FACTORS INFLUENCING BANK OF CHINA MOBILE BANKING USER LOYALTY

Abstract

This study focuses on the loyalty of mobile banking users in Bank of China, and the study mainly analyzes the general of various product. Factors and implicit factors, how to better improve the quality of service and enhance the loyalty of mobile banking users, in order to gain a deeper understanding of the factors that affect the loyalty of mobile banking, this study uses quantitative research methods and a questionnaire survey of 220 Bank of China mobile banking users as the main source of information data. Then the literature related to the study was referred to, this study mainly applied SPSS and Excel for data analysis and data statistics, the researcher wrote this paper in order to study the factors and analysis that affect the loyalty of Bank of China mobile banking users, mainly from brand trust, switching cost, user satisfaction, bank image, service quality as independent variables, user loyalty as dependent variables, set up the questionnaire and collect Based on the analysis results, the researchers found that switching cost, user satisfaction, bank image, and service quality all positively affect user loyalty. But brand trust no positively affects user loyalty. The significance of this study is to be able to provide companies with suggestions for improvement and inspire banks to increase the experience of mobile banking users and improve satisfaction in order to enhance user loyalty.