to preserve this part of the original customers and how to attract new customers through the continuous upgrading of online banking services. Therefore, it is meaningful for this paper to choose to study the customer satisfaction of this object. In the past, many scholars have made full research on the influencing factors of customer satisfaction in traditional enterprises, including commercial banks. Based on the predecessors, this paper has carried out a questionnaire survey on the emerging service of online banking. The classical ACSI model is used to analyze and study the data. The purpose is to find the influencing factors to improve customer satisfaction. This paper first gives the research background and significance, and briefly describes the theory involved. Then, through the method of questionnaire, we get the descriptive statistical information (sex, income, etc.) of some online banking customer groups and their evaluation of the influencing factors of the online bank they are using. Then, the structural equation model is established based on these evaluations, and some of the factors are modified, and the previous assumptions are verified. In this paper, the whole process of quantitative analysis, and the object of study is online banking, the method is reliable, can be applied strongly, the results can provide a reference for improving the customer satisfaction of online banking.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F832.2;F274

【参考文献】