Research On Influencing Factors Of Mobile Banking APP Customer Satisfaction In D Branch Of Z Bank

In the wake of booming development of mobile internet and financial technology,great changes have taken places of customer behavior and the deepening of digital transformation of banks,mobile banking has become the main track for business expansion and horizontal competition in the digital Internet era.On one side,mobile banking can carry more than 95% of banking retail business,and a mobile phone is corresponded to a bank branch;On the other side,customers’ financial preference has changed from offline to online.After the pandemic 2020,customers are more inclined to choose online and mobile financial service experience,and mobile banking can easily meet customers’ needs for financial services anytime and anywhere.Therefore,it is of great strategic significance for mobile banking to become the "No.1 Project" of Z Bank.However,after these years’ development,there are more than 2 billion mobile banking users in China,and per capita holds 1.5 mobile banking APP.In the future,the newly expanded demographic dividend will gradually be exhausted,and the industry competition of mobile banking business will change from "new customer acquisition" to “dig down deep on old customer".However,for customers who use mobile banking,there are still problems such as complicated operation interface tedious operation process and there’s serious homogenization in many cases.Therefore,bank should re-examine the functions and basic services of mobile banking to fit the user experience and pain spot,Study and analyze the core financial needs of customers,improve the quality and service of mobile banking business,create a more convenient and efficient& personalized service experience,and enhance the satisfaction of mobile banking customers,thereby to take advantage place in the fierce market competition.Based on customer satisfaction and SERVQUAL model,this paper combined with the characteristics of mobile banking of Z Bank,constructs the influencing factors model of customer satisfaction in mobile banking of Z Bank,and makes empirical analysis on the questionnaire survey data by using statistical analysis method,draws the following conclusions:(1)The understandability,reliability,ease of use,responsiveness,convenience and economy of mobile banking are positively correlated with customer satisfaction;(2)The influence degree of six factors of customer satisfaction of mobile banking from greatest to smallest is convenience,responsiveness,ease of use,economy,reliability and understandability.In the end,on the basis of the conclusions above,this paper puts forward some suggestions on optimizing the online mobile banking APP and improving the service quality by relying on offline branches,which provides reference for the promotion of customer satisfaction and the enhancement of value creativity of mobile banking in D Branch of Z Bank.