An Empirical Study on Influencing Factors of Customer Satisfaction to Individual Internet Banking

In order to confirm the influencing factors of customer satisfaction to individual Internet banking in China, customer satisfaction was introduced into this industry. Based on previous studies, series of factors related were extracted and summarized, and a research model was designed, with its hypothesis tested. The data were collected by surveys through a professional research site. With KOM and Bartlett´s test, factor analysis, reliability and validity testing, correlation analysis and regression analysis by SPSS16.0, a significant positive correlation was proved to exist between customer satisfaction and banking image, customer expectation, convenience, customer service quality, on-line system quality, financial product quality, value promotion, and linear regression relationship between customer satisfaction and product characteristics, assurance, continuous improvement. The main influencing factors were found out, and thus effective measures can be taken to attract and keep more customers for individual Internet banking in the highly competitive environment of low customer retention and homogeneous product.