个人网上银行服务质量评价方法实证研究
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摘要
网上银行服务是依托互联网的发展而兴起的一种新型银行服务手段。本文进行个人网上银行服务质量评价研究的目的是构建一个有效的个人网上银行服务质量评价方法,并通过实证研究发现和诊断目前个人网上银行服务中存在的问题,为银行管理者提供提升个人网上银行服务水平的对策和建议。
本文采用理论研究与实证研究相结合的研究方法。在理论研究中,本文从服务质量管理理论和网站服务质量评价等相关领域研究成果出发,构建个人网上银行服务质量评价的指标体系以及评价方法；在实证研究中,本文以招商银行个人网上银行服务质量为研究对象,通过发放调查问卷的方式对其服务质量的现状进行多角度的分析和评价,并得出最终的结论。
本文构建了包括9个维度26个指标项的个人网上银行服务质量评价指标体系,应用SQ-Atten评价方法对个人网上银行服务质量进行了评价,并运用相关分析、回归分析等统计分析方法对调查结果进行了分析,提取出了5个影响个人网上银行服务质量的重要指标项,最终提出提升个人网上银行服务质量的建议。
The Internet has become a relatively new service delivery channel in the banking industry in the last few decades. This research aims to create an effective service quality measurement model for Online Personal Banking Services, hence to help the banks to identify the weaknesses of their online service and provide suggestions for improvements.
This research proposed an'Indicator System'for measuring the quality of Online Personal Banking Services through a comprehensive literature review on Service Quality Management and Online Service Quality Measurement. A case study approach was then adopted to illustrate and verify the'Indicator System'in a major Online Personal Banking Service provider in China, China Merchant Bank. Customer data were collected through questionnaires and analyzed from different angles.
The original proposed'Indicator System'contains 9 dimensions and 26 determinants of Online Personal Banking Service Quality. Through the application of SQ-Atten and statistical analysis,5 most important determinants were finally identified. Suggestions for improvements on Online Personal Banking Service Quality were provided with the focus of those 5 determinants.
本文采用理论研究与实证研究相结合的研究方法。在理论研究中,本文从服务质量管理理论和网站服务质量评价等相关领域研究成果出发,构建个人网上银行服务质量评价的指标体系以及评价方法；在实证研究中,本文以招商银行个人网上银行服务质量为研究对象,通过发放调查问卷的方式对其服务质量的现状进行多角度的分析和评价,并得出最终的结论。
本文构建了包括9个维度26个指标项的个人网上银行服务质量评价指标体系,应用SQ-Atten评价方法对个人网上银行服务质量进行了评价,并运用相关分析、回归分析等统计分析方法对调查结果进行了分析,提取出了5个影响个人网上银行服务质量的重要指标项,最终提出提升个人网上银行服务质量的建议。
The Internet has become a relatively new service delivery channel in the banking industry in the last few decades. This research aims to create an effective service quality measurement model for Online Personal Banking Services, hence to help the banks to identify the weaknesses of their online service and provide suggestions for improvements.
This research proposed an'Indicator System'for measuring the quality of Online Personal Banking Services through a comprehensive literature review on Service Quality Management and Online Service Quality Measurement. A case study approach was then adopted to illustrate and verify the'Indicator System'in a major Online Personal Banking Service provider in China, China Merchant Bank. Customer data were collected through questionnaires and analyzed from different angles.
The original proposed'Indicator System'contains 9 dimensions and 26 determinants of Online Personal Banking Service Quality. Through the application of SQ-Atten and statistical analysis,5 most important determinants were finally identified. Suggestions for improvements on Online Personal Banking Service Quality were provided with the focus of those 5 determinants.
引文
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[3]柴盈,韦福祥.服务质量内涵的综述与思考[J].科技与管理,2004,3：36-38.
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[12]冯炳英.论我国网上银行的发展策略[J].商业时代,2004,8：60.
[13]葛成.浅析中国网络银行发展前景[J].特区经济,2004,11：112-115.
[14]郭东强,王志江.管理信息系统综合评价的数学模型[J].运筹与管理,2000,9(3)：74-80.
[15]郭东强.信息系统评价的定量化模型[J].中国管理科学,2000,8：96-102.
[16]郭锋,王武魁.个人网上银行服务质量评价方法及其实证研究[J].金融理论与实践,2009,11：39-43.
[17]韩经纶,韦福祥.顾客满意度与忠诚度的互动关系研究[J].南开管理评论,2000,4：3-9.
[18]黄爱白,赵冬梅.B-C电子商务网站评价指标体系研究[J].商业研究，2006,1：192-194.
[19]黄梯云.管理信息系统[M].北京：高等教育出版社,2000.7：6-7.
[20]嵇海宝.国内网上银行服务品质研究[D].浙江大学硕士论文,2006.
[21]江靖,蒋建铭.中外网上银行发展现状比较[J].特区经济,2005,3：94-95.
[22]蒋波.服务市场的顾客满意度研究[D].哈尔滨工业大学硕十论文,2003.
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