| Mobile Banking is a product of electronic banking services, along with the rapiddevelopment of Internet; Mobile Banking has become a new area of competition between thebanking industries. In the "2013China Mobile Banking user research reports", the MobileBanking in the usage of mobile phone users had reached52%. This popularity rate hadexceeded a lot of banks issuing speed, which also makes the banks efforts to promote thebusiness. Mobile Banking on the one hand adapt to the needs of customers using fragments oftime, it also conducive to the development of the business strategy of multi-channel banking,savings and improve service capabilities in rental costs, in the invisible pressure to reduce thebank branches, expanding the bank’s service network. Therefore how to promote their MobileBanking products, increase customer frequency of use, and enhance the customers own brandcohesion, which core in several of commercial banks is concerned. For commercial banks, toguide customers Mobile Banking does not mean opening possession of the customer, inreality; actually use the phone bank for the bank’s core business is the number of users ofmodern commercial banks needs to explore the issue.China Merchants Bank （CMB）, as the industry leader in retail banking, its MobileBanking is widespread attention. In2013, it reached8.4percent of Mobile Banking usage,with a certain representation in the industry. In this paper, Mobile Banking customers Xi’anBranch of CMB as the research object, proceed from the perspective of the customerexperience, service quality relationship model and build customer satisfaction, customerloyalty, and through empirical investigation of Mobile Banking, service quality, customerrelationship satisfaction and customer loyalty for authentication purpose is through the qualityof customer service and satisfaction perception measure, found that factors that influencecustomer loyalty. This paper aims to understand today’s Mobile Banking in numerous casescan be used for customer choice, the customer in deciding whether to remain loyal CMBMobile Banking, and what factors would affect customer loyalty.This study is based on customer satisfaction, whether loyalty, quality of service and otherfactors would affect the loyalty of research. Firstly, in order to SERVPERF scale tangibles, reliability, responsiveness, assurance, empathy five dimensions to measure the quality ofCMB Mobile Banking services to evaluate the overall approach to customer satisfaction andloyalty. Secondly, we obtained268valid samples of data through questionnaires way toempirical analysis and testing, through the validity and reliability of validated scales constructvalidity and reliability, using service factor analysis extracted five factors, which are tangibles,reliability, responsiveness, assurance and empathy. Then, we use correlation analysis andregression analysis to verify the quality of service of tangibles, responsiveness, assurance andempathy impact and satisfaction on loyalty, satisfaction and customer loyalty is obviouslysignificant, quality of service the tangibles, responsiveness, assurance and empathy for thecustomer’s satisfaction with significant assurance on customer loyalty obviously significant.Finally, the paper put forward feasible suggestions on how to enhance CMB mobile bankingcustomer loyalty, that is, by segmenting customers, improve the quality of services to improvecustomer satisfaction by enhancing the security of Mobile Banking, Mobile Bankingstrengthening influence to strengthen loyalty, thereby enhancing the Xi’an Branch of CMB’sown competitiveness in the banking sector fully liberalized environment. |
PDF Full Text Request