Study On The Influencing Factors And Optimization Strategies Of Mobile Banking Customer Satisfaction Of Agricultural Bank Of China B Branch

With the application of digital technology and the change of customer demand behavior,digital transformation has become an inevitable trend in the development of banking industry competition.Banks accelerate the layout of online financial services,take mobile banking as the core,cooperate with multiple channels,and provide customers with rich and efficient intelligent financial services.Although the number of mobile banking customers is increasing year by year,but the commercial banks have not achieved the expected goal,and the problems such as complex interface and cumbersome operation of mobile banking bring a lot of inconvenience to customers,so improving customers’ satisfaction with using mobile banking is the key to win the online service of commercial banks.In this paper,through exploring the influencing factors of mobile banking customer satisfaction,the corresponding optimization suggestions and strategies are put forward,so that Agricultural Bank of China can understand customer needs and clarify the development direction of mobile banking business,so as to further improve the competitive advantage of mobile banking.Based on SERVQUAL model theory,this paper takes the customer satisfaction of mobile banking in B branch of Agricultural Bank of China as the research object,and selects five influencing factors,i.e.intelligibility,security,ease of use,responsiveness and economy,and makes statistical analysis of questionnaire data to verify the influence of the above factors on the customer satisfaction of mobile banking,so as to obtain the security at the emerging stage,ease of use,economy have a significant impact on customer satisfaction of ABC B branch,and put forward optimization strategies from the aspects of increasing mobile bank account security lock,optimizing mobile bank interface,increasing account balance change reminder,etc.,so as to provide reference and reference for ABC B branch to improve mobile banking service quality in future work.