The Research On Customers Perception Factors Of Online Banking Service Quality

With the rapid development of Internet technology,people's consumption habits change,countries gradually open to foreign Banks,such as the development of the third-party payment platform,changed consumer cognitive of banking business and increases the selectivity of consumers deal with diversified business,aggravated the competition in the banking industry,especially in the increasing competition of the bank on the net.With the advantages of its low cost,high efficiency of the bank on the net in the business of commercial Banks occupy the more prominent position,has become an important field Banks to obtain competitiveness.The pros and cons of Internet banking service quality is an important factor is the client for online operation,service quality has become the operation of the bank on the net get sustained competitiveness of the key factors.However,the survey found that China's overall service level of the bank on the net is not very high,compared with foreign countries,its level of service quality remains to be perfect,therefore,to study the factors affecting the quality of online banking services and targeted to improve the quality of service is of great significance.Research on online banking most of scholars both at home and abroad based on the service quality and customer satisfaction,use intention,to affect the level of Internet banking service quality factors research is less.In addition,as the development of the network information technology,the change of the customer group structure hierarchy can lead to the change of the quality factor of the online banking service.In view of this,in order to study the influencing factors of China's Internet banking service quality of customer perception,and thus improve the quality of its service level,this article from the perspective of individual customers,as the object,the factors that affect Internet banking service quality of customer perception,so as to enhance the service quality of Internet banking in China.This research first on the background and significance of topic selection,and involves the relevant concepts are briefly introduced in this paper,and then expounds and summarizes the domestic and foreign scholars in the aspect of Internet banking service quality of customer perception of literature research,the theoretical basis of service quality of the bank on the net,for later analysis.Secondly introduces the general situation of the development of online bank in our country,service status,such as Internet banking service quality and the correlation analysis of various influencing factors,using the related theory analysis of the effects of various influencing factors on quality of service.Again,based on the questionnaire survey,this article studies the influencing factors of Internet bankingservice quality of customer perception,and has carried on the questionnaire data validity and reliability of the test,through exploratory factor analysis verified in this paper,the key factors affecting the corresponding indicators,then the key factors influencing the regression analysis and step wise regression analysis to determine the size of its impact.Finally,based on the empirical research results,from the study of influential factors and the corresponding lower scores of indicators,to optimize China's Internet banking service quality put forward policy Suggestions.In this paper,the study found that China's Internet banking service quality is improved,and the factors affecting online banking customers perceive the service quality according to the degree of influence is arranged in the order: security,tangibility,reliability,responsiveness,empathy,ease of use,usefulness,and all the factors have positive influence on the quality of online banking services.