Research On Customer Satisfaction Of The Internet Bank

With the development of network using environment, the e-commerce market of China has flourished. As a product of financial industry and e-commerce, internet banking has gradually become an important competition area in bank market in China with the full liberalization of China's banking industry. The internet bank of China has possessed a certain customer base, which needs to be retained, and the retained customers will promote more customers to use the internet bank, therefore it is necessary to research about optimizing the internet bank service.There are a lot of research on customer satisfaction of traditional companies including the commerce bank. However, there is little research about the Internet bank. In this paper, we aim to help the Internet bank to find the influence factors that can be increased to enhance the customer satisfaction. The paper uses the classic ACSI. In the research procedure, we conduct a questionnaire survey, and construct structural equation model, which finds the path coefficients of different influence factors. These results have verified the hypothesis. Some of the conclusions can be used as instructions for Internet bank.At first, this paper gives out the research background and research significance. Then it introduces the theory of the internet banking service, customer satisfaction degree and the methods involved in this research. After then, the descriptive statistic information of internet bank customer group and their evaluation to each internet bank service is obtained by the questionnaire survey method. Then after that, our paper conducts the structural equation model, and modifies some of the factors, verifying the hypothesis.The research uses the quantitative analysis in the whole process. The object of study is the Internet bank, which is novel to some extent. The methods used in this paper are reliable and efficient, and the results obtained in this paper can be easily used to improve the service of the Internet bank as a reference.