Research On The Evaluation And Improvement Of Service Quality Of ZX Bank’s Mobile Banking

In the context of the rapid development of mobile Internet and e-commerce,online financial service channels represented by mobile banking have undoubtedly become the core business areas of competition among major commercial banks.With the gradual decline of the demographic and traffic dividends of the mobile Internet,the cost of acquiring new users for banks is getting higher and higher,and the market economy has broken the barriers of the service industry,the range of applications that customers can choose from is becoming more and more extensive,and customer liquidity is also increased.Therefore,how to achieve new customer development and old customer retention through high-quality products and services is crucial for commercial banks to develop mobile banking business.In the thesis,ZX bank mobile banking as the research object,through the use of SERVQUAL model to analyze the quality of service of ZX bank mobile phone banking,so as to find the service gap of mobile banking,and put forward relevant improvement measures.First of all,combined with the current situation of ZX bank mobile banking services,analysis of dimension settings,the choice of tangible,reliability,responsiveness,security,empathy five dimensions,and designed a scale of 22 questions.On the basis of the scale,a survey questionnaire is formed,and the letter and effectiveness of the questionnaire are analyzed,and the results show that the letter and effectiveness of the questionnaire are high,which meets the evaluation conditions of service quality.Based on the questionnaire formed in the previous period for more than300 mobile banking customers to carry out research,of which 250 valid questionnaires,based on valid questionnaire data,statistics of service quality score in all dimensions,found that tangible,reliable,responsive,security,empathy five dimensions of services did not meet customer expectations.On this basis,the importance of 22 questions-performance perception analysis,analysis found that ZX bank mobile phone banking in the tangible,responsive and empathetic dimensions of the service have certain problems,as reflected in the lack of good use of products,unable to respond to customer needs in a timely manner,lack of emotional care and other issues,these problems lead to poor customer experience,affect customer satisfaction.Combined with the problems of mobile banking,four improvement measures are proposed,one is to continuously optimize the interface and function of mobile banking for the lack of good use of products,improve the professionalism of mobile banking,centralized traffic to operate mobile banking three measures to create high-frequency scenes and customers become friends three measures,and the fourth is to use financial technology means to achieve strong risk control,regulate the source of mobile phone banking contract,strengthen customer risk prevention awareness three measures.Through the above measures to solve the problems of ZX bank mobile banking,so as to further improve the quality of ZX bank mobile banking services,strengthen its market competitiveness.