Study On Personal Online Banking Service Quality Impact On Customer Loyalty

This paper takes personal online banking service quality for study, first reviews the relevant theories of Quality of Service and online banking service quality, on this basis, builds a personal online banking service quality impact on customer loyalty model and proposes relevant research assumptions. Then pre-survey results are analyzed and pre-questionnaire is revised. Structural Equation Modeling and correlation analysis are applied to verify the model presented in this paper, and on this basis marketing advices are proposed.This paper considers the measurement of the impact of personal online banking service quality from six aspects:functionality, reliability, innovation, usability, informativeness and responsiveness, with customer satisfaction as an intermediate variable. Among them, "functionality" has a significant positive impact on "customer satisfaction" and "customer loyalty"; "credibility" has a significant positive impact on "customer satisfaction" and "customer loyalty"; both "innovation" and "usability" have significant positive impact on "customer satisfaction"; "responsiveness" has a significant positive impact on "customer satisfaction" and "customer loyalty"; "customer satisfaction" has a significant positive impact on "customer loyalty". Banks shall focus on the basic functions of online banking to enhance the functionality; effectively ensure the security of online banking to enhance the credibility; continuously improve and optimize online banking to enhance the innovation; realize easy operation of online banking to enhance usability; provide timely, practical and latest financial information to enhance the informativeness; establish a 24-hour communication and feedback mechanism to improve market responsiveness. In this way, customer satisfaction and loyalty for online banking will be effectively improved.