An Empirical Study On Elements Of Customer Perceived Value Of Personal Online Banking

Customer perceived value has become a hot issue for the scholars inhome and abroad since1990s, it is considered to be the important source ofcompetitive advantage for modern enterprises. It is also important for theonline banking to gain its competitive advantage in the situation of the rapiddevelopment of economic. But the author found that there was little study oncustomer-perceived value of the network economy, and also found that thestudy on customer perceived value of the online banking was less, that meansit is an area for further research. Furthermore, the selection of the elements ofcustomer perceived value for online banking is lack of uniform standards, andgenerally limited to the statistical methods and structural models. Therefore,the author uses the methods of statistical analysis and gray correlativeanalysis to do some study on the customer perceived value of personal onlinebanking, then the author do a more systematic empirical research on theelements and model of customer perceived value, hoping to give some advicefor improving the service of personal online banking. To some degree, it hastheoretical and practical significance.Based on referring a lot of articles, through demonstration method, theauthor discuss the the elements and model of customer perceived value ofpersonal online banking. This paper first reviews the literature of customerperceived value and the elements, and finds out the relevance of personalonline banking, also interviews with some experts and users. After that theauthor summarizes6elements, including product value, service value,relationship value, taste value, monetary cost, non-monetary cost, and thenbuilds the model with taking the impact of the demographic factors into account.Then the author uses the demonstration method to verify the elements andmodel. In the demonstration part, the author first designs the questionnaireaccording to the scholars’ measuring scale, and modifies the questionnaireafter data analysis of pre-survey. Second, the author conducts a formal surveyto collect data for factor analysis, and obtains final score of very element. Third,the author uses ANOVA to analyze the impacts of the demographic characteristics, and finds that gender has significant influence onnon-monetary cost, income has significant influence on service value,relationship value and taste value, the career has significant influence onproduct value, service value and taste value. And then the author uses themethod of gray correlative analysis to gain the correlative degree, the order ofelements is taste value, service value, relationship value, product value,non-monetary cost, monetary cost according to descending order. Meanwhile,taste value, service value and relationship value are at a higher level, andproduct value, non-monetary cost and monetary cost are at a lower level. Atlast, according to the analysis before, the author gives some advice forimproving the service of personal from three parts (dividing user groups,improving customer perceived benefits, reducing customer perceivedsacrifice).