Research On Evaluation And Improvement Stratege Of Mobile Banking Service Quality Of EZ Rural Commercial Bank

With the in-depth integration of financial technology and mobile internet,mobile banking has become a new market for banks to seize.EZ Rural Commercial Bank(EZACB)has achieved outstanding performance since launching mobile banking.However,in the face of competition from various banks in the market and challenges from third-party payment platforms,how to serve mobile banking users well and improve service quality is an important issue of the EZACB.Based on this,on the basis of combing domestic and foreign literature and service quality theory,this article conducts research on the service quality of EZ Rural Commercial Bank’s mobile banking.Combining interviews and analysis,it constructs a mobile banking service quality evaluation system with 36 indicators including 7 dimensions,including design,accuracy,convenience,security,responsiveness,empathy,and functionality.It designs corresponding questionnaires and surveys mobile banking customers.The survey data were analyzed based on the IPA quadrant analysis method.The research shows that:(1)The overall evaluation score of EZ Rural Commercial Bank’s mobile banking service quality is 3.76,which is at a relatively satisfactory level;Users have high actual perceived scores for the accuracy and security responsiveness of mobile banking,while their expectations for functionality,convenience,design,and responsiveness are high.(2)Through the IPA quadrant analysis,it is found that the service quality of EZ Agricultural and Commercial Bank’s mobile banking still has five problems,including the lack of design to enable users to quickly and accurately find the required service items,the complexity of mobile banking activation procedures,the low efficiency of intelligent customer service,the insufficient optimization of empathic content such as intelligent advertising push,and the homogenization of product functions;The reasons for the problems are analyzed from five aspects: technology research and development,design concepts,customer service efficiency,operational mechanisms,and product differentiation.(3)EZ Rural Commercial Bank’s mobile banking service quality should increase resource investment and create product differentiation;Optimize intelligent push to improve user experience;Optimize customer service mechanism and improve service efficiency;Innovating feature functions to enhance user activity;Optimize from five aspects:reshaping design principles and improving user stickiness.