The Online Banking Customer Satisfaction in China

Abstract

In recent years, with the continuous progress of technology and the increasing competition in financial industry, the strength of e-banking marketing directly relates to the quantity and quality of a bank's individual customer base in the future. At present, the scale of online banking users in China is still expanding year by year. However, with the rise of other payment methods, the
development speed of online banking users is slowing down. Therefore, how to guarantee competitive advantage is very important for banks, and customer satisfaction is an important condition that affects Banks' competitiveness. Based on the above background, this paper investigates the customer satisfaction of Chinese online Banks, collects relevant data through the
questionnaire, and analyzes the factors influencing customer satisfaction. Finally, it concludes that the customer satisfaction of Chinese online Banks is affected by the factors of safety and privacy, ease of use and usefulness, and puts forward some suggestions.