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Evidence on E-Banking Quality in the China Commercial Bank Sector

In the global bank sector, cost savings potential and speed of information transmission are reason to rapidly develop E-banking. In China, there are 130 commercial banks, most of which supply E-banking service to their customers. This paper analyzes factors that influence E-banking quality in the commercial bank sector in China. The results will help financial organizations formulate appropriate marketing strategies for E-banking, and commercial banks to increase customer satisfaction. Based on the literature review, a research model was developed. Eleven factors were selected from nine areas to gain a better understanding of E-banking service quality. Multiple regression was used to analyze the data. This result shows that Security, Reputation and Customer Service are the major factors affecting the adoption of E-banking services in China. Furthermore, the results show that 20% of sample respondents have already adopted E-banking services is encouraging and suggests a bright future for virtual-banking in China.