The Research Of The Customer Satisfaction Evaluation Models Of Online Banking

With the deepening of the marketing process and the resulting market competition intensified, the effect of customer resources increasingly becomes more prominent on the development of the banking business. So customer satisfaction has become the development target of the banking business. At the same time we should also see, the online banking business, which came into being from the integration of the network technology and the banking business, has brought a huge impact to the traditional store management pattern with its own advantages, and gradually becomes a current hot important financial channel for customers. Customers have had the stronger dependence on online banking business. So the research of the customer satisfaction degree of online banking, which plays the role of the information communication bridge between the online banking institutes and customers, has caused widespread attention in the banking industry. The customer satisfaction degree model of online banking has been taken on the research agenda. Under the above backgrounds, on the basis of the research of the domestic and foreign literature, two kinds of models are introduced into the online banking business in the paper, including the customer satisfaction rate model and the customer satisfaction degree index model. The customer satisfaction rate model of online banking and the customer satisfaction degree index model of online banking are proposed. By comparison of the two models, the customer satisfaction degree index model will become the research focus because it is more scientific and more reasonable. Then the evaluation process of the customer satisfaction degree index model of online banking is introduced in detail, and the customer satisfaction degree index model of online banking is verified through an example. So a real effective customer satisfaction degree evaluation model is dug out.In this paper, Customer satisfaction degree evaluation models, regarded as the research objects, are researched through a series of research methods, such as combining theory with practice, combining the method of qualitative with quantitative, modeling method, comparative method and so on. The feasibility of the customer satisfaction degree index model of online banking is verified with the actual case. A series of qualitative indicators in the customer satisfaction degree index model are given scores. It reflects the feature of quantitative analysis. The customer satisfaction rate model of online banking and the customer satisfaction degree index model of online banking are the reflection of modeling method. And the advantages of the customer satisfaction degree index model of online banking are dug out by comparing the customer satisfaction rate model of online banking and the customer satisfaction degree index model of online banking.In this paper, the innovative researches are mainly reflected in the following aspects. Firstly, the customer satisfaction degree index model of online banking is built up. Based on actual needs, the customer satisfaction degree index model is combined with the online banking business. On the basis of investigating, a series of indicators in the customer satisfaction degree index model are dug out. The practical customer satisfaction degree index model is built up. Secondly, the application process of the customer satisfaction degree index model is introduced in detail. In this paper, the application process of the customer satisfaction degree index model is described step by step, not only to verify the feasibility of the customer satisfaction degree index model by manipulating, but also to give a demonstration in the application of the customer satisfaction degree index model. Thirdly, the use value of the customer satisfaction degree index model of online banking is revealed. In the process of calculating the comprehensive evaluation indicator by customer satisfaction degree index model, the situation of the customer satisfaction degree of online banking can be estimated through the comparison of the comprehensive evaluation indicator and the standard indicator. Whether the first-degree specific indicators are the advantage indicators can be judged by the comparison of the first-degree specific indicators and the comprehensive evaluation indicator. Whether the secondary-degree specific indicators are advantage indicators can be judged by the comparison of the score ratios of the secondary-degree specific indicators in one first-degree specific indicator. It goes without saying that the customer satisfaction degree index model proposed in this paper provides a practical and effective method for the modern online banking institutions to evaluate the customer satisfaction degree of online banking after all. It will push the quantitative-analysis researches of the customer satisfaction degree of online banking onto a new step.