Analysis Of Factors Affecting Customer Satisfaction Of Personal Mobile Bank

With the rise of e-commerce,third-party payment platforms such as Alipay and WeChat have emerged as the times require,and they have also seized the market of traditional banks while facilitating the collection and payment of funds for customers and merchants.At the same time,the deepening of opening up will bring more foreign banks into China.Under the support of a wide range of overseas network systems and strong technology,foreign banks also have a status that cannot be ignored in the Chinese banking industry.Under the above competitive pressures,banks have launched mobile banking.Mobile banking has become a new business that increases profits and seizes customers by virtue of its convenient carrier port,rapid business processing,wide variety of services,and the ability to handle business anytime and anywhere.The important boost.Since the business of mobile banking is basically based on the introduction of some traditional banking services,it can expand the services that other traditional banking physical outlets cannot handle,such as water,electricity,gas payment,stock trading,etc.Therefore,although banks are Transforming and upgrading in the direction of mobile banking,but the homogeneity of mobile banking is serious.In order to improve the difference of mobile banking,improve the service quality of mobile banking,so that banks have their own unique competitive advantages,improve the profitability while better serving the public,and also enrich the existing mobile banking satisfaction model theory.This paper takes ICBC mobile banking as an example to study the influencing factors of customer satisfaction,and provides corresponding suggestions for the development of mobile banking of ICBC and other banks.The first chapter of this paper briefly introduces the research background,and on this basis,puts forward the research significance of this paper from both theoretical and practical aspects,expounds the research status at home and abroad,points out the research methods and research framework,and finally gives the possible innovations of this paper.The second chapter mainly introduces the development status,business types and characteristics of mobile banking.It briefly describes the definition of satisfaction,the psychological theoretical basis of satisfaction and the theory of satisfaction model,which lays a theoretical foundation for the construction of mobile banking satisfaction model.The third chapter puts forward the model hypothesis and questionnaire design.With reference to the SERVQUAL model,this paper takes the six service quality characteristics of demand,reliability,ease of use,visuality,profitability and responsiveness as the influencing factors,and proposes the basic model of satisfaction.Assume that the initial model of mobile banking customer satisfaction is constructed,and the questionnaire is set based on the six service quality characteristics and the basic situation of the customer.The fourth chapter begins with a descriptive statistical analysis of the basic situation of ICBC's mobile banking customers,and understands the basic situation of customers.Secondly,it analyzes the correlation between individual basic characteristics and satisfaction through cross-linked tables to test whether the basic characteristics of individuals are It will be related to satisfaction.It will be used to analyze the influence of individual basic characteristics on satisfaction by using the two-class logistic regression method.Finally,the validity and reliability analysis of the formal questionnaire scale.The fifth chapter is to use the two-class logistic regression model to analyze whether the basic characteristics of individuals have an impact on satisfaction,and to use the structural equation model(SEM)to verify the satisfaction model.Through these two models,empirical analysis of customer satisfaction is analyzed from the micro perspective.the elements of.The sixth chapter mainly summarizes the main research conclusions of this research through basic situation analysis,binary logistic regression analysis and structural equation analysis,and proposes the future of mobile banking from the basic characteristics of customers and the quality characteristics of mobile banking services.The development proposal finally objectively raised the shortcomings of this paper.The descriptive statistical analysis results show that the users of ICBC mobile banking are mainly concentrated in high-level customers with high education,high income and stable economic foundation.The main use areas are also concentrated in the more developed areas,for the average farmers and the elderly.Business development is relatively lacking,and the basic business processing is better than the value-added business.Correlation analysis results show that there is no significant correlation between gender and age and customer satisfaction.There is a significant correlation between customer age,monthly income,education,place of residence,frequency of use and satisfaction.The results of the two-class logistic regression analysis further prove that the customer's gender,occupation,monthly income,frequency of use and customer satisfaction have no significant impact,and the customer's age,education,place of residence and satisfaction have a significant impact,and over 45 years old.The satisfaction of customers is lower than that of those over 45 years old.The satisfaction of customers with bachelor degree or above is higher than that of college and below.The satisfaction of customers living in urban areas is higher than that of non-urban residents.customer.The structural equation model verifies the hypothesis that service quality characteristics have an impact on customer satisfaction,indicating that the six service quality characteristics have a positive impact on customer satisfaction,and the reliability of mobile banking has the greatest impact on satisfaction.The impact of the bank is minimal.By discovering that mobile banking customer satisfaction is indeed affected by many factors,in order to increase the market share of ICBC and other banks,increase the rate of return,and make recommendations from the basic characteristics of individuals: mobile banking positioning tends to be younger,attracting the mainstream of mobile banking Customers;increase rural promotion,open up rural markets;improve marketing methods for value-added businesses.Suggestions for the quality characteristics of mobile banking services: expand mobile banking services to meet customer needs;improve system protection,strengthen professional quality of service personnel;simplify operational steps and improve ease of use;establish a sound response mechanism to improve responsiveness;Design to improve visuality.Optimize system functions and carry out multi-party cooperation.