Empirical Research On Customer Satisfaction With Internet Banking

Internet Banking is a new form of organization. It provides on-line financial services through the Internet. And it has greatly extended the area of traditional banks. During the past two years, Internet Banking of China has made great progress in both the number of users and the volume of business. With the rapid development of Internet Banking, commercial banks are required to establish the Customer-Oriented business idea. At present, competition among the banks is fierce. Therefore, it's both opportunity and challenge for banks to improve customer satisfaction and loyalty with Internet Banking.Firstly, we analyze the current situation and researches of Internet Banking, and identify the research question and research route. Secondly, we make a review of related theories and methods. Through the analysis and review, we select the American Customer Satisfaction Index (ACSI) Model as the reference, and add the variable Perceived Risk, to build the concept model of customer satisfaction with Internet Banking. Through a preliminary research, the concept model is validated and improved, and then the research model of customer satisfaction with Internet Banking is shaped. After that, a survey on a large scale to E-bank users is conducted. The data will be collected and analyzed by some software. And then, we use the method of PLS, which is one of Structural Equation Model (SEM), to calculate the model. The model is verified by this empirical survey and the Customer Satisfaction Index (CSI) of Internet Banking is calculated. Lastly, based on the results, some suggestions are given to banks.Main conclusions drawn from this research are:(1)The Model of Customer Satisfaction with Internet Banking is demonstrated to be accurate. It adequately describes the service perceptions and customer behaviors of E-bank users.(2)There is a negative association between Perceived Risk and Perceived Expectation. And Perceived Risk could affect Customer Satisfaction indirectly.(3)There are significant positive associations between Perceived Quality, Perceived Value and Customer Satisfaction. In addition, there is a positive association between Customer Satisfaction and Repurchase Likelihood.(4)The current Customer Satisfaction Index (CSI) of Internet Banking is 59.27. The score is too low that banks should actively take measures to improve customer satisfaction and loyalty.