| With the development of financial technology,two-dimensional code payment,artificial intelligence and other technologies have changed the payment methods and living habits of customers.The number of customers in bank outlets has gradually decreased,and the financial system has undergone tremendous changes.On the one hand,offline outlets have been greatly impacted.On the other hand,the competition for online business expansion is fierce,prompting banking institutions to actively innovate and explore the new development direction of retail business,so as to better respond to market changes.Under the new situation,commercial banks have made efforts to build an online marketing system and vigorously promote new technology products such as mobile banking and super counters.At the same time,due to the serious homogenization of products between commercial banks,the competition between financial services industries must be customer-oriented,with the goal of improving customer satisfaction to develop marketing strategies,in order to obtain competitive advantages.Therefore,how to speed up the spread of new technologies,improve customer satisfaction with new technologies of commercial banks,and then formulate corresponding marketing strategies is an important topic for banks to explore and improve their competitive advantages at this stage,which is also the core content of this study.This thesis first analyzes the research background,including economic development background,industry development background and micro background,then presented purpose and significance of this study,described the research contents and methods used.On this basis,this thesis summarizes the cited literature and basic theories,including innovation diffusion theory,customer satisfaction theory and online marketing theory.Secondly,this thesis introduces the current situation of online and offline marketing of ABC’s retail business and the necessity of online marketing.On the one hand,changes in the external technical environment and policy environment require commercial banks to carry out online marketing;on the other hand,changes in customer demand,lifestyle and payment habits also require commercial banks to carry out online marketing.Combining the innovation diffusion theory,customer satisfaction theory and the actual situation of ABC A,this thesis makes an empirical analysis on customer satisfaction of ABC A’s mobile banking,super counter and other new online marketing technologies.The relative superiority,compatibility,perceived ease of use,observability and testability that affect the diffusion of new technology innovation are taken as independent variables,and customer satisfaction is taken as dependent variable for correlation analysis and regression analysis.The intermediary analysis is used to study the intermediary role of perceived quality and perceived value,which are the determinants of customer satisfaction.Through analysis,there is a significant positive relationship between compatibility,perceived ease of use,observability,testability and perceived quality.There is a significant positive relationship between perceived value and relative superiority,perceived ease of use,compatibility,observability;Perceived quality plays a complete intermediary role in compatibility,perceived ease of use,testability and observability.Perceived value has a complete mediating effect on compatibility,perceived ease of use,testability and observability,and a partial mediating effect on relative superiority.Based on the empirical analysis,this thesis puts forward the development strategy of ABC’s retail business: Optimize product functions and improve relative advantages;Enrich online scenes and enhance customer compatibility awareness;Optimize service capabilities and enhance customer perceived ease of use;Diversified publicity to broaden the visibility of new online technologies;Strengthen the supporting role of offline services for online marketing,strengthen quality services,improve customer experience,etc. |
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