發(fā)布時(shí)間：2018-01-01 12:06

  本文關(guān)鍵詞：個(gè)人網(wǎng)上銀行顧客滿意度評(píng)價(jià)研究　出處：《南京工業(yè)大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 網(wǎng)上銀行 顧客滿意度 灰色聚類 雙因素理論

【摘要】：隨著金融全球化進(jìn)程的加快，銀行之間的競(jìng)爭(zhēng)日益激烈。信息經(jīng)濟(jì)浪潮下，網(wǎng)上銀行的興起加劇了銀行的競(jìng)爭(zhēng)。為了在競(jìng)爭(zhēng)中謀生存求發(fā)展，利用因特網(wǎng)開(kāi)展新業(yè)務(wù)成為各家銀行競(jìng)爭(zhēng)的焦點(diǎn)�；ヂ�(lián)網(wǎng)帶來(lái)的新特點(diǎn)，也使網(wǎng)上銀行的經(jīng)營(yíng)模式突破了傳統(tǒng)銀行的多重限制。目前，網(wǎng)上銀行不僅是現(xiàn)有銀行服務(wù)的重要手段，而且為銀行在產(chǎn)品、服務(wù)等方面拓展新興業(yè)務(wù)建立了良好的基礎(chǔ)。銀行業(yè)作為服務(wù)性行業(yè)，其服務(wù)質(zhì)量的重要性不言而喻；網(wǎng)上銀行作為銀行業(yè)新的競(jìng)爭(zhēng)焦點(diǎn)，其服務(wù)質(zhì)量同樣至關(guān)重要。自網(wǎng)上銀行誕生以來(lái)，國(guó)內(nèi)外已有一些學(xué)者們對(duì)網(wǎng)上銀行的發(fā)展策略、網(wǎng)上銀行的發(fā)展風(fēng)險(xiǎn)及其防范措施、網(wǎng)上銀行的監(jiān)管等問(wèn)題進(jìn)行研究，但是對(duì)于網(wǎng)上銀行顧客滿意度的研究還比較少。因此，本文擬對(duì)個(gè)人網(wǎng)上銀行顧客滿意度加以深入研究，以期提高個(gè)人網(wǎng)上銀行的服務(wù)質(zhì)量和服務(wù)水平。 本文在總結(jié)前人研究成果的基礎(chǔ)上，首先界定了個(gè)人網(wǎng)上銀行顧客滿意度的含義；接著，采用雙因素理論，，從保健因素和激勵(lì)因素兩個(gè)方面分析了網(wǎng)上銀行顧客滿意度的影響因素，分別是有用性、易用性、安全性、形象性、響應(yīng)性、移情性和補(bǔ)償性，并在此基礎(chǔ)之上構(gòu)建了評(píng)價(jià)指標(biāo)體系；然后，基于灰色理論采用灰色定權(quán)聚類法，構(gòu)建了個(gè)人網(wǎng)上銀行顧客滿意度的評(píng)價(jià)模型；進(jìn)一步，本文采用問(wèn)卷調(diào)查法獲得的第一手?jǐn)?shù)據(jù)，對(duì)我國(guó)個(gè)人網(wǎng)上銀行顧客滿意度進(jìn)行了實(shí)證研究，分析了網(wǎng)上銀行市場(chǎng)占有率前十的十家銀行的個(gè)人網(wǎng)上銀行顧客滿意度情況；最后針對(duì)實(shí)證研究的結(jié)果，提出了改進(jìn)網(wǎng)上銀行顧客滿意度的對(duì)策與建議。
[Abstract]:With the development of financial globalization, the competition between banks is becoming increasingly fierce. Under the tide of information economy, the rise of Internet banking has exacerbated competition in the competition. In order to seek survival and development, the use of the Internet to carry out new business has become the focus of competition for banks. The new characteristics of the Internet, the Internet banking business model breakthrough the multiple limitations of traditional banks. At present, Internet banking is not only an important means of existing banking services, and banks in products, services and expand new businesses to establish a good foundation. The banking industry as a service industry, the importance of self-evident quality of service; Internet banking as a new competition in the banking sector focus, the service quality is also very important. Since the birth of Internet banking, the development strategy at home and abroad, some scholars on the development of Internet banking, Internet banking in the wind Risks and prevention measures, research on regulatory issues of Internet banking, but for the study of customer satisfaction of online banking is still relatively small. Therefore, this paper intends to study deeply on the customer satisfaction of personal online banking, in order to improve the personal internet banking service quality and service level.
In this paper, based on the results of previous studies, first defines the meaning of customer satisfaction of personal online banking; then, using double factor theory, from two aspects of health factors and incentive factors, analyzes the influencing factors of online banking customer satisfaction, are the usefulness, ease of use, security, image, response empathy, and compensation, and on the basis of constructing the evaluation index system; then, the grey theory by grey clustering method based on the evaluation of personal online banking customer satisfaction model; further, this paper adopts the method of questionnaire survey to obtain first-hand data on customer satisfaction of China's personal online banking for empirical research customer satisfaction, personal online bank ten bank analysis of the online banking market share of the top ten; finally, according to the empirical results, put forward The countermeasures and suggestions to the customer satisfaction of the Internet bank.

【學(xué)位授予單位】：南京工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F724.6;F832.3

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