Research On Customer Satisfaction Of Mobile Banking In DZ Rural Commercial Bank

With the continuous development of economy and the acceleration of 5G network communication,smart phones have become popular in people’s lives.The gradual rise of the Internet has also brought tremendous pressure on China’s traditional banks.The continuous deep reform of the financial system has made the competition among commercial banks intensified.As a new profit growth point of the banking industry,the mobile banking business not only facilitates people’s lives,but also improves people’s efficiency.Therefore,it has become a breakthrough in the transformation of traditional banks.Although dz Rural Commercial Bank has also launched mobile banking,the number of mobile banking customers is gradually increasing,but it is not enough to satisfy the basic business needs of customers.At the same time,mobile banking is a combination of the banking industry and the mobile communications industry.In view of the very important role of mobile banking in the banking industry,this paper hopes to analyze the influencing factors of mobile banking customer satisfaction and propose targeted recommendations of mobile banking in rural commercial banks.This paper firstly combs the literature,starting from the theory of customer satisfaction,referring to the acsi model,combined with the characteristics of rural commercial banks,constructing a mobile banking customer satisfaction evaluation model and establishing a evaluation index system.According to the customer empowerment method,the weight of the evaluation index is determined,and the designed data of the customer satisfaction survey of the rural commercial bank is used,and the statistical analysis of the survey results is used to draw conclusions.Finally,according to the analysis conclusions,relevant measures to improve customer satisfaction are proposed,and then the competitiveness of mobile banking of rural commercial banks is enhanced.