Research On Strategies For Promoting E-bank Customer's Sense Of Identification

E-bank is bank products and management innovation combining banking with e-channel, relying on the computer and network technology. In recent years, e-bank business model has entered a substantive development stage from the starting stage in China. E-bank has an increasingly important impact on the bank's product innovation, promotion and market competitiveness. The development of E-bank business brings new challenges and impacts on managing customer's relations, maintaining and improving customers'sense of identification under the traditional commercial bank. The study of bank's customer satisfaction and sense of identification on the E-bank business is an important issue of the banking sector in the network economic era.Domestic E-banking is still in the early stages of development, compared with foreign banks, the gap is still rather wide, so customers reflect many problems in the process of using E-bank, and their sense of identification is not very high. Bank's reputation, business process efficiency, product safety and other traditional banking business index for judging only be used as the primary influencing factors in the development of E-bank business, the real factor which decides whether the customer choose to use E-bank or select other bank's e-bank products is psychological satisfaction and a higher level of customer identification produced in the process of customer experience. Therefore, the customer's sense of identification became the key to the development of E-bank. At present, the research on the customer's sense of identification of E-bank products is not rich.Firstly, through the literature review, this essay defines and explains the related concepts of e-bank and customer sense of identification, summarizes the influencing factors of the previous studies in e-bank and customer identification, reviews the existing research on customer sense of identification, and then formed the theoretical basis of this article. Secondly, the essay refines the model of e-bank customers' acceptance and analyzes the factors about E-bank on the basis of the theory and previous research. And through the three links of "perception","cognitive" and "expression", the essay gradually analyzes and probes the implemented situation of strategies for E-bank customer identification sense, and draws conclusions and practical significance of the model based on research of model step by step. Finally, this article draws the conclusion and prospect, points out the shortcomings in the study, and proposes some strategies for promoting the development of E-bank business on the basis of customer's identification sense against the problems in the process of development of E-bank.