网上银行服务质量客户感知因素研究

发布时间：2018-03-20 08:26

本文选题：网上银行　切入点：感知服务质量　出处：《安徽财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术的迅速发展,人们消费习惯的改变,国家对外资银行的逐步开放,第三方支付平台的发展等情况的出现,改变了消费者对银行业务的认知并增加了消费者办理多元化业务的选择性,加剧了银行业的竞争,特别是加大了网上银行的竞争力度。网上银行凭借其低成本、高效率的优势在商业银行的经营中占据着越发突出的地位,成为各家商业银行获取竞争力的重要领域。网上银行服务质量的优劣是客户是否进行网上操作的重要因素,服务质量也就成为了网上银行经营中获取持久竞争力的关键因素。然而,调查发现我国网上银行整体服务水平还不是很高,相比于国外,其服务质量水平还有待完善,因此,研究影响网上银行服务质量的因素进而有的放矢的提高服务质量具有重要意义。国内外学者关于网上银行的研究多数基于服务质量与客户满意度、使用意愿方面的研究,对于影响网上银行服务质量水平方面的因素研究较少。此外,随着网络信息技术的发展,客户群体结构层次的变化等都有可能导致影响网上银行服务质量因素的改变。鉴于此,为了研究影响我国网上银行服务质量客户感知的因素,进而提高其服务质量水平,本文从个人客户角度出发,以分支型网上银行为对象,研究影响网上银行服务质量客户感知的因素,以期提高我国网上银行的服务质量。本研究首先对选题的背景及意义进行阐述,并对本文涉及的相关概念简要介绍,接着阐述并总结了国内外学者在网上银行服务质量客户感知方面的文献研究,进而对网上银行服务质量的理论基础进行阐述,为后文进行理论分析做铺垫。其次介绍了我国网上银行的发展概况、服务现状等,网上银行服务质量与各影响因素的相关性分析,运用相关理论分析各个影响因素对于服务质量的影响。再次,本文基于问卷调查,研究影响网上银行服务质量客户感知的因素,并进行了量表数据效度、信度的检验,通过探索性因子分析验证本文关键影响因素对应的指标,然后对关键影响因素进行回归分析及逐步回归分析确定其影响程度的大小。最后,基于实证研究结果,从研究得出的影响因素及对应的得分较低的指标着手,对优化我国网上银行服务质量提出政策建议。本文研究发现,我国网上银行服务质量水平还存在有待完善的地方,且影响网上银行客户感知服务质量的因素按影响程度排列依次为:安全性、有形性、可靠性、响应性、移情性、易用性、有用性,各影响因素对网上银行服务质量均具有正向影响。
[Abstract]:With the rapid development of Internet technology, the change of people's consumption habits, the gradual opening of the country to foreign banks and the development of third-party payment platforms, etc., It has changed consumers' perception of banking business and increased the selectivity of consumers to deal with diversified business. It has intensified the competition in the banking sector, especially in the field of online banking. Internet banking, with its low cost, The advantage of high efficiency occupies an increasingly prominent position in the management of commercial banks and becomes an important field for commercial banks to gain competitiveness. The quality of online banking services is an important factor for customers to operate on the Internet. The service quality has become the key factor to gain lasting competitiveness in the operation of online banking. However, the investigation found that the overall service level of online banking in our country is not very high, compared with foreign countries, its service quality level needs to be improved, therefore, It is of great significance to study the factors that affect the service quality of online banking and then to improve the service quality. Most of the researches on online banking are based on service quality, customer satisfaction, and willingness to use. In addition, with the development of network information technology, the change of customer group structure may lead to the change of the factors affecting the service quality of online banking. In order to study the factors that affect the customer perception of the service quality of online banking in China, and then improve its service quality level, this paper, from the perspective of individual customers, takes branch online banking as the object. In order to improve the service quality of online banking in China, this study first discusses the background and significance of the topic, and briefly introduces the related concepts involved in this paper. Then, this paper expounds and summarizes the domestic and foreign scholars' literature research on customer perception of online banking service quality, and then expounds the theoretical basis of online banking service quality. Secondly, it introduces the general situation of the development of China's online banking, the current situation of services, the quality of online banking services and the correlation analysis of various factors. Thirdly, based on the questionnaire, this paper studies the factors that affect the customer perception of the service quality of online banking, and carries out the test of validity and reliability of the scale data. Through exploratory factor analysis to verify the corresponding indicators of the key factors, and then the key factors of regression analysis and stepwise regression analysis to determine the extent of its impact. Finally, based on empirical research results, Based on the study of the influencing factors and the corresponding index of low score, the paper puts forward some policy suggestions to optimize the service quality of China's Internet banking. This paper finds that there are still some places to be perfected in the level of the service quality of our country's online banking. The factors that affect the perceived service quality of the customers in Internet banking are: security, materiality, reliability, responsiveness, empathy, ease of use, usefulness, etc. All the influencing factors have a positive effect on the service quality of internet banking.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832;F274

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