本文關(guān)鍵詞：網(wǎng)上銀行服務(wù)質(zhì)量顧客滿意度提升對(duì)策研究　出處：《天津商業(yè)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著信息技術(shù)的快速發(fā)展，市場(chǎng)全球化逐步加深，互聯(lián)網(wǎng)已成為商業(yè)競(jìng)爭(zhēng)中的重要工具，世界正在變成一個(gè)綜合性的買方與賣方的市場(chǎng)。二十年來(lái)，網(wǎng)絡(luò)推動(dòng)了銀行業(yè)的變革，銀行產(chǎn)品和服務(wù)向電子形式轉(zhuǎn)變。發(fā)達(dá)國(guó)家和部分發(fā)展中國(guó)家開(kāi)始提供網(wǎng)上銀行服務(wù)，銀行通過(guò)充分利用網(wǎng)上的優(yōu)勢(shì)來(lái)增大市場(chǎng)占有率，擴(kuò)大顧客量，而對(duì)于網(wǎng)上銀行來(lái)說(shuō)，擴(kuò)大顧客量和維持其穩(wěn)定的重中之重則是對(duì)顧客提供滿意的服務(wù)。只有把服務(wù)的中心設(shè)立在顧客角度，網(wǎng)上銀行才有可能在競(jìng)爭(zhēng)日趨激烈的當(dāng)今得到生存與發(fā)展。 目前國(guó)內(nèi)對(duì)網(wǎng)上銀行服務(wù)質(zhì)量客戶滿意度的評(píng)價(jià)主要集中在理論研究方面，對(duì)網(wǎng)銀顧客滿意度模型及指標(biāo)體系的研究還不完善，實(shí)證研究較少。本文通過(guò)問(wèn)卷調(diào)查的方法對(duì)我國(guó)網(wǎng)上銀行客戶滿意度現(xiàn)狀進(jìn)行相關(guān)分析，目的在于了解我國(guó)網(wǎng)銀目前的基本情況，發(fā)現(xiàn)網(wǎng)上銀行現(xiàn)存的問(wèn)題，分析影響滿意度的主要因素，進(jìn)而為提升網(wǎng)上銀行客戶滿意度指明方向。 為了更好地分析我國(guó)網(wǎng)銀服務(wù)質(zhì)量滿意度狀況，本人閱讀了大量國(guó)內(nèi)外相關(guān)文獻(xiàn)。首先，歸納概括以前學(xué)者的研究成果，全面考慮我國(guó)網(wǎng)上銀行的現(xiàn)狀，選取適當(dāng)?shù)木S度科學(xué)設(shè)計(jì)問(wèn)卷。其次，對(duì)調(diào)查問(wèn)卷進(jìn)行小樣本調(diào)查，統(tǒng)計(jì)調(diào)查結(jié)果，分析問(wèn)卷指標(biāo)的合理性和有效性，從而篩選確定最終版問(wèn)卷。再次，，對(duì)終版問(wèn)卷進(jìn)行信度、效度檢驗(yàn)，提出假設(shè)。最后，根據(jù)統(tǒng)計(jì)的大樣本數(shù)據(jù)對(duì)滿意進(jìn)行評(píng)價(jià)，并對(duì)假設(shè)進(jìn)行驗(yàn)證。 本文通過(guò)對(duì)問(wèn)卷調(diào)查數(shù)據(jù)進(jìn)行因子分析和相關(guān)性分析發(fā)現(xiàn)，影響網(wǎng)上銀行服務(wù)質(zhì)量客戶滿意度的6個(gè)因子與顧客的總體滿意度均呈正相關(guān)的關(guān)系；在客戶比較關(guān)心的安全及便捷這兩個(gè)因子上，顧客的滿意度相對(duì)比較高，在響應(yīng)性、安全性、移情性因子上滿意度得分較低。最終在探討網(wǎng)上銀行服務(wù)質(zhì)量客戶滿意度影響因素的基礎(chǔ)上，提出了相應(yīng)的提升對(duì)策。
[Abstract]:With the rapid development of information technology, the market globalization gradually deepened, the Internet has become an important tool in the business competition, the world is becoming a comprehensive buyer and seller market. In twenty years, network to promote banking reform, transformation of banking products and services to electronic form. The developed countries and some developing countries began to offer Internet banking services, the bank by making full use of the advantages of Internet to increase market share, expand the number of customers, and for online banking, expanding the volume of customers and maintain its stable priority among priorities is to provide satisfactory service to customers. Only the service center set up in the customer perspective, Internet banking can be the survival and development in the fierce competition today.
The evaluation of Internet banking service quality customer satisfaction mainly focus on theoretical research, research on online banking customer satisfaction model and the index system is not perfect, less empirical research. This paper through the questionnaire survey method of customer satisfaction situation of Internet banking in China were analyzed, the purpose is to understand the basic situation of China's online banking at present the problems found in existing online banking, the analysis of main factors influencing satisfaction, so as to enhance the direction of Internet banking customer satisfaction.
In order to analyze the situation of China's online banking service quality satisfaction, I read a lot of literatures at home and abroad. Firstly, summarizes the previous research results, to fully consider the situation of Internet banking in China, select the appropriate dimension of scientific design questionnaire. Secondly, the survey questionnaire for small sample, survey results, analysis of the questionnaire the index of the rationality and effectiveness, so as to determine the final version of screening questionnaire. Thirdly, reliability, validity of the final version of the questionnaire, put forward the hypothesis. Finally, according to the evaluation of the satisfaction of large sample data, and to verify the hypothesis.
This paper through the analysis of factor analysis and correlation of the survey data found that 6 factors influencing and overall customer satisfaction of online banking service quality customer satisfaction are positively related; the client is more concerned about the safety and convenience of these two factors, the customer satisfaction is relatively high, the safety in response. Empathy, satisfaction factor score lower. Finally based on the discussion of the influencing factors of online banking service quality customer satisfaction, put forward the corresponding countermeasures.

【學(xué)位授予單位】：天津商業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.2;F724.6

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相關(guān)期刊論文 前3條

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本文編號(hào)：1387209