An Empirical Study On The Relationship Between E-service Quality And Post-using Behavioral Intentions

With the development of information technology and the increasing covering of network service, the traditional banking services have been unable to meet customer needs, which contribute the rapid development of Internet banking business. In terms of personal Internet banking, the distinguishing feature of all-weather and convenient service fully meet customers’requirements. Therefore, improving the E-service quality, the formation of positive word of mouth, increasing the number and amount of customer transactions has become the focus of attention of all online banking.Although the service quality as an important driving factor of customer satisfaction has been widely accepted, study on the dimensions of the E-service quality are not the same. While with the development of network technology, services and customer structure, the influence factors of the E-service quality factors are also changing. The article in the domestic and foreign customer retention of the quality of service, E-service quality, behavioral intentions of literature, takes the personal Internet banking as the research object, referring to the scholars about the service quality and behavioral intentions and so on the related research achievements, Selecting the customer satisfaction as the intermediate variable, and established the a conceptual model of Internet banking service quality and customer satisfaction and relationship post-using behavioral intentions. Based on the structural equation model statistical analysis method for the main research method, and based on the area of college Students questionnaire survey data collected for the concept of to set the model test, the correction, and finally form the personal Internet banking service quality retention model.Research results show that:the reliability, ease of use, responsiveness, empathy, security dimensions of Internet banking service quality on customer satisfaction have direct positive effect on word-of-mouth; customer satisfaction to post-using behavioral intentions have direct positive effect; the Internet banking service quality through customer satisfaction to behavioral intentions after use have the indirect effects. The achievement of this paper can provide an empirical basis to improve the personal Internet banking service quality. Put forward suggestions to improve the management of Internet banking service quality finally and points out the research limitations and future research directions at the same time.