| With the astonishing development of domestic electronic commerce, online banking service have gradually become standardized and organized. Particularly, the number of users and their transactions achieved significant increase. With the rise of customers’ increasing demand on private online banking service and the competition from third-party payment platform, traditional banking service providers are facing great challenges and opportunities. Improving their service quality serves as the core for outperforming other competitors, because improving service quality lies at the core of establishing core competitiveness and establishing core competitiveness is the challenges and opportunities they are facing currently. The improvement in service quality ensures a healthy and promising development in both of the banking industry and the domestic macroeconomics.Based on the above analysis and a detailed study of the development of online banking service home and abroad, it is safely to draw the conclusion that the rise of private online banking service is irrefutable. It is also predictable that transactions conducted online tend to increase gradually and stably. Consequently, improvement in customer satisfaction becomes a necessary condition for the development of online banking service.After a detailed review of relevant theories and previous studies, the author found a weak point still exists in the field of comparison study. The present study make a horizontal comparison among several banks in the whole industry.Based on the traditional service model the characteristics of electronic commerce, three dimensions, i.e. service provision, front-desk design and back-office support, are employed as the framework for appraising the quality of online banking service. At the same time, the author compiled the private online banking service quality appraisal questionnaire. In this questionnaire, six factors are treated as first-class parameter, being basic service, added service, user-interaction design, website content, safety concern and responsiveness. On the ground of the collected data, the author firstly employs grey relational analysis to conduct a general comparison across the big4national banks horizontally and vertically and found out that the focus of customers and banks differs from each other. Then entropy weight method is employed to define the weight of each factor. Finally, a comprehensive fuzzy appraisal model is combined to the gray relational analysis to give final comment on the service quality of the big4national banks. At last, suggestions for improving their service quality are provided. Major findings can be summarized as follows:1) In longitudinal relational analysis, the Industry and Commerce Bank of China ranks the first. Meanwhile, the China Construction Bank spares more effort on providing basic service and building website content. Albeit Bank of China is proficient at safety concern and responsiveness. The Agricultural Bank of China is relatively outdated in every aspect. In horizontal relational analysis, these six factors are closely related to each other, suggesting that all these six factors can influence the customers’ overall satisfaction, especially basic service, website content and safety concern.2) In this study, entropy weight method is employed to define the weight of each factor. Added service has the highest weight, up to0.219. It is far more important than basic service (0.179) and website content (0.109), which suggests that there is little or no difference among big4national banks and that added service could be an breakthrough point for innovation in the field of private online banking service.3)The comprehensive fuzzy appraisal model shows that all of the big4national banks have an overall score above3, staying in a relative satisfactory level. It is clearly that private online banking service has achieved great advance, but there is still a lot to improve. |
PDF Full Text Request