Personal Online Banking Customers The Potential Value Of The Empirical Study

Along with the development of information technology, Internet Banking has created a new form of finacial organizations. It is not only for existing banks creating a new sales channel to sell their products and services, nor is the existing banking simply transplant to the Internet, more importantly, it changes the business model and business idea of the traditional commercial bank. As the opening up of China financial sector, banks in China are confronting with tremendous pressure of competition. Customers are the most important resource for commercial banks, how to keep the high value customers has been the focus of the competition. In the process of competition, how to carry out individuation sales based on customer's value. Customer Value Management is an effective way.It supposes the four influencing factors of Internet Banking customers' potential value are customer perceived value, customer satisfaction, trust and transferring cost. As particularity of Internet Banking, a new variable, network security satisfaction, is introduced.Otherwise the relationship of customer perceived value and customer satisfaction will be discussed. It makes interviews and investigation on managers of Bank of Jiangsu and Internet banking customers, all results of which are analyzed by SPSS.According to the results of data analysis, several research conclusions are draws and research hypotheses are validated. There is a remarkable positive correlativity between customer perceived value and customer satisfaction, customer perceived value, customer satisfaction, trust, transferring cost and customers' potential value. And there is a linear regression between reliability, continual improvement and network security satisfaction and so on.Finally, on the basis of data analysis, this dissertation discusses the possible reasons of the potential value of different customers. It generalizes the main influencing factors of potential value, and provides some advices for customer value management. Besides, it analyzes customers' behavior, and provides a strategy and some advices for customer value management.