个人网上银行客户体验基本构成要素间作用关系实证研究

An Empirical Study on Effect Relationship Between Essential Elements of Personal Online Banking Customer Experience

客户体验与客户体验管理能够解决个人网上银行的同质化问题。本文旨在探讨个人网上银行客户体验基本构成要素间的作用关系。通过对2000多位客户的问卷调查,本文采用结构方程模型,对体验感知、体验期望和感知价值等个人网上银行客户体验基本构成要素之间的作用关系以及安全、使用成本等因素对体验感知的作用关系进行实证研究,发现体验感知对感知价值、体验期望对体验感知有正向的影响;体验期望对感知价值有负向影响;安全、使用成本、易用、速度与稳定、品牌信任、功能满足、客户服务和便利等对体验感知有正向影响;而营销活动对体验感知没有显著影响。

Customer experience （CE） and CE Management can help to solve the problem of homogenization in personal online banking. This paper aims to study the effect relationship among factors of personal online banking CE. Based on a survey of over 2000 customers, we use structural equation model （SEM） to analyze the relationship among CE influencing factors, such as perceived experience, experience expectation, perceived value and etc. This paper finds that perceived experience has positive significant effect on perceived value; experience expectation has negative significant effect on perceived value; experience expectation has positive significant effect on perceived experience. The factors, including safety, cost of use, easily use, speed and stability, brand trust, function satisfaction, customer service and convenience have positive significant effect on perceived experience for personal online banking; however, marketing events has no significant effect on perceived experience.