The Evaluation and Research on the Personal Customers’ Experience of Online Bank
|School||Zhejiang Technology and Business University|
|Keywords||online bank customers’ experience satisfaction loyalty logit model|
Based on available traditional banks, Internet bank offer traditional bank services and products by use of internet skill. Since1995the first Internet bank in the world-America Security First Network Bank was born, the global banking industry had started a explosive development on the road to electronization. Chinese banking industry is not different. The state-owned banks, joint-stock banks and city commercial banks also enter the internet bank business of the bank,to get the profit on this part. So you can understand that the business of the bank on the Internet has become a significant part of the banking business. But if you want to prosper in the banking service online, it absolutely cannot lack excellent customer experience. The personal customers’experience of internet bank is a kind of purely subjective feeling setted up in the process of applying Internet bank by the personal customers. A good customer experience not only can rise the customer satisfaction, but also bring rich customer resources to the bank. The Internet Bank in our country is just on the "customers’ experience" stage, so the research on the customers’experience counts much, and is urgently needly. Visibly, Personal customers’experience of internet bank is very significant.This text makes a evaluation on the customers’experience of online bank. This paper introduces the background and value of the study firstly, and sketch the approach and framework of the paper, and at last I pose the innovation and deficiencies of this study; Secondly I summarize the domestic and international documents;Thirdly, I design a testing index system of the online bank customers’experience, including seven two-level index and thirteen evaluation items, and afterwards analysize the related results based of on the data collected by doing questionnaires. Fourthly, analysize the relationship between personal customers’ experience and satisfaction, loyalty of internet bank. I found the main factors affecting "A" internet bank’s customers’satisfaction are security, tariff level and marketing activities. And the influencing factors of the loyalty are usability and versatility. I found lots of divergence between "A" bank, state-owned banks and joint-stock banks. At last I make suggestions to promote "A" city commercial bank online banking customers’ experience according to the preceding descriptive study and positive analysis.