商业银行网银业务用户满意度影响因素分析——基于福建海峡银行的调查数据
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摘要
网上银行打破了交易的时空局限,成为商业银行的业务增长点和竞争点。商业银行要在激烈的竞争环境下生存发展,需努力提升其网银业务用户满意度。对福建海峡银行用户进行网银业务的满意度调查,通过计量分析,发现视觉性、功能性、效益性、安全性及响应性等因素是用户满意度的主要影响因子。加强网银用户的风险防范意识、制定一套权威的网银安全标准、提高网银业务服务质量等是提升商业银行网银用户满意度的关键举措。
Online banking has broken the time-space limitation of transactions and become the business growth point and competitive point of commercial banks. In order to survive and develop in the fierce competition, commercial banks need to make efforts to improve the customer satisfaction of their online banking business. A survey was conducted on the customer satisfaction of Haixia Bank of Fujian with regard to online banking business. Through a quantitative analysis, it was found that visibility, functions, efficiency, safety and responsiveness were the main influencing factors of customer satisfaction. Therefore, it is crucial for commercial banks to strengthen the risk prevention awareness of online banking users, establish a set of authoritative safety standards for online banking and improve the service quality to improve customer satisfaction.
Online banking has broken the time-space limitation of transactions and become the business growth point and competitive point of commercial banks. In order to survive and develop in the fierce competition, commercial banks need to make efforts to improve the customer satisfaction of their online banking business. A survey was conducted on the customer satisfaction of Haixia Bank of Fujian with regard to online banking business. Through a quantitative analysis, it was found that visibility, functions, efficiency, safety and responsiveness were the main influencing factors of customer satisfaction. Therefore, it is crucial for commercial banks to strengthen the risk prevention awareness of online banking users, establish a set of authoritative safety standards for online banking and improve the service quality to improve customer satisfaction.
引文
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[2]DIMITRIADIS G.Assessing service quality on the web:evidence from business-to-consumer portals[J].Journal of Services Marketing,2003,17(5):529-548.
[3]HANS H.B,MAIK H,TOMAS F.Measuring the quality of E-banking portals[J].International Journal of Banking Marketing.2005,23(2):75-153.
[4]LEE M.Factors influencing the adoption of internet banking:an integration of TAM and TPB with perceived risk and perceived benefit[J].Electronic Commerce Research and Applications,2009,8(3):130-141.
[5]SUKIN M.An empirical study of factors affecting the Internet banking adoption among Malaysian consumers[J].Journal of Internet Banking and Commerce,2010,15(2):1-11.
[6]CLEMESM D,GAN C,DU J.The factors impacting on customer’s decisions to adopt Internet banking[J].Banks and Bank Systems,2012,7(3):33-50.
[7]吴晓云,焦勇兵.顾客采用网络银行的影响因素研究[J].南开管理评论,2008,11(6):18-27.
[8]王小燕.隐私协议、隐私印章对网络银行顾客信任及使用意向影响研究[J].预测,2012,31(1):14-19.
[9]贺绍奇.中国互联网银行模式、现行政策、法律环境、面临的法律问题及发展趋势[J].中国市场,2016(13):56-60.
[10]牟胜东,田益祥.商业银行网络银行业务发展影响因素的实证研究[J].技术经济,2017,33(3):97-102.
[11]崔丽,陈爽.我国商业银行服务质量评价与改进对策研究——基于改进的SERVQUAL模型[J].开发研究,2010(4):92-95.
[12]孙晓梅.相关系数与偏相关系数在经济变量相关分析中的应用[J].市场研究,1998(10):20-21.