Personal Internet Banking Service Quality And Customer Loyalty

With the development of internet technology, internet bank emerges as a new form of financial service, providing a new business model for banks. Banks belong to the service industry, and it is beyond question that its service quality is of vital importance. There are some abroad and domestic literatures on the service quality of traditional banks, but few researches are done on the service quality of internet bank, what is more, the existing researches only focus on the determinants of service quality of internet banks without integrating service quality as antecedent into a comprehensive research framework.This research focuses on the relationships between the factors of service quality and customer satisfaction and customer loyalty, the influence of customer satisfaction on customer loyalty, and the influence of customer complaint on customer loyalty formation process. Considering the fact that the handling style of complaints of banks might impose on the loyalty of customers who had complained, this research attempts to divide customers into two groups, one group which had complained and the other didn't, research their respective loyalty models and compare their differences. Besides, we integrate complaint handling in the research of loyalty model of customers who had complained.Based on the above research objectives, this research reviews and summarizes related literatures, then proposes individual loyalty model of internet banks' customer and the research framework. With the help of SPSS 13, this research conducts factor analysis, T test, Nonparametric test, correlation analysis and regression analysis towards the 316 valid samples to test the validity of the proposed loyalty model.According to the analysis results, this thesis confirms the hypothesis raised in the research, the main conclusions are summarized as below:(1) There are significant differences in perception of empathy, assurance, access and responsiveness of internet bank's service quality between the two groups of customers; while there are no significant differences in perception of reliability, tangibles, satisfaction/complaint behavior and loyalty.(2) In a customer loyalty model of the entire survey population, it was found that the empathy, assurance, access and reliability of service had a positive effect on the degree of customer satisfaction, the responsiveness of service positively affected the degree of customer loyalty, and customer satisfaction had significant positive effect on the degree of customer loyalty, but the complaint behavior had significant negativeeffect on the degree of customer loyalty.(3) By comparing the two loyalty models of the two customer groups, the research found out that complaint behavior had no significant negative effect on customer loyalty degree in the group that didn't complain to the banks; but in the model of the other group that had complained to the banks, the complaint behavior had significant negative effect on customer loyalty degree, and the handling of complaint impose significant positive effect on the degree of customer loyalty.