城镇居民对智能银行使用体验的调研分析

Analysis on Survey of Using Experience of Smart Banks of Urban Residents

以城镇居民在使用智能银行服务过程中获得的使用体验为切入点,将智能银行客户体验分为功能体验、过程体验、情感体验和社会体验四个维度,通过问卷调研,对智能网点客户体验现状进行分析,发现当前城镇居民对智能银行有一定的了解,但总体认知程度还不高。智能银行利用一种新模式为客户提供了相比传统网点更优质的服务,打造了更良好的服务体验,但在服务流程、服务营销和产品多样性方面还存在着诸多不足。商业银行要实现全面转型升级,需要在未来智能网点的建设中更加注重技术研发和产品创新,树立正确的营销观念,扩大智能银行的市场影响力,从而为传统银行的智能化转型开辟更广阔的道路。

This paper takes the urban residents＇ experience in using smart banking services as the breakthrough point, and divides smart bank customer experience into four dimensions which contain functional experience, process experience, emotional experience and social experience. It analyzes the situation of the customer experience of smart banking products and services through the method of questionnaire survey,and found that urban residents have a certain understanding of smart banks, but the overall level of cognition is not high. Smart banks provide better service than traditional outlets through using a new model for customers,and create better service experience,but it still has some shortcomings in the service process, service marketing and product diversity. In order to realize comprehensive transformation and upgrading, commercial banks need to pay more attention to technology research and development and product innovation, and enlarge the market influence of smart banks through setting up the correct marketing concept. Accordingly, a more vast road for intelligent transformation of traditional banks would be opened up.