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论文编号：	15417
作者编号：	2320223898
上传时间：	2025/6/10 22:01:45
中文题目：	PT银行客户导向的服务文化建设研究
英文题目：	Research on the Construction of Customer-oriented Service Culture in PT Bank
指导老师：	王学秀
中文关键字：	服务文化优化策略；商业银行；客户导向
英文关键字：	Service Culture Optimization Strategy; Commercial Banking; Customer Orientation
中文摘要：	随着金融市场的竞争日益加剧，客户对银行服务的期望也不断提高。银行意识到仅凭金融产品和服务的竞争已不再足够，建立良好的服务文化成为吸引和保留客户的重要手段。数字化和线上银行业务的快速发展使得银行更需要通过高品质的服务来提供与之相匹配的体验。服务文化的塑造使银行能够更好地适应和利用技术变革，实现更高的客户满意度。同时金融监管机构对银行服务质量的关注逐渐增强，要求银行以客户为中心，确保服务公平、透明、可靠。良好的服务文化有助于银行遵守法规和规定，并树立良好的企业形象。 本文旨在探究P银行组织文化中服务导向的因素，并以P银行T分行(简称为“PT银行”)为主体对象进行研究。研究内容聚焦于营销服务改进、营销质量提升和客户服务等方面，从集团和总行文化的贯彻与塑造视角，分析其对客户为中心的企业文化的影响因素。本研究通过文献分析、访谈调查和问卷调查等方式收集资料，系统分析了PT银行服务文化的现状和客户导向型服务文化建设中的不足。研究主要聚焦于以下几个方面：一是PT银行现有服务文化建设的理念是否到位；二是管理层对服务文化建设是否重视；三是制度规范的执行是否有效；四是员工培训体系和考核激励制度在文化建设中的实际作用。 通过对以上问题的分析，结合PT银行实际情况以及服务文化建设的要素，设计出五个方面的优化策略，包括进一步强化以客户为中心的服务文化理念、管理层的主导与以身作则、确立并实施明确的服务标准、通过完善员工培训和激励强化服务文化建设以及打造服务文化品牌等方面。最后，为保障相应的优化策略顺利进行，从组织架构、信息技术和人力资源管理等方面给出了保障措施，以全面提升PT银行的服务文化水平，以实现客户满意度的提升和银行的可持续发展。
英文摘要：	With the increasing competition in the financial market, customer expectations for banking services are also rising. Banks have realized that competition based solely on financial products and services is no longer sufficient. Establishing a good service culture has become an important means of attracting and retaining customers. The rapid development of digital and online banking has made it even more necessary for banks to provide high-quality services to match the experience offered by these channels. The shaping of a service culture enables banks to better adapt to and utilize technological changes to achieve higher customer satisfaction. Meanwhile, financial regulatory authorities are paying increasing attention to the quality of banking services, requiring banks to be customer-centric and ensure that services are fair, transparent, and reliable. A good service culture helps banks comply with regulations and establish a positive corporate image. This paper aims to explore the service-oriented elements in the organizational culture of P Bank, with P Bank T Branch (hereinafter referred to as "PT Bank") as the main research subject. The research focuses on aspects such as marketing service improvement, marketing quality enhancement, and customer service. It analyzes the impact of customer-centric corporate culture from the perspective of the implementation and shaping of group and headquarter culture. This study collects data through literature analysis, interviews, and questionnaires to systematically analyze the current state of PT Bank's service culture and the deficiencies in the construction of customer-oriented service culture. The research mainly focuses on the following areas: whether the existing service culture concepts of PT Bank are in place; whether the management places importance on service culture construction; whether the implementation of institutional norms is effective; and the actual role of employee training systems and assessment and incentive mechanisms in cultural construction. Based on the analysis of these issues and in combination with the actual situation of PT Bank and the elements of service culture construction, five optimization strategies are designed, including further strengthening the service culture concept centered on customers, the leadership and exemplary role of the management, establishing and implementing clear service standards, improving employee training and incentive mechanisms, and building a service culture brand. Finally, to ensure the smooth implementation of the optimization strategies, safeguard measures are provided from aspects such as organizational structure, information technology, and human resource management, in order to comprehensively enhance the service culture level of PT Bank and achieve the improvement of customer satisfaction and the sustainable development of the bank.
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