Analysis Of Influencing Factors On Customer Satisfaction Of Mobile Banking Service Quality

With the development of mobile finance,Internet finance has been gradually shifted toward the mobile terminal.Mobile banking has become an important weapon for banks to compete for mobile consumer finance.Although most banks have launched mobile banking services,the quality of service is not satisfactory.In the era of "word of mouth is king",customer satisfaction is the key to occupying customer resources among commercial banks.The article is aiming to find out the key factors that affect customer satisfaction of mobile banking and make suggestions on it,which helps operators to understand the customer needs,position the development direction,and promote the healthy development of mobile banking.Based on the customer satisfaction theory and SERVQUAL model,combined with the characteristics of mobile banking,the article adds two factors of ease of operation and value-added,and finally constructs the model of factors influencing customer satisfaction of mobile banking.The article uses the questionnaires to collect data,and uses factor analysis,correlation analysis and regression analysis to study the factors affecting customer satisfaction of mobile banking.The main conclusions of this article is that tangible,security,responsiveness,empathy,ease of operation and value-added of mobile banking are all factors influencing customer satisfaction.Among them,the ease of operation,responsiveness and value-added have a great impact on customer satisfaction.Tangible and security have a certain impact on customer satisfaction,while the degree of empathy is relatively weak.Finally,based on the research conclusion,the article puts forward some useful suggestions to improve the customer satisfaction of mobile banking.