Research On The Evaluation Of Influencing Factors Of Mobile Banking Customer Experience

With the rapid development of information technology,the popularity of Internet applications and the emergence of a large number of financial innovation,the traditional banking business has been unable to meet the needs of customers.Many banks have begun to explore and build a variety of channels,such as online banking,telephone banking,mobile banking,Wei Xin banking,etc..Mobile 4G and the popularity of smart mobile phone makes mobile phone bank to become the major banks financial innovation fertile soil.Therefore,the major banks have launched a variety of mobile banking business to gain competitive advantage.However,the homogeneity of products and services of commercial banks has stimulated people's pursuit of the experience and experience of individuation and uniqueness.With regard to mobile banking,the existing research in China mainly focuses on the improvement of mobile banking application technology and system,while the research on mobile banking customer experience is still relatively lacking.In order to compensate for the lack of empirical research on the domestic mobile phone bank,make the bank customer service,this paper based on the theory of multi dimension model,and the characteristics of mobile phone banking,focus on meeting,ease of use,safety and reliability,cost,marketing and customer service in six dimensions is investigated to verify the function.Draw the following conclusions: meet the functional and easy use,safety and reliability,customer service and marketing experience of mobile phone bank perception has a positive significant effect;the use cost has a significant impact on the mobile phone bank negative customer experience;and user experience of mobile phone bank perception are significant difference.