A Study On The Customer Satisfaction Of Internet Finance Platform Of Commercial Bank

As e-commerce to flourish in our country in recent years, the domestic Internet companies have accumulated a large user data, users have gradually mastered some of the financial services needs and preferences, while Internet companies to provide financial services by a third-party payment beginning gradually penetrate into the remittance business, investment banking, microfinance, asset management, consignment funds and insurance products and other traditional financial sector. Under the background of boom of Internet financial caused by the domestic Internet companies, domestic commercial banks have begun to expand the financial sector in the Internet-related practice according to their own resources, including P2 P platfrom, direct banking, e-commerce platform, social network finance and a series of financial innovation platform. As an emerging business, the development of E-financial platform leading by commercial bank is worth studying.In this paper, we introduce the theory of the Internet in the financial sector. Then we analyzes the relationship between Internet financial and commercial bank, including the Internet financial impact to commercial banks and commercial banks in the financial sector of Internet-related practices. Taking CMB Mobile Life as the research object, we do research on commercial banks Internet banking platform customer satisfaction by using empirical evidence. To determine the model of the American Customer Satisfaction Index(ACSI model for short) as CMB Mobile Life customer satisfaction measurement reference model, build a Customer Satisfaction Evaluation System. By designing the questionnaire, to carry out customer satisfaction surveys to field research and online questionnaires to collect data in two ways. First, we descriptive analysis the data. Second, we use the SPSS 19.0 software, reliability analysis and validity analysis. Finally, we use Amos19.0 build structural equation model to analyze the impact path of CMB Mobile Life customer satisfaction.Through the customer satisfaction research on CMB Mobile Life, we concluded that the young customers with higher education are easier to be promoted. Surveyed customers’ CMB Mobile Life satisfaction level is in the middle. Perceived quality, perceived value to customer satisfaction has a positive impact conclusions. At the same time, product features and ease of use on the safety and reliability greater perceived quality, and the impact on the perceived value of the biggest is whether banks can offer concessions. Finally, we give some recommendations from the angle of the perceived value, perceived quality and external competition...