Application of Structural Equation Modeling to Evaluate Customer Satisfaction in the China Internet Bank Sector


Internet banking is one of most popular applications over the last fifteen years. Through a mass of research, the author found that factors of serviceability and reliability that could affect internet banking customer satisfaction in China. Moreover, the paper also tries to explain the relationships among serviceability, reliability and customer satisfaction, and to find some major variables for keeping high level internet banking customer satisfaction. The data demonstrated that serviceability and reliability have direct and significant effect to internet banking customer satisfaction in the internet banking sector. Finally, it is observed that convenience, comfortable, empathy, privacy, security and assurance are key factors to affect customer satisfaction. After the validation of measurement scales, the hypotheses are contrasted through structural modeling. The authors validate the hypotheses and a measurement model. The paper proposes a model for analyzing empirically the link among serviceability, reliability and customer satisfaction in Chinese internet banking sector.

  • Abstract
  • Keywords:
  • Introduction
  • Literature Review
  • Constructs and Hypothesis
  • Data Collection
  • Measures Validation and Results
  • Discussion
  • References

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