网上银行服务质量顾客满意度影响因素研究
发布时间：2019-06-18 08:20
【摘要】：电子商务发展的需要使网上银行应运而生。世界上最早的网上银行产生于1995年。而我国最早的网上银行产生于1998年。众所周知,我国现代商业银行的产生和发展的历史要比西方国家短上百年,无论是规模、管理还是业务都有非常大的差距。但是,在网上银行的发展上,我们和世界上最先进的银行几乎是站在同一个条起跑线上的。所以,网上银行的产生给了我们一个宝贵的迎头赶上的机会。面对越来越多外资银行的挑战,我国商业银行更应该把握住这个机遇,提高核心竞争力,争取在这场已经开始的战争中占领先机。 商业银行最主要的资源是客户,对获得服务感到失望的顾客虽然沉默,却有机会选择别的银行,所以争夺客户资源逐渐成为银行业竞争的焦点,而客户的满意与否又往往是银行能否成功占有客户资源的关键。就商业银行而言,顾客满意度是指顾客对银行所提供的金融产品或服务的满意程度。商业银行只有站在顾客的角度,提升顾客满意度,才能在激烈的竞争环境下健康发展。顾客是商业银行的重要资产和利润源泉,争取和保持顾客逐渐成为商业银行的最高经营管理目标。银行能否站在顾客的角度上考虑自己的金融产品和服务,让顾客达到“满意”,决定着银行能否在目前金融危机的严峻环境下顺利的发展。满足顾客的需求和愿望是企业永恒追求的目标。对于网上银行来说,顾客满意度同样十分重要。 随着互联网技术的发展,网上银行作为一种新的金融服务形式而产生,已经拥有了越来越多的用户,同时交易额也有了突飞猛进的增长。它为银行业提供了一种新的经营模式。银行作为服务型行业,其服务营销策略的重要性不言而喻,但互联网带来的新特点,使我们有必要对网上银行的服务营销策略以及顾客满意度加以分析研究。目前,国内外关于传统银行服务营销及顾客满意度的相关研究及著作很多,但关于网上银行服务营销及顾客满意度的相关研究相对较少,尤其是在中国市场环境下的全面系统的研究比较薄弱。所以,本文力求对中国市场环境下的国内商业银行网上银行的服务营销策略加以分析研究,从而得出定量科学的结论,以指导商业银行制定合理的营销策略。 本文基于网上银行顾客满意度测评,试图对商业银行网上银行的服务营销策略做一个系统的研究。论文共有五章构成,第一章主要介绍选题的背景与意义。第二章进行了文献综述的撰写。第三章进行了理论模型及调研方案的设计,提出研究假设。第四章进行定量研究,通过设计相应的调查问卷和进行问卷的数据收集、整理分析工作,对网上银行服务质量满意度进行了实证研究。第五章提出了对提高网上银行服务顾客满意度的一些有针对性的建议,希望能够对网上银行加强服务提供一些帮助。第六章对研究结果进行了推论,指出了研究的不足和未来的研究方向。 本文的主要结论及创新点如下：. (1)通过对被调查人员情况的分析,我们可以发现,在使用网上银行的顾客中,拥有较高学历的年轻人是主力军,由于这部分人群大部分为在校生或者刚刚参加工作的上班族,因此收入并不是很高。 (2)通过对用户使用网上银行基本情况的分析,可以得出：a.用户大多选择四大国有商业银行以及招商银行和交通银行这两家股份制银行的网上银行,这说明顾客在进行网上银行的选择时很看重实体银行的声誉,这些银行可以带给顾客安全感。b.用户了解网上银行的渠道主要是网络及朋友介绍,而一些传统的广告媒介对于网上银行的宣传来说效果并不显著。c.大部分顾客使用网上银行的频率并不高,多在每月1到2次。d.由于购物网站的不断发展,网上银行用户目前使用的最多的功能是网上支付这一功能。e.用户在使用网上银行时,最看重的因素即是安全性及便捷性,银行要在这方面加大服务的力度。 (3)通过因子分析与相关性分析,可以得出用户对网上银行服务方面的满意度能从有形性、安全可靠性、保证性、响应性、移情性以及便利性这6个因素来进行衡量,这些因素与顾客的总体满意度均呈正相关的关系。 (4)通过各项因素顾客满意度综合得分情况进行分析,我们可以发现,在客户比较关心的安全及便捷这两个因子上,顾客的满意度相对比较高,这与人们印象中网上银行是很不安全的观念相反。这说明银行在这方面做的越来越完善了,随着技术的不断进步,银行不断开发出文件数字证书、USBKEY(U盾、Ukey、网盾)和银行动态口令卡等工具,大大提高了网上银行的安全性及便利性。而在由于网上服务接触度较差,在服务过程中没有人与人的直接接触,所以顾客在遇到问题的时候不能得到客服人员充分的帮助,因此响应性这个因子的得分较低。 总之,本文以Parasuraman等三位学者提出的SERVQUAL模型为基础,根据网上银行的特殊性,提出适合网上银行服务的顾客满意度的决定因素,并且根据调查得出了各项决定因素的满意度综合得分,力求对中国市场环境下的国内商业银行网上银行的服务策略加以分析研究,从而得出定量科学的结论,以指导商业银行制定合理的营销策略。 虽然本文取得了一些成果,但由于时间、能力及研究经费等的限制,本文存在着一些局限和尚未深入探讨的地方。 (1)本研究并没有限定一家或几家网上银行作为研究对象,而是以总体来进行研究的,没有针对某几家网上银行作实证分析,以比较各家网上银行在服务上的差异。 (2)本研究是以PZB等人的服务品质特性为基础,再参考其他相关文献而提出本研究的因子,而目前符合网上银行服务的顾客满意度因子并没有一个科学而得到公认的结论。 (3)本文的考察对象限定为在校学生以及工作不久的上班族,考察的对象不够全面。 (4)由于本人的理论研究水平有限,因此实证调研以及调查问卷设计有一定的水平差异,这对研究结论也可能造成影响。
[Abstract]:The need of e-commerce development makes the online banking come into being. The first online banking in the world was produced in 1995. The earliest online banking of our country was produced in 1998. It is well known that the history of the generation and development of modern commercial banks in our country is much shorter than that of the western countries. But on the development of online banking, we and the world's most advanced banks are almost on the same line. Therefore, the production of online banking has given us a valuable opportunity to catch up. In the face of the challenge of more and more foreign banks, our commercial banks should take this opportunity, improve the core competitiveness, and strive to occupy the forerunner in the war that has already started. The main resource of the commercial bank is the customer, while the customer who is disappointed with the service is silent, but there is an opportunity to choose another bank, so the competition for the customer resources gradually becomes the focus of the banking competition Point, and the customer's satisfaction is often the ability of the bank to successfully occupy the customer's resources. Key. For commercial banks, customer satisfaction means the customer's satisfaction with the financial products or services provided by the bank The commercial bank can only stand at the customer's point of view and improve the customer's satisfaction in order to make a healthy development in the fierce competitive environment The customer is the important asset and profit source of the commercial bank, and strives for and keeps the customer gradually becoming the top management object of the commercial bank The bank can take into account its financial products and services at the customer's point of view, and make the customer meet the "be satisfied with", and decide whether the bank can make a smooth development in the severe environment of the current financial crisis To meet the needs and desires of the customer is the eternal pursuit of the enterprise The customer satisfaction is also very heavy for online banking With the development of Internet technology, online banking, as a new form of financial service, has become more and more users, at the same time the transaction volume has made a great deal. Growth. It provides a new way for the banking industry As a service industry, the importance of the service marketing strategy of the bank is self-evident, but the new characteristics brought by the Internet make it necessary to separate the service marketing strategy and the customer satisfaction of the online banking. Analysis and research. At present, there are many researches and works on the marketing and customer satisfaction of traditional banking services at home and abroad, but the research on the marketing of online banking services and the customer satisfaction is relatively small, especially in China's market environment. Therefore, this paper tries to analyze and study the service marketing strategy of the online banking of domestic commercial banks in China's market environment, so as to obtain the conclusion of the quantitative science, so as to guide the commercial bank to establish a reasonable camp. This paper is based on the evaluation of customer satisfaction of online banking, and tries to make one of the service marketing strategies of the online banking of commercial banks. The research of the system is composed of five chapters. The first chapter mainly introduces the topic. Background and significance. The second chapter has carried on the literature The third chapter is the design of the theoretical model and the research plan. Chapter 4 is a quantitative study, which is based on the design of the corresponding questionnaire and the data collection, collation and analysis of the questionnaire and the satisfaction of the quality of service of the online banking. In the fifth chapter, some suggestions on improving the customer satisfaction of online banking service are put forward, and it is hoped that the service of online banking can be enhanced. In chapter 6, the results of the research are deduced, and the deficiency and future of the research are pointed out. The main conclusions of this paper. and the innovation points are as follows: (1) Through the analysis of the situation of the person to be investigated, we can find that, in the customers using the online banking, the young people with a higher education level are the main force, since the majority of the people in this part are students who are in the school or who have just taken part in the work, Therefore, the income is not very high. (2) Through the analysis of the basic situation of the user's use of the online banking, it can be concluded that: a. The user mostly selects the four state-owned commercial banks and the China Merchants Bank and the Bank of Communications. The online banking of the joint stock-stock bank indicates that the customer value the reputation of the real bank in the selection of the online banking, which The bank can bring the customer a sense of security. b. The user knows that the channel of the online banking is mainly the introduction of the network and friends, and some of the traditional advertising media are for online banking. The effect of the publicity is not significant. c. Most customers use the frequency of online banking and Not high, more than 1 to 2 times a month. d. As a result of the continuous development of the shopping website, the users of online banking are currently using the most The function is to pay this function online. e. When the user uses the online banking, the most important factor is security and convenience, and the bank wants to (3) Through the analysis of factor analysis and the correlation, it can be concluded that the satisfaction of the user with respect to the online banking service can be from the tangible property, the security reliability, the assurance, the responsiveness, the empathy and the performance. The convenience is measured by the six factors, which are related to the customer's The overall satisfaction is in the positive relation. (4) Through the analysis of the comprehensive scores of the customer satisfaction of various factors, we can find that the customer satisfaction is relatively high on the two factors of safety and convenience of the customer's comparative interest, which is related to the people's impression The online banking is very unsecure. This means that the bank has done more and more in this respect. With the progress of the technology, the bank has developed the document digital certificate, USBKEY (U-shield, Ukey, net shield) and the bank dynamic password card, and so on. The security and convenience of the online banking are improved. Therefore, the score of response factor is lower. In summary, based on the SERVQUAL model proposed by three scholars such as Parasurman, this paper puts forward the determinants of customer satisfaction for online banking service based on the particularity of online banking, and according to the investigation The comprehensive score of the satisfaction degree of the decision factors is obtained, and the service strategy of the online banking of the domestic commercial banks in the market environment of China is analyzed and studied, so as to obtain the conclusion of the quantitative science. in order to guide the commercial bank to develop a reasonable marketing strategy, although some achievements have been made in this paper, due to the limitation of time, capability and research funds, There are some limitations and unexplored places in this paper. (1) The study does not define one or more online banks as the subject of study, but is not limited to a few online banks as a whole. (2) The present study is based on the service quality characteristics of the PZB and others, and then the factors of this study are put forward with reference to other relevant documents, and the present study is in line with the online banking service. The customer satisfaction factor does not have a scientific and well-accepted conclusion. (3) The object of the study in this paper is limited. The object of the study is not comprehensive for the students and the working group working in the near future. (4) Because of the limited level of the theoretical research, the empirical research and the adjustment
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F832.2
本文编号：2501314
[Abstract]:The need of e-commerce development makes the online banking come into being. The first online banking in the world was produced in 1995. The earliest online banking of our country was produced in 1998. It is well known that the history of the generation and development of modern commercial banks in our country is much shorter than that of the western countries. But on the development of online banking, we and the world's most advanced banks are almost on the same line. Therefore, the production of online banking has given us a valuable opportunity to catch up. In the face of the challenge of more and more foreign banks, our commercial banks should take this opportunity, improve the core competitiveness, and strive to occupy the forerunner in the war that has already started. The main resource of the commercial bank is the customer, while the customer who is disappointed with the service is silent, but there is an opportunity to choose another bank, so the competition for the customer resources gradually becomes the focus of the banking competition Point, and the customer's satisfaction is often the ability of the bank to successfully occupy the customer's resources. Key. For commercial banks, customer satisfaction means the customer's satisfaction with the financial products or services provided by the bank The commercial bank can only stand at the customer's point of view and improve the customer's satisfaction in order to make a healthy development in the fierce competitive environment The customer is the important asset and profit source of the commercial bank, and strives for and keeps the customer gradually becoming the top management object of the commercial bank The bank can take into account its financial products and services at the customer's point of view, and make the customer meet the "be satisfied with", and decide whether the bank can make a smooth development in the severe environment of the current financial crisis To meet the needs and desires of the customer is the eternal pursuit of the enterprise The customer satisfaction is also very heavy for online banking With the development of Internet technology, online banking, as a new form of financial service, has become more and more users, at the same time the transaction volume has made a great deal. Growth. It provides a new way for the banking industry As a service industry, the importance of the service marketing strategy of the bank is self-evident, but the new characteristics brought by the Internet make it necessary to separate the service marketing strategy and the customer satisfaction of the online banking. Analysis and research. At present, there are many researches and works on the marketing and customer satisfaction of traditional banking services at home and abroad, but the research on the marketing of online banking services and the customer satisfaction is relatively small, especially in China's market environment. Therefore, this paper tries to analyze and study the service marketing strategy of the online banking of domestic commercial banks in China's market environment, so as to obtain the conclusion of the quantitative science, so as to guide the commercial bank to establish a reasonable camp. This paper is based on the evaluation of customer satisfaction of online banking, and tries to make one of the service marketing strategies of the online banking of commercial banks. The research of the system is composed of five chapters. The first chapter mainly introduces the topic. Background and significance. The second chapter has carried on the literature The third chapter is the design of the theoretical model and the research plan. Chapter 4 is a quantitative study, which is based on the design of the corresponding questionnaire and the data collection, collation and analysis of the questionnaire and the satisfaction of the quality of service of the online banking. In the fifth chapter, some suggestions on improving the customer satisfaction of online banking service are put forward, and it is hoped that the service of online banking can be enhanced. In chapter 6, the results of the research are deduced, and the deficiency and future of the research are pointed out. The main conclusions of this paper. and the innovation points are as follows: (1) Through the analysis of the situation of the person to be investigated, we can find that, in the customers using the online banking, the young people with a higher education level are the main force, since the majority of the people in this part are students who are in the school or who have just taken part in the work, Therefore, the income is not very high. (2) Through the analysis of the basic situation of the user's use of the online banking, it can be concluded that: a. The user mostly selects the four state-owned commercial banks and the China Merchants Bank and the Bank of Communications. The online banking of the joint stock-stock bank indicates that the customer value the reputation of the real bank in the selection of the online banking, which The bank can bring the customer a sense of security. b. The user knows that the channel of the online banking is mainly the introduction of the network and friends, and some of the traditional advertising media are for online banking. The effect of the publicity is not significant. c. Most customers use the frequency of online banking and Not high, more than 1 to 2 times a month. d. As a result of the continuous development of the shopping website, the users of online banking are currently using the most The function is to pay this function online. e. When the user uses the online banking, the most important factor is security and convenience, and the bank wants to (3) Through the analysis of factor analysis and the correlation, it can be concluded that the satisfaction of the user with respect to the online banking service can be from the tangible property, the security reliability, the assurance, the responsiveness, the empathy and the performance. The convenience is measured by the six factors, which are related to the customer's The overall satisfaction is in the positive relation. (4) Through the analysis of the comprehensive scores of the customer satisfaction of various factors, we can find that the customer satisfaction is relatively high on the two factors of safety and convenience of the customer's comparative interest, which is related to the people's impression The online banking is very unsecure. This means that the bank has done more and more in this respect. With the progress of the technology, the bank has developed the document digital certificate, USBKEY (U-shield, Ukey, net shield) and the bank dynamic password card, and so on. The security and convenience of the online banking are improved. Therefore, the score of response factor is lower. In summary, based on the SERVQUAL model proposed by three scholars such as Parasurman, this paper puts forward the determinants of customer satisfaction for online banking service based on the particularity of online banking, and according to the investigation The comprehensive score of the satisfaction degree of the decision factors is obtained, and the service strategy of the online banking of the domestic commercial banks in the market environment of China is analyzed and studied, so as to obtain the conclusion of the quantitative science. in order to guide the commercial bank to develop a reasonable marketing strategy, although some achievements have been made in this paper, due to the limitation of time, capability and research funds, There are some limitations and unexplored places in this paper. (1) The study does not define one or more online banks as the subject of study, but is not limited to a few online banks as a whole. (2) The present study is based on the service quality characteristics of the PZB and others, and then the factors of this study are put forward with reference to other relevant documents, and the present study is in line with the online banking service. The customer satisfaction factor does not have a scientific and well-accepted conclusion. (3) The object of the study in this paper is limited. The object of the study is not comprehensive for the students and the working group working in the near future. (4) Because of the limited level of the theoretical research, the empirical research and the adjustment
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F832.2
【引证文献】
相关硕士学位论文 前5条
1 张佰尚;女装B2C电子商务平台构建研究与设计[D];中北大学;2012年
2 杨赖;银行服务接触对顾客满意度的影响研究[D];陕西师范大学;2012年
3 姜方远;银行品牌资产、品牌形象与企业客户往来意愿关系研究[D];华中科技大学;2012年
4 耿微;中国商业银行网上银行业务影响因素实证研究[D];辽宁大学;2013年
5 杨波;手机银行顾客满意度影响因素研究[D];暨南大学;2013年
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