Research On E-Banking Service Quality Based On Service Gaps

As Internet technology continues to mature and widely used,internet banking Which has especial characters Portals have Played a more and more important role in Banks operation. In the absence of direct communication network environment, service quality has become a key factor of internet banking reflecting the differentiation and competitive advantage. Currently many problems restricted the internet banking service quality improvement,such as the homogenization of the product, capital flow and information flow security risks under control, not enough propaganda, the lack of legal protection and other issues are very prominent. This paper is aimed through the service gap analysis, to establish a "customer-centric" internet banking service gaps model, and through the implementation of this model to enhance banking services in order to achieve the quality of customer service and meet the demands of the reality of purpose, so as to promote Internet banking sustainable and healthy development.Firstly, this paper through the analysis of the current development of internet banking services, propose internet banking service quality research background and significance, and systematically explaine the research ideas and research methods. Then, from the existing literature research of service quality management theory and service remedy, ect., which lay a theoretical foundation for this paper. Secondly, through this paper analyzed specific reasons of the PZB service gap model of cognitive service agencies gap, gap of formulating the standard of service, service trade gap and service marketing gap, the characteristics of Internet banking services in China conclude the impacting factors of Internet banking service quality. Again, this paper constructes internet banking service gaps model,and explain the relationship between the various parts of the model parts. On this basis, this paper proposes implementation of Internet banking gaps model from the internet banking system design, product design and service recovery system design three aspects and the organization security measures to enhance the internet banking service quality. Finally, the bank of China, online banking, for example, analyzes its quality management strategy and implementation effect, to Support the conclusion of this paper.This article innovations:First, contrast with previous research about internet bankingservice quality,which analysis from the process service transactions, this paper based on the entire service delivery process from perceived customer expectations to the service provide, from customer expectations and customer perceptions two aspects systematically analyzed the effect factors of the Internet banking services quality.Secondly, the establishment of internet banking service gaps model, which blends customer perceptions and customer expectations of service quality factors in the service gap model; according to service recovery and customer satisfaction research, in the model by adding service recovery factors; Internet banking service quality management is a closed system the feedback of customer perception service quality will further affect the manager cognition of customer expectations. Finally, from system design, product design, the design of service recovery to implement service gaps model, and by establishing excellent enterprise culture, improving the financial service personnel quality, organization structure adjustment to smooth communication channels, perfecting laws and regulations as organizational guarantee.