本文選題：網(wǎng)上銀行 + 信息安全產(chǎn)品　； 參考：《陜西師范大學(xué)》2012年碩士論文

【摘要】：網(wǎng)上銀行能夠?yàn)橛脩魩?lái)許多快捷便利的服務(wù),為銀行節(jié)省巨大的成本費(fèi)用和帶來(lái)更多利潤(rùn)增長(zhǎng)點(diǎn),于是各大銀行都積極拓展網(wǎng)上銀行業(yè)務(wù),四大商業(yè)銀行已成為國(guó)內(nèi)網(wǎng)上銀行交易額排名居前的銀行。為了消除客戶對(duì)網(wǎng)銀安全方面的擔(dān)憂,網(wǎng)銀都紛紛加大了技術(shù)力量的投入,推出了各種信息安全產(chǎn)品,據(jù)易觀國(guó)際發(fā)布的《中國(guó)網(wǎng)上銀行用戶研究報(bào)告2009》顯示,工商銀行,建設(shè)銀行,招商銀行的網(wǎng)銀盾,電子銀行口令卡的用戶覆蓋率分別達(dá)到了53.3%、39%、30.2%,在保障網(wǎng)銀客戶信息、資金的安全方面均取得了顯著成效。 通過對(duì)各網(wǎng)上銀行客戶信息安全產(chǎn)品與服務(wù)現(xiàn)狀的調(diào)研,我們發(fā)現(xiàn)目前各網(wǎng)上銀行所提供的顧客信息安全保障產(chǎn)品如U盾,動(dòng)態(tài)口令卡,數(shù)字文件證書等都已經(jīng)比較成熟,網(wǎng)上銀行在安全技術(shù)方面已經(jīng)具備了抵御各方面風(fēng)險(xiǎn)的實(shí)力,然而由于其沒有重視到與顧客信息安全保障產(chǎn)品相關(guān)的各種服務(wù)的開發(fā),所以與我國(guó)網(wǎng)民總?cè)藬?shù)相比,網(wǎng)上銀行在顧客獲取數(shù)量以及網(wǎng)銀利用率仍上存在著相當(dāng)大的差距。又由于這些保障顧客信息安全的產(chǎn)品其功能都已經(jīng)很相近,今后各大網(wǎng)上銀行之間客戶獲取的競(jìng)爭(zhēng)將會(huì)從產(chǎn)品功能的競(jìng)爭(zhēng),擴(kuò)展到服務(wù)質(zhì)量的競(jìng)爭(zhēng),網(wǎng)上銀行發(fā)展的真正障礙不在于技術(shù),而是在于如何更好地為網(wǎng)上銀行客戶提供信息安全保障產(chǎn)品在使用過程中的各種服務(wù),提高服務(wù)質(zhì)量,更好地提供進(jìn)行網(wǎng)上銀行安全性的宣傳和教育方面的服務(wù),提升網(wǎng)上銀行客戶與潛在客戶使用網(wǎng)銀的信心和能力。 本文根據(jù)服務(wù)營(yíng)銷理論中的服務(wù)質(zhì)量差距模型,分析出網(wǎng)上銀行信息安全產(chǎn)品的服務(wù)質(zhì)量差距的種種具體表現(xiàn),識(shí)別出影響網(wǎng)銀信息安全產(chǎn)品服務(wù)質(zhì)量差距的主要因素,分析服務(wù)質(zhì)量差距產(chǎn)生的主要原因,并據(jù)此定性地提出了相應(yīng)的差距彌合策略。并融合運(yùn)籌學(xué)中的層次分析法,構(gòu)建出了網(wǎng)上銀行信息安全產(chǎn)品服務(wù)質(zhì)量差距彌合策略選擇的層次分析模型,針對(duì)此模型進(jìn)行了相應(yīng)的問卷設(shè)計(jì)量化分析出影響網(wǎng)上銀行信息安全產(chǎn)品(如USB-Key,動(dòng)態(tài)口令卡)服務(wù)質(zhì)量差距的多個(gè)因素的相對(duì)重要程度,歸納出了網(wǎng)上銀行信息安全產(chǎn)品服務(wù)質(zhì)量差距影響因素的歸一化權(quán)重。并結(jié)合服務(wù)營(yíng)銷理論中常用的彌合差距策略,對(duì)量化結(jié)果中所占比重較大的前四個(gè)影響因素提出了相應(yīng)的服務(wù)質(zhì)量差距彌合策略,主要包括：改進(jìn)服務(wù)意識(shí)比較薄弱的環(huán)節(jié)；重視網(wǎng)上銀行與各部門之間的溝通協(xié)調(diào)；加強(qiáng)對(duì)顧客需求的挖掘,設(shè)計(jì)出能夠滿足不同客戶需求的服務(wù)標(biāo)準(zhǔn)；加強(qiáng)對(duì)傳統(tǒng)網(wǎng)點(diǎn)員工信息化培訓(xùn)及服務(wù)績(jī)效的考評(píng)與激勵(lì)；充分利用傳統(tǒng)網(wǎng)點(diǎn)對(duì)顧客使用網(wǎng)上銀行信息安全產(chǎn)品的全過程給予指導(dǎo),通過分析網(wǎng)上銀行信息安全產(chǎn)品服務(wù)質(zhì)量各彌合策略對(duì)于各商業(yè)銀行的影響程度,為提升網(wǎng)上銀行客戶信息安全產(chǎn)品中的服務(wù)質(zhì)量和顧客滿意度,對(duì)于大力發(fā)展網(wǎng)上銀行業(yè)務(wù),提升各大商業(yè)銀行的競(jìng)爭(zhēng)力,全面優(yōu)化現(xiàn)代金融服務(wù),促進(jìn)我國(guó)現(xiàn)代服務(wù)業(yè)的長(zhǎng)足發(fā)展,提出一些有建設(shè)性的意見和建議。
[Abstract]:Online banks can bring many fast and convenient services to users, save huge costs and increase profit growth points for banks, so the big banks are actively expanding the online banking business. The four commercial banks have become the top banks in the domestic online banking transactions. Worry, Internet banking has increased the investment of technical forces and launched a variety of information security products. According to the China Internet banking Research Report 2009> published by Yi Guan international, ICBC, construction bank, China Merchants Bank's net silver shield and electronic bank password cards have reached 53.3%, 39%, 30.2%, respectively. Household information and capital security have achieved remarkable results.
Through the investigation of the information security products and service status of the customers on the Internet, we find that the customer information security products such as U shield, dynamic password card and digital document certificate are already mature, and the online banks have already had the strength to resist all aspects of risk in the security technology side. However, because it does not attach importance to the development of various services related to customer information security products, compared with the total number of Internet users in China, there is still a considerable gap between the number of customer acquisition and the utilization rate of net silver. The competition between the major online banks will expand from the competition of the product function to the competition of the quality of service. The real obstacle to the development of the online banking is not the technology, but how to provide the online banking customers with all kinds of services in the process of the use of information security products, improve the quality of service and improve the quality of service. It provides online banking security publicity and education services to enhance the confidence and ability of online banking customers and potential customers to use online banking.
According to the service quality gap model in the service marketing theory, this paper analyzes the specific performance of the service quality gap of the online bank information security products, identifies the main factors that affect the service quality gap of the net silver information security products, analyzes the main reasons of the service quality gap, and qualitatively puts forward the corresponding results. At the same time, the analytic hierarchy process (AHP) in operational research is incorporated into the analytic hierarchy process (AHP) of the quality gap of the Internet bank information security products, and the corresponding questionnaire design is carried out to analyze the poor quality of service quality of the online bank information security products (such as USB-Key, dynamic password card). The relative importance of many factors from the distance is summed up, and the normalized weight of the factors affecting the quality gap of the online bank information security products is summed up, and the corresponding strategy of the service quality gap is put forward by combining the commonly used gap strategy in the service marketing theory. It mainly includes: improving the weak link of service consciousness; attaching importance to the communication and coordination between the Internet Bank and the various departments; strengthening the mining of the customer's demand, designing the service standards that can meet the needs of different customers; strengthening the evaluation and encouragement of the traditional network staff information training and service performance efficiency; making full use of the traditional network. In order to improve the service quality and customer satisfaction of the online bank customer information security products, this paper gives guidance to the whole process of customer use of online bank information security products, through the analysis of the influence degree of the quality of service quality of the online bank information security products to each commercial bank, to improve the service quality and customer satisfaction in the online bank customer information security products, and to develop the online banking business vigorously. To improve the competitiveness of the major commercial banks, to optimize the modern financial services in an all-round way, to promote the rapid development of our modern service industry, and to put forward some constructive suggestions and suggestions.

【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.2;F224

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