Research on One Service Quality Model of China Personal E-Banking

With the further opening up of the financial marketing to join WTO, the banks in China will be confronted with tremendous pressure of competition. Meanwhile, with the development of information technology, E-banking has become a major inter-bank competition. In this competition process, the service quality to maintain long-term impact has become an important aspect of competitive advantage. According to existed research results, the paper proposes the initial service quality model of individual e-banking, then transforming index system of the model into questionnaire, selecting proper sample to investigate the market and using statistical software to make data analysis. As the same time, the paper is also discussed the various influence factors of Individual E-banking service quality, as well as impact strength of each factor. Finally the paper presents relevant marketing advice based on research results.