The Impact Of New Technology Adoption On Bank Customer Satisfaction

On August 22,2019,the People’s Bank of China announced that it had published the "Fintech development plan(2019-2021)",which was 2021 to establish and improve the "four pillars and eight pillars" of China’s Fintech Development,so as to further enhance the application capacity of Fintech in the financial industry,we will achieve a deeper integration and coordinated development of Finance and science and technology,and significantly enhance people’s satisfaction with digital,networked and intelligent financial products and services.The customer is the bank all Management Activity Foundation,is the bank survival development key.At present,the mainstream commercial banks are accelerating the digital transformation.The Industrial and Commercial Bank of China has proposed to build a "smart bank" to upgrade the level of intelligent operation and management from the aspects of IT architecture,scientific and technological research and development,business optimization and scenario application,with "Huisheng" platform,SMART Mobile Bank,Wechat Bank,smart cloud customer service system as the grasp,accelerate the innovation and application of financial technology;The product iteration cycle is less than one month,and the innovation incubation platform is set up.More and more new technologies are applied in banking service,which is considered as a magic weapon to enhance customer value and customer satisfaction.However,whether the adoption of new technology can significantly improve customer satisfaction has not been fully studied.This paper tries to reveal the impact of new technology on the Customer satisfaction.In the process of branch,which new technology is more effective to support the selection of innovative products.This paper combines innovation diffusion theory,customer value theory and customer satisfaction theory,this paper expounds the influence of the relative advantage,compatibility,perceived ease of use,trialability and observability of new technology on customer satisfaction,and probes into the intermediary role of customer value.Based on a sample survey of Agricultural Bank of China customers in Suining County,this paper makes an empirical analysis using SPASS software,and concludes that the relative advantage,compatibility,perceived ease of use and observability of new technology product services have significant effects on functional value.The relative advantage,compatibility and perceived ease of use of new technology products and services have a significant impact on economic value.Trialability has no significant effect on functional value and economic value.The relative advantages,ease of use,andobservability of new technology products and services have a significant impact on Customer satisfaction,while compatibility and trialability are not significant for Customer satisfaction.The two dimensions of customer value,namely functional value and economic value,have significant positive effects on customer satisfaction.Functional value mediates between relative advantage,observability,perceived ease of use and Customer satisfaction,but not between compatibility and trialability and customer satisfaction Economic value mediates between relative superiority,perceived ease of use and customer satisfaction,but not between advantages observability,trialability and customer satisfaction.According to the results of empirical research,combined with the actual situation of Agricultural Bank of Suining County,this paper puts forward some marketing suggestions to promote the Customer satisfaction of Agricultural Bank of Suining.