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论文编号：	13941
作者编号：	2320200312
上传时间：	2023/6/6 18:46:46
中文题目：	BH银行服务质量改进研究
英文题目：	Research on Improving Service Quality of BH Bank
指导老师：	杨坤
中文关键字：	商业银行；服务质量；SERVQUAL模型；质量改进
英文关键字：	Commercial banks；Service quality；SERVQUAL model；Quality improvement
中文摘要：	当前，我国处于利率市场化以及互联网金融的发展等多项金融改革交织带来的冲击，我国商业银行面临着转型的多重困境。银行间金融产品同质化严重，市场竞争也愈发激烈，由此卓越的客户体验成为了银行差异化竞争的独特优势，提升客户体验成为了银行转型的第一要务。同时，在体验经济时代，客户对体验的标准定位越来越高，客户已不仅仅满足于便捷的金融服务，对于服务的专业性、个性化等要求也愈发明显。这一切变化都在促使银行重视服务，加快客户体验的改造。 BH银行在其未来五年的发展规划中也将服务管理纳入重点强化的领域。本文以BH银行作为研究主体，在深入了解BH银行的服务情况的基础上，通过服务蓝图对BH银行的业务流程进行梳理并利用文献分析法确立了服务的关键点。之后本文选用了SERVQUAL服务质量评价模型确定了5个一级指标，并基于服务关键点及顾客需求提炼出了21项质量评价指标作为二级指标，最终据此构建了BH银行服务质量评价模型。随后以该模型为基础进行问卷调查，最终获得关于客户对各指标服务质量的期望值及感受值的数据。然后本文借助SPSS26.0，利用因子分析法对问卷数据进行分析，以此确定评价指标的权重并确定BH银行服务质量评价的结果。根据评价结果分析，BH银行主要在响应性、保证性、移情性方面存在问题，于是本文借助服务质量差距模型对问题的成因进行分析。最终，以此为依据，提出相应的改进策略及保障措施。
英文摘要：	At present, China is under the impact of multiple financial reforms, such as the marketization of interest rates and the development of Internet finance. China's commercial banks are facing multiple difficulties in transformation. The homogeneity of inter-bank financial products is serious, and the market competition is becoming increasingly fierce. Therefore, excellent customer experience has become the unique advantage of bank differentiated competition, and improving customer experience has become the first priority of bank transformation. At the same time, in the era of experience economy, customers have higher and higher standards for experience. Customers are not only satisfied with convenient financial services, but also have more and more obvious requirements for professionalism and personalization of services. All these changes are urging banks to pay attention to services and accelerate the transformation of customer experience. In its development plan for the next five years, Bank BH has also included service management in the key areas of strengthening. Based on a deep understanding of the service situation of BH Bank, this thesis, with BH Bank as the research subject, combs the business process of BH Bank through a service blueprint and uses literature analysis to establish the key points of service. After that, this article selects SERVQUAL service quality evaluation model to determine five primary indicators, and extracts 21 quality evaluation indicators based on service key points and customer needs as secondary indicators. Based on this, a BH Bank service quality evaluation model is constructed. Subsequently, a questionnaire survey was conducted based on the model to obtain data on customer expectations and perceptions of service quality for each indicator. Then, with the help of SPSS26.0, this paper analyzes the questionnaire data using factor analysis to determine the weight of evaluation indicators and determine the results of BH Bank's service quality evaluation. According to the analysis of the evaluation results, BH Bank mainly has problems in terms of responsiveness, assurance, and empathy. Therefore, this article uses the service quality gap model to analyze the causes of the problems. Finally,based on this, corresponding improvement suggestions and measures are proposed.
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