Research On Service Quality Evaluation System Of Personal Internet Banking

With the reform and opening up, banking of China develops rapidly and the process of opening up is accelerating. Competition of banking is becoming more and more intense in China. These years, internet banking has been paid a great deal of attention and fully developed for its distinct advantage of low-cost, high efficiency in the worldwide. Personal internet banking is also developing with strong momentum. But there are still gaps in service quality between personal internet banking of China and that of developed countries. Facing with the increasingly fierce competition, how to improve customer satisfaction by improving service quality of personal internet banking is the opportunity and challenge which personal internet banking is confronted with when it develops. At the same time, there is no recognized service quality evaluation system to help personal internet banking to improve service quality with a clear aim. Because the actual needs of management practice and the blank in theory, this thesis makes an intensive study of service quality evaluation system of personal internet banking.First, the indexes of service quality evaluation of personal internet banking are developed on the basis of theory and literature research. And the service quality evaluation system of personal internet banking in China is constructed through questionnaire design and empirical analysis. The service quality evaluation system consists of6dimensions and27evaluation indexes. The6dimensions are core service, non-purchase service, added value, transaction support, responsiveness and non-bank service.Then, this thesis does some research on the constructed service quality evaluation indexes based on Kano model. Through designing service quality questionnaire of personal internet banking which is based on Kano model and data analysis, the service quality evaluation indexes of personal internet banking are classified into must-be attributes, linear attributes, attractive attributes and indifferent attributes. In order to make bank managers take targeted measures to improve service quality of personal internet banking, the impact strength of each index is studied and the impact of each index on customer satisfaction is analyzed. And according to these, thesis proposes some strategies and suggestions about improving service quality of personal internet banking.This study expands the theory research about service quality of personal internet banking through building the service quality evaluation system of personal internet banking which is appropriate for China. Through the study on the service quality evaluation system of personal internet banking, this thesis provides corresponding ways for scientific management of bank managers and for personal internet banking to obtain and maintain long-term competitive advantage.