| With the advent of the digital era,online banking has become an important part of modern financial services.The improvement of online banking service quality can enhance customer experience and satisfaction.As the Internet becomes more popular and technology advances,customers’ expectations for online banking are also increasing.They want to enjoy more convenient,fast and secure online banking services.By improving service quality,such as enhancing website reliability and stability,providing better user interface and interactive experience,banks can meet customers’ needs,improve customer satisfaction,and build good customer relationships.However,compared with foreign countries,the level of service quality of online banking in China still has much room for improvement.To this end,this paper studies the factors influencing customer satisfaction of online banking service quality and selects Hubei JL Rural Commercial Bank as the research object to investigate effective countermeasures to improve customer satisfaction of online banking service quality.Based on the SERVQUAL model and the characteristics of online banking,this paper constructs the online banking service quality customer satisfaction influencing factor model of reliability,responsiveness,empathy,convenience,value-addedness,and assurance.And the questionnaire survey method is used to investigate the customers related to the online banking of Hubei JL Rural Commercial Bank,and 195 valid questionnaires are received,through the questionnaire data,the empirical analysis is conducted.This paper firstly elaborates the research background as well as significance,and defines the concepts of online banking and service quality;secondly,accepts the theoretical basis of this paper,the customer satisfaction model,and summarizes the existing research of domestic and foreign scholars on online banking,service quality and customer satisfaction,which lays the theoretical foundation of this paper.Then,the current situation of online banking service quality of Hubei JL Rural Commercial Bank is analyzed,and the urgency of accelerating the development of online banking is emphasized.After that,the questionnaire survey method as well as the empirical analysis method are used to study the factors affecting customer satisfaction in online banking service quality.Through empirical evidence,the following conclusions are drawn: first,value-addedness,assurance,responsiveness,and convenience have positive and significant effects on customer satisfaction with the quality of online banking services.Second,empathy and reliability have insignificant effects on customer satisfaction with online banking service quality.Finally,this paper puts forward suggestions to improve customer satisfaction with online banking services in Hubei JL Rural Commercial Bank. |
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