手机银行顾客满意度模型的研究

手机银行是一个新兴的移动电子商务应用,它是一种融合了新技术的业务启用。目前关于手机银行的研究主要集中在技术改进和顾客采纳其服务的影响因素方面,然而,采纳手机银行服务之后,其顾客满意度的研究较少。本文以手机银行作为研究对象,选取了ACSI(美国顾客满意度指数)模型作为参考模型,并加入感知风险变量,在此基础上构建出手机银行顾客满意度的概念模型,为银行提高竞争力提供参考建议。

A Study on Customer Satisfaction Model of Mobile Banking

Mobile banking is an emerging application of mobile commerce, it is a form of service convergence （enabled by innovative technologies, At present, the study on the mo- bile banking focused factors affeet the adoption of its ~r- vices in the technical improvement and customer side, however, after the adoption of raobile banking service, there is less resem, ch about customer satisfaction. In this paper, mebile banking .as the research object, selects the ACSI （USA customer satisfaction index） model as the reference model, and add the perceived risk variables, to research the eustomer satistaction of mobile banking, and provide some sug- gestitms for banks to improve their competitiveness.