The Study Of Customer Satisfaction Of Mobile Banking Based On The Key Evaluation Indicators

Mobile banking is an innovative financial services, following another way of telephone banking, online banking, mobile banking is also known, is the use of communication networks and mobile terminals handle referred to the relevant banking business, which not only extended the service time bank also expanded range of banking services in the invisible bank increased the number of business outlets.Due to the huge development potential of mobile banking, all banks have launched mobile banking services.Many domestic and foreign experts and scholars for the phone banks to do a lot of research, mainly from the development of mobile banking, business model and the use of intention to carry out aspects. But few surveys and research on the user’s satisfaction.Therefore, this article from the perspective of mobile banking, combined with studies of customer satisfaction, customer satisfaction for our mobile banking exploration, mainly from the key indicators of the impact evaluation of customer satisfaction on mobile banking gives recommendations to enhance customer satisfaction.Firstly, on the basis of domestic and international mobile banking customer satisfaction index model and related research on determining the dimensions of mobile banking customer satisfaction:Customer expectations, perceived quality, perceived value, customer satisfaction, customer complaints and customer loyalty,According to experts discuss each dimension, the target customer interview is divided into several evaluation indicators;Then through a questionnaire survey of data for statistical analysis, factor analysis to calculate the degree of common indicators and to determine the weights derived key evaluation index, calculated by fuzzy evaluation method and mobile banking customer satisfaction index for each dimension Satisfaction Index.Finally, to conclude, our mobile banking customer satisfaction is low, according to the key evaluation indicators proposed targeted recommendations to improve the mobile banking customer satisfaction.