Online Banking Customer Experience Evaluation Research

With the mature of the commodity economy and the service economy, the consumers' behavior, hierarchy of needs and lifestyle, have undergone tremendous changes. The consumers are no longer satisfied with the product value simply, but further require the physical and mental pleasure, the social identity and self-worth from the goods purchase or service experience, to meet a higher level of realization. Online banking is developing vigorously as a internet service model, its customers have transited the pursuit from the service features and price to the overall service experience. Therefore, improving the online banking customer experience has become an inevitable choice to enhance service quality and expand the banking brand influence. In the view of the development needs of online banking, the paper selects the “online banking customer experience” as the theme research, analyses the influence factors and its weight about online banking customer experience, on the basis of the strategic experience module doc trine.Firstly, the dissertation puts out a brief overview of the current development of online banking, and proposes sensory experiences, affective experiences, creative cognitive experiences, physical experiences, and social-identity experiences of online banking, based on summarizing the basic features and the strategy module of online banking. Secondly, combined with previous customer experience evaluation methods, the paper refines five quantitative indicators on sense, emotion, thinking, action, association. In order to build an online banking customer experience evaluation model, the dissertation theoretically analyzes the impact of 10 core indicators towards online banking customer experience, then proposes hypotheses. Thirdly, the study designs a questionnaire on the online banking customer experience assessment, then through distributing and recycling the questionnaires, adds up and analyses the data to work out the correlation between each factors and the interpretation degree from factors to the online banking customer experience.Finally, on the basis of theoretical research and empirical analysis, we propose some suggestion to enhance the online banking customer experience. Specifics as follow, on sensory experiences, the commercial bank should grasp the key visual elements to make a perfect visual enjoyment, should build a clear site framework to establish a professional and rigorous image; on affective experiences, the commercial bank should use the emotional advertising wisely to meet the emoti onal demands, should cater the individual needs to maintain the customer relationship; on creative cognitive experiences, the commercial bank should associate all aspects of life to cause calm convergent thinking, should add creative goods and services to cause novelty divergent thinking; on physical experiences, the commercial bank should improve the quality of lifestyle to stimulate consumer motivation, should optimize the site operational processes; on social-identity experiences, the commercial bank should embed multi-level interaction to deepen relationship, should establish brand image to cohere the association experience.