本文選題：網(wǎng)上銀行 + 顧客滿意度��； 參考：《天津大學(xué)》2014年碩士論文

【摘要】：隨著國內(nèi)互聯(lián)網(wǎng)用戶數(shù)量持續(xù)增加,國內(nèi)電子商務(wù)產(chǎn)品競爭愈發(fā)激烈。作為銀行的電子商務(wù)產(chǎn)品,網(wǎng)上銀行融合了銀行傳統(tǒng)的金融業(yè)務(wù)以及互聯(lián)網(wǎng)快捷方便的特點(diǎn),逐漸成為了銀行爭奪市場的重要領(lǐng)域。由于互聯(lián)網(wǎng)使用人數(shù)的上升以及國內(nèi)用戶對網(wǎng)絡(luò)產(chǎn)品的接受度的提高,國內(nèi)的網(wǎng)上銀行已經(jīng)有井噴式增長的用戶,所以銀行需要仔細(xì)考慮怎樣保存這一部分原始顧客和如何通過不斷提升網(wǎng)上銀行服務(wù)招攬新顧客,因此,本文選擇研究該對象的顧客滿意度很有意義。以往已經(jīng)有很多學(xué)者對傳統(tǒng)企業(yè)包括商業(yè)銀行在內(nèi)的顧客滿意度的影響因素進(jìn)行了充分的研究,本文在前人基礎(chǔ)上,針對網(wǎng)上銀行這項新興服務(wù)開展了問卷調(diào)查,采用了經(jīng)典的ACSI模型,對所得數(shù)據(jù)進(jìn)行了分析研究,目標(biāo)在于幫助其找到提高顧客滿意度的影響因素。本文首先給出研究背景和意義,并對其涉及理論進(jìn)行了簡要的描述。隨后,通過問卷調(diào)查的方法,得到了一些網(wǎng)上銀行的顧客群體的描述性統(tǒng)計信息(性別,收入等)以及他們對其正在使用的網(wǎng)上銀行的各項影響因素評價,之后本文根據(jù)這些評價建立了結(jié)構(gòu)方程模型,并且對其中一些因素進(jìn)行了修正,同時驗(yàn)證了之前的假設(shè)。本文對整個過程進(jìn)行定量分析,并且研究對象是網(wǎng)上銀行,方法可靠,可應(yīng)用性強(qiáng),其結(jié)果可為提升網(wǎng)上銀行顧客滿意度提供參考。
[Abstract]:With the continuous increase in the number of domestic Internet users, the competition of domestic e-commerce products is becoming more and more fierce. As the electronic commerce product of the bank, the online bank has integrated the traditional financial business of the bank and the quick and convenient characteristic of the Internet, and has gradually become an important field for the bank to compete for the market. Due to the increase in the number of people using the Internet and the increasing acceptance of network products by domestic users, domestic Internet banks have already had blowout growth of users. Therefore, banks need to carefully consider how to preserve this part of the original customers and how to attract new customers through the continuous upgrading of online banking services. Therefore, it is meaningful for this paper to choose to study the customer satisfaction of this object. In the past, many scholars have made full research on the influencing factors of customer satisfaction in traditional enterprises, including commercial banks. Based on the predecessors, this paper has carried out a questionnaire survey on the emerging service of online banking. The classical ACSI model is used to analyze and study the data. The purpose is to find the influencing factors to improve customer satisfaction. This paper first gives the research background and significance, and briefly describes the theory involved. Then, through the method of questionnaire, we get the descriptive statistical information (sex, income, etc.) of some online banking customer groups and their evaluation of the influencing factors of the online bank they are using. Then, the structural equation model is established based on these evaluations, and some of the factors are modified, and the previous assumptions are verified. In this paper, the whole process of quantitative analysis, and the object of study is online banking, the method is reliable, can be applied strongly, the results can provide a reference for improving the customer satisfaction of online banking.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F724.6;F832.2;F274

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