An Empirical Study On The Influencing Factors Of The Remedy Tolerance Domain Of Online Banking Services

In recent years, with the development of the open competition, the competition within the service industry has become increasingly fierce. Maintaining existing customers and cost-reducing had became the new strategic objectives in the enterprise, as well as the banking industry. With the development of technology, time-consuming and costly nature of traditional bank service will allow banks use network technology to find out the new online-banking services. However, due to the special nature of the service itself, the mistakes or negligence will be inevitably during the online-banking services. Therefore the bank requires an appropriate remedy to improve service-satisfaction to maintain the customers. According to the theory of the Zone of Tolerance, the customers have different expectation levels about the service recovery. It will act as different satisfaction levels during different remedies, and then result in different customer behaviors. Thus, it is important that how to use effective remedial measures to maintain existing customers for the commercial banks.Based on the theory of service recovery and Zone of Tolerance, this paper focus on the online-banking services and choose the CCB in Xi'an as the case study to build an online-banking service recovery tolerate domain model. Then a survey questionnaire is designed to explore the width of the Zone of the different dimensionalities in the service recovery tolerance and gender, age, education and monthly income as impact elements to the width of the Zone of the different dimensionalities in the service recovery tolerance by paired samples T-test method. Then the different correlation between the perceived quality of the service recovery and customer behavior in different region is confirmation by the correlation and regression analysis, as well as the extent of service failures, the service failure attribution, alternative service perception, perceived fairness and communication channels as impact elements to the Zone of the different dimensionalities in the service recovery tolerance. According to the results of empirical research, the Zone of Tolerance about Internet banking-service recovery is real, and the width of the zone about the response speed is narrowest in three dimensions about the service recovery. The width of the zone during men is more wider than women. The width of the zone during the older is more wider than the younger. The width of the zone during the high education is more wider than the low education. But no consistent correlation between the width of the zone about Internet banking-service recovery and monthly income. In addition, the regression analysis shows the different tolerance fields would impact on the correlation between the perceived quality of the service recovery and customer behavior. The extent of service failures enters in the regression equation of the appropriate expectation, ideally expectation and the width of the zone about the three dimensions of the service remedy. The service failure attribution enters in the regression equation of the appropriate expectation and the width of the zone about the tangible compensation and intangible compensation. The alternative service perception enters in the regression equation of the appropriate expectation about the three dimensions of the service recovery. The perceived fairness enters in the regression equation of the appropriate expectation about the tangible compensation and response speed, enters in the regression equation of the width of the zone about the tangible compensation, enters in the regression equation of the ideally expectation about the three dimensions of the service remedy. The communication channel enters in the regression equation of the appropriate expectation about the three dimensions of the service remedy, enters in the regression equation of the ideally expectation and the width of the zone about the response speed.Finally, based on the conclusions from the analysis, some service remedy strategies were suggested in this paper for the CCB in Xi'an by different perspective.