目前的研究采用综合各种统计方法来实现预期的目的。首先,描述性统计来分析受访者的轮廓,这些对结果非常重要。第二,皮尔森相关系数是用来衡量服务质量和客户满意度之间的关系。然后,回归分析是用来估计服务质量和客户满意度之间的因果关系。此外,因子分析是初步的逻辑回归分析。应用SPSS19完成上述实验。
5.分析与结果
根据研究结果,各人口学变量有不同的反应率。有63名女性和57名男性,年龄大于20小于50,其中66.7%的人年龄在20—30之间。从教育背景看,有90名研究生。相对于收入,有57名受试者月薪低于300里亚尔。最常用的移动银行服务是余额查询、购买预付费充值。当评估一个问题时,必须注意两个问题:信度和效度。Cronbacha系数测定的结构可靠性和多项目量表的内部一致性。可靠性指的是一致的,一个数据收集方法的稳定性和可重复性。理性情况下,系数一般为0.7。结果如表3所示。
表4显示了用平均值描绘的整体客户满意度。至于这个描述性统计而言,客户对手机银行服务满意度高于理想水平。此外,SERVQUAL模型的维度测验结果也高于平均水平。结果描述性分析显示男性的满意度比女性更高。
变量之间的相关性检验结果显示,有形性(0.204)、可靠性(0.342)、响应性(0.282)以及移情性(0.345)与顾客满意度有显著的相关性。但是保证性与顾客满意度没有显著的相关性。结果如下表显示从方差分析测试上看,值0.05大于计算信号值0.002。它显示了因变量和自变量之间存在显著的相关性。因此,顾客满意水平取决于手机银行服务质量。该模型的总体预测显示在表6。调整后的R平方值显示该模型解释了47%的因素应该为手机银行服务质量负责(F=10.544,P<002),F值意着模型和数据很好的解释了手机银行客户的满意度。
6.总结
本文对手机银行顾客进行了调查,将收集到的有效数据进行了统计分析,运用相关分析和多元回归分析验证了手机银行服务质量维度与顾客满意度的关系。即响应性、可靠性、有形性、移情性对顾客满意有显著影响。所以要提高手机银行服务质量,银行应该在这些方面改进,提高顾客满意度,以提升服务质量。
外文文献出处:
附外文文献原文
Abstract:
This research aimed at applying SERVQUAl model to examine the relationship between mobile banking services and customer satisfaction. While the previous researchers had already examined the effect ofqualities services on banking customer satisfaction, no previous study was done on mobile banking. Thus, the current paper attempted to fill the gap in the literature by applying SERVQUAL model to study the quality of the mobile banking services rendered by the banks in Iran. The researcher has used the customer satisfaction as the dependent variable and the five dimensions of service quality; namely, tangibles, reliability, responsiveness, assurance and empathy, as the independent variables. Results showed that the four variables tangible (0.204),reliability (0.342), responsiveness (0.282), and empathy (0.345) would correlate with satisfaction significantly.However, the assurance factor would have no relationship with CS. The ANOVA test showed that there was a significant correlation between mobile banking services and customer satisfaction.
Keywords: Mobile bank, Customer satisfaction, Service quality, SERVQUAL
1.Mobile Banking
Mobile services are more attractive than current online services due to service ubiquity, a unique characteristic exclusive to the mobile environment (Tojib and Tsarenko, 2012). In Iran, the most important services provided in MB system are : balance enquiry, last three accounts transactions enquiry, draft, approved of Check amount, Check status enquiry, blocking card, buy prepaid recharge, installments payment, bills payment, received messages archives, ability of receiving various customer accounts information, shopping ability, hotel expenses payment, stock market status enquiry. 手机银行服务质量与顾客满意度英文文献和中文翻译(2):http://www.youerw.com/fanyi/lunwen_50012.html