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论文编号：	2925
作者编号：	2220080996
上传时间：	2011/3/24 9:57:10
中文题目：	基于客户分析的商业银行服务质量管理研究
英文题目：	Analysis based on Customer Service Quality Management of Commercial Banks
指导老师：	张金成
中文关键字：	关键词：商业银行 企业客户 私人客户 服务质量
英文关键字：	Key words: Customer Analysis; Commercial bank; Service quality
中文摘要：	内容摘要 随着新经济时代的到来，企业的竞争格局已经从成本优势逐渐转变为个性化服务的竞争。特别是银行业的竞争，尤为激烈，我国商业银行已经进入新的战略机遇期。实现现代商业银行核心竞争力最重要的表现形式就是服务质量，不断提高商业银行的服务质量已经成为银行业生存发展的重要内容。特别是外资银行将以其服务优势对中资银行的客户产生强大的冲击。因此，为了能在激烈的竞争中取胜，商业银行就必须认识到服务质量的重要性，转变服务观念，完善服务体系，提高服务水平，积极应对市场挑战。 近年来，我国商业银行的整体服务水平虽然有所提高，但是由于没有根本转变服务理念，没有建立起服务质量长效管理机制，服务质量与市场要求仍有较大差距，比如，服务意识不强，服务质量不高，服务方式简单，缺乏个性化服务等。因此，尽快提升服务质量，解决这些突出问题，努力打造服务品牌，构筑比较优势，是我国商业银行在新形势下应对市场挑战的必然选择。 本文就是基于市场营销中市场细分的观点，以客户分析为出发点，在深刻分析商业银行客户情况的基础上，把商业银行的客户分为企业客户和私人客户，然后通过分析不同体量客户的不同层次的需求，制定不同的客户服务质量评价体系，并采用相应的流程对其质量进行管理控制，从而有效提高银行的服务质量。
英文摘要：	Abstract With the new economic era, the competitive situation has gradually changed from a cost advantage to the competiton of personalized services. Especially the competiton of banking has been more serious. Commercial Banks of China face to new strategics and opportunities. Modern commercial banks to achieve the most important core competence is the quality of service. Continuously improve the quality of services of commercial banks has become an important part of survival and development of the banking sector. In particular the foreign banks, their services have a strong impact on the Chinese banks. Therefore, in order to win in the fierce competition, commercial banks must recognize the importance of service quality, change the concept of service, improve the service system, improve service levels, and actively respond to market challenges. In recent years, the service quality of China's commercial banks has increased. But because there is no fundamental change in service philosophy and no established long-term management, there is still a wide gap between service quality and market requirements, for example, threr is no strong service sense, service quality, personalized services and service is simple. Therefore, to enhance the quality of services as soon as possible, to resolve these outstanding issues, to create the service brand, and to build the comparative advantage is the inevitable choice of China's commercial banks in the new situation. This article is based on the market segmentation and customer analysis. With the analysis of the commercial banks customer , devide the customers of commercial banks into corporate clients and private clients, and then by analyzing the needs of different customers, establish different customer service quality evaluation system, and adopt appropriate control of its quality processes to effectively enhance the bank's service quality.
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