手机银行用户满意度与忠诚度研究  

An Empirical Study on Customer Satisfaction and Loyalty of Mobile Banking

作　　者：林家宝[1] 鲁耀斌[2] 徐勇[3] 

机构地区：[1]华南农业大学经济管理学院,广州510642 [2]华中科技大学管理学院,武汉430074 [3]中国人民银行长沙中心支行,长沙410005

出　　处：《信息系统学报》2012年第2期97-107,共11页China Journal of Information Systems

基　　金：国家自然科学基金项目(70971049,71061160505);教育部人文社科基金项目(11YJC630115);广东省软科学项目(2011B070400011);广东省教育厅育苗工程项目(wym11029)

摘　　要：手机银行用户采纳行为的研究比较多，但是，用户采纳手机银行后，关于用户满意度和忠诚度的研究较少。本文基于信息系统期望确认理论和关系营销的信任承诺理论，以手机银行为研究对象，构建了一个移动商务环境下的用户满意度和忠诚度模型，主要分析了确认和感知的有用性对手机银行满意度的影响，以及手机银行的满意度、信任和承诺对用户忠诚度的作用。通过问卷调查，收集了287份有效问卷，采用SPSS18．0和PI。S-Graph3．0软件进行统计分析，实证结果表明，确认和感知的有用性正向影响用户对手机银行的满意度，满意度、信任和承诺正向影响用户对手机银行的忠诚度。最后，对手机银行的企业提出了对策建议并指出了进一步研究的方向。Many studies have empirically examined consumer adoption in the context of mobile banking. However,after consumers adopt mobile banking,little research has been done on the customer satisfaction and loyalty of the service.Based on the expectation confirmation theory and the commitment trust theory of relationship marketing, this study builds a model of customer satisfaction and loyalty of mobile banking and analyzes the impacts of confirmation and perceived usefulness on customer satisfaction of mobile banking and the effects of customer satisfaction, trust and commitment of mobile banking on loyalty. Through a survey collected 287 valid questionnaires, we use the SPSS18.0 and the PLS-Graph3.0 software to conduct statistical analysis. The empirical results indicate that confirmation and perceived usefulness have positive impacts on customer satisfaction of mobile banking, and satisfaction, trust and commitment have positive impacts on customer loyalty of mobile banking. Finally, the authors provide useful suggestions for the firms of mobile banking and point out the directions for further research.

关 键 词：手机银行 满意度 忠诚度 

分 类 号：F713.36[经济管理—产业经济]