| E-commerce development, the need to make online banking came into being. The world's first online banking produced in 1995. In China, the first online banking produced in 1998. As everyone knows, the emergence of modern commercial banks and development in the history of a hundred years shorter than in Western countries, whether it is size, management or business has a very large gap. However, in the development of online banking, we and the world's most advanced banking is almost an article on the same starting line. Therefore, the emergence of Internet banking has given us a valuable chance to catch up. Faced with a growing challenge of foreign banks, China's commercial banks should also seize this opportunity to enhance core competitiveness, fight in this war already begun the occupation opportunities.The main commercial banks, the resources of the customer, for access to services while customers are disappointed silence, there is the opportunity to choose another bank, so competition for customer resource has become the focus of competition in the banking sector, while the customer's satisfaction or not is often a bank can be whether the key to the success of possession of client resources. Of commercial banks, customer satisfaction is the customers of financial products provided by banks or service satisfaction. Only commercial banks stood the customer's perspective, enhance customer satisfaction can be in the fierce competitive environment and healthy development. Customers are an important asset of commercial banks and profit source, acquire and retain customers become commercial banks, the maximum operational management objectives. Banks be able to stand on the customer's perspective to consider their own financial products and services for customers to achieve "satisfactory" and decided the bank would be able in the current financial crisis, severe environment, the smooth development. To meet customer needs and aspirations of the eternal goal. For online banking, the customer satisfaction are equally important. With the development of internet technology, internet bank emerges as a new form of financial service, more and more clients know internet banks and come to use them. Internet banks are providing more advanced services integrating banking. The service quality is an important weapon for internet bank to compete. We need to investigate the determinants of internet bank's service quality because of the specialties of internet service.At present, on the traditional banking services and customer satisfaction research and publications related to a lot at home and abroad, but on-line banking services and customer satisfaction research is relatively small, especially in the Chinese market environment a comprehensive and systematic comparative study deprivation. Therefore, this article seeks to analyze environment in China's domestic commercial banks, online banking services, marketing strategy, and studied to arrive at quantitative scientific conclusions to guide the commercial banks to develop a reasonable marketing strategy.This article Located in the Internet banking customer satisfaction measurement, and make a systematic study about commercial bank's online banking services strategy. This paper constitutes a total of five chapters, the first chapter introduces the topics of the background and significance. Chapter II conducted a literature review writing. The third chapter of the paper introdudced theoretical model, research program design and put forward the hypothesis. Chapter IV carry out a quantitative research, through the design of the corresponding questionnaire and a questionnaire for data collection, collation, analysis work, the quality of service satisfaction with online banking to conduct an empirical study. Chapter V presented its Internet banking services to improve customer satisfaction a number of targeted recommendations, hoping to enhance its services to the online banking to provide some help. Chapter VI of the research findings of the inference, that the research gaps and future research directions.The main contribution of this paper and innovative points are as follows:(1) Situation of the persons being investigated by the analysis, we can find in the use of online banking customers, the higher educated young people have a main force, as this part of the population the majority of students in school, or just office workers to work, so income is not very high.(2) Through the use of online banking users to the basic analysis of the situation can be drawn:a. Select the user most of the four major state-owned commercial banks, which shows customers the choice of when conducting online banking places great importance on the reputation of entities, banks, these banks can offer our customers a sense of security. b. users on-line banking channels mainly on network and friends, and some traditional advertising media for the propaganda effect of online banking is not significant. c. most of the customers to use online banking frequency is not high, mostly in 1 to 2 times a month. d. due to the continuous development of shopping sites, online banking customers are using online payment function is the most this feature. e. the use of online banking users, the most valued factor that is the safety and convenience, banks in this area increased service intensity.(3) Through factor analysis and correlation analysis, we can reach users of online banking services from the physical nature of satisfaction, security, reliability, assurance, responsiveness, empathy and convenience of these six factors to be measured, these factors and overall customer satisfaction were positively related to relationship.(4) Through various factors, customer satisfaction scores to conduct a comprehensive analysis, we can see that the client is more concerned about the safety and convenience of these two factors, the customer satisfaction is relatively high, indicating banks in this respect, the more perfect. For instance, with continuous advancement of technology, banks continue to develop the digital certificate files, USBKEY and bank cards dynamic password tools such as online banking has greatly enhanced the safety and convenience. In the degree of exposure due to poor online service, in the service process is not direct contact from person to person, so customers can not be a problem when adequate assistance to customer service, so responsive to this factor a low score.In short, this paper proposed by three scholars based on SERVQUAL model, according to the particularity of online banking, online banking services proposed for the determinants of customer satisfaction, and based on surveys of various determinants of satisfaction with an integrated scores, and strive to China's market environment, the domestic commercial banks, online banking service strategy to be analyzed and studied to arrive at quantitative scientific conclusions to guide the commercial banks to develop a reasonable marketing strategy. While this yielded some results, but because of the time, capacity and funding for research and other constraints, this article there are some limitations and areas not yet been thoroughly explored.(1) This study is not limited to one or several online banking as a research object, but on the whole to conduct the study is not directed at a few online banking for empirical analysis to compare the Gejia online banking service differences.(2) This study is based on PZB and others based on the quality of service features, and then made reference to other relevant documentation of the factors in this study and the current Internet banking services in line with customer satisfaction factor has not been recognized for a scientific conclusion.(3) This examination of the object is limited to in-school students and office workers near the work, examining the object is not comprehensive enough.(4) As my theoretical research is limited, so empirical research, and survey design for a certain level of difference, this conclusion of the study may also be affected. |
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