Research On Satisfaction Of Individual Customers Of Commercial Banks From The Perspective Of The Internet Financial

The prosperity of internet finance has comprehensive impacts on banking sectors and individual client of commercial banks is one of them. Not only does the internet finance platform have universality, the participators are also increasing rapidly. To some extent, their demands foretell the future of banking products and services. Thus, it is necessary to study this group of clients.This paper analyses and concludes domestic and foreign empirical studies on internet finance, client satisfaction theory and QFD model in various fields. Based on the questionnaire results on the individual commercial bank clients’product and service experience of internet finance participators (Users of Alipay, Tenpay and P2P platform), combined with SERVQUAL evaluation method and other classical client satisfaction model, this paper builds satisfaction evaluation index of individual commercial bank client from the internet finance perspective. By analyzing pros and cons on different weights, this paper chooses the most proper weight to calculate individual clients’satisfaction index. Then this paper tests and analyses sample clients’ fundamental characters, questionnaire contexts and reasonability of index through descriptive statistics, reliability and validity analysis and build QFD model to extract client satisfaction factors from the internet finance perspective calculate the satisfaction index of chosen ICBC bank using this model. By analyzing the results, this paper finds that the individual client satisfaction index is relatively low for ICBC banks in Changsha and it reveals the following characters:the satisfaction index of wealthier client group is lower than the poorer group’s, the satisfaction index of younger client group is lower than the elder group’s, the satisfaction index of group with higher diploma is lower than the group with lower diploma. Finally, this paper builds house of quality of bank product and service technology based on the study and analysis on different client groups’satisfaction index.