| In recent years,with the gradual opening of financial licenses,Internet giants with huge customer resources and strong technical capabilities have entered the online financial industry,with Alibaba,Tencent,Baidu and JD.Internet giants rely on their accumulated active customer resources and user-centric service models to quickly acquire a large number of customers with financial needs,bringing huge operational pressure to commercial banks.Zhongyuan Bank was established in 2014 by the merger of 13 city commercial banks in Henan Province.It is currently the only provincial-level city commercial bank in Henan Province.From the date of its establishment,Zhongyuan Bank has established its retail banking position mainly for individual customers based on its own actual situation,and at the same time carried out information construction,built an online financial information service platform,and vigorously promoted online financial information services in order to obtain More customers want to achieve their own development and efficiency while providing services to more customers.However,the current competition in the field of online finance is becoming more and more fierce.In addition to Internet finance companies,there are other commercial banks participating in the competition.Therefore,it is very meaningful to study the optimization of the financial information services of the personal customers of Zhongyuan Bank.From the perspective of user-oriented,this paper deeply analyzes the needs of Zhongyuan Bank's individual customers,then studies the network financialinformation service model of Zhongyuan Bank,and then constructs the influencing factor model of the financial information service quality of the personal customers of Zhongyuan Bank.Finally,according to the previous research The result is a strategy for optimizing the financial information service of the personal customers of Zhongyuan Bank.The main contents of this paper include the following four parts.(1)The analysis of the level of personal needs and the content of the needs of Zhongyuan Bank's individual customers.The user experience theory is introduced to combine the customer experience dimension with the network financial information service characteristics of Zhongyuan Bank to form the customer demand level based on the customer experience,namely the cognitive demand layer,the sensory demand layer,the interactive demand layer and the emotional demand layer.Then according to the classified customer demand hierarchy,the specific content of each customer requirement hierarchy is pointed out: the cognitive requirement layer includes financial information content,financial information form and financial information quality,and the sensory requirement layer includes visual demand and auditory demand,and interactive demand.The layer contains usability requirements,usability requirements,and fluency requirements.The emotional requirements layer includes trust requirements,security requirements,and pleasure requirements.(2)The network financial information service model of Zhongyuan Bankwas studied.This paper analyzes the elements of Zhongyuan Bank's personal customer network financial information service model,including the Central Plains Bank's main body,individual customers,financial information resources,online financial service platform and service environment,and then points out the current model of Zhongyuan Bank's personal customer network financial information service.Based on the supply and display of existing financial information resources,financial information resources are comprehensive,wide and not refined.This paper names it as the resource supply model.Then it puts forward the customer-centered optimization idea,first explores and studies the customer demand,and then mines the relevant information resources according to the demand,and further proposes the optimization mode of the Central China Bank personal customer network financial information service: demand-oriented information service mode,which will Customer needs are first placed to provide customers with targeted,personalized and personalized information services.(3)The model of the influencing factors of the financial information service quality of the personal customers of Zhongyuan Bank was constructed.Based on the literature analysis and the characteristics of Zhongyuan Bank's individual customer network financial information service,this paper initially extracts the influencing factors of its information service quality,and obtains the comprehensive influencing factors through questionnaire survey,and constructs the influencing factors of the financial information service quality ofthe personal customers of Zhongyuan Bank.Assuming the model,then using the questionnaire survey to investigate the factors affecting the quality of the financial services of the personal customers of Zhongyuan Bank,and through the data collection and data analysis,the model of the influencing factors of the financial service quality of the personal customers of Zhongyuan Bank will be revised.The factor model consists of five dimensions: the main body dimension of the Central Plains Bank,the information resource quality dimension,the individual customer dimension,the service platform interface design dimension,and the service platform operation dimension.(4)The optimization strategy of Zhongyuan Bank's personal customer network financial information service is given.Based on the previous chapters,combined with the theoretical analysis and empirical research results,the optimization strategies are given from the main body level,information resource level,individual customer level and network financial service platform of Zhongyuan Bank.At the main level of the Central Plains Bank,it is necessary to improve the practicability and pertinence of services,establish a sound incentive assessment mechanism and rationally reduce service costs.At the information resource level,it is necessary to improve the value and usefulness of information content,and at the same time enrich the type and form of online financial information.At the individual customer level,it is necessary to effectively promote the participation and interaction of individual customers,and cultivate personal financial information literacy.At the level ofthe network financial service platform,it is necessary to optimize the interface design and operation of the Central Plains Bank's network financial service platform,and strengthen the synergy and integration between the platforms. |
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