联系我们

论文查询结果	返回搜索

论文编号：	2634
作者编号：	1120070722
上传时间：	2010/6/17 17:21:42
中文题目：	网络银行顾客感知服务质量与顾客保留关系的实证研究——基于个人和企业顾客两个层次
英文题目：	The Empirical Research of the Relationship between network banking customer perceived service quality and the customer retention--Based on the Two Levels of the Individual Customer and Enterprise Customer
指导老师：	吴晓云 教授
中文关键字：	网络银行 服务质量 顾客保留 个人顾客 企业顾客
英文关键字：	Network Banking Service Quality Customer Retention Individual Customer Enterprise Customer
中文摘要：	网络银行自上世纪九十年代中期诞生以来，凭借其成本低廉、方便快捷、易于创新等先天性优势，以超常规的发展速度迅速成为商业银行的重要分销渠道和重点竞争领域。毫无疑问，网络银行作为现代金融服务业的一种新兴业态，提高服务质量始终是其求得生存和发展的根本保障。同时，伴随着互联网在全球的迅速普及，网络银行快速地度过了萌芽、起步阶段，目前正处于稳定发展阶段，现阶段提高服务质量已经成为网络银行实现业务增长、获取竞争优势的重要手段。那么，如何提高网络银行的服务质量？网络银行服务质量都包括哪些主要内容和构成要素？从哪些方面提高服务质量才能最为有效地提高顾客保留率，进而增加网络银行的盈利能力？等，已经成为网络银行业界目前亟待解决的重大现实问题。 然而，通过大量的文献梳理，本研究发现有关网络银行服务质量的研究尚处于初级阶段，严重滞后于实践的发展和要求，还存在着对网络银行服务质量构成维度没有统一的认识、缺乏标志性的研究成果、缺乏基于服务交互方式转变视角对网络银行服务质量的探讨，缺乏同时从个人顾客和企业顾客两个层次对网络银行服务质量的全面研究，以及缺乏从实证和维度层面考量网络银行服务质量与顾客保留关系等重要的理论缺陷和空白之处。因此，可以看出，以往有关网络银行服务质量的研究是不完善的，它们没有获得有关网络银行服务质量全面的、清晰的认识，进而它们也不可能对网络银行的营销实践提供科学的、有效的理论指导。 鉴于此，为了回应网络银行发展中亟待解决的重大现实问题，并弥补网络银行服务质量研究领域的重大理论缺陷，本文将研究主题界定为：在借鉴和提炼顾客感知服务质量研究领域的代表性研究成果HMSQM模型核心思想的基础上，结合交互方式转变的视角，构建出网络银行顾客感知服务质量的三层多维度概念模型，进而以认知心理学、社会心理学等相关理论为支撑，并以前人有关顾客感知服务质量与顾客保留关系的研究为佐证，构建出网络银行顾客感知服务质量与顾客保留关系的整体概念模型和维度概念模型，然后开发出相应的测量量表，并利用调研采集的256个个人顾客和177个企业顾客的样本数据，分别运用SPSS16.0、LISREL8.70等软件对这三个概念模型和量表进行实证研究（采用描述性统计分析、信度效度分析、单因素方差分析、探索性因子分析、验证性因子分析、结构方程模型分析等方法），从而厘清个人顾客和企业顾客感知的网络银行服务质量的维度构成，并获得这两种顾客感知的网络银行服务质量及其构成维度与顾客保留关系的规律性认识。 通过这种探索性的研究和努力，本研究得出以下五项主要结论： 第一，个人顾客和企业顾客感知的网络银行服务质量都是一个分层多维度的构念，但二者的维度构成却不尽相同。就初级维度而言，个人顾客的感知服务质量包含交互质量、网络环境质量和结果质量三个初级维度，而企业顾客的感知服务质量仅包含交互质量和结果质量两个初级维度。就次级维度而言，二者的主要不同在于个人顾客的交互质量包含明显性、可靠性、可达性、效率、有用性和定制化等5个次级维度，而企业顾客的交互质量则是包含明显性、可靠性、安全性、可达性、有用性和定制化等5个次级维度；个人顾客的结果质量包含的次级维度与企业顾客的相同都是服务产品质量和效价。当然，由于企业顾客的没有网络环境质量初级维度，因此它也不含有个人顾客感知服务质量所包含的图形质量和布局设计两个次级维度。 第二，个人顾客感知的网络银行服务质量的三个初级维度中，对总体服务质量感知影响作用最大的是结果质量，其次是交互质量，网络环境质量对总体服务质量影响最小；而企业顾客感知的网络银行服务质量的两个初级维度中对总体服务质量感知影响作用最大的是交互质量，其次才是结果质量。 第三，在对网络银行服务质量的评价过程中，个人顾客更关注服务最终产出的质量，而企业顾客更关注服务过程中各项交互活动的质量。本研究数据统计结果显示，绝大多数个人顾客认为在网络银行的服务质量中结果质量是最重要的，交互质量是第二重要的，网络环境质量重要性是最小的；而绝大多数企业顾客认为在网络银行的服务质量中交互质量是最重要的，结果质量是第二重要的，网络环境质量重要性是最小的；同时，单因素方差分析结果显示，个人顾客和企业顾客对交互质量和结果质量的重要性评价存在显著差异，而对网络环境质量重要性评价没有显著不同。 第四，个人顾客和企业顾客感知的网络银行服务质量对顾客保留都存在着直接影响作用和通过顾客满意的间接影响作用。而这两类直接和间接影响作用的大小却存在明显差异。其中，个人顾客感知的网络银行服务质量对顾客保留的间接影响作用要大于直接影响作用。企业顾客感知的网络银行服务质量对顾客保留的间接影响作用要小于直接影响作用。 第五，就个人顾客而言，结果质量对顾客保留的影响相比其他维度而言更加显著，且其间接影响作用要大于直接影响作用；而就企业顾客而言，交互质量对顾客保留的影响相比其他维度而言更加显著，且其直接影响作用要大于间接影响作用；同时，无论对个人顾客还对企业顾客而言，网络环境质量对顾客保留均没有显著的影响作用。 上述主要结论将给网络银行的管理实践带来的重要营销管理启示是：一方面，网络银行应以结果质量为重点来大力提高个人顾客的感知服务质量，具体来讲，网络银行可以通过提高网络银行服务产品的创新能力、实现网络银行服务产品的整合营销传播和实施人性化的服务营销策略来提高结果质量。另一方面，网络银行应以交互质量为重点来大力提高企业顾客的感知服务质量，具体来讲，网络银行可以通过提供“3A”式的互动沟通服务、“一对一”的定制化服务和提高网络银行服务的安全性来提高交互质量。 概括而言，本研究的主要理论贡献是：（1）基于概念、测量与维度视角，全面系统地综述了顾客感知服务质量研究领域的相关文献，为后续相关研究积累了有价值的文献资料；（2）基于HMSQM模型的核心思想和交互方式转变的视角，创新性地提出了网络银行顾客感知服务质量的三层多维度概念模型，实现了对网络银行服务质量主要内容的全面覆盖，开启了网络银行服务质量研究的新思路；（3）基于个人顾客和企业顾客的样本数据分析，厘清了个人顾客和企业顾客感知的网络银行服务质量的维度结构，并比较了二者的差异，开拓了网络银行服务质量研究的新领域；（4）基于个人顾客和企业顾客的两个层次，构建了网络银行顾客感知服务质量与顾客保留关系的整体模型和维度模型，并对它们进行了实证检验，为网络银行营销实践提供了极具针对性的理论指导。
英文摘要：	Network banking since born in the middle 1990s, has quickly become a major commercial bank distribution channel and a key competitive area at the extraordinary pace of development, by virtue of its inherent advantages, such as low cost, convenient, easy-to-innovation and so on. Undoubtedly, network banking being as a new industry of the modern financial services, improving service quality has always been the fundamental guarantee of its survival and development. At the same time, along with the rapid popularization of the Internet in the global, network banking quickly through the bud, the initial stage, is currently in the stable development stage. At this stage, improving the quality of services has become an important means for the network banking to achieve business growth and to gain competitive advantage. So, how to improve the service quality of network banking? What primary contents and elements does network banking have? From what improving the service quality can most effectively increase customer retention rate, thus increasing the profitability of online banking? etc. These are the vital realistic questions which are urgently awaited to be solved at present by the network banking practitioners. However, through reviewing the massive literatures, this research discovered that the network bank service quality research was still at the initial stage, seriously lagged behind the development and request of the practice.It also had the important theory flaws and the blank places, such as, the lack of unification understanding of the network bank service quality constitution dimensions, the lack of symbolic research results, the lack of discussion about the network bank service quality based on the service interactive way transformation angle of view, the lack of researching the individual and enterprise customer perceived the network banking service quality at the same time, as well as it lacked the research of the relation between network bank service quality and the customer retention by empirical testing or from the angle of the dimensions and so on. Therefore, it can be seen that the researchs of the network banking service quality in the past are imperfect, they do not give the comprehensive, clear understanding of online banking service quality, then, nor do they provide a scientific and effective theoretical guidance for the marketing practice of the network banking. In view of this, in order to respond the vital realistic question which is urgently awaited to be solved in the network banking development, and to make up the significant theory flaws in the network bank service quality research area ,this article will difine the research subject :Based on using and refining the HMSQM model’s core idears which were the representation research results in customer perceived service quality research area, and from the view of interactive way transformed, the paper constructs the network bank customer perceived service quality conceptual model which is three layers and a number of dimensions.Then taking the cognition psychology, the social psychology and the correlation theories as the support, and taking relational customer perceived service quality and the customer retention researchs as evidences, this paper constructs the overall conceptual model and the dimension conceptual model of the relation between network banking customer perceived service quality and the customer retention. Futher, the paper develops measurement scales for the constructs,and separately conducts empirical tests to these three conceptual model and scales by running SPSS16.0 and LISREL8.70(through reliability and validity analysis, one-way ANOVA, exploratory factor analysis, confirmatory factor analysis, structural equation model analysis, etc. ), using the 256 individual customers’ and 177 enterprise customers’ sample data the study gathered.Through this, this study makes clear the dimension constitution of the individual customer and the enterprise customer perceived network banking service quality, and obtains the regular understandings about the relations between these two kinds of customers perceived network banking service quality and their constitutional dimensions and the customer retention. Through this kind of exploring research and endeavor, this research draws following five main conclusions: First, the individual customer and the enterprise customer perceived network banking service quality all are laminational and multi-dimensional constructs, but the two dimension constitution are different actually.Speaking of the primary dimension, individual customer perceived service quality contains the interaction quality, the network environment quality and the outcome quality three primary dimensions, but the enterprise customer perceived service quality only contains the interaction quality and the outcome quality two primary dimensions.Speaking of the secondary dimension, main different between the two lies in individual customer's interaction quality to contain visibility, reliability, accessibility, efficiency, usefulness and customization and so on 5 secondary dimensions, but the enterprise customer's interaction quality contains visibility, reliability, security, accessibility, usefulness and customization and so on 5 secondary dimensions;The secondary dimensions of the individual customer's outcome quality and the enterprise customer's outcome quality are same ,which are the service product quality and the valence.Certainly, because the enterprise customer perceived network banking service quality do not have the network environment quality primary dimension, therefore it does not include graph quality and layout design the two secondary dimensions which individual customer perceived network banking service quality contains. Second, in three primary dimensions of the individual customer perceived network banking service quality, the most influence to the overall service quality is the outcome quality, next is the interaction quality, the influence of the network environment quality is smallest to the overall service quality; But in two primary dimensions of the enterprise customer perceived network banking service quality, the most influence to the overall service quality is the interaction quality, next is the outcome quality. Third, in the appraisal process to the network banking service quality, individual customers pay more attention to the quality which the service finally delivers, but the enterprise customers pay more attention to the quality of each interactivities in the service process .This research data statistics result showed that, the overwhelming majority individual customers thought in the network banking service quality the outcome quality is the most important, the interaction quality is second important, the network environment quality importance is the smallest;But the overwhelming majority enterprise customers thought in the network banking service quality the interaction quality is the most important, the outcome quality is second important, the network environment quality importance is the smallest;At the same time, the one-way ANOVA result showed, the important appraisal of individual customer and enterprise customers to interaction quality and outcome quality existed remarkable difference, but to network environment quality the importance appraisal were not remarkable different. Fourth, the individual customer and the enterprise customer perceived network banking service quality all have the direct influence and the indirect influence through customer satisfaction to the customer retention.But these two kinds of direct and indirect influence have the obvious difference actually.Among them, the indirect influence of individual customer perceived network banking service quality to the customer retention is bigger than the direct influence. But the indirect influence of enterprise customer perceived network banking service quality to the customer retention is smaller than the direct influence. Fifth, according to individual customer, the influence of the outcome quality to the customer retention compared to other dimensions’ is the most, also its indirect influence is bigger than the direct influence; But according to enterprise customer, the influence of the interaction quality to the customer retention compared to other dimensions’ is the most, also its direct influence is bigger than the indirect influence;At the same time, regardless of individual customer and the enterprise customer, the network environment quality does not have the remarkable influence to the customer retention. The above main conclusion will give the important marketing management enlightenment to the management practice of the network banking :On one hand, the network banking should take the outcome quality as the key to improve individual customer perceived network banking service quality, specifically speaking, the network banking may improve the outcome quality through enhancing the network banking service product innovation ability, realizing the integrated marketing promulgation of network banking service product and implementing user friendly service marketing strategy.On the other hand, the network banking should take the interaction quality as the key to improve enterprise customer perceived network banking service quality, specifically speaking, the network banking may improve the interaction quality through providing the ‘3A’ interactive communication service and ‘one to one’ customization service and enhancing the security of the network banking service. To sum up, the main theory contributions of this research are:(1)Based on the perspectives of the concept, the measurement and the dimension, this paper comprehensively systematically reviews the related literature in the customer perceived service quality research area, accumulates the valuable literature material for the following correlation research;(2)based on the HMSQM model core thought and the perspective of transformed interactive way ,this paper innovatively proposes the three layers and many dimensions conceptual model of the network banking customer perceived service quality, which has covered the network banking customer perceived service quality primary content comprehensively, and has enlightend the new thought of the network banking service quality research;(3)Based on the analysis of individual customers’ and enterprise customers’ sample data, this study makes clear the dimension structure of the individual customer and the enterprise customer perceived network banking service quality and has compared the two difference, which has developed the new domain of the network banking service quality research;(4)Based on the dual perceivities of individual customer and enterprise customer, this paper have constructed the overall model and the dimension model of the relation between network banking customer perceived service quality and the customer retention respectively, and has carried on the empirical tests to them, which have provided the very pertinent theory instructions for the network banking marketing practice.
查看全文：	预览  下载(下载需要进行登录)