Service Quality Evaluation Of Internet Banking In The Bank Of Communications

With the rapid growth in the number of Internet banking consumers and in the increasingly intensified competition environment, all major banks pay more attention to the Internet banking service quality. In order to attract and retain more customers and maximize the profits, the bank should provide products and services which can conform to the consumption habits of customers and satisfy the customers. Therefore, the service quality of online banking needs to be improved.In this paper, we will use Structural Equation Modeling(SEM) to analyze the key service quality characteristics of Internet banking in the Bank of Communications. The questionnaire is the primary means of obtaining data. 173 questionnaires were recovered ultimately. Through the data, we got the evaluation of Internet banking from customers. And then, the key service quality characteristics can be identify from the perspective of customers. Next, ?Alternative or Competition Strategy? and ?Model Development Strategy? in Structural Equation Modeling are used to determine the final model.Finally, we put forward improvement suggestions for quality problems existing in reliability and security by using Failure Mode and Effect Analysis(FMEA). The suggestions include: Firstly, provide a secure mechanism for data transmission to ensure the transaction security and information security; secondly, provide high level service and comprehensive differentiated services; thirdly, establish good communication and feedback channels, and so on. By implementing these suggestions, the Internet banking service quality of Bank of communications Hainan branch can be improved.