A Study On Countermeasures To Improve User Satisfaction Of R Bank’s Retail Mobile Banking

In the last century and the first decade of the 21 st century,Chinese banking industry mainly developed in the mode of scale expansion.With the development of Internet and mobile intelligent terminals,domestic commercial banks gradually laid out banking services in mobile banking.According to the statistics of 2021 China Digital Finance Survey Report,from 2014 to 2019,the number of mobile banking users in China increased from 670 million to 2.09 billion,among which the total number of mobile banking users in six state-owned banks has exceeded 1.6 billion,occupying an absolute dominant position.Only by improving user satisfaction and service level of mobile banking can regional banks have a share of the cake in such fierce competition.R Bank is a regional bank based in Shanghai.In recent years,with the rapid changes in the external financial environment and the development of diversified user requirements,the user satisfaction of its mobile banking is faced with severe challenges.Based on the study of relevant literature on mobile banking and user satisfaction,and based on relevant theories such as user satisfaction index,the SERVQUAL model is used to construct the evaluation index system of user satisfaction of mobile banking,and the questionnaire is designed according to the measurement principle of quadrifid graphs model to carry out the survey on user satisfaction.13 key indicators affecting user satisfaction of R Bank mobile banking are sorted out from four aspects,namely visual design,business process,requirement positioning and platform operation.According to the actual situation of R bank,the main reasons for the problems in the above indicators are as follows: R bank has not established a unified visual design specification for mobile banking,lacks overall management of business processes,does not conduct in-depth research on user requirements,does not have a professional operation team,and is weak in related infrastructure.Combined with the development status of R Bank,aiming at the above problems,this paper proposes an optimization plan from the following four aspects: optimizing the visual design process,improving the process planning management mechanism,clearly positioning the user requirements and improving the platform operation ability,aiming at improving the user satisfaction of mobile banking and the market competitiveness of R Bank.In the research of exploring the user requirement survey scheme to establish the longterm mechanism of user requirement survey,this paper evaluates the user requirement based on the KANO model,further clarifying the KANO attribute and implementation priority of the user requirement in improving user satisfaction of mobile banking,which provides a practical and feasible scheme for R bank to carry out long-term user requirement survey in the future.It can also be referred to in the research of user requirement positioning.At the same time,it is also hoped that this paper can attract more scholars’ attention and research on regional banks’ efforts to improve user satisfaction and industrial competitiveness of mobile banking.