银行数字化服务创新对服务行为的发展路径——以京津冀地区的银行业为例

The Development Path of Bank Digital Service Innovation to Service Behavior--Taking the Banking Industry in Beijing,Tianjin and Hebei as an Example

金融服务势必顺应网络科技发展的趋势。银行行员是银行组成的重要元素之一,通过银行数字化服务创新让银行行员的服务行为提升进而让消费者满意度增加和银行经营绩效提升是金融业一直追求的目标,探讨银行在推动数字化服务创新、内部营销对银行行员服务行为的影响,以及组织支持是否对银行数字化服务创新与内部营销有干扰作用。通过网上问卷调研,以中国知名银行行员作为研究对象,数据收集工作主要以京津冀城市地区为研究区域,最终获得有效问卷1 732份。研究结果发现,干扰效果的假设未获得验证支持。最后,提出政府管理部门或银行高阶管理人员的新引擎与新思路。

Financial services must conform to the development trend of network technology.Bank members are one of the important elements of bank composition.Through the digital service innovation of bank,the service behavior of Bank members can be improved,and then the customer satisfaction and bank operation performance can be improved,This paper discusses the impact of digital service innovation and internal marketing on bank staff's service behavior,and whether organizational support interferes with digital service innovation and internal marketing.Based on online questionnaire survey,China's well-known bank executives are selected as research objects.Data collection mainly takes Beijing Tianjin Hebei city area as the research area,and finally 1732 valid questionnaires are obtained.The results show that the hypothesis of interference effect has not been verified.Finally,the paper puts forward the new engine and new ideas of the high-level managers of government departments or banks.