Study On Service Quality Evaluation System Personal Internet Banking

Recent years, internet banking as a new type of banking service mode and the most effective way to compete for high-quality customers, has been developing rapidly in its low cost, high efficiency on a global scale. Although corporate internet banking has been occupying an important position to maintain lasting competitiveness, but after China joined the WTO, the development of domestic e-commerce promote more and more Internet users use internet banking as a way of payment, especially young Internet users making personal internet banking develop rapidly. However, from the present situation of the development of personal internet banking, bank never really improve the quality of service as its key competitive factor, apart from the emphasis on technology investment, product innovation. Therefore, if personal internet banking service quality can get bank customers has definitely become an urgent problem to be solved. However, due to gaps in theory, scholars just discussed on a marketing tool for internet banking, security management, and the internet banking service quality research is not a lot. Now, there is not a proven internet banking service quality evaluation index system to help improve service quality on target. So personal internet banking service quality study becomes very necessary.On the basis of a large, in-depth reference to foreign literature and theoretical results, this paper selected evaluation index of personal internet banking service quality, initially identified29original evaluation, based on the original indicators, designed of the questionnaire, and entrusted the personal staff of the five major banks, making internet banking users conduct online surveys. Used recycled questionnaire data, combined with the SPSS statistical analysis software rescreened personal internet banking service quality evaluation. And ultimately build a quality suitable for domestic bank’s six dimensions,26indicators of personal internet banking service quality evaluation system, and to determine the index of weights. Based on the Index weights, this paper provided bank managers suggestions to improve the quality of service.