电子银行产品客户体验对客户忠诚的作用机制研究

Research on the Impact of Customers' Experience in E-Bank Products on Customer Loyalty

当前商业银行电子银行产品同质化严重,客户转换成本低,个性化需求也不断提高。基于此现状,商业银行只有高度重视基于客户体验的产品设计才能满足客户的情感需求,提升客户忠诚度。文章提出将客户体验分为感官体验、浏览体验、互动体验和涉入体验等四个维度;同时引入客户归属感中介变量,构建客户体验对客户忠诚的作用模型。本文通过现场问卷调查,对银行客户忠诚度做了大量调查研究,拟通过数据分析为商业银行"以客户为中心"的服务理念提出建议。

Currently, homogeneity phenomenon of electronic banking products is more and more serious owing to lower switch- ing cost and increasing personalized demand. Only when their products designing is based on customer experience, can com- mercial banks satisfy increasing emotional demanding of customer. This article divides the customer experience into sensory ex- perience, browsing experience, interactive experience and intake experience, and introduces customer belongings as intermedi- ary variable in order to build the model of customer loyalty on customer experience. According to this article is trying to put forward some practical advice to commercial bank on the concept of ＂Customer Centric＂ through lots of questionnaire and in-depth data analysis.