An Empirical Research About Key Quality Elements Of Personal Online Banking Based On Kano Model With College Students As Samples

With the development of internet and electric business in China, online payments have become more and more popular. Although it have been years since online banking appeared in China, there is still a big gap between the current development of Chinese online banking and the overseas ones. As the biggest community of internet users, Chinese college students are well-educated and skilled in online applications; they are expected to be the most attractive clients of online banking business in future. So it is important to know how they think about online banking service and what the key online banking service quality is, thus the banks could know how to improve their service to get more client satisfaction.This paper begins with the background and basic concepts of current online banking, and can be roughly divided into five chapters. The first chapter introduced the study background and significance of this study. After it follows the second chapter about literature review, including related satisfaction theories, service quality and KANO model, as well as the concept of online banking. Then the third chapter discussed the theory framework and available model this paper would use, and designed the questionnaire. The forth chapter is about sample data analysis of the study, such as the reliability and validity examination, correlation and regression analysis and the KANO data analysis. The last chapter is conclusion and suggestions, in this chapter the key online banking service qualities are defined and some improvement measures were put forward for reference.The main innovation of this paper is to define the key factor of online banking service though the combined analysis of KANO questionnaire and PZB questionnaire, which haven’t been used in former studies, but there are still some insufficiency in this study, for example, some factors that have been validated in some researchers’ papers are not included in this paper, and it can be a new research direction about online banking service.