The Empirical Testing Of The Relationships Among Customer Perceived Service Quality,Customer Perceived Value And Behavioral Intentions Of Ingernet Banking Customer

Internet bank or E-bank, contains two levels of meaning, one is organization, it’s referring to set up a business network through a bank; the other is the business concept, it means that banks give customers financial services through the information network, including traditional banks services, new business which is brought from applications of information technology. In our daily life, the internet bank we refer to which is the concept of internet banking services. Chinese banks are continuously increasing, internet bank business is growth rapidly, and online banking users in2009reached about7,000million. Despite there had the global financial crisis in2009, online banking remains the upward trend in China, especially the Personal Internet Banking business, it shows the strong momentum of development as commercial banks give the effort to push it. Online banking market turnover reached404.88trillion in2009, CMIC analysts expect the development of online banking the next3-5years will usher in a stable growth period,2011, China’s online banking transactions will be more than1100trillion. Although we had already nearly tens of millions of individual online banking users, but with over300million Internet users in China, internet bank has great development. Internet banking develop more and more mature, the requirements of customers for online banking is changing, customer requirements change to most concerned about the gradual shift from the previous security issues,they hope that banks can provide better services to customer and concern their demand.This paper will give analysis from the perspective of the customer to explore the reason for influencing the customer’s behavior, and analyze the ways in which these factors impact on these factors, at the same time, this paper analyze the relationships of this factors.In order to achieve the objective, more than200Chinese bank customers were surveyed, after collected the data, this study employs SPSS13.0statistical software to analyze the survey data.The finding indicates responsiveness, reliability, ease of use and security of online banking customers are the key factors, reliability is the most important factor. Of these, the standardized loading of reliability, ease of use, security and responsiveness is0.364,0.297,0.232and0.160(P=0.000).The factor of outcome value, procedure value positively and significantly influence customer behavior, the standardized loading of outcome value is0.570(P=0.000).The standardized loading of procedure value is0.214(P=0.000).But the emotional value was not significantly affected to the customer behavior.The factor of perceived service quality has significant influence to the outcome value, and the reliability influence is most obvious. Reliability and responsiveness significantly influence customer procedure value. Responsiveness has most obvious effect to the procedure value.At last, this paper according to test results, provide some reasonable suggestions to the bank, and points out the limitations of this study and future research directions.