Study On Customer Satisfaction Evaluation Of Personal Online Banking

With the development of financial globalization, the competition between banks hasbecome increasingly fierce,under the information economy tide,the rise of online Banking forbank competition add fuel to the fire.In order to seek survival and development, the use of theInternet to carry out new bank business has become a competitive new field. The Internetbrings the new characteristic, also makes the business model of online banking has brokenthrough multiple constraints of the traditional bank.Online banking system is not only theimportant means of the existing banking services, but also for banks in products, services andother aspects of the development of emerging business to establish a good foundation,thereby increasing the intermediate business income. The banking industry as a serviceindustry, its service quality importance is self-evident, and online banking and graduallybecome hot new competition in the banking industry. There have been some consumers athome and abroad about the measure of traditional banking customer satisfaction research andwritings, but the Internet brought new characteristic, make Internet banking business modelhas been a breakthrough of the traditional bank multiple constraints. Since the Internetbanking since birth, the scholars of the on-line bank development strategy, the developmentof Internet banking risk and its prevention measures, the Internet banking supervisionproblem has more discuss, but for Internet banking customer satisfaction research is stillrelatively small. Therefore, it is necessary for us to online banking customer satisfactionevaluation method of this problem to be studied.This study adopts the dual factors theory, statistical method, the grey system theory, theimpact of Internet banking customer satisfaction issues in-depth study. First of all, from thedouble factor theory, to health factors and incentive factors put forward two online bankingcustomer satisfaction factors, respectively is：" usefulness"," ease of use"," security","image"," responsiveness"," Empathy"," compensatory", and carries on the analysis, toconstruct the index system. Then, based on the grey fixed weight clustering method theconstruction of online bank customer satisfaction evaluation model, using a questionnairesurvey method to obtain first-hand data, analysis of the online banking market share beforethe ten ten Bank Internet banking customer satisfaction, and the result analysis. Finally from the study of the affecting factors of customer satisfaction of Internet banking, put forwardcountermeasures and suggestions.