关键词: 个人网上银行, 客户体验, 结构方程模型

Abstract: Customer experience (CE) and CE Management can help to solve the problem of homogenization in personal online banking. This paper aims to study the effect relationship among factors of personal online banking CE. Based on a survey of over 2000 customers, we use structural equation model (SEM) to analyze the relationship among CE influencing factors, such as perceived experience, experience expectation, perceived value and etc. This paper finds that perceived experience has positive significant effect on perceived value; experience expectation has negative significant effect on perceived value; experience expectation has positive significant effect on perceived experience. The factors, including safety, cost of use, easily use, speed and stability, brand trust, function satisfaction, customer service and convenience have positive significant effect on perceived experience for personal online banking; however, marketing events has no significant effect on perceived experience.

Key words: Personal Online Banking, Customer Experience, Structural Equation Model