Research On The Relationship Between Service Quality And Satisfaction And Loyalty Of Internet Banking

With the rapid development of network technology and electronic business activities,people begin shopping on the line and electronic payment is becoming more and more popular. As the final payment, Internet banking plays the most critical and important role.With the strategic shift of banks, more and more banks transfer their concentrations on the Internet and open their own Internet banks. Through studys we find that the rule 80% of profits contribute by 20% of the customers in real enterprise is also useful in the field of online.So the customer loyalty determines whether the Internet banks can make the biggest profits.As loyal customers will buy again and again and they also provide positive words of the company, so increasing customer loyalty can significantly increases bank profits. Customer relationship management is also very important for Internet banks.This research base on the customer experience, get questionnaires from the customers, and build the relational model of Internet banking service quality,customer satisfaction and loyalty.Then puts forward assumptions on the issue of research.The purpose of this article is finding out the key factors that affect customer satisfaction and loyalty through the empirical analysis of the data. First of all, this article based on SERVPERF scale to measure the service quality of the Internet banks from the dimensions of reliability, responsiveness,ability,convenience,safety and products.From the whole view and the customer’s psychological attitudes for service and expectations to fully investigate customer’s satisfaction. From two levels of attitude loyalty and behavior loyalty to measure the loyalty. Secondly, we obtain the data sample through questionnaires and make the data validity and reliability analysis in order to verify the validity and reliability of the scale. And then extracted the main factors of the data by factor analysis.After correlation analysis and regression analysis,we found that product portfolio, responsiveness, security have positive significant influences on customers’ satisfaction;satisfaction have positive significant effects on attitude loyalty;safety,convenience and satisfaction have positive significant effects on customer behavior loyalty. Finally, according to the results of analysis,we put forward some suggestions on how to improve customer satisfaction and loyalty.