本文選題：個人網(wǎng)上銀行 + 顧客忠誠度��； 參考：《安徽大學(xué)》2012年碩士論文

【摘要】：隨著信息技術(shù)與科技技術(shù)逐漸成熟,電子商務(wù)飛速發(fā)展,電子商務(wù)與傳統(tǒng)的銀行業(yè)的結(jié)合導(dǎo)致了網(wǎng)上銀行的誕生。網(wǎng)上銀行與傳統(tǒng)銀行相比有很多優(yōu)勢：較低成本,沒有時間、空間上的限制,服務(wù)差異性,創(chuàng)新優(yōu)勢以及規(guī)模和范圍經(jīng)濟(jì)優(yōu)勢等。目前,接受網(wǎng)上銀行服務(wù)渠道的用戶越來越多,網(wǎng)上銀行具備良好的發(fā)展空間。銀行要在網(wǎng)上銀行顧客身上取得顧客價值,并不是僅僅源于取得用戶的單次使用,更重要的是取得顧客的持續(xù)使用并且不發(fā)生轉(zhuǎn)換行為,即顧客忠誠。留住一個老顧客的成本遠(yuǎn)遠(yuǎn)低于開發(fā)一個新顧客的成本,所以研究網(wǎng)上銀行顧客忠誠度影響因素,并根據(jù)研究結(jié)果提出如何提高網(wǎng)上銀行顧客忠誠度的有效建議具有重要意義。 本文試圖通過對個人網(wǎng)上銀行顧客忠誠度的主要影響因素的研究來解決以上問題。分別討論顧客滿意度、網(wǎng)上銀行網(wǎng)站品質(zhì)、服務(wù)質(zhì)量、安全性、轉(zhuǎn)換成本、渠道整合度和商戶聯(lián)合度等因素對個人網(wǎng)上銀行顧客忠誠度的影響,構(gòu)建個人網(wǎng)上銀行顧客忠誠度影響因素的研究模型。 本文首先對個人網(wǎng)上銀行與顧客忠誠度的研究進(jìn)行總結(jié),發(fā)現(xiàn)以前學(xué)者對于網(wǎng)上銀行的研究主要集中在顧客對網(wǎng)上銀行的選擇因素上,對于選擇了網(wǎng)上銀行之后是否愿意保持持續(xù)使用行為,即保持顧客忠誠的研究較少；現(xiàn)有的研究也只是把焦點(diǎn)放在網(wǎng)上銀行自身素質(zhì)的建設(shè),而沒有綜合考慮網(wǎng)上銀行與其他相關(guān)實(shí)體(實(shí)體銀行與網(wǎng)上其他商戶)之間的相互關(guān)系。 接下來,以問卷調(diào)查的方式,對前文建立的研究模型進(jìn)行實(shí)證分析,驗(yàn)證了顧客滿意度、安全性、轉(zhuǎn)換成本、和商戶聯(lián)合度等因素對網(wǎng)上銀行顧客態(tài)度忠誠有顯著影響,而對網(wǎng)上銀行顧客行為忠誠的有顯著影響的因素有顧客滿意度、服務(wù)質(zhì)量、安全性、轉(zhuǎn)換成本、和商戶聯(lián)合度。網(wǎng)站品質(zhì)和渠道整合度對網(wǎng)上銀行的顧客忠誠沒有顯著影響。 最后,根據(jù)前文的實(shí)證分析結(jié)果,提出相關(guān)建議,包括提升顧客滿意度、保證顧客使用網(wǎng)上銀行的安全性、加強(qiáng)與其他商戶之間的聯(lián)合度、增加網(wǎng)上銀行顧客的轉(zhuǎn)換成本、不斷改進(jìn)服務(wù)質(zhì)量。
[Abstract]:With the maturation of information technology and technology, the rapid development of electronic commerce, the combination of electronic commerce and traditional banking has led to the birth of online banking. Compared with traditional banks, online banking has many advantages: low cost, no time, space constraints, service differences, innovation advantages and economic advantages of scale and scope. At present, more and more users accept online banking service channels, Internet banking has a good space for development. If a bank wants to obtain customer value from its customers on the Internet, it does not only come from the single use of the customer, but also from the continuous use of the customer without switching behavior, that is, customer loyalty. The cost of retaining an old customer is much lower than the cost of developing a new customer. Therefore, it is of great significance to study the influencing factors of online banking customer loyalty, and put forward some effective suggestions on how to improve the online bank customer loyalty according to the research results. This paper attempts to solve the above problems by studying the main influencing factors of customer loyalty in personal online banking. The effects of customer satisfaction, online banking website quality, service quality, security, conversion cost, channel integration and merchant association on customer loyalty of personal online banking are discussed respectively. The research model of influencing factors of customer loyalty in personal online banking is constructed. Firstly, this paper summarizes the research of personal online banking and customer loyalty, and finds that the previous research on online banking mainly focuses on the customer's choice of online banking. There are few studies on whether the Internet Bank is willing to maintain the behavior of continuous use after choosing the Internet Bank, that is, to maintain the loyalty of the customer. The existing studies only focus on the construction of the quality of the Internet Bank itself. There is no comprehensive consideration of the relationship between online banking and other relevant entities (entity banks and other online merchants). Then, through the empirical analysis of the previous research model, we verify that the factors such as customer satisfaction, security, conversion cost, and joint degree of merchants have a significant impact on customer loyalty in online banking. Customer satisfaction, service quality, security, conversion cost, and the degree of association with merchants are the significant factors affecting customer loyalty in online banking. The quality of website and the degree of channel integration have no significant influence on customer loyalty of online banking. Finally, according to the results of empirical analysis above, the paper puts forward some relevant suggestions, including improving customer satisfaction, ensuring the safety of customers using online banking, strengthening the degree of association with other merchants, and increasing the conversion cost of online banking customers. Continuous improvement of service quality.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F830.49;F724.6

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 張志煜;;我國個人網(wǎng)上銀行的發(fā)展現(xiàn)狀與對策分析[J];中國商貿(mào);2013年25期

相關(guān)碩士學(xué)位論文 前2條

1 周峰;基于數(shù)據(jù)挖掘技術(shù)的商業(yè)銀行服務(wù)渠道優(yōu)化策略研究[D];南京大學(xué);2013年

2 張艷麗;我國網(wǎng)上銀行顧客感知服務(wù)質(zhì)量提升研究[D];蘭州商學(xué)院;2013年

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本文編號：2066155