Study On Customer Adoption Evaluation Of Personal Online Banking

With the popularization of network technology, the rapid development of e-commercemarket, with the full opening of China’s banking industry, Internet banking is the result offinancial industry and e-commerce combined, the competition between banks has becomeincreasingly fierce. As a new era of identity, the rise of online Banking for bank competitionadd fuel to the fire. Although internet banking has certain customer base, the need toconsidering how to retain the old customers is important to the primary stage of developmentof personal internet banking, because it is required by old customers to promote more newcustomers to use. As a service industry, the immutable aim is customer first. Therefore, moreand more various services are launched to need the customer, to attract more customers and toexpand customer base. Since the internet banking birth, there have been some research andpublications about internet banking, the internet banking business model has multiplelimitations of traditional bank attribute to the new characteristics of the internet. The scholarsof the on-line bank development strategy, the development of Internet banking risk and itsprevention measures, the Internet banking supervision problem has more discuss, but forcustomer adoption of personal online banking research is still relatively small. Therefore, it isnecessary for us to online banking adoption evaluation method of this problem to be studied.This paper adopts the management science, statistical method, the grey system theory, theimpact of Internet banking customer adoption issues in-depth study. First of all, based on theinfluence factors on the adoption of customers in the previous, this paper from two aspects ofonline banking to provide services and customer perception of the intention to use onlinebanking customers influence factors, respectively is:"usefulness”,“ease of use"," caring ","reliability "," responsiveness”,“sharing "," changeability ", and carries on the analysis, toconstruct the index system. Then, based on the grey fixed weight clustering method the construction of the adoption of customers’ evaluation model, using a questionnaire surveymethod to obtain first-hand data, analysis of the online banking market share before the tenBank Internet banking customer satisfaction, and the result analysis. Finally from the study ofthe affecting factors of customer adoption, it is good for internet bank to put forwardcountermeasures and suggestions.