Research On The Expansion Of CEB Mobile Banking Service

With the development of mobile internet technology and the generalization of smart phone, mobile internet users increase sharply in quantity and M-commerce emerges rapidly, meanwhile, mobile banking service has a bright prospect for development. From the early physical outlets and subsequent electronic banking, to the bank’s "new portal" in the age of internet-APP mobile client,fiercer and fiercer competition will be launched around Mobile Banking Service soon. China Everbright Bank carried out mobile banking service in the early time. However, compared with other banks like ICBC, CCB, CMB, it is inferior and more attention should be taken to expand mobile banking service in order to strengthen competitiveness. As a kind of typical financial services, mobile banking is limited by many factors, such as the social credit system, technical reliability, consumptive habits and so on. Moreover, the business promotion depends more on consumers’attitude toward using and their behavioral intention. Therefore, this study aims to exploit consumers’behavioral intention about mobile banking service of China Everbright Bank and influence factors through empirical analysis. Next, focusing on the actual situation of Everbright bank, this article has a further research on the restricting factors and puts forward the corresponding optimization Suggestions.This article firstly reviews relevant theories and achievements, and then identifies Technology Acceptance Model (TAM) as theoretical framework. Based on TAM, perceived risk, perceived economic costs and customer experiential are introduced as variables which attitude toward using. Meanwhile, the bank brand and the operator service quality are added as external variable. This article adopts the way of questionnaire investigation, both through network and field reach, collects293valid questionnaires in total. On the main part of this paper, we analyze the reliability and validity of data, and verify the reliability and validity of the questionnaire by spss software. Subsequently, we use regression analysis to verify each of the assumptions in the model. The study indicates that the influence of perceived economic costs to attitude towards using is not significant. The bank brand and the operator service quality don’t have a obvious effect on perceived risk. In addition, the rest hypothesis is established. In order to have a comprehensive and deep understanding of Everbright bank’s mobile banking, we add relevant survey on the second part of the questionnaire.Based on above results, we conducted more in-depth analysis and discussions in combination with the practical situation of Everbright Bank. Final conclusion indicates that the factors which restrict the expansion of Everbright Bank’s mobile banking service can be classified into four aspects. Firstly, in the aspect of bank brand, Everbright Bank’s promotion is not sufficient. Secondly, in the aspect of perceived risk, customers usually have higher security concerns. Thirdly, in the aspect of perceived ease of use, mobile banking service has poor compatibility and responsiveness. Lastly, in the aspect of customer experiential, its function superiority is not stand out. Hence, four sorts of Suggestions are put forward accordingly as follows:To begin with, carry out initiative marketing and produce first-class mobile banking brand. For another, strengthen risk prevention and improve safety performance. Next, intensify cooperation and promote platform’s service quality. Eventually, accelerate service innovation and optimize customer experiential. The results and conclusions will provide certain guiding significance and reference value to China Everbright Bank., nevertheless, some shortcomings still exist for the lack of personal ability, time and energy. The study requires more sophistication and should be further improved in the future.