Research On Customer Satisfaction Survey And Promotion Strategy Of Mobile Bank Of I Bank SY Branch

The development of domestic mobile banking will go through four stages:one is the exploratory period.In 1999,China first developed mobile banking services,mainly providing users with account inquiries,payment,transfer and securities trading information.At that time,most domestic mobile banking was based on STK.Second,the market start period.Since 2010,many Banks have launched mobile banking client models that support apple and android.In June of the same year,the central bank officially promulgated the management measures for payment services of non-financial institutions,which regulated the business activities of non-financial institutions in the field of payment services in a more detailed way,which greatly promoted the sustainable and healthy development of China’s mobile banking.Mobile banking,a new type of service,is becoming more and more accepted by users.Third,high-speed development period.Since 2014,the central bank has issued a number of documents,and China unionpay later issued relevant regulations.The functions of mobile banking have been constantly enriched,the application scenarios have been continuously expanded,and the number of mobile banking users and transaction scale have exploded.At present,the development of domestic mobile banking is in this period;Fourth,the mature application period.With the continuous enrichment and improvement of products and services,mobile banking will become the most important user service channel for Banks,and the market is gradually entering a stable state.As a big state-owned bank,SY branch of bank I also actively transforms itself under the general trend of Internet finance,seeking novelty,change and development,striving to continue to play the "headwild goose effect" in the era of Internet finance,leading the development and reform of the financial industry,and creating better financial experience for customers.With the deepening of product promotion and customer use,product optimization is of great significance to further improve the service level,customer experience and service satisfaction of our mobile banking products.This paper investigates the mobile banking customers of I bank SY branch,conducts empirical investigation and research on the customer’s satisfaction with mobile banking,and establishes the influencing factor model of mobile banking customer satisfaction of I bank SY branch in order to screen out relevant factors.Firstly,a new questionnaire was designed and developed,which was classified and screened,and the reliability and validity of the questionnaire were tested in detail.The hypothesis about customer satisfaction of mobile banking was put forward.Then,based on the above work results,a model of customer satisfaction factors for mobile banking was built,and sample data were used for analysis and measurement and hypothesis testing.Found through research,functionality,security,ease of use,such as the key factors of the satisfaction degree of the influence,I SY bank branch for the mobile banking customer satisfaction are proposed,the study on the mobile banking business development is of great significance,not only in the real practice,or reference,he did have a certain value.