Research On Problems And Promotion Strategies Of Huaxia Bank Mobile Banking Service Contacts

The birth and development of mobile banking has solved the situation that the bank outlets were overcrowded and the business processing speed was frustrating in the past,and has also opened up many new banking scenarios,bred more diversified financial needs and improved the overall operation efficiency of the society.In 2017,it has become the mainstream and trend for users of various products of commercial banks to use online financial tools to complete various banking operations in the domestic market.Mobile banking users account for 57% of all banking customers,which is the first time that the proportion of mobile banking users exceeds that of PC users.It can be predicted that with the update of market environment,user preferences and technology,mobile banking will become an increasingly important part of financial services,and also a necessary field for commercial banks to compete in customer market,channel market and business market.As a rising star,the mobile banking business of Huaxia Bank faces fierce competition in the development process,but there are still many problems to be solved.In this paper,Huaxia Bank as a case study,the goal is to analyze the problems of mobile banking service contact of Huaxia Bank and provide optimization countermeasures.This paper analyzes the customer participation theory,theater theory,service contact theory,service contact analysis model,and the current situation of service contact research in the banking field.According to the characteristics of mobile banking service contact,service contact expansion model is selected as the basis of the research,and Huaxia Bank is designed based on the query results obtained by the expert survey method for the dimensions involved in the model Mobile banking service contact questionnaire;large sample questionnaire survey was carried out among mobile banking customers in main branches of Huaxia Bank,and the important performance analysis method(IPA analysis method)was used to classify and evaluate various indicators,and the current mobile banking service contact of Huaxia Bank was obtained "Unreasonable investment in resources","low attention to basic problems and slow solution efficiency","staff service ability and system function need to be improved" and other issues are put forward,such as "properly reduce resource investment in the development and promotion channels of some functions","gradually optimize the development and Application Technology threshold and improve the service mechanism","conform to the concerns of customer groups and give priority to improving customers" The experience level of users’ direct use "and other three aspects to improve the countermeasures.