商业银行网上支付业务的服务失误、服务补救及顾客二次满意的关系研究

发布时间：2018-01-18 07:25

本文关键词：商业银行网上支付业务的服务失误、服务补救及顾客二次满意的关系研究　出处：《陕西师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着外资银行的涌入和国内第三方支付行业的迅猛发展,网上银行支付业务的市场份额被迅速侵蚀。日益激烈的竞争促使商业银行以一种全新的视角来关注和审视网上银行的发展。目前各大网银安全水平已经很高,安全认证产品也趋于同质化,网上银行的客户竞争,在很大程度上已经转化为服务的竞争。服务的无形性、异质性、不可储存性以及生产与消费的同时性等特点造成企业不可避免地出现服务失误。通过对网银支付现状调查发现：一方面银行主动地以服务条款作为判据,及时进行相应补救；另一方面顾客往往对于银行服务补救“不领情”,甚至加剧不满、转换服务商、传播负向口碑等事例也屡见不鲜。究其主要原因：①银行在制定服务补救策略时忽略或较少考虑顾客对于“服务失误”感知依据和补偿期望；②未能根据具体的服务问题选择合适的补救努力,导致服务补救措施效用不大。如何针对服务失误背景在有限资源的条件下最优化补救效果,对企业来说至关重要。目前国内外有大量的文献研究了传统行业如航空、医疗、餐饮、电信、银行等线下行业的服务补救,以及线上的网上零售业,对于网上银行支付业务领域的服务补救鲜有研究。鉴于此,本文借鉴服务失误、服务补救、感知公平、二次满意的有关理论知识,结合商业银行网上支付业务的特点,对网上银行支付服务失误类型和服务补救策略进行梳理,将网上银行支付业务的服务失误类型概括为核心服务失误和传递过程失误两大类,将补救策略概括为道歉、快速响应、解释、鼓励并跟踪抱怨、倾听意见。针对每类失误类型以服务补救策略为前因变量,感知公平为中介变量,二次满意为结果变量,构建服务补救、感知公平、二次满意之间的影响关系模型,并提出假设。本文在参考现有量表的基础上,结合网上银行支付服务的特点,针对性的设计了感知公平和二次满意度量表。采用线上和线下发放问卷的方法大量收集相关数据并运用统计分析软件SPSS17.0对这些数据采用专业的方法进行描述性统计、信度分析、效度分析、多元回归分析、两独立样本t检验等处理,通过对假设检验结果进行分析讨论,得出本研究的主要结论,该结论都是在网上银行支付业务背景下得出,其他行业是否适用尚未验证。结论如下：(1)在网上银行支付业务的服务补救过程中,感知公平的各维度正向影响顾客二次满意；(2)网上银行支付业务中,不论在哪种失误类型下感知公平各维度对二次满意的影响大小依次为结果公平、程序公平、交互公平；(3)解释正向影响结果公平；(4)快速响应、鼓励并跟踪抱怨正向影响程序公平；(5)道歉、倾听意见正向影响互动公平；(6)网上银行支付业务中,在核心服务失误类型下解释对结果公平的正向影响比传递过程失误时更大；(7)网上银行支付业务中,在传递过程失误类型下倾听意见对交互公平的正向影响比核心服务失误时更大；(8)网上银行支付业务中,在核心服务失误类型下鼓励并跟踪抱怨对程序公平的正向影响比传递过程失误时更大；根据上述研究结论,对网上银行服务补救方面提出相关对策与建议,如要高度重视服务补救在商业银行网上支付业务发展中的重要地位,增强顾客对结果公平的感知,提供与失误类型对应的服务补救策略,通过人员培训和技术创新减少服务失误等,以期能帮助网上银行合理分配有限资源,提高服务质量。
[Abstract]:With the rapid development of the influx of foreign banks and the third party payment industry, online payment business market share is rapidly eroded. The fierce competition prompted commercial banks with a new view to pay attention to and to examine the development of online banking. The whole network yin'an level has been very high, product safety certification also tends to homogenization, Internet banking competition, to a large extent has been transformed into the competition of service. Service intangibility, heterogeneity, perishability and simultaneous production and consumption characteristics caused by enterprise inevitably service failures can not. Through the investigation on the status of online banking payment: on the one hand, banks take the initiative to find in terms of service as a criterion, timely remedial; on the other hand, customers often for bank service recovery "ungrateful", and even increase dissatisfaction, conversion services, spread negative To say how It is often seen.. The main reason: the bank ignored or less in the formulation of service recovery strategies when considering customer for service failure perception basis and expectation of compensation; the service according to the specific problems of failed to select appropriate remediation efforts, resulting in service recovery measures are not effective. According to the background of service failure in the limited resources under the condition of optimal remedial effect, is critical to the enterprise. At present, a large number of domestic and international literature on traditional industries such as aviation, medical, food and beverage, telecommunications, banking industry line service recovery, as well as online online retail, for the study of service recovery rarely business online banking payment. In view of this, based on the service failure, service recovery, perceived justice, theoretical knowledge about two satisfaction, combined with the characteristics of commercial bank online payment business, on the net The bank payment service failure and service recovery strategies to sort out, service failures will be summed as the core business of online banking payment service failure and transfer errors in two categories, the remedial strategies are summarized as an apology, quick response, explain, encourage and tracking complaints, listen to the views. For each type of errors in service recovery strategy as the antecedent variables of perceived justice, as the intermediary variable, two satisfaction as the outcome variable, construction of service recovery, perceived justice, influence between the two satisfaction model, and put forward the hypothesis. This paper in reference to the existing scale on the basis of combining the characteristics of online payment service, designed on perceived justice and two time satisfaction scale. Using online and offline methods a questionnaire, collecting relevant data and using statistical analysis software SPSS17.0 to the data using the method of tracing professional Descriptive statistics, reliability analysis, validity analysis, regression analysis, two independent samples t test, based on the test results of analysis and discussion, the main conclusions of this study, the conclusion is the payment business background in online banking that, other industries is not yet verified. The conclusions are as follows: (1) the process of service recovery payment on Internet banking, the dimensions of perceived justice has a positive effect on customer satisfaction (two; 2) online payment business, regardless of what kind of errors in the dimensions of perceived justice on the impact of the two order of satisfactory outcome fairness, procedural justice, interactive justice; (3) explain the positive effect of fair results; (4) a quick response, and encourage the positive impact of procedural justice tracking complaints; (5) an apology, listen to the opinions of positive interaction fairness; (6) online payment business, in the core services The type of error under the interpretation of the results and positive impact than the fair transfer process mistakes more; (7) online payment business, in the transfer process of failure types to listen more positive impact on interactive fairness than core service failure; (8) online payment business, the core service failure types encourage and complain about the positive impact on tracking justice more than transfer errors; according to the above research conclusion, put forward relevant countermeasures and suggestions for the online banking service recovery, such as attaching great importance to the service recovery pay important position in business development in the commercial bank network, enhance customer on the perception of fairness, service recovery strategy with the corresponding error types, through staff training and technological innovation to reduce service failures, in order to help the bank on the net to allocate limited resources, improve the service quality.

【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F832.2

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