网上银行服务质量要素对交叉购买的影响——基于关系长度与竞争者吸引力调节作用的视角

The Impact of Factors of Internet Bank Service Quality on Cross-buying

网上银行服务质量包括网站外观、可获取性、可靠性、响应性、安全性和产品质量等6个要素。由此本文构建了网上银行服务质量要素、关系长度、竞争者吸引力与交叉购买之间的关系模型。通过对502个有效样本的实证研究发现,网站外观、可获取性、可靠性、安全性和产品质量等网上银行服务质量要素对交叉购买有显著的正向影响,关系长度、竞争者吸引力在服务质量要素与交叉购买关系中具有一定的调节作用。为了促进网上银行顾客交叉购买,需要全面优化网上银行不同服务质量要素,并针对顾客关系长度和竞争者吸引力来选择改进服务质量的侧重点。

Service quality of intemet bank consists of such six factors as website appearance, availability, reliability, responsiveness, security and product quality. Based on those factors, the model of relationship among the factors of service quality, relationship length, competitor＇s attractiveness and cross-buying is constructed. Through empirical study on 502 valid samples, it is found that website appearance, availability, reliability, security and product quality significantly affect cross- buying, and that both relationship length and competitor＇s attractiveness have some moderating roles between the factors of service quality and cross-buying in intemet bank. In order to stimulate customer＇s cross-buying in Intemet bank, it is necessary to optimize comprehensively the factors of service quality in intemet bank and select the focus of improving service quality according to relationship length and competitor＇s attractiveness.