1、 1 外文翻译 Research on service quality of Chinas internet bank Material Source:51job papers nets Author:Australia Student Papers 1.1 Research background 1.1.1 Internet banking market has huge potential (1)The number of Internet users rapid growth provides a good foundation for Internet banking Chinas I
2、nternet economy in 2006 greet a new peak of development, according to the market research company IRESEARACH survey information shows that in 2006 Chinas Internet users reached 165 million, representing a growth of 30 per cent compared with last year. It is expected that in 2007 the number of Intern
3、et users will reach 205.6 million. The number of Internet users rapid growth has provided a good foundation for online banking in China. Source: Iresearch, (2) Internet banking business has increased rapidly On June 1996, the United States began to Internet banking, then eight months later, the Ban
4、k of China also set up web sites on the Internet, via the Internet to provide banking services to the community, which marks the first domestic bank in the Internet, after nine years, domestic online banking is growing in an unprecedented speed, Internet banking business is rapidly increasing. This
5、is shown in customer numbers and transaction amount two aspects. According to market consulting firm IRESEARCH “Chinas Internet Banking 2006 report“ shows that the number of domestic users of Internet banking in 2001 from 2.15 million increases to 18 million in 2006, accounting for 16.9% of the numb
6、er of the whole Internet users. It is expected in 2007 this ratio will increase to 21.7%. Chinas internet users3320591080001040013260165752050005000100001500020000250002001 2002 2003 2004 2005 2006 2007users2 Source: With Internet banking s development in China, the number of users increase and the
7、 frequency of use increase, Chinas online bank transactions from 2003s 23.3 trillion Yuan rose to 49.3 trillion Yuan in 2004, the growth 103.2% compared with last year. All figures indicate that Chinas online banking market has tremendous potential. It is expected that from 2005, the proportion of I
8、nternet banking business will gradually accounted for 20 per cent of banking business. Internet banking in the modern commercial banking operation and development will occupy an increasingly prominent position. 1.1.2 Service quality which reflects differences of the key competitive advantages and de
9、cision factors in Internet banking The network economy is the era of a “customer-centric“. The introduction of Network services completely changes the ways of establishing and maintaining business between the bank and its customers. In traditional banking, clerks through frequent contacts with custo
10、mers provide services, while the network environment which is in the absence of direct interpersonal communication, the banking system only through the electronic services establishes and strengthens the perception of customers to the quality. In addition, the network economy is a two-way interactiv
11、e, customers choice of service has great space, they can easily compare the banks, therefore, service quality becomes a key decisive factor to reflect a difference in the quality of services and competitive advantages, Yang (2001) stresses that, it is very important for the quality of service to att
12、ract and retain customers. The more the internet bank users rate in internet users3320591080001040013260165752050021540153517562632261044400500010000150002000025000300002001 2002 2003 2004 2005 2006 2007users:unit 10 thousand3 quality of service customers expect and demand are met, the higher the le
13、vel of satisfaction will be, the easier it is to maintain customer loyalty, and loyalty is the key to the long-term benefits. To sum up, from the customers point to concern about the quality of service is essential to the success of online banking. The traditional model of the services quality in th
14、e network environment encounters embarrassment. For traditional service qualitys service model development from the 1970s to now have been more perfect, in which the most widely used are SERVPERF and SERVQUAL models. Applied to the traditional banking, SERVQUAL includes tangibility, reliability, res
15、ponsiveness, assurance and Empathy the five dimensions. SERVQUAL model is built on customers perception, which takes customers subjective consciousness as measurement keystone； it firstly measures customers expectation to service, then measure customers perception to the service, and then calculates
16、 the differences between these two, and takes it as the basis to judge service quality (Parasuraman, 1988). SERVPERF is invented by Cronin and Taylor (1992), which means performance perceives service quality. However, in the era of the Internet economy, the study finds that the traditional model of
17、the quality of service is not suitable for network environment, and must be modified (Edvardsson and Sellerlind, 1997). However, the field of researching current domestic Internet banking services on the quality is still blank. With the entry of foreign banks, they will bring more mature and better
18、online banking services, domestic online banking will suffer more intense competition and more severe challenges. Therefore, the Construction of Quality Model of Internet banking services and the need is significantly increasing importance. 1.2 Research motivation After Chinas accession to the WTO,
19、Chinas financial market will further open up, Chinas commercial banks will face severe competitive pressures. The rapid development of information technology makes e-bank services become the principal means for banks to obtain competitive advantages. In this competitive process, how to improve the o
20、perating performance of banks and banking services has become the focus of attention. Many studies show that online banking Quality of Service (Service Quality) will be the important factor to impact on the popularity of Internet banking services and in-depth development. While in China, e-banks hav
21、e many problems at present, such as: 1). available varieties of Internet banking services are only limited in information query on the accounts, the scope of application of 4 transfer payments is still very limited, and no loan, investment and so on. 2). Domestic credit card business is still very b
22、ackward, still confines to a settlement tool seriously impedes the online banking and e-business development. 3). Internet banking service quality is not high, it is slow and has complicated procedures, does not meet convenient and fast purpose. 1.3 Research objectives The main purpose of the study
23、is: Through analysis of domestic banking business, referring to traditional services in the service model as well as foreign-related research results, construct Chinas internet Bank service quality evaluation model based on customer. Empirical Study through the established Internet banking service q
24、uality model, using a questionnaire form adopts appropriate data analysis to obtain Internet banking service quality evaluation most frequently used by customers. Analysis of customer evaluation results, advances management strategies and recommendations to improve the quality of Internet banking se
25、rvices. 1.4 Research features From the research background and significance, we can see the current Internet banking business opportunities are unlimited； in the future it will become a very important position for foreign banks to fight for various customer resources and indicate the main competitiv
26、e advantage. Therefore, how to improve online customer service quality to increase the number of online transactions and amount, and increase customer loyalty to retain and attract customers, online banks are all very concerned about the topic and attention. According to PZB (1985), as well as ZPM (
27、2002) the “gap model“ (see section I of chapter 2), there is a gap between the expectations of customers for services and corporate managers understanding of these expectations. Therefore, from a management point of view, if there is a model with a point of customers view to get their evaluation of
28、the quality of online services and the real level of quality of banking services, the banks will be not only able to clearly understand the real overall level of their own service quality in users eyes, as well as details on the service advantages and disadvantages, but also can be informed of the b
29、iggest factors that users pay most attention and have the most largest impact on the overall service quality to provide support and management decision-making to improve online banking quality of services. At present, the quality of online services although has been emerged in academia and the indus
30、try, but not yet from an overall perspective to look at it. At the same time, so far only a 5 small portion of the empirical researches focus on e-banking services and the quality model. Therefore, based on the above reasons, this research is a very worthwhile study. 1.5 Research significance Servic
31、e quality research is very important in China. Because as internet banking technology systems end-users, bank customers perception on the quality of service is essential. Banks in order to survive in the face of fierce competition in the field of Internet banking obviously need to provide high-quali
32、ty service to customers. In order to do this, banks need to understand the factors and the quality of service attributes, and then establish an effective and comprehensive internet banking service quality measurement assessment index www.51lunwen.org system to strengthen the control on the quality o
33、f service. This paper will attempt to establish a set of service quality evaluation index system to adapt Chinese enterprises Development of internet banking, to provide detail indicators to measure banking service quality, and strive to enhance the countrys Internet banking service quality, to comp
34、ete in the fierce market to Gain a firm foothold and competitive advantage. 6 中国的网络银行服务质量 研究 材料来源：无忧论文网 作者：澳大利亚学生 1.1 研究背景 1.1.1 网上银行市场潜力巨大 (1)互联网用户数量的快速增长提供了良好的基础 中国在 2006 年迎来一个新的发展高峰互联网经济，根据市场研究公司的调查资料显示 IRESEARACH， 2006 年中国的互联网用户达到 1.65 亿美元，减幅为百分之三十，与去年同期相比增长。预计在 2007 年互联网用户数将达到 2.056亿。互联网用户数量的快速
35、增长提供了一个在中国网上银行良好的基础。 (2)网上银行业务增长迅速 在 1996 年 6 月美国开始网上银行，然后八个月后的今天，中国银行亦在互联网上设立网站，通过互联网提供银行服务于社会，这标志着互联网的第一个国内银行，经过 9 年来，国内网上银行业务是在以前所未有的速度增长，网上银行业务正在迅速增加。这表现在客户数量和交易金额两个方面。据市场咨询公司 Research“中国的网上银行 2006 年报告”显示，在 2001 年的数目由 215万增加了对网上银行国内用户 1800 万， 2006 年为 16.9 整个互联网用户数量 %以上。预计在 2007 年这个比例将上升到 21.7%。随
36、着网上银行在中国的发展，用户数量的增加和使用的增加，中国的网上银行交易，从 2003 年的 233000.0亿元的频率上升到 49.3 万亿元， 2004 年增长 103.2%，与去年同期相比。所有数字显示，中国网上银行市场具有巨大的潜力。预计，从 2005 年，网上银行业务的比重将逐渐占银行业务占百分之二十。互联网在现代商业银行经营和发展银行将占有越来越突出的位置。 1.1.2 服务质量是反映的主要竞争优势的差异和网上银行的决定因素 网络经济是一种“以客户为中心”的时代。对网络服务的推出完全改变之间建 立和维护银行及其客户的业务方式。在传统的银行业务，通过与客户经常接触职员提供服务，而网络环
37、境中的人际沟通直接，银行系统的情况下只能通过电子服务，建立和加强客户感知的质量。此外，网络经济是一种双向的互动，客户对服务的选择有很大的空间，他们可以轻松地比较银行，因此，服务质量成为一个重要的决定性因素，以反映在服务质量上的差异和竞争优势杨 (2001)强调，这是非常重要的服务质量来吸引和留住客户。越是客户提供优质的服务期望和需求 得到满足，较高的满意度将是，这有利于维持客户忠诚度，忠诚是对长远利益的关键。综上所述，从客户的观点来对服务质量的关注是必不可少的网上银行的成功。 在网络环境中的服务质量的传统模式遭遇尴尬。对于传统的服务质量的服7 务模式，从 20 世纪 70 年代发展到现在已经比
38、较完善，其中最广泛使用的SERVPERF 与 SERVQUAL 模型。应用到传统的银行业务，包括有形 SERVQUAL 的，可靠性，反应性，保证和移情的五个维度。 SERVQUAL 模型是建立在客户的看法，这需要客户作为测量基斯主观意识，它首先措施，顾客的期望服务， 然后测量顾客感知的服务，然后计算出两者之间的区别，并把它作为判断的依据服务质量 (学者 Parasuraman， 1988)。 SERVPERF 是发明克罗宁和泰勒 (1992)，这意味着性能感知服务质量。然而，在网络经济时代，研究发现，对服务质量的传统模式是不适合的网络环境，必须修改 (Edvardsson 和 Sellerli
39、nd， 1997)。然而，在质量研究目前国内网上银行服务领域尚属空白。随着外资银行的进入，他们将带来更成熟，更好的网上银行服务，国内网上银行将遭受更加激烈的竞争和更严峻的挑战。因此，国家质量模型的网上 银行服务，需要建设的重要性日益显着。 1.2 研究动机 中国加入 WTO 之后，中国的金融市场将进一步开放，中国的商业银行将面临严重的竞争压力。信息技术的飞速发展使得电子银行服务成为银行的主要手段获得竞争优势。在这个充满竞争的过程中，如何提高银行的经营业绩和银行服务已成为人们关注的焦点。许多研究表明，服务 (服务质量 )网上银行业务的质量将是重要的因素影响到网上银行服务的普及和深入发展。而在中国
40、，电子银行，目前有很多问题，如： (1)网上银行提供的服务品种，仅在账户信息查询有限的，转移支付的应用范围仍然非 常有限，而且没有贷款，投资等。 (2)国内信用卡业务仍十分落后，仍然是一个结算工具范围严重妨碍了网上银行和电子商务的发展。 (3)网上银行服务质量不高，这是缓慢的，具有复杂的程序，不符合方便，快捷的目的。 1.3 研究目标 这项研究的主要目的是：通过对国内银行业务分析，指的传统服务模式的服务以及国外相关的研究成果，构建中国的网络银行服务质量评价模型的基础上的客户。 实证研究，通过建立网上银行的服务质量模型，采用问卷形式，采用适当的数据分析，以获取网上银行服务质量评价最常用的客户使用
41、。客户评价结果，预付款管理的策略和建议的分析，以提高网上银行服务的质量。 1.4 研究特色 从研究的背景和意义，我们可以看到当前网上银行业务的机会是无限的，在将来它会成为一个非常重要的位置，争取外资银行的客户资源，并说明各主要竞争优势。因此，如何提高网上客户服务质量，以提高网上交易量，提高客户的忠诚度和留住和吸引客户的数量，网上银行都非常关注的话题和关注的问8 题。根据 PZB 服务品质 (1985 年 )，以及 ZPM(2002)的“差距模型” (见第二章第一节 )，有一间服务和 企业管理者对这些期望的理解顾客的期望差距。因此，从 管理角度出发，如果是一个客户的意见，得到他们的在线服务质量和
42、优质的银行服务点模型的实际水平评估，银行将不仅能够清晰了解他们在用户的眼睛自己的服务质量真正的整体水平，以及在服务上的优势和劣势的详细信息，也可以是最大的因素获悉，用者自付最关注，并已对整体服务是最 largest 影响质量提供支持与管理决策，以提高网上银行的服务质量。目前，网上服务的质量虽然已出现在学术界和业界，但不能从总体上看还没有看它。与此同时，迄今只有一小部分的实证研究，侧重于电子银行服务和质量评价模型。因此，基于上述理由，本研究是一个非常有价 值的研究。 1.5 研究的意义 服务质量在中国的研究是非常重要的。因为随着网上银行的技术系统的最终用户，银行客户对服务质量感知是至关重要的。银行为了生存在激烈的竞争面前，在网上银行领域，显然需要提供优质的服务给客户。为了做到这一点，银行需要了解的因素和优质的服务属性，然后建立一个有效和全面的网上银行服务质量的测量评估指标制度，加强对服务质量控制。本文将尝试建立服务质量评价指标体系，以适应中国企业的发展网上银行，为客户提供详细的指标，以衡量银行服务质量，努力提高我国的网上银行服务质量，竞争激烈的市 场要站稳脚跟和竞争优势。
