本文選題：網(wǎng)上銀行　切入點(diǎn)：感知服務(wù)質(zhì)量　出處：《安徽財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的迅速發(fā)展,人們消費(fèi)習(xí)慣的改變,國家對(duì)外資銀行的逐步開放,第三方支付平臺(tái)的發(fā)展等情況的出現(xiàn),改變了消費(fèi)者對(duì)銀行業(yè)務(wù)的認(rèn)知并增加了消費(fèi)者辦理多元化業(yè)務(wù)的選擇性,加劇了銀行業(yè)的競爭,特別是加大了網(wǎng)上銀行的競爭力度。網(wǎng)上銀行憑借其低成本、高效率的優(yōu)勢在商業(yè)銀行的經(jīng)營中占據(jù)著越發(fā)突出的地位,成為各家商業(yè)銀行獲取競爭力的重要領(lǐng)域。網(wǎng)上銀行服務(wù)質(zhì)量的優(yōu)劣是客戶是否進(jìn)行網(wǎng)上操作的重要因素,服務(wù)質(zhì)量也就成為了網(wǎng)上銀行經(jīng)營中獲取持久競爭力的關(guān)鍵因素。然而,調(diào)查發(fā)現(xiàn)我國網(wǎng)上銀行整體服務(wù)水平還不是很高,相比于國外,其服務(wù)質(zhì)量水平還有待完善,因此,研究影響網(wǎng)上銀行服務(wù)質(zhì)量的因素進(jìn)而有的放矢的提高服務(wù)質(zhì)量具有重要意義。國內(nèi)外學(xué)者關(guān)于網(wǎng)上銀行的研究多數(shù)基于服務(wù)質(zhì)量與客戶滿意度、使用意愿方面的研究,對(duì)于影響網(wǎng)上銀行服務(wù)質(zhì)量水平方面的因素研究較少。此外,隨著網(wǎng)絡(luò)信息技術(shù)的發(fā)展,客戶群體結(jié)構(gòu)層次的變化等都有可能導(dǎo)致影響網(wǎng)上銀行服務(wù)質(zhì)量因素的改變。鑒于此,為了研究影響我國網(wǎng)上銀行服務(wù)質(zhì)量客戶感知的因素,進(jìn)而提高其服務(wù)質(zhì)量水平,本文從個(gè)人客戶角度出發(fā),以分支型網(wǎng)上銀行為對(duì)象,研究影響網(wǎng)上銀行服務(wù)質(zhì)量客戶感知的因素,以期提高我國網(wǎng)上銀行的服務(wù)質(zhì)量。本研究首先對(duì)選題的背景及意義進(jìn)行闡述,并對(duì)本文涉及的相關(guān)概念簡要介紹,接著闡述并總結(jié)了國內(nèi)外學(xué)者在網(wǎng)上銀行服務(wù)質(zhì)量客戶感知方面的文獻(xiàn)研究,進(jìn)而對(duì)網(wǎng)上銀行服務(wù)質(zhì)量的理論基礎(chǔ)進(jìn)行闡述,為后文進(jìn)行理論分析做鋪墊。其次介紹了我國網(wǎng)上銀行的發(fā)展概況、服務(wù)現(xiàn)狀等,網(wǎng)上銀行服務(wù)質(zhì)量與各影響因素的相關(guān)性分析,運(yùn)用相關(guān)理論分析各個(gè)影響因素對(duì)于服務(wù)質(zhì)量的影響。再次,本文基于問卷調(diào)查,研究影響網(wǎng)上銀行服務(wù)質(zhì)量客戶感知的因素,并進(jìn)行了量表數(shù)據(jù)效度、信度的檢驗(yàn),通過探索性因子分析驗(yàn)證本文關(guān)鍵影響因素對(duì)應(yīng)的指標(biāo),然后對(duì)關(guān)鍵影響因素進(jìn)行回歸分析及逐步回歸分析確定其影響程度的大小。最后,基于實(shí)證研究結(jié)果,從研究得出的影響因素及對(duì)應(yīng)的得分較低的指標(biāo)著手,對(duì)優(yōu)化我國網(wǎng)上銀行服務(wù)質(zhì)量提出政策建議。本文研究發(fā)現(xiàn),我國網(wǎng)上銀行服務(wù)質(zhì)量水平還存在有待完善的地方,且影響網(wǎng)上銀行客戶感知服務(wù)質(zhì)量的因素按影響程度排列依次為:安全性、有形性、可靠性、響應(yīng)性、移情性、易用性、有用性,各影響因素對(duì)網(wǎng)上銀行服務(wù)質(zhì)量均具有正向影響。
[Abstract]:With the rapid development of Internet technology, the change of people's consumption habits, the gradual opening of the country to foreign banks and the development of third-party payment platforms, etc., It has changed consumers' perception of banking business and increased the selectivity of consumers to deal with diversified business. It has intensified the competition in the banking sector, especially in the field of online banking. Internet banking, with its low cost, The advantage of high efficiency occupies an increasingly prominent position in the management of commercial banks and becomes an important field for commercial banks to gain competitiveness. The quality of online banking services is an important factor for customers to operate on the Internet. The service quality has become the key factor to gain lasting competitiveness in the operation of online banking. However, the investigation found that the overall service level of online banking in our country is not very high, compared with foreign countries, its service quality level needs to be improved, therefore, It is of great significance to study the factors that affect the service quality of online banking and then to improve the service quality. Most of the researches on online banking are based on service quality, customer satisfaction, and willingness to use. In addition, with the development of network information technology, the change of customer group structure may lead to the change of the factors affecting the service quality of online banking. In order to study the factors that affect the customer perception of the service quality of online banking in China, and then improve its service quality level, this paper, from the perspective of individual customers, takes branch online banking as the object. In order to improve the service quality of online banking in China, this study first discusses the background and significance of the topic, and briefly introduces the related concepts involved in this paper. Then, this paper expounds and summarizes the domestic and foreign scholars' literature research on customer perception of online banking service quality, and then expounds the theoretical basis of online banking service quality. Secondly, it introduces the general situation of the development of China's online banking, the current situation of services, the quality of online banking services and the correlation analysis of various factors. Thirdly, based on the questionnaire, this paper studies the factors that affect the customer perception of the service quality of online banking, and carries out the test of validity and reliability of the scale data. Through exploratory factor analysis to verify the corresponding indicators of the key factors, and then the key factors of regression analysis and stepwise regression analysis to determine the extent of its impact. Finally, based on empirical research results, Based on the study of the influencing factors and the corresponding index of low score, the paper puts forward some policy suggestions to optimize the service quality of China's Internet banking. This paper finds that there are still some places to be perfected in the level of the service quality of our country's online banking. The factors that affect the perceived service quality of the customers in Internet banking are: security, materiality, reliability, responsiveness, empathy, ease of use, usefulness, etc. All the influencing factors have a positive effect on the service quality of internet banking.
【學(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F832;F274

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