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基于用户满意度的C银行电子银行业务发展问题及对策研究_硕士论文

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内容简介
随着互联网技术、大数据和人工智能的快速发展,网民和手机用 户数据急剧上升,进而引致了金融业的巨大变革,电子银行业务应运 而生。《2017 中国电子银行调查报告》表明,2017 年,就抽样样本 地级以上城市 13 岁及以上常住人口而言,网上银行用户的占比和手 机银行用户的占比均为 51%,因为绝大多数网上银行用户也是手机 银行用户;而电话银行用户的占比则为 11%。电子银行的重要性在 各商业银行中愈加凸显。但是,相对于西方发达国家而言,我国电子 银行业务起步较晚、发展较缓,且信息化水平和大数据技术也相对较 低。进而,研究我国电子银行业务的发展现状、趋势及其用户满意度 就显得尤为重要。 有鉴于此,本文以 C 银行为例,首先阐述了电子银行业务的研 究现状,然后从电子银行业务的定义、特点、风险、分类等方面,就 电子银行业务的相关知识进行了详细介绍。接着,阐明了 C 银行电 子银行业务的发展背景、发展现状及发展趋势。其次,在对 C 银行 电子银行发展现状进行分析的基础上,结合笔者在 C 银行的实习体 会以及与工作所在单位相关负责人的当面讨论,找出了 C 银行电子 银行业务的发展过程中存在的主要问题:(1)客户对电子银行安全 性能的信任度较低,以及 C 银行电子银行安全性能本身所存在的问II 题,已经成为 C 银行电子银行发展中最大的制约瓶颈;(2)C 银行 电子银行业务的创新进程缓慢、服务产品流于形式,不能很好地满足 客户的多元化需求;(3)C 银行电子银行业务“互联网+”模式执行不 够完善彻底,没能更好迎合客户的要求以及有针对性分析提供更好服 务。 继而,在介绍 C 银行电子银行业务发展环境、发展现状及发展 问题后,本文聚焦于 C 银行电子银行业务的办理客户,以其作为调 查对象,合理设计问卷对 C 银行电子银行业务的用户满意度进行调 查,并运用多元有序 Logit 模型进行实证分析,找出影响 C 银行电子 银行业务用户满意度的主要因素,进而进一步验证了安全性能、业务 创新能力和服务意识在 C 银行电子银行业务发展中的重要性。从而 依据 C 银行电子银行业务发展过程中存在的问题及原因,结合 STP 理论,针对性的从提升安全性能、提高业务创新能力,加强以人为本 的服务意识、打造多元化且兼具平衡性的团队等四个方面提出推动 C 银行电子银行业务发展的策略,这对于 C 银行电子银行业务发展有 一定的实践指导意义,对于其他银行电子银行业务的发展也有一定的 借鉴意义。 关键词:电子银行业务;发展问题;用户满意度;STP 分析;有影响 因素III ABSTRACT With the rapid development of Internet technology, large data and artificial intelligence, the number of Internet users and mobile phone users has risen sharply, which has led to tremendous changes in the financial sector, the emergence of electronic banking business. According to the China Electronic Bank Survey Report 2017, the proportion of Internet banking users and mobile banking users in the sample cities aged 13 and above were 51% in 2017, because the majority of Internet banking users were mobile banking users, while the proportion of telephone users were 11%. The importance of e-banking is becoming more and more prominent in various commercial banks. However, compared with western developed countries, China’s e-banking business started relatively late, the development is slow, and the level of information technology and large data technology is relatively low. Furthermore, it is particularly important to study the development status, trend and customer satisfaction of electronic banking in China. In view of thisphenomenon, this paper takes Bank C as an example, first expounds the research status of e-banking, and then introduces the related knowledge of e-banking in detail from the definition, characteristics, risks and classification of e-banking. Then, it clarifies the development background, current situation and trend of E-banking business of Bank C. Secondly, on the basis of the analysis of the current situation of E-banking development in Bank C, combined with theIV author's internship experience in Bank C and the interview with the head of E-bank Department of Bank C, the main problems in the development of E-bank business of Bank C are found out: (1) Mainly focusing on the safety of e-banking and the safety risk of e-banking itself, so the core issue in the development of e-banking of Bank C is security; (2) The innovation process of E-banking business of Bank C is slow and its service products are mere formality, which can not meet the diversified needs of customers well. (3) C bank’s e-banking “Internet +” mode is not perfect enough to meet the needs of customers and provide better services for targeted analysis. According to the problems and reasons existing in the development of bank C’s electronic banking business, this paper puts forward some strategies to promote the development of bank C’s electronic banking business from three aspects: enhancing security performance, improving business innovation ability, building a diversified and balanced team, and strengthening people-oriented service consciousness, which has certain significance for the development of bank C’s electronic banking business. The guiding significance of practice can also be used for reference in the development of other banks’ electronic banking business Key Words:E-banking; the major development problems; STP; customer satisfaction; sinfluencing factorsV 目 录 摘要..........................................................................................................................................I ABSTRACT............................................................................................................................III 第一章 绪 论..........................................................................................................................1 1.1 选题背景.......................................................................................................................1 1.2 研究目的与意义..........................................................................................................2 1.3 国内外文献综述...........................................................................................................2 1.3.1 国外相关研究........................................................................................................2 1.3.2 国内相关研究........................................................................................................4 1.3.3 文献评述.................................................................................................................5 1.4 研究内容和方法...........................................................................................................5 1.4.1 主要研究内容........................................................................................................5 1.4.2 研究方法.................................................................................................................7 1.5 潜在的创新点...............................................................................................................8 第二章 电子银行业务概述及理论基础..........................................................................10 2.1 电子银行业务概述.....................................................................................................10 2.1.1 电子银行业务的定义.........................................................................................10 2.1.2 电子银行业务的特点.........................................................................................10 2.1.3 电子银行业务的风险.........................................................................................11 2.1.4 电子银行业务的分类.........................................................................................12 2.2 电子银行业务发展的理论基础..............................................................................13 2.2.1 用户满意度理论..................................................................................................13 2.2.2 网络外部性理论..................................................................................................14VI 2.2.3 规模效应理论......................................................................................................14 第三章 C 银行电子银行业务发展现状及发展问题分析............................................16 3.1 C 银行电子银行业务的发展现状...........................................................................16 3.1.1 C 银行电子银行业务发展的外部环境分析..................................................16 3.1.2 C 银行电子银行业务的发展历程................................................................... 19 3.1.3 C 银行电子银行业务总体发展状况...............................................................20 3.1.4C 银行电子银行业务发展与同行的比较分析...............................................26 3.2 C 银行电子银行业务发展存在的问题..................................................................27 3.2.1 安全性能不强......................................................................................................27 3.2.2 业务创新不够......................................................................................................28 3.2.3 服务意识不强......................................................................................................29 3.3 C 银行电子银行业务发展问题的深层原因分析.................................................30 3.3.1 风险文化的缺失..................................................................................................30 3.3.2 产品研发滞后......................................................................................................31 3.3.3 服务缺乏人文关怀............................................................................................. 31 第四章 基于用户满意度 C 银行电子银行业务 STP 分析..........................................32 4.1 C 银行电子银行业务满意度调查...........................................................................32 4.1.1 调查问卷设计与数据收集................................................................................32 4.1.2 用户的个人基本特征.........................................................................................33 4.1.3 用户的电子银行业务了解与开通渠道..........................................................34 4.1.4 用户的电子银行业务使用情况及相关认知..................................................35 4.1.5 用户对电子银行业务的满意度....................................................................... 38 4.2 C 银行电子银行业务用户满意度的影响因素分析............................................39 4.2.1 信度检验...............................................................................................................39 4.2.2 效度检验...............................................................................................................39VII 4.2.3 模型构建与变量设定.........................................................................................40 4.2.4 模型估计结果......................................................................................................43 4.3 C 银行电子银行业务的 STP 分析..........................................................................45 4.3.1 客户群体市场细分............................................................................................. 46 4.3.2 目标市场确定......................................................................................................49 4.3.3 业务产品定位......................................................................................................50 第五章 C 银行电子银行业务发展提升策略..................................................................51 5.1 强化电子银行业务安全性能...................................................................................51 5.1.1 预防外部欺诈事件发生.....................................................................................51 5.1.2 防范内部操作风险............................................................................................. 51 5.1.3 细分客户群体......................................................................................................51 5.1.4 加强电子银行业务的研究和开发支持.........................................................51 5.2 扩展电子银行业务创新路径...................................................................................52 5.2.1 扩宽业务渠道......................................................................................................52 5.2.2 加快产品研发力度............................................................................................. 52 5.3 提升以人为本服务意识............................................................................................53 5.3.1 完善服务体系,提高服务质量....................................................................... 53 5.3.2 搭建科学合理的电子银行管理体系...............................................................53 5.4 加强专业团队建设.....................................................................................................54 5.4.1 管理方式更加精细化.........................................................................................54 5.4.2 打造多元化且兼具平衡性的团队...................................................................54 第六章 研究结论与展望.................................................................................................... 55 6.1 研究结论.....................................................................................................................55 6.2 研究展望.....................................................................................................................56