手机银行对泰国素叻他尼府客户满意度的影响研究

王 思
常州大学

摘要

由于银行业竞争激烈，所有人都在努力留住现有客户并加速拓展新客户，银行不断创新满足客户需求和客户满意度的金融产品和服务，为了吸引客户使用银行的服务，即手机银行。手机银行有必要不断改进服务，能够导致服务用户的最大满意度。因此，本研究的目的旨在探索影响使用手机银行服务的客户满意度的营销组合因素。基于文献综述，提出假设与本研究模型，并且通过网络形式发放回收了210份有效的调查问卷并使用SPSS23.0对收集到的数据进行了统计分析。本文利用实证分析得出除了人员因素，产品因素、价格因素、物流因素、渠道因素、促销因素、过程因素，以及有形展示因素都对满意度因素有积极影响。根据所得出的结论，本文提出了建议，最后部分指出了本文的研究缺陷与对未来的展望。

关键词

手机银行；客户满意度；客户需求；营销组合因素

参考

[1] Jia L , Xue G , Fu Y , et al. Factors affecting consumers' acceptance of e-commerce consumer credit service[J]. International Journal of Information Management, 2018,40(JUN.):103-110.

[2] Esterik-Plasmeijer P , Raaij W . Banking system trust, bank trust, and bank loyalty[J]. International Journal of Bank Marketing, 2019

[3] Na Ayutthaya A D.. Factors influencing customer financial transactions through SCB EASY APP Channel of Siam Commercial Bank Public Company Limited in Bangkok [D]. (Master Independent Study)，2021，Bangkok: Siam University.

[4] Poromatikul C , Maeyer P D , Leelapanyalert K, et al. Drivers of continuance intention with mobile banking apps[J]. International Journal of Bank Marketing,2019

[5]林家宝,鲁耀斌,徐勇.手机银行用户满意度与忠诚度研究[J].信息系统学报,2012(01):97-107.

[6]李宏达,李林森.手机银行风险评价体系研究[J].计算机应用与软件,2014,31(12):303-306.

[7]林涛,赵玮,吴晶博.商业银行顾客满意度形成机制研究[J].产业与科技论坛,2018,17(06):105-106.

[8] Prasetyo SH, Witono B. The Effect of Service Quality, Product Quality, Trust and Security on CustomerSatisfaction in Using Mobile Banking[J]. The Interna-tional Journal of Business Management and Technology,2022,6(4):205-213.

[9] Santirattanaphakdi C, Limsarun T. The Influ-ence of marketing mix (7P’S) affecting using MobileBanking services behaviors case study: Bangkok and its87vicinity [J]. The Journal of Business Management, 2019,10(2):120-143.

[10] Shin N. Strategies for competitive advantage in electronic commerce[J]. Journal of Electronic Commerce Research,2001,2(4):164-171.

[11] Kadhim F A , Abdullah T F , Abdullah M F .Effects of marketing mix on customer satisfaction: em-pirical study on tourism industry in Malaysia[J],2016,2(2):357-360

[12] Aumboon N, Services Marketing Mix that Affect-ing Consumer’s Service and Technology Acceptance Af-fecting Decision to using Application MyMo of Customer Government Savings Bank in Bangkok[D],2020

[13] Jhantasana C. Composite Analysis of Mobile Bank-ing Usage: Dimension and Construct Effect[J]. Asia So-cial Issues.,2022;15(5):252-257.