The Factors Of Influencing The Service Quality Perception To Individual Internet Bank

Since the first bank was found in America in October, 1995, internet Bank has been one of the most important determinant for a company to obtain the permanent competitive advantage. So, internet Bank service quality management has been the most important weapon to the bank. However, it'll still be necessary to comprehensively and systemically study the factors of influencing service quality perception to individual Internet bank in the Chinese market and their relations, to find the scientific and feasible methods to obtain the permanent competitive advantage.Therefore, based on a number of related literatures, the factors of influencing service quality perception to individual Internet bank in the Chinese market and their relations will be studied in this thesis through the demonstration. To begin with, internet bank and individual internet bank are defined exactly. Then, the hypotheses of this thesis, the impacts of the factors on service quality perception to individual internet bank are brought forward;and factors model is designed. The following work is research questionnaire design and data collection. After the statistical analysis of the recalled valid questionnaires, the effects of factors on service quality Perception to individual internet bank are validated and the model is modified. And, it is expatiated that the research has great significance to the effective marketing management. It provides the company the scientific foundation to make effective marketing strategy, obtain and keep the competitive advantage. In the end, the thesis points out the achievements and limitations of the study, expecting to provide realistic support for actual marketing practices and to set an example for further research.