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论文编号：	12688
作者编号：	2320180575
上传时间：	2021/6/21 21:11:05
中文题目：	银行网点客户满意度提升策略研究——以建设银行楚雄道支行为例
英文题目：	Research on the Promotion Strategy of Customer Satisfaction of Bank Outlets——Take Chuxiong Dao Branch of China Construction Bank for Example
指导老师：	石鉴
中文关键字：	银行网点；客户满意度；KTI
英文关键字：	Bank outlets；Customer satisfaction；KTI
中文摘要：	随着我国改革开放以来，金融市场不断的开放。银行业不再是国有垄断行业。银行也从原来的以产品为中心，慢慢地转向以客户为中心。选择的天平已经明显地倾向客户这一端。银行现在需要关心的不仅仅是产品，更需要关注的是自己的服务能不能满足客户日益增长的需求。与此同时，互联网金融的快速发展也给银行业带来了巨大的威胁。银行不再是客户唯一可以选择的投资、储蓄场所和渠道。银行需要具备的核心竞争力之一就是提升对客户的服务能力，吸引并留住客户。银行网点提高客户的满意度成为了实现提升银行竞争力的重要途径。本文首先就银行网点的客户满意度的研究背景，研究意义，研究方法和路线做了阐述，着重介绍了与本文客户满意度研究密切相关的4C理论，客户满意度模型以及SERVQUAL理论。根据客户满意度模型以及银行网点从业多年专家经验以及国内外客户满意度研究选取了评价指标，建立评价指标体系。然后，运行评价指标体系，设计相应的调查问卷，运用SPSS软件对收集上来的数据进行数据分析，确定指标之间的权重，最终计算出此次调研的客户满意度得分。在评价过程中发现，银行网点现在存在一些使客户满意度相对较低且影响满意度权重较重的因素如：处理业务效率、员工专业知识、服务人员态度、网点物理环境、投诉处理时间、机具使用便捷性等。最后，文章制定提升客户满意度策略以及实施保障，并将建设银行楚雄道支行作为银行网点客户满意度提升的试点，以点带面加以论证。最后，本文的创新之处在于根据长期的银行网点实际工作经验，作者发现客户在不同时期对于银行网点的满意度标准不同，银行网点需要适时调整相应的服务内容和策略，并以可量化的方式融入到员工的KTI考核当中，以此指导日常的工作，真正起到促进客户满意度提升的作用。
英文摘要：	With the reform and opening up of our country, the financial market is constantly open. Banking is no longer a state-owned monopoly. Banks also from the original product-centric, slowly to customer-centric. The balance of choice has clearly tended to this end of the customer. Banks now need to focus not only on products, but also on whether their services can meet the growing needs of customers. At the same time, the rapid development of Internet finance has also brought a huge threat to the banking industry. Banks are no longer the only investment, savings places and channels that customers can choose. One of the core competencies banks need to have is to enhance their ability to serve customers and attract and retain customers. Bank network to improve customer satisfaction has become an important way to enhance the competitiveness of banks. This thesis first expounds the research background, research significance, research methods and routes of customer satisfaction of bank outlets, and emphatically introduces the four C theories closely related to the study of customer satisfaction in this thesis. Customer satisfaction model and SERVQUAL theory. According to the customer satisfaction model, the experience of many years of bank network and the research of customer satisfaction at home and abroad, the evaluation index is selected and the evaluation index system is established. Then, run the evaluation index system, design the corresponding questionnaire, use the SPSS software to analyze the data collected from the questionnaire, determine the weight between the indicators, and finally calculate the customer satisfaction score of the survey. In the process of evaluation, it is found that there are some factors that make customer satisfaction relatively low and affect the weight of satisfaction, such as processing business efficiency, employee professional knowledge, service personnel attitude, physical environment of the network, complaint processing time, and the convenience of using machinery and tools. Finally, the thesis formulates the strategy of improving customer satisfaction and the implementation guarantee, and takes the Chuxiong Road Branch of China Construction Bank as a pilot point to improve customer satisfaction of bank outlets. Finally, the innovation of this thesis is that according to the actual working experience of long-term bank network, the author finds that the customer's satisfaction standard for bank network is different in different periods, and the bank network needs to adjust the corresponding service content and strategy in time.
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