Research On The Influence Of Banks’ Multi-channel Service Quality On Customer Retention Effect

Under the superposition of multiple factors such as severe global financial environment and product homogenization,banks should seize more customer resources to achieve long-term development.In the context of digital transformation,banks have adopted a combination of physical channels and virtual channels to provide service.Multi-channel development has become a trend of bank operation.With the support of the national policy,the process of banks’ internationalization is accelerated.The overseas channel construction is gradually complete and the overseas business scope is gradually comprehensive.Therefore,this study research the influence of banks’ multi-channel service quality on customer maintenance effect under the moderating effect of internationalization.The results provide a theoretical basis for banks to strengthen the construction and management of domestic and foreign channels and improve the service quality.At present,the business branches are still the main offline channels for banks;PC ports and App ports are the virtual channels that customers often use.Therefore,this study used these three main channels to measure the quality of banks’ multi-channel service.Through literature combing,based on the relevant theory between banks’ service quality and customer maintenance,this paper introduces perceptual consistency and channels value perception as intermediary variables and the degree of bank internationalization as a moderator variable to construct the theoretical model.In view of the model,the author completed the questionnaire design based on the previous mature scale.A total of 497 valid questionnaires were collected through online and offline questionnaire distribution.After analyzing the data obtained by using SPSS and Amos,it was found that the accelerated internationalization development of banks promotes the exploration of cross-border channels construction and management.Therefore,the second set of questionnaires was distributed in this study.Finally,220 valid samples were collected,and the impact mechanism of banks’ cross-border channels service quality on customer retention was explored through stepwise regression analysis,so as to provide a theoretical basis for the development of banks’ cross-border channels.This study has done benchmark regression analysis,mediation effect analysis,moderating effect analysis and stepwise regression analysis.The benchmark regression results show that offline service quality,App service quality and PC service quality positively and significantly affect customers’ attention to value-added service;offline service quality and PC service quality positively and significantly affect customers’ exclusive intention.The results of structural equation model show that perceptual consistency plays an intermediary role in the influence of bank multi-channel service quality on value-added service attention and customers’ exclusive intention;channels value perception plays an intermediary role in the influence of bank multi-channel service quality on value-added service attention and customers’ exclusive intention.The multi-group analysis shows that the channel service quality of high-international banks is higher than that of low-internationalization.Meanwhile,the different degree of internationalization has both similarities and differences in the path of multi-channel service quality on customer retention effect.Finally,the stepwise regression results show that there is an intermediary effect of channels value perception and perceptual consistency in the impact path of banks’ service quality of cross-border channels on customer retention.The results provide a basis for the construction and management of banks’ cross-border channels,and increase the universality of the theoretical model of“banks’ multi-channel service quality-customer retention”.According to the empirical results,this study puts forward some suggestions on construction and management of banks’ channels and prospects for future research.