Customer Satisfaction Research, Based On Customer Perception Of China's Online Banking Information Security Products

With the rapid development of network economy, more and more consumers chose network shopping which is a new shopping way. At the same time, more customers are gradually turned from traditional counter type of financial services to online banking service manner. In order to adapt to the changing needs of customers, the Banks are established online banking and online financial service system, making the user can log onto the bank on the net through its terminal to enjoy the services, which change the traditional financial services being limited by space and time. According to the report, the current e-banking development bottleneck is not really the discretion of information security technology, but in the confidence of the customers using the online banking. The financial could be able to really improve use frequency and the amount paid when the user has enough confidence to online banking security. In view of this situation, the major financial institutions are also developing related products to ensure customers' money and information security when using the bank on the net, for example:U Key certificate, dynamic password card, dynamic code card, dynamic short messaging service, digital certificate etc these kinds of guarantee user account information security payment tools, in this paper put such products called online banking information safety products. Therefore online banking information security products is also not only from product technical level to consider but also more energy should be focused on how to provide products and corresponding information security services. According to the VISA international group releases the results of a survey showed that 85 percent of the accident of bank on the net was accused by the consumers' improper operation and not have basic transactions common sense. So users of the bank on the net if know online bank security sense, known as the bank on the net operating precautions, whether correct operation of the bank on the net, which become the key link to the safety of the bank on the net. How to improve the service quality of information security products from the customer's point and enhance customer satisfaction, becoming each big commercial Banks urgently need to resolve problems in network era.In view of characteristics of the online banking information security products, the traditional customer satisfaction measurement model has not suitable for measuring the bank on the net information security products customer satisfaction. Such products and the customer satisfaction evaluation method, academia and industry have not been formed unity, system's point for such products. Therefore, this study tries to discuss the online banking information security products customers' satisfaction degree evaluation model form the customer perception Angle.This paper attempts to discusses the issues mentioned above answer through examine impacting the online banking information security products customer satisfaction's main factors, this paper discusses impacting factors of the online banking information security product which contain product itself performance, perceived service quality, tracking service and bank image and the relations between the customer satisfaction and customer the future use intention. In according to these, we construct the measurement model of the online banking information security products customer satisfaction.This paper reviews customer satisfaction theory research status and online banking information security product development present situation at first, summarizing research method and measuring dimension of the domestic and international scholars and experts concluded in related fields of customer satisfaction. According to the characteristics of the online banking information security product, comprehensive research achievements of domestic and foreign scholars, select measuring index which suitable for the online banking information security products customer satisfaction, so as to determine specific measurements content of the online banking information security products customer satisfaction.Then, through survey to the shaanxi xian universities students and Internet survey, this paper analyzes the above model with these methods. At while, this paper verifies the online banking information security products performance, service quality, tracking service and bank image will significantly impact on customer satisfaction and customer satisfaction for the customer the future behavior indention produce positive effects. Through an empirical investigation, this paper modified the measurements of the online banking information security products customer satisfaction model at further.Finally, according to the empirical results, this paper puts forward the online banking information security products strengthen promotion, at the same time, to strengthen the operation guidance and safety education of customer, and pay attention to strengthen the brand construction and offline bank staffs professional training etc, so as to enhance their competitive power.