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论文编号：	14397
作者编号：	2320213809
上传时间：	2023/12/13 14:29:36
中文题目：	A银行WQ支行网点服务质量提升研究
英文题目：	Study on Service Quality Improvement of WQ Sub-branch of Bank A
指导老师：	车建国
中文关键字：	服务质量; SERVQUAL模型; 满意度模型; IPA分析
英文关键字：	Quality of service; SERVQUAL model; Customer satisfaction; IPA analysis
中文摘要：	在全球经济和科技的快速发展下，尤其是大数据和人工智能的广泛应用，金融服务业正面临前所未有的变革。这些技术极大提升了金融交易效率，并彻底改变了客户与金融机构的互动方式。第三方平台的成熟数字支付技术使传统银行业务受到挑战，而产品同质化导致客户满意度和服务质量成为竞争关键。尽管数字化转型迅猛，物理网点依然是连接银行与客户的关键渠道，也是众多渠道中在建立客户信任方面最重要、最直接的渠道。同时，同业机构数量、布局范围、产品种类、服务功能等“硬实力”方面竞争依旧，这也为客户提供了较大的选择余地，可以说任何一家银行都可以完成客户基本的金融服务需求，因此留住老客户、吸引新客户，只能通过提升营业网点的“软实力”，通过高质量、差异化、人性化的服务来提高客户满意度，维系客户情感，提高客户黏性，赢得客户口碑，力争让客户成为银行的“自媒体”和“代言人”。 本文选择A银行WQ支行作为研究对象，旨在探索并提出提升其营业网点服务质量的有效策略。研究首先回顾了服务质量与客户满意度的概念，以及它们之间的关系，同时介绍了包括顾客满意度指数模型和SERVQUAL量表在内的服务质量评价工具。基于这些理论，对A银行营业网点进行实地访查，详细解析了A银行整体服务管理现状，梳理了网点服务流程，并通过分析客户投诉、神秘访客调查以及视频监控检查结果，识别了影响服务质量的主要问题和原因。依据满意度模型和SERVQUAL量表，为WQ支行构建了一个涵盖三个维度和十九个指标的服务质量评价模型。通过对网点客户服务满意度的问卷调查，对客户反馈进行了数据处理和评价性分析，深入探讨了WQ支行网点服务质量的具体问题。利用IPA（Importance-Performance Analysis）分析法，对感知服务质量的五大核心维度进行了深入评估，明确了改进重点因素。据此，有针对性地提出了一系列改进策略和保障措施，期望通过这些措施帮助A银行WQ支行持续提升服务水平，提高客户满意度和忠诚度，从而在激烈的金融市场竞争中获得更大优势。
英文摘要：	In the context of rapid global economic and technological advancements, especially with the widespread application of big data and artificial intelligence, the financial services industry is undergoing an unprecedented transformation. These technologies have significantly enhanced the efficiency of financial transactions and fundamentally altered the interaction between customers and financial institutions. The maturation of digital payment technologies by third-party platforms has posed challenges to traditional banking services, and the homogenization of banking products has made customer satisfaction and service quality key competitive factors. Despite the rapid pace of digital transformation, physical bank branches remain crucial links between banks and customers, playing a vital role in establishing customer trust, which is the most direct among various channels. The competition in terms of "hard power," such as the number of peer institutions, their geographic distribution, product varieties, and service functions, still prevails, offering customers a broad range of choices. As such, any bank can fulfill the basic financial service needs of customers. Therefore, retaining existing customers and attracting new ones relies on enhancing the "soft power" of bank branches through high-quality, differentiated, and personalized services to improve customer satisfaction, maintain customer relationships, and increase customer loyalty, aiming to turn customers into the bank's "media representatives" and "spokespersons." This dissertation focuses on A Bank's WQ branch as a case study to explore and propose effective strategies for enhancing service quality at its branches. It begins by reviewing the concepts of service quality and customer satisfaction, their interrelationship, and introduces tools for evaluating service quality, including the Customer Satisfaction Index model and the SERVQUAL scale. Grounded in these theories, the study conducts field research at A Bank's branches, thoroughly analyzing the bank's overall service management status, examining service processes, and analyzing customer complaints, mystery shopper surveys, and video surveillance results to identify key issues and causes affecting service quality. Based on the satisfaction model and the SERVQUAL scale, a service quality evaluation model encompassing three dimensions and nineteen indicators was developed for the WQ branch. Customer feedback from service satisfaction surveys at the branches was statistically processed and analytically evaluated, providing a deep exploration of specific service quality issues at the WQ branch. Using the Importance-Performance Analysis (IPA) method, the study conducted an in-depth evaluation of the five core dimensions of perceived service quality, identifying key areas for improvement. Accordingly, targeted strategies and comprehensive measures were proposed, aiming to assist the continuous improvement of service levels at A Bank's WQ branch, thereby enhancing customer satisfaction and loyalty and gaining a competitive edge in the fiercely competitive financial market.
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