Study On Service Quality Of Banks Based On Coustomer Perception

With the fast development of the international financial industry, the competition between banks has become more intensely than before,as the kinds of financial products is limited,it's necessary to improve the bank service for a highly competitive.Learning from the foreign experience,the United States,Western Europe and other developed countries created its own characteristics of banking services evaluation criteria earlier,causing the quality of its banking services developed rapidly at the end of the 20th century,Relatively,the lack of a domestic service evaluation criteria to evaluate the quality of services banks lead that the domestic banking services develop slowly and customer satisfaction is low.Therefore, it's very important to establish a efficieny evaluated standards for the bank to improve their service.With the theoretic research,not only the domestic scholars have not paid enough attention on this important standards area,but also full of qualitative research instead of the case analysis.Although foreign banks on the quality of services on a more mature,it is clearly not feasible to copy the relevant conclusion of foreign scholars,because of the differences of society economy and culture.Based on these realities confusion and lack of theoretical research,this paper presents a theoretical model of service quality measurement of banks on the basis of the literature research and preliminary interviews.In order to study the factors affecting the service quality of banks,the model is based on the theory of service quality and the theory of service quality measurement,and it takes the total service quality as the result variable,service validity,credibility,service responsibility and internet banking as the influencing variables.With the 365 valid data of random sample,this paper has done empirical study of the hypothetical model and scale.The exploratory factor analysis technology was used to measure the reliability and validity of all research instruments.The results showed that the structure of the scale is valid,the regression analysis was used to get the regression coefficient and the scores of the population service quality.The conclusion confirmed that the service validity,credibility,service responsibility and internet banking had a significant impact on the population service quality.Finally,the paper discussed the related conclusions and inspiration.