| E-Banking can bring much swift and convenient service for the users, save enormous cost and provide more profit growth point for the bank, the business of which has been actively expanded by many big banks. The amount of business transactions of these domestic E-Banking including ICBC, CCB, ABC, BOC, CMBC ranked on the forefront. In order to eliminate the worry of customers on the safety of E-Banking, all the E-Banking have increased the technology strength and have offered many kinds of information security ensuring products, which have achieved remarkable improvement on guaranteeing clients information and capital safety of E-Banking. According to<research report on China E-Banking user of2009> issued by " Analysys International" the customer coverage rate of U-Key and password card of E-Banking of ICBC,CCB, CMBC are53.3%,39%,30.2%,which in the security E-Banking customer information and capital of the safety aspects have obtained the remarkable effect.Through the current situation of each E-Banking information security ensuring products and its service research, we found that the E-Banking information security ensuring products provided by various E-Banking such as USB-key, dynamic password, digital files certificate are already relatively mature,E-Banking in the security technology has had the strength to all aspects of risk. However, because the E-Banking haven’t been paying enough attention to the relevant service development of information security ensuring products, there is still a big gap in E-Banking customers getting number and E-Banking utilization,comparing to the total number of netizens in China. Moreover,the function of E-Banking information security ensuring products are already similar, between the major E-Banking customers access to the competition will be from the competition of the product features to the quality of service.The barrier of E-banking is how to provide better service for E-banking customers in the process of using the E-banking information security ensuring products, how to improve the sercive quality, how to provide better publicity and education service of E-banking, how to improve the confidence and ability of the E-banking customers and potential customers to use E-banking.Based on the service quality gap model of service marketing theory, Analytic Hierarchy Process of Operations Research and combining the characteristics of E-Banking information security ensuring products (such as USB-Key and E-token), this paper constructed the hierarchical analysis structure model based on the service quality gap model of the E-Banking information security ensuring products, designed the relevant questionnaire and made the questionnaire survey, and analyzed the questionnaire data quantitatively, summarized the normalized weight of influence factors of customer perceived value of E-Banking information security ensuring products. This paper proposes measures from the perspective of finding customer needs,strengthening effective communication channels, enchancing information technology training for employees,reducing customer’s expectancy of free service ect. To bridge the service gap of information security products of e-banking between bank’s indentification and customer’s perception.The detailed measures include improving weak service links, paying attention to the communication and coordination between e-banking and all departments, strenghening the survey of customer’s needs,designing service standards to meet different customer’s needs, enhangcing the information technology training of employees in trational network and the evaluation and incentives of service performance,and making full use of traditional network to give guidance to the whole process of customer using banking information security products. |
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