A Study On The Customer Satisfaction Of Personal Mobile Banking

Facing the trend of interest rate marketization and the development of the Internet financial, China’s commercial Banks rely on traditional business profit space are getting smaller. In order to gain advantage in the market competition of the Internet age, it is necessary to development of electronic banking business. Mobile banking as a new service channel bank,get the Banks heavily promoted. The development of mobile phone bank for Banks not only increased the service channel, distributary counter business, reduce the cost of bank management, at the same time to provide users with the is not restricted by time and space of the palm financial services, can effectively expand the bank’s service time and space.In the third quarter of 2014 years ago, the national Mobile phone bank users transaction amount has reached 19.48 trillion yuan. At present, foreign advanced Banks e-banking replacement rate more than 80% generally, domestic banking institutions of electronic banking average replacement rate is only 44%,and the small and medium-sized Banks is less than 30%.At present, the mobile phone bank branch department responsible for the supervision, the people’s bank of China mainly to management of the mobile payment business.Concerning the management of mobile phone bank, the current system is mainly based on the China banking regulatory commission issued the measures for the administration of electronic banking and electronic banking security evaluation guidelines, the development of the mobile banking payment business norms.In this paper, Minsheng bank as investigation object, personal mobile banking customer satisfaction for the empirical study.Based on the SERVQUAL model of service quality, appearance, response speed and reliability as a latent variable observed variables, perceived quality. Based on the ACSI assessment system, this paper increase public image as a latent variable.Therefore, the following is a personal mobile banking customer satisfaction dimensions: perception of quality, reputation image, perceived value, customer satisfaction, customer loyalty, customer complaints.Under each dimension divided several observation indexes, this study through on-the-spot investigation and online questionnaire to collect data in one of two ways, the number of effective questionnaire is 188.This article first descriptive analysis of data, using spss17.0 data reliability analysis and validity analysis.Using Amos17.0 structural equation model is established, the analysis of the effect of customer satisfaction path, finally come to the conclusion.The MinSheng bank personal mobile banking puts forward suggestions for the improvement of customer satisfaction.For MinSheng bank personal mobile banking puts forward suggestions for the improvement of customer satisfaction according to the different influence of factors affecting the path size.