Strategies For Improving Customer Satisfaction With Internet Financial Products Of Bank A And Branch B

At present,with the development of internet information technology,internet products are playing a more and more important role in the market.With the development of the new era,commercial banks continue to launch online payment,investment and financing,financial management,o2 o financial services,and gradually form the Internet financial ecology of traditional banks.Traditional banks experience the Internet financial recognition Knowledge,exploration,integration and characteristic development gradually.Large commercial banks have formulated the Internet finance development strategy in response,and integrated the Internet finance strategy into the overall strategy of future bank transformation and development.The most important thing for the future development is to adapt to the financial ecological environment of the internet era,to constantly carry out technological innovation and change with an enterprising mind,to meet the changes of customer demand,so as to improve market share.With the expansion of customers,banks need to take effective measures to maintain the stability of customers,improve customer service quality and win customer satisfaction.The degree of customer satisfaction is directly related to customer loyalty to the bank.Only by shifting from product-centricity to customer-centricity,bank's Internet financial products can get market recognition and develop in the fierce market competition.At present,the research on customer satisfaction is mainly focused on the theoretical aspect,there are few empirical studies on customer satisfaction of Internet financial products of banks.Firstly,this paper studies the existing research results of domestic and foreign experts and scholars on customer satisfaction of internet financial products,expounds the theoretical basis of internet finance and customer satisfaction.Secondly,Then it analyzes the current development status and existing problems of branch B in bank A.This paper uses the form of questionnaire survey,based on the domestic and foreign experts and scholars in the e-banking customer satisfaction evaluation index theory,to determine the six dimensions of this questionnaire survey: tangibility,operability,empathy,reliability,responsiveness,security.There are 25 questions,each of which is set with "very agree" "agree","generally agree","disagree" and "very disagree" are 5,4,3,2 and 1 points respectively.Using SERVQUAL model,this paper constructs six first level indicators(satisfaction dimension)and 25 second level indicators,including the bank's Internet financial product customer satisfaction evaluation index system.Though the SPSS19.0 software to process the data,it makes an empirical analysis on the internet financial product customer satisfaction of branch B in bank a,and finally puts forward strategies to improve the customer satisfaction.Through theoretical research and empirical analysis,the following conclusions are drawn: customers' satisfaction with the bank's internet financial products is relatively good,the average of overall satisfaction is 3.620,the average of customers' security dimension for B branch's financial products is 3.455,the average of responsiveness dimension is 3.541,the average of empathy dimension is 3.579,the average of operability dimension is 3.665,and the average of tangibility dimension is 3.665 The mean of dimension is 3.728,and the mean of reliability is 3.762.The satisfaction of safety,responsiveness,empathy and operability is relatively low;the satisfaction of tangibility and reliability is relatively good,which indicates that the safety,responsiveness,empathy and operability need to be further strengthened,tangibility and reliability are still insufficient,which needs to be further improved on the basis of maintenance.