摘要
近年来,网络金融发展迅猛,但各家银行的网上银行,尤其是个人网银同质化日甚。由于客户存在个体差异的必然性,银行能够通过客户体验管理来解决同质化问题,并取得竞争优势。本文根据客户体验管理理论,采用因果回路图等方法来理清使用成本、客户服务、便利、安全、易用、速度与稳定、功能满足和品牌信任等个人网银客户体验感知因素之间的关系。同时,站在银行——体验策划者的立场上,构建个人网银客户体验设计模型,利用客户体验各影响因素之间的因果回路,以增加投入、期望管理为手段,扩大体验感知与体验期望之间的差异,增加个人网银的感知价值,有效提升客户体验,并进而提高银行利润。
The internet banking has been developing rapidly in recent years,but banks are confronted with the problem of homogenization of internet banking services,especially when it comes to personal internet banking services.Due to the inevitability of individual differences of cus-tomers,banks can resolve the issue of homogenization through customer experience management and gain competitive advantage.Based on customer experience management theory,we use the causal loop diagrams to clarify the relationships among the customer experience perception factors in personal internet banking,such as cost,customer service,convenience,safety,ease of use,speed and stability,functional satisfaction and brand trust.Meanwhile,the article constructs a customer experience design model of personal internet banking on behalf of the experience planner.By using the causal relationships among customer experience perception factors and utilizing the means of investment and expectation management,the article endeavors to enlarge the gap between customer experience perception and expectation,to enhance perceived value of personal internet bank-ing,to effectively improve the customer experience and finally to increase the bank profits.
出处
《上海金融》
CSSCI
北大核心
2014年第2期94-101,119,共8页
Shanghai Finance
关键词
网上银行
客户体验
系统动力学
Internet Banking
Customer Experience
System Dynamics
