The Research On The Evaluation Model Of The Service Quality Of Internet Banking

Internet banking based on the development of the Internet is a new channel of banking service.It becomes more and more important in the modern commercial banks. Studies show that service quality has become the key determinant of the Internet banking which reflects the differences and competitive advantage.But the research on the evaluation model of internet banking service quality is very rare at the present.The evaluation system and evaluation method of internet banking service quality have not been unified between the academia and the practice. This research aims to create an effective service quality evaluation model for Internet Banking Services, hence to understand the whole level of service quality and to help the banks to identify the weaknesses of their internet service and provide suggestions for improvements.The main research results of this paper are as follows:1. Based on the SERVQUAL model and consult the qualitative analysis of other scholar result, this paper modify five dimensional of the SERVQUAL model and construct the initial evaluation system of Service quality of Internet banking, in order to make customer perceptions of service quality evaluation of Internet banking service comprehensive.2. In order to make the study more scientific and representative, this paper use CITC technology and factor analysis to modify the structure of the evaluation system. The final evaluation system of Internet banking service quality has seven dimensions and 27 evaluation, including "Tangible", "Reliability", "Empathy", "Responsiveness", "Ease of use", "Security", "Financial information". Finally, by testing the reliability and the validity of the modified evaluation system, the results show that the reliability and the validity of evaluation system are in line with relevant standards.3. This paper uses the "Combination Weighting Method" to determine the weight. As there gre many limitations when using simple weighting method to determine weight. On one hand, subjective weighting method is too random, on the other hand, objective weighting method has higher data requirement, which will greatly affect the accuracy of weight determination. Therefore, in order to avoid the shortcomings of simple weighting method, this paper has combined "AHP Anlysis" and "Entropy Method" to get the more scientific and reasonable weights.4. This paper use DS-evidence theory to evaluate the comprehensive service quality of internet banking. Evaluation of internet banking is a complex, comprehensive process of self-psychological experience, and its evaluation are mostly qualitative, comprehensive, vague and uncertain, but the D-S evidence theory can solve this problem. This paper based on the research of D-S evidence theory, considering the uncertainty of customer satisfaction, proposes a new evaluation method of the internet banking service quality based on the DS evidence theory, making the evaluation process of the service quality much more scientific and reasonable.5. This paper does the empirical research on the evaluation model of the internet banking service quality. In this paper collect a large number of evidence data by the network questionnaire to do the empirical research on the evaluation system and evaluation method of internet banking service quality, and propose some measures and suggestions to improve the Internet banking service. Further more, in order to avoid large calculation problems, this paper use MATLAB programing to realize all the algorithms in performance evaluation process, greatly improved the efficiency and accuracy of enterprise performance evaluation.The research results showed that the performance of the overall service quality of Internet banking at this stage is "general", and the performance of the dimensions of "Ease Of Use","Empathy","Safety " and "Financial Information" are not very good. These should be the next steps of improving Internet banking service. But the dimensions of "Tangibility","Responsiveness" and "Reliability" are well. Based on these results, this paper focused on the dimensions of Internet banking service quality for bank managers to provide suggestions for improvements. Finally, through comparative analysis of Fuzzy Comprehensive Evaluation method, it had been proved that D-S Evidence Theory was suitable for quality evaluation of Internet banking service field as well as it had some advantages.