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论文编号：	10569
作者编号：	2120163154
上传时间：	2018/12/6 23:49:26
中文题目：	建设银行信用卡客服中心服务管理策略研究
英文题目：	Research on service management strategy of CCB credit card customer service center
指导老师：	许晖
中文关键字：	客户关系；服务质量；客户忠诚
英文关键字：	Customer relationship；Service quality；Customer loyalty
中文摘要：	随着我国经济的发展，产业结构的变化，商业银行信用卡客户服务面临着重大机遇与挑战。一方面，利率市场化将引起银行的利息收入的降低，促使银行加大对非利息收入产品的投入，信用卡作为非利息收入的重要方式，有很大的发展前景。另一方面，商业银行之间在业务和产品上竞相模仿，同质化问题越来越严重，信用卡业务也不外如此。与此同时随着互联网金融，智能技术等新兴业态不断涌现，跨界竞争层出不穷，新的互联网金融产品、服务和机构的出现对传统的银行经营模式造成了巨大的冲击，逐步侵入银行市场，抢占客户资源。 在这种情形下，商业银行开始在信用卡业务上寻求突破，很多银行采用粗放的营销推广模式加大力度增加发卡量，注重前期营销而忽略后期服务质量提升和客户维护。为使信用卡业务可持续发展，需要维护好客户资源提升客户忠诚度。 建设银行作为国有股份制银行之一，在信用卡客户服务管理研究上是比较典型的案例。2017年底建设银行进行了全行个人客户满意度调查，结果显示讲过长期的努力，客户满意度已有大幅提升。为匹配当前客户对于服务渠道及产品多元化的需求，建设银行信用卡客服中心在服务渠道设置、运营模式和业务种类创新上有着卓越的表现，但是在一些细节上，其服务管理仍有待改善之处。本文对建设银行信用卡客服中心的客户满意度的调查结果进行分析，找出建设银行信用卡客服中心在服务管理中存在的问题，在既有的服务管理方式上主要针对提升客户服务质量，维护长期的客户关系和提升客户忠诚度三个方面提出改进策略。同时以强化以客户为中心在客户需求导向下转变服务理念、实现动态化的班次排定以及数据信息系统完善三方面作为策略得以实施推进的支持保障，在激烈的竞争中取胜。
英文摘要：	With the development of China's economy and the change of industrial structure, the credit card customer service of commercial banks is facing great opportunities and challenges. On the one hand, the marketization of interest rate will lead to the decrease of interest income of banks, prompting banks to increase investment in non-interest income products. As an important way of non-interest income, credit card has a great development prospects. On the other hand, commercial banks compete to imitate each other in business and products, and the homogeneity problem is becoming more and more serious, so is credit card business. At the same time, with the emergence of Internet finance, intelligent technology and other emerging industries, cross-border competition emerges in endlessly, the emergence of new Internet financial products, services and institutions on the traditional banking business model caused a huge impact, gradually invade the banking market, seize customer resources. Under such circumstances, commercial banks began to seek breakthroughs in the credit card business, many banks use extensive marketing promotion model to increase the issuance of cards, focusing on early marketing and ignoring late service quality improvement and customer maintenance. For the sustainable development of credit card business, we need to maintain customer resources and enhance customer loyalty. As one of the state-owned joint-stock banks, China Construction Bank is a typical case in the research of credit card customer service management. At the end of 2017, China Construction Bank conducted a survey of the bank's personal customer satisfaction, the results show that long-term efforts, customer satisfaction has greatly improved. In order to meet the current customer demand for diversified service channels and products, CCB Credit Card Customer Service Center has outstanding performance in service channel setting, operation mode and business type innovation, but in some details, its service management still needs to be improved. This thesis analyzes the survey results of customer satisfaction of CCB Credit Card Customer Service Center, finds out the problems existing in the service management of CCB Credit Card Customer Service Center, mainly aims at improving customer service quality, maintaining long-term customer relationship and enhancing customer loyalty in the existing service management mode. Put forward improvement strategy. At the same time, to strengthen the customer-centered under customer demand-oriented change of service concept, dynamic scheduling and data information system to improve the implementation of the three strategies as a support guarantee to win in the fierce competition.
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