Research On Strategies For Improving User Satisfaction Of Mobile Banking

With the rapid development of Internet technology and society entering the post-epidemic era,customers of commercial banks have gradually developed their financial services from offline to online.Because of its convenience and ease of use,mobile banking has become the preferred channel for bank customers to handle banking business.Major banks are in the process of digital transformation from "point-card management" to "mobile-app management".Mobile banking has become the forefront of the bank’s service output and competition for users.How to effectively meet the needs of mobile banking users,improve the satisfaction of mobile banking users,has become an important issue in the banking industry.Since F Bank launched mobile banking in 2017,the number of complaints about mobile banking has been increasing,and users have low scores on MOBILE banking in the mobile application market.How to improve user satisfaction of mobile banking is an urgent problem for F Bank to solve.Based on the theory of customer satisfaction,and the theory of STP strategy,on the basis of selecting F mobile banking customer satisfaction as the research object,collect,sort out the F the status quo of mobile banking and management measures,using the results of the in-depth interviews constructed F mobile banking customer satisfaction evaluation index system,based on the index system is designed F mobile banking customer satisfaction questionnaire.Then questionnaires were randomly distributed to customers who had opened F mobile banking service in the branches of F Bank.The process lasted for15 days.A total of 200 questionnaires were distributed and 174 were recovered.Then,cross-analysis,correlation analysis and other methods were used to study the questionnaire results,and it was found that different attribute indexes had different weights on F’s mobile banking user satisfaction.Based on these findings,In combination with the materialism performance analysis method,this paper divides the 23 attribute indexes of F mobile banking into four attribute indexes: "continued maintenance zone,oversupply zone,priority zone and key improvement zone".The study also found that users with different characteristics have different demands for F mobile banking.Based on this finding,this paper conducted a portrait study on F mobile banking user group based on STP theory,and described the characteristics and demands of five types of users through five representative user portraits.Based on the research results,this paper summarizes the existing problems and causes of F mobile banking,and puts forward improvement suggestions and safeguard measures.It is hoped that the research conclusions of this paper can provide references for urban commercial banks similar to F bank when they develop strategies to improve satisfaction of mobile banking.