基于渠道使用特征的零售银行客户满意度研究

Study on Customer Satisfaction in Retail Banking Based on the Channel-Using Characteristics

互联网金融服务渠道模式的创新成为推动对我国传统的银行网点服务模式变革的巨大推动力。本文在对传统银行网点与互联网金融服务渠道的SWOT分析和零售银行竞争力分析的基础上,论证了渠道创新在零售银行竞争力提升中的积极意义。通过对上海地区零售银行客户的问卷调查结果,利用统计分析方法研究了客户渠道使用特征,并构建了渠道使用特征——客户满意度的多元线性模型,全面分析和总结了客户渠道使用特征各个因素对客户满意度的影响情况。

The innovation of internet-based financing was a powerful driving force in the reform of traditional banking service pattern in China. Associated the SWOT analysis between physical channel and internet-based channel in retail banking with competitive power analysis of retail banking,the positive meanings of channel innovation were demonstrated. Based on the results of the questionnaire of retail banking customers in Shanghai,statistics methods were used to analyze the customers' channel-using characteristics,then a "Channel-using characteristics—Customer satisfaction"multivariate linear model was constructed to discuss main factors which affected customer satisfaction.