A FUZZY CLUSTERING APPROACH OF THE CUSTOMERS’ DEMANDS, WHICH INFLUENCES THE E-BANKING SERVICE QUALITY

Xilong Liu, Yizeng Chen

School of Management, Shanghai University, Shanghai, 200444, China

The interest rate liberalization have a huge influence for commercial banking management in China, the net interest margin (NIM) is more and more low, but the competition is becoming increasingly fierce, so it is a very necessary and urgent work to strength the management of banks by the key financial innovation. Some researches showed that the e-banking service quality plays an important role during competition among banks as well as the core competence of banks’ sustainable development. In order to improve the service quality, the first task is to really master and understand the customer demands, which influence the e-banking service quality. The paper proposed a fuzzy clustering method for customer demands and empirical analysis, and the results showed that all the customer demands can be classified into two clusters according to the maximum value of F-statistics, one of which indicated that the new trend of customer demands in e-commerce environment and have great influence on the decisions of users to use the service of e-banking.