基于模糊综合评价法的个人网上银行评价研究

The Evaluation of Personal Internet Banking Based on FCE

通过对某商业银行个人网上银行的顾客进行满意度调查,对所得数据进行分析处理,得到模糊综合评价模型,对其在安全性、费用、可操作性和产品服务四个方面进行评价,并从这四个方面有针对性地提出可行性建议,包括加大计算机技术支持,降低前期营销成本,简化操作步骤,以及加强金融产品创新等方面,以维持现有客户,开发潜在客户,从而达到提高该行总体竞争力的目的。

This paper is based on the commercial bank personal internet banking customer satisfaction survey. It has got the fuzzy comprehensive evaluation model and has been evaluated from these four aspects which are the safety, cost, operation and product service ,through the data analysis and processing .This paper also has put forward feasible suggestions, including increasing computer technical support, reducing the prophase marketing cost, simplifying the operation steps, and strengthening of financial product innovation and other aspects, in order to maintain existing customers and develop the potential customers, so as to improve the overall competitiveness.