The Comparative Research On The Customer Experience Based On Personal Online Bank

Personal online bank is the earliest electronic service provided by commercial banks and has the largest number of customers.As a special financial service,online bank has aroused more and more attention because of the advantages on the lower cost,high efficiency,multiple service and so on.If commercial banks want to hold the lead,they must increase investment on online bank.The most important thing is improving and optimizing the customer experience.Good customer experience not only satisfies customers,but also attracts more customers and determines competitive power of the online bank to a very great extent.The concepts of the customer experience and its management are solution to the homogeneity of online bank and can help retain competitive advantages.The online bank in China is just on the “customer experience” stage,so the research on the customer experience is obviously important.The goal of “Easy using” is not only the demand from customers but also the target that commercial banks spare no efforts to reach.In our daily life,sometimes customers feel confused when they use online bank because of various of the menu choices and the complex logging procedures which test customers' memory and patience.During the spread of online bank,what is the most main problems that customers are facing? Whether is the customer experience now improving? How can we evaluate the customer experience of online bank?With the topic of the customer experience of online bank,this essay takes online banks of main domestic banks as the research objects and analyses functions of online bank,fees,operating feeling,and safety.According to the investigation poll,this essay tries to find the main problems that customers are facing when using online bank,analyses factors that determine the customer experience,and establishes a evaluation model of online bank based on the model of SERVQUAL.At last,some advice will be given to improve the customer experience.