手机银行顾客满意度模型研究

发布时间：2018-10-09 20:20

【摘要】：目前,顾客满意度研究是国内外研究的热点之一。为了突出日常生活中的顾客导向,越来越多的公司选择顾客满意度作为考核指标。伴随着互联网的快速发展,互联网+传统行业的模式兴起,掀起了产业升级的浪潮。网上银行和手机银行就是互联网+传统银行的产物。在这种背景下,探索手机银行顾客满意度影响因素有哪些,并构建模型,既给银行的健康快速发展提供参考依据,具有一定的实践意义,也在一定程度上扩展了满意度理论的应用。本文通过分析和梳理已有研究,确定服务质量模型作为理论依据。在此基础上,对10名手机银行用户进行半结构化深度访谈。基于理论和访谈的结果构建手机银行顾客满意度模型,并对其进行验证。结果如下:(1)手机银行顾客满意度模型,是一个包括易用性、功能性、响应性、安全性、有形性的一阶五因素模型。其结构效度较高,拟合指标分别为:χ2/df=2.173,AGFI=0.926,RMSEA=0.045。同时,五个预测变量和一个结果变量都具有较高的建构信度,分别为:0.892、0.892、0.884、0.872、0.843、0.882。五个因素共涵盖了影响手机银行顾客满意度的17个项目,即开通和安装手机银行的简便性、功能导航清晰程度、功能操作简化程度、图标和文字信息容易理解程度、常用功能可操作性、投资理财功能、生活服务功能、账户管理功能、登录及打开界面速度、功能操作跳转速度、系统稳定性、账户资金和账户信息安全性、安全技术、安全服务、品牌形象、页面美观(颜色、字体大小)、整体布局。(2)在影响手机银行顾客满意度的五个因素中,影响程度较高的是易用性、功能性,安全性,其标准化系数分别为0.497、0.398、0.326;其次是响应性和有形性,其标准化系数分别为0.251、0.225。(3)在易用性因子中,人们对“功能操作简化程度”的关注度最高;在功能性因子中,人们对“账户管理”的关注度最高;在响应性因子中,人们对“功能操作跳转速度”的关注度最高;在安全性因子中,人们对“安全技术”的关注度最高;在有形性因子中,人们对“品牌形象”的关注度最高。
[Abstract]:At present, the research of customer satisfaction is one of the hotspots at home and abroad. In order to highlight the customer orientation in daily life, more and more companies choose customer satisfaction as the evaluation index. With the rapid development of the Internet, the mode of traditional Internet industry rises, raising the tide of industrial upgrading. Internet banking and mobile banking is the product of traditional Internet banking. Under this background, it is of great practical significance to explore the influencing factors of customer satisfaction in mobile banking, and to construct a model, which not only provides a reference for the healthy and rapid development of the bank, but also has certain practical significance. It also extends the application of satisfaction theory to some extent. Through analyzing and combing the existing research, this paper determines the service quality model as the theoretical basis. On the basis of this, 10 mobile bank users were interviewed in semi-structured depth. Based on the results of theory and interview, the customer satisfaction model of mobile bank is constructed and verified. The results are as follows: (1) the customer satisfaction model of mobile banking is a first-order five-factor model including usability, functionality, responsiveness, security, and materiality. Its structural validity was higher, and the fitting indexes were 蠂 2 / dfg ~ (2.173) AGFI ~ (0.926) RMSEAA (0.045). At the same time, five predictive variables and one result variable had higher constructional reliability, which were respectively 0.892U 0.892U 0.884N 0.872U 0.843 / 0.882. The five factors cover 17 items that affect the customer satisfaction of mobile banking, namely, the simplicity of opening and installing mobile banking, the degree of clarity of function navigation, the degree of simplification of function operation, the degree of easy understanding of icons and text information, Common function maneuverability, investment finance function, life service function, account management function, login and open interface speed, function operation jump speed, system stability, account fund and account information security, security technology, Security service, brand image, beautiful page (color, font size), overall layout. (2) of the five factors affecting customer satisfaction of mobile banking, the most influential factors are ease of use, functionality, security, etc. The standardization coefficient was 0.497 / 0.3980.326, followed by responsiveness and materiality (0.251 / 0.225). (3) among the ease of use factors, people paid the highest attention to the "simplification of functional operations"; among the functional factors, People pay the highest attention to "account management"; among the response factors, people pay the highest attention to "function operation jump speed"; in security factor, people pay the highest attention to "security technology"; in tangible factor, people pay more attention to "security technology". People pay the most attention to brand image.
【学位授予单位】：济南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F724.6

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