关于影响网上银行顾客满意度因素的实证分析

An Empirical Study on the Factors Influencing Customer Satisfaction of Internet Banking

网络银行如何更好地为顾客服务、提高服务质量,是提高银行竞争力的一个重要方面。通过模型分析研究,找出并分析了影响顾客对网上银行满意度的主要因素,结果是:网上银行使用的便利性、有用性、应答性、安全性对顾客满意度有正的影响,顾客满意度对再使用意图有正影响,由此为网上银行的运营成功提供参考。

Following the development of IT, Internet exists in every field of life. Internet banking is accepted by more and more people and becomes a new competing method between banks. How to serve the customers well and improve the service quality plays an important role in competing. This paper is to find out and analyze the factors of customer satisfaction as the critical success factors of internet banking. The research model with the factors influencing customer satisfaction is suggested. The results of this research are summarized as follows： First, perceived easy of use, perceived usefulness, perceived safety, and perceived responsibility have significantly positive influence on customer satisfaction. Second, customer satisfaction has significantly positive influence on intention of reuse. These research findings provide suggestions for making internet bankina successful.