摘要
本文通过回顾关于顾客满意度和忠诚度的理论,着重说明了顾客满意度和忠诚度对于发展商业银行网上银行的重要性。作者在简要介绍商业银行网上银行业务发展,特别是中国工商银行网上银行概况的背景下,通过研究目的与调查类型、取样设计与数据采集方法、调查问卷设计、研究成果与讨论等4个步骤,针对实际调查结果进行描述性统计分析,总结出以下结论:国内商业银行应该以建立长期顾客关系,满足顾客需求、获得顾客忠诚为途径,抓住网上银行顾客数量与交易额都会大幅增长的前景契机,努力满足顾客需求、留住顾客,实现跨越式发展。
On the basis of reviewing the theories about customer satisfaction and loyalty, the paper expounds the significance of customer satisfaction and loyalty for the development of commercial bank＇s internet banking. The paper first briefly introduces the development of commercial bank＇s internet banking, especially the overview of ICBC internet banking. Through four procedures, which are study purpose and survey type, sampling design and approaches to collecting data, the design of questionnaire and study achievements and discussion, the paper analyzes the descriptive statistics of survey results, and achieves the following conclusions： establishing long-term customer relationship, satisfying customer demands and acquiring customer loyalty are basic approaches for commercial banks to developing interact banking. Commercial banks should grasp the chance that customer amount anti trading volume are sharply increasing, try their best to satisfy customer demand and obtain customer loyalty to achieve great-leap-forward development.
出处
《金融论坛》
CSSCI
北大核心
2010年第1期72-78,共7页
Finance Forum
