سابقه رضایت مشتری با بانکداری آنلاین در چین : اثرات تجربه

This study investigates the antecedents of customer satisfaction with online banking in China, and explores the effects of experience on the relationships between the antecedents and customer satisfaction. Based on prior research, the six antecedents of customer satisfaction – ease of use, design, speed, security, information content and customer support service – are proposed, and the effects of experience on the relationships between these and customer satisfaction are analyzed using a structural multi-group (a high-experience group and a low-experience group) model. The results show that design, speed, security, information content, and customer support service have a significant influence on customer satisfaction in the high-experience group or the low-experience group, but ease of use does not have a significant influence on customer satisfaction in either of the groups. Also, the results relating to the influence of the level of customer experience reveal that the effects of design, security, speed and information content on customer satisfaction were significantly higher in the high-experience group, whereas the effect of customer support service on customer satisfaction was significantly higher in the low-experience group.