The Study On The Model Of Mobile Banking Customer Satisfaction

At present, the research of customer satisfaction is one of the hot spots of research at home and abroad. In order to enhance customer orientation in daily life, more and more companies choose customer satisfaction as their main assessment indicators. With the rapid development of Internet, the model of the Internet + traditional industry begin to rise, setting off a wave of industrial upgrading. The online banking and mobile banking is the product of the Internet + traditional bank. In this context, exploring which factors affect customer satisfaction and building the model, not only provides reference for the healthy and rapid development of mobile banking, which has a certain practical significance, but also expands the application of satisfaction theory to a certain extent.This paper choose service model as the theoretical basis through the analysis of previous research. After semi-structured depth interview with 10 phone users, I built the model of mobile banking customer satisfaction based on the result of the theory and the interview, and carries on the verification to it. The results are as follows:(1) Mobile banking customer satisfaction model, it is a first-order five factors model including usability, functionality, responsiveness, security and tangible. The construct validity is higher, fitting indicators are: χ2/df=2.173, AGFI=0.926, RMSEA=0.045. At the same time, five predictor variable and a outcome variable has high construct reliability, they are: 0.892, 0.892, 0.884, 0.872, 0.843, 0.872. These five factors totally covers 17 projects which affect mobile banking customer satisfaction, including the articulation degree of navigating function, the simplify degree of operating function, easier understanding degree of icons and text information, maneuverability of common functions, the simplicity of opening and installing mobile banking, investment financial function, life serving function, account management function, speed of logging in and opening the interface function, speed of functional operation skipping, system stability, accounts and account information security, security technology, security service, image of the brand.(2) In the five factors that affect mobile banking customer satisfaction, which has higher influencing degree are usability, functionality and security, the second is responsiveness, and tangibles.(3) In usability factor, people are most concerned about “functional operation simplification degree”; in function factor, people are most concerned about “account management”; in responsiveness factors, people are most concerned about “jump speed of functional operation”; in safety factor, people are most concerned about the “security technology”; in tangibles factors, people are most concerned about “brand image”.