Research On The Influencing Factors Of Satisfaction Of Wechat Public Account Service In China's Commercial Banks

With the development of mobile internet,the use of mobile finance has become more and more extensive.As a platform for providing information services,the bank We Chat public number has been paid more and more attention by banks with its convenience and perfect functions.At present,almost all banks in China have opened the We Chat public account,and some banks have opened a special We Chat public number according to different businesses.The bank public number has become the bank's main means of providing information services and marketing.Whether the bank We Chat public number information service meets the customer's information needs and whether the customer is satisfied will affect the customer's consumption behavior on the bank,which will ultimately affect the bank's economic benefits.Therefore,it is of great significance to study the customer satisfaction of the We Chat public information service in China's commercial banks.The research in this paper is mainly divided into the following six parts:The first part: Introduction.The research background and significance of this paper are expounded.The related domestic and foreign literatures are researched and combed,and the contents,methods and innovations of this research are briefly introduced.The second part: the relevant theoretical basis.Explain the development of commercial banks,the We Chat public account,and the customer satisfaction index model.The third part:construction of the influence factor model of customer satisfaction of We Chat public information service in China's commercial banks.On the basis of relevant theories and related research results,the influencing factors of customer satisfaction of bank We Chat public information service are extracted,and research hypotheses are proposed to construct a theoretical model.The fourth part: data survey and analysis.According to the theoretical model constructed,the questionnaire was designed,and the data was collected and analyzed through questionnaire distribution and recycling.The fifth part: Data and Results Analysis.According to empirical research,the three factors in information service: accessibility,usefulness and security have positive impact on customer satisfaction;four factors of perceived service quality(operability,personalization,use cost)And integration and complaint handling can also have a positive impact on customer satisfaction.At the same time,customer satisfaction also has a positive impact on the customer's willingness to continue to act.The sixth part: Summary and outlook.Summarize the research work of this paper,point out the inadequacies and the direction of continuing research.