网上银行顾客感知服务质量影响因素研究

Research on the Factors that Influence Customers' Perception of Internet Banking Service Quality

通过文献研究和深度访谈,提炼出可能影响网上银行顾客感知服务质量的19个因素,通过探索性因子分析,将这19个因素归纳为经济性、易用性、履行性、安全性和响应性。通过相关分析和多元回归分析发现,有4类因素与网上银行顾客感知服务质量呈显著正相关,依次是经济性、易用性、履行性和安全性。通过对我国主要网上银行服务质量测评发现,当前我国网上银行服务质量不高,且各家网上银行服务质量存在明显差异。

Firstly,nineteen factors that may affect customers＇ service quality perception of internet banking were abstracted in this paper.After using method of exploratory factor analysis,these factors were classified into 5 kinds of variables as follows： economic,flexibility,fulfillment,privacy and responsiveness.The correlation analysis and multiple regression analysis were used to evaluate the relationship between the variables and service quality perception.The result showed that 4 factors were significantly related with customer＇service perception.The order of the influence from serious level to light level was economic,flexibility,fulfillment and privacy.Secondly,through evaluating the service quality of major internet banks in China,it was found that the internet banking service quality in China was dissatisfactory,and the quality of the internet banking service was also different among the major banks.