摘要
政治、经济、技术等引发了银行业新的竞争态势。通过了解个人客户银行选择行为的影响因素,商业银行才能提供更加专业化的服务和体验,吸引客户,赢得客户忠诚,才能在竞争中占得一席之地。以便捷性、产品属性、服务、声誉、知名度以及扩展设施为一级指标,构建了个人客户银行选择行为影响因素测量体系。在对济南市个人客户市场调查的基础上,利用主成分分析、因子分析和均值计算等数据分析方法,对影响个人客户银行选择行为的因素进行了重要性评价。分析结果表明:不同年龄、学历、收入及去银行的频率的消费者呈现出关注点的差异性,但是整体而言消费者最关注的依然是银行便捷性、银行产品属性和银行服务三项;银行服务的人性化、时空便捷性和服务的可信任性是最主要的影响因素,二级指标中最重要的是银行网点数目。
The politics, economy and technology have triggered the new competition situation of the banking. By understanding the factors influencing the behavior of individual customers’ bank selection, commercial banks can provide more professional services and experience, attract customers and win the loyalty of customers in order to gain a place in the competition. The measurement system of influencing factors of individual customer’s bank selection behavior is constructed with convenience, product attributes, service, reputation, visibility and extension facilities as the first level indicators. Based on the market survey of individual customers in Jinan, the importance of factors which influence individual customers’ bank selection behavior are evaluated by using principal component analysis, factor analysis and mean data analysis methods. The results show that consumers of different ages, educational background, income and bank frequency of going to the bank show the different points of concern, but overall consumers are still most concerned about bank convenience, bank product attributes and banking services. The most important factors are the humanization of banking service, the convenience of time and space and the trustworthiness of service in the first level indicator and the most important factor in the secondary index is the number of bank outlets.
作者
苗海燕
MIAO Haiyan(School of Business,Shandong Yingcai University,Jinan,Shandong,250104,China)
出处
《山东英才学院学报》
2019年第3期25-31,共7页
Journal of Shandong Yingcai University
关键词
银行选择
影响因素
竞争新态势
主成分分析
因子分析
bank selection
influencing factors
new competitive situation
principal component analysis
factor analysis
