个人网上银行发展中的问题研究

Issues Concerning the Development of Personal Online Banking

网上银行突破了传统银行在时间和空间上的限制,改变银行同客户交易的接触方式,这种新型服务方式不仅降低了银行的经营成本,而且为客户提标准化、个性化银行服务。但同时由于网上银行的发展还处在初级阶段,还存在着一些问题,成本的下降还有待于客户群体的扩大,这就要求商业银行提前着手培养客户,降低客户的安全疑虑,不断提高现有网上银行客户的忠诚度,通过他们的口碑传播将会达到更好的效果。

Online banking breaks through the limit of traditional bank in time and space, and changes the way of transaction between the bank and the customer. This new service mode not only reduces the bank＇s operation cost, but also enables banks to provide standardized and personalized services to the customer. Now online banking is developing quickly in China although it is still in the initial stage. However, there are problems to be solved. As the reduction of cost depends on the expansion of users, it is important for commercial banks to train would-be customers, reduce the their anxiety on security, and enhance the degree of customer satisfaction. Better effects will be achieved by praise through word of mouth.