本文選題：網(wǎng)上銀行　切入點：信息服務　出處：《哈爾濱工業(yè)大學》2013年碩士論文

【摘要】：當今社會已經(jīng)進入信息時代，信息對整個社會的影響逐步提高到一種絕對重要的地位。對于以顧客為導向的網(wǎng)上銀行來說，網(wǎng)上銀行由于缺少對用戶信息行為的了解和重視，往往按照利于自身的原則組織信息，很少將信息內(nèi)化為工作重心，繼而其信息服務呈現(xiàn)出高度相似性和利于價值不大等問題，這些都會造成用戶時間、精力成本的浪費和顧客滿意度的降低。那么信息服務對網(wǎng)上銀行顧客滿意度的影響機制是怎樣的？企業(yè)關注的重點并不止于顧客對企業(yè)產(chǎn)品或服務的滿意度評價，建立忠誠的客戶群體才是其最終目標。就網(wǎng)上銀行領域來講，，顧客滿意度是以什么樣的方式和方法對顧客忠誠度產(chǎn)生影響的？如何構建科學可行的信息服務視角下的網(wǎng)上銀行顧客滿意度指數(shù)模型？這些都是本研究要解決的問題。 作者對信息服務理論和顧客滿意度理論的相關文獻進行了閱讀和梳理，在對前人研究成果借鑒的基礎上，以信息服務為出發(fā)點，設計本研究的理論模型，并根據(jù)相關理論提出研究假設；接著以實證方法對假設的合理性進行了驗證，根據(jù)實證結果對概念模型進行修正，從而形成最終的研究模型；最后，提出了一些具有可操作性的建議，使得網(wǎng)上銀行的信息服務水平得到提高，進而得到更好的發(fā)展。 研究中使用理論和實證結合的方法，理論上解釋了模型的合理性，實證中，通過問卷設計，對信息服務視角下的網(wǎng)上銀行顧客滿意度進行調(diào)查，用SPSS17.0系統(tǒng)分析調(diào)查數(shù)據(jù)。實證研究證明，信息服務視角下的網(wǎng)上銀行顧客滿意度的影響因素包括了顧客感知服務質(zhì)量和信息服務，其中，信息服務的易獲取性因子既直接影響顧客滿意度，又通過影響顧客感知服務質(zhì)量間接影響顧客滿意度，信息服務與顧客需求的相關性和信息服務有用性則完全通過顧客感知服務質(zhì)量來影響顧客滿意度。在不考慮調(diào)節(jié)變量的情況下，顧客滿意度越高，顧客忠誠度就越高。服務追蹤既直接影響顧客忠誠，又作為調(diào)節(jié)因素影響顧客滿意度和顧客忠誠之間的關系強度，即網(wǎng)上銀行服務追蹤水平越高，網(wǎng)上銀行滿意顧客向忠誠顧客轉(zhuǎn)化的就越多。
[Abstract]:Now that the society has entered the information age, the influence of information on the whole society has gradually increased to an absolutely important position. For the customer-oriented online bank, the online bank lacks the understanding and attention to the user's information behavior. They often organize information according to their own principles, rarely internalize the information as the focus of work, and then their information services present problems such as high similarity and little value, which will result in user time. The waste of energy cost and the decrease of customer satisfaction. What is the influence mechanism of information service on online bank customer satisfaction? The focus of the enterprise is not only the customer satisfaction evaluation of the enterprise products or services, but also the establishment of a loyal customer group is its ultimate goal. In the field of online banking, In what ways and means does customer satisfaction affect customer loyalty? How to build a scientific and feasible information service perspective of online banking customer satisfaction index model? These are the problems to be solved in this study. The author has read and combed the relevant documents of information service theory and customer satisfaction theory, and designed the theoretical model of this study on the basis of reference to the previous research results and taking information service as the starting point. Then the rationality of the hypothesis is verified by empirical method, and the conceptual model is revised according to the empirical results. Finally, the final research model is formed. Some operable suggestions are put forward to improve the information service level of online banking and then to develop better. In the research, the rationality of the model is explained theoretically by the method of combining theory and practice. In the empirical research, the customer satisfaction of online bank is investigated from the perspective of information service through questionnaire design. SPSS17.0 system is used to analyze the survey data. The empirical research shows that the influencing factors of customer satisfaction in online banking from the perspective of information services include customer perceived service quality and information service. The accessibility factor of information service not only directly affects customer satisfaction, but also indirectly affects customer satisfaction by influencing customer perceived service quality. The correlation between information service and customer demand and the usefulness of information service affect customer satisfaction completely through customer perceived service quality. The higher the customer loyalty is, the higher the relationship between customer satisfaction and customer loyalty is influenced by service tracking, that is, the higher the tracking level of online banking services, the higher the relationship between customer loyalty and customer loyalty. The more online banks are satisfied with their customers, the more they are transformed into loyal customers.
【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F832.3

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