【作者】 王晶；

【导师】 杜刚；

【作者基本信息】 华东师范大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 上个世纪及21世纪的前十年,我国银行业主要以规模扩张模式发展,随着互联网和移动智能终端的发展,国内商业银行逐渐将银行业务布局于手机银行。据《2021中国数字金融调查报告》统计,从2014年到2019年,我国手机银行用户的数量从6.7亿增长至20.9亿,其中国有六大行手机银行用户的总数已经超过了16亿,占据绝对的优势地位,而区域性银行只有提升手机银行的用户满意度和服务水平,才能在如此激烈的竞争态势下分一杯生存之羹。R银行是一家扎根于沪上的区域性银行,近年来,随着外界金融环境日新月异的变化和用户需求多元化的发展,其手机银行的用户满意度面临着严峻的挑战。本文通过对手机银行和用户满意度相关文献的学习,以用户满意度指数等相关理论为依据,运用SERVQUAL模型构建手机银行用户满意度测评指标体系,按照四分图模型测评原理设计问卷开展用户满意度调研;分别从视觉设计、业务流程、需求定位和运营能力四个方面梳理出影响R银行手机银行用户满意度的13个关键指标;从R银行实际情况分析出上述指标出现问题的主要原因是:R银行没有建立统一的手机银行视觉设计规范、缺乏业务流程的统筹管理、对用户需求的调研不深入、运营团队不够专业切运营基础设施薄弱等;结合R银行的发展现状,针对以上问题本文从优化视觉设计流程、健全流程统筹机制、明确定位用户需求和提升平台运营能力四个方面提出优化方案,旨在提升手机银行的用户满意度,提高R银行的市场竞争力。本文在探索用户需求调研方案以建立用户需求调研长效机制的研究中,以KANO模型为依据进行用户需求评估,进一步明确了手机银行在提升用户满意度方面用户需求的KANO属性和实施优先级,这为R银行未来实施长效的用户需求调研提供了一种切实可行的方案,其他同业在进行用户需求定位的研究中也可予以参考。同时,也希望本文能够抛砖引玉,引起更多学者对区域性银行在提升手机银行用户满意度乃至提升行业竞争力等方面的关注和研究。更多还原

【Abstract】 In the last century and the first decade of the 21 st century,Chinese banking industry mainly developed in the mode of scale expansion.With the development of Internet and mobile intelligent terminals,domestic commercial banks gradually laid out banking services in mobile banking.According to the statistics of 2021 China Digital Finance Survey Report,from 2014 to 2019,the number of mobile banking users in China increased from 670 million to 2.09 billion,among which the total number of mobile banking users in six state-owned banks has exceeded 1.6 billion,occupying an absolute dominant position.Only by improving user satisfaction and service level of mobile banking can regional banks have a share of the cake in such fierce competition.R Bank is a regional bank based in Shanghai.In recent years,with the rapid changes in the external financial environment and the development of diversified user requirements,the user satisfaction of its mobile banking is faced with severe challenges.Based on the study of relevant literature on mobile banking and user satisfaction,and based on relevant theories such as user satisfaction index,the SERVQUAL model is used to construct the evaluation index system of user satisfaction of mobile banking,and the questionnaire is designed according to the measurement principle of quadrifid graphs model to carry out the survey on user satisfaction.13 key indicators affecting user satisfaction of R Bank mobile banking are sorted out from four aspects,namely visual design,business process,requirement positioning and platform operation.According to the actual situation of R bank,the main reasons for the problems in the above indicators are as follows: R bank has not established a unified visual design specification for mobile banking,lacks overall management of business processes,does not conduct in-depth research on user requirements,does not have a professional operation team,and is weak in related infrastructure.Combined with the development status of R Bank,aiming at the above problems,this paper proposes an optimization plan from the following four aspects: optimizing the visual design process,improving the process planning management mechanism,clearly positioning the user requirements and improving the platform operation ability,aiming at improving the user satisfaction of mobile banking and the market competitiveness of R Bank.In the research of exploring the user requirement survey scheme to establish the longterm mechanism of user requirement survey,this paper evaluates the user requirement based on the KANO model,further clarifying the KANO attribute and implementation priority of the user requirement in improving user satisfaction of mobile banking,which provides a practical and feasible scheme for R bank to carry out long-term user requirement survey in the future.It can also be referred to in the research of user requirement positioning.At the same time,it is also hoped that this paper can attract more scholars’ attention and research on regional banks’ efforts to improve user satisfaction and industrial competitiveness of mobile banking.更多还原