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论文编号：	2782
作者编号：	2120082457
上传时间：	2010/11/30 23:59:12
中文题目：	基于客户资产的银行服务支持体系构建研究——以中信银行天津分行为例
英文题目：	A Study on Construction of Bank Service Supporting System Based on Customer Equity：Take Tianjin Branch of CITIC Bank As an Example
指导老师：	吴晓云
中文关键字：	客户资产，服务蓝图，客户忠诚，服务支持体系
英文关键字：	Customer Equity， Service Blueprinting, Customer loyalty, Service Supporting System
中文摘要：	大客户一直是银行维系的重点，银行业往往把大客户视为其战略性资源而大加维护，然而这些大客户往往仅仅是以交易型客户的身份出现，在银行消耗大量的营销资源后，这些大客户往往出于自身经济利益的考虑而改变与之合作的银行，常常缺乏忠诚度。为了提升客户的满意度和忠诚度，很多银行着力从外部形象、服务标准和规章制度上下功夫，然而其结果带来的是银行间的同质化竞争，良好的外部形象和规范的服务标准已经成为银行竞争的准入门槛，而这一门槛并不能带来银行客户对银行的忠诚。为了提高银行的忠诚度，本文拟从客户资产的视角研究银行的服务支持体系，整个服务支持体系的构建包含了了服务理念和战略、流程银行的建设、人才培育、绩效考核、信息系统建设等方面的内容，这些内容相互联系构成了培育客户忠诚和形成客户资产的服务支持体系。全文分六章进行研究，第一章说明了本文的选题目的和意义；第二章介绍了文章所涉及的相关理论；第三章分析了中信银行天津分行的服务缺陷；第四章对中信银行天津分行的服务支持体系构建基础进行了系统研究；第五章从客户资产的视角以中信银行天津分行为例构建了服务支持体系；第六章研究得出本文的研究结论和后续可能展开的研究。
英文摘要：	VIP customers are always very important for banks, they tend to maitain good relationship with these customers as strategic resources. But it is regret that most of these customers are transactional customers, after exhausting the limited marketing resources of banks, they will change the bank that they collaborate with. For economic interest these customers have low customer loyalty. In order to enhance the satisfaction and loyalty of customers, many banks try to improve their external image, make service standard system and rules, but these effors bring about the commoditized competition among differnent banks. Good external image and standard service system are only the entrance threshold of bank competition. And the threshold cannot lead to the loyalty of customers. In order to enhance the customer loyalty of banks, this paper will study the service supporting system from angle of customer equity. The construction of whole supporting system will include service vision and strategy, process bank construction, human resource development, performance assessment, IT system and so on. These contents related each other and the structural contents form the service supporting system of bank that cultivate the customer loyalty and customer equity. This paper can be divided into six chapters. In the first chapter, it is the object and meaning of this paper. In the second chapter, we can see some theoretical content of this paper. The third chapter analyzes the prenst problem that Tianjin Branch of CITIC Bankbanks encounter and it is the universal problems. In the fourth chapter the basis contents of service supporting system are examined. The fifth chapter is the practical example of Tianjin Branch of CITIC bank, in this chapter the supporting system from the angle of customer equity has been constructed. The sixth chapter is the last chapter of this paper, it is the summarization of the whole paper and in this chapter, the flaw of this paper and the future study direction are main content.
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