Research On The Evaluation And Improvement Model For The E-Banking Service Quality

Electronic banking(E-banking) is a new type of commercial bank operation model that has been growing up with the development of advanced information techniques, such as Internet, big data and cloud computing. It has presented both great challenges and opportunities to the commercial banks. Especially under the negative impacts of Chinese economic new normal, interest rate marketization, financial disintermediation, Internet finance and capital constraint, Chinese commercial banks have to develop business of E-banking to meet those challenges. And the main concern is how to improve service quality of E-banking successfully aiming at forming competitive advantages of differentiation and increasing customer stickiness. Therefore, in order to provide decision-making tools for commercial banks in developing business of E-banking, approaches to evaluating and improving service quality of E-banking were studied, and main outputs are given as follows.Firstly, a set of Motivator-Hygiene Theory based criteria for evaluating service quality of E-banking was established. By the analysis of questionnaire data using techniques of reliability analysis, validity analysis and clustering analysis, evaluating criteria for service quality of E-banking were identified. The evaluating criteria are a two-level hierarchical structure including two first-level criteria, i.e., the stability quality and competitive quality, and eleven second-level criteria. And the technique of fuzzy AHP was used to determine the relative importance weight of each evaluating criterion.Secondly, a fuzzy TOPSIS based evaluating model was built. Considering the subjectiveness and imprecision of evaluation process, indeed of traditional TOPSIS method, fuzzy TOPSIS method was used to conduct information synthesis of each evaluating criterion. Comparative studies showed that fuzzy TOSIS method was more reasonable and effective than traditional TOPSIS method in evaluating service quality of E-banking.Thirdly, a fuzzy QFD approach to improving service quality of E-banking was developed. In the presented approach, a new algorithm of optimizing h value for the selection of optimal fuzzy linear regression model was proposed to represent the relationships between customer requirements and service characteristics in fuzzy QFD.