客户异质性与银行服务渠道选择  

Empirical Study on Customer Heterogeneity and Determinants of Bank Services Channel Selection

作　　者：王全胜[1] 韩顺平[1] 吴陆平[1] 

机构地区：[1]南京大学管理学院,江苏南京210093

出　　处：《山西财经大学学报》2010年第8期24-30,共7页Journal of Shanxi University of Finance and Economics

基　　金：国家自然科学基金面上项目"两阶段购物过程的消费者渠道选择行为实证研究"(70772035)

摘　　要：利用潜在分类MNL模型研究了不同顾客群体的银行服务渠道选择的影响因素,结果发现,理智型客户和保守型客户具有不同的渠道选择行为特征。除了渠道便利性对两类客户的选择都有显著影响外,业务复杂度、成本与风险对理智型客户的选择行为存在着显著影响,而可靠性和友好性则分别对保守型客户在传统银行与网络银行、传统银行与ATM的抉择中起着显著作用。This paper empirically studies the impacts of critical channel factors on different customers＇ selection of banking channels with Latent Class MNL. The research results show that there are two consumers segments, intellect and conservative customers respectively, and the behavior of services channels choices in those two segments is different. Besides that convenience has a significant effect on channels selection of customer segments, services complexity, convenience, empathy and cost significantly influence the intellect customers＇ channels selection, but for conservative customers, the reliability and friendliness are the main determinants of selecting traditional services channel versus online cha.nel and ATM separately.

关 键 词：银行服务渠道选择 潜在分类MNL模型 客户细分 

分 类 号：F830.49[经济管理—金融学]