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论文编号：	3196
作者编号：	2120092337
上传时间：	2011/6/3 17:03:57
中文题目：	商业银行服务质量对顾客忠诚度的影响研究
英文题目：	The Study on the Influence of Service Quality on Customer Loyalty about Commercial Banks
指导老师：	李季
中文关键字：	商业银行:服务质量:顾客忠诚度:影响
英文关键字：	Commercial Bank: Service Quality: Customer Loyalty: Effect
中文摘要：	随着经济的日益发展，企业为扩大自己的市场地位而展开了激烈的竞争，一些具有战略眼光的服务企业开始关注服务质量，因为服务质量为企业带来的竞争优势可以创造持久的经济效益。但是，由于服务这种无形性的特点，顾客对服务质量的感知有很大的随意性和主观性，从而给服务质量的衡量带来了一定的困难。提高服务业的服务质量，从而带来更高的顾客满意度与顾客忠诚度，是很多学者甚至企业家关注的问题。 作为金融服务业的重要分支，商业银行的竞争也日益激烈。市场中不断进入新的竞争者，互相吞噬对方的市场，这使得国内商业银行积极运用各种营销手段和服务来提升自己的市场地位。外资银行的加入也使我国商业银行面临着激烈的挑战。因此，国内商业银行为了培养顾客的忠诚度，必须提高银行的服务质量。 之前已有文献研究服务质量对顾客忠诚度的影响，本文以国内的商业银行为研究对象，以已有的文献研究为基础，根据商业银行服务的现状与顾客忠诚度的现状，试探求银行的服务质量的五个维度对顾客忠诚度两个维度分别有什么影响。基于上述研究目的，本文首先对已有的文献进行了整理和探索，找到研究的切入点，设计了服务质量对顾客忠诚度影响的研究模型，根据SERVQUAL量表设计出针对国内商业银行服务质量的问卷，在进行了一系列的修改之后将问卷进行发放。对于所获得的数据运用SPSS 13.0软件进行统计分析，包括信度与效度分析，因子分析，描述性统计分析，相关分析和回归分析，得出结论，因此验证了服务质量的有形性和服务质量的可靠性这两个维度对顾客的态度忠诚有显著的正向影响，服务质量的有形性、响应性、保证性三个维度对顾客的行为忠诚有显著的正向影响。 根据本研究得出的结论，对国内商业银行的服务管理从服务质量的有形性、可靠性、响应性和保证性方面提出了一些建议，希望能对国内商业银行服务质量的改进提供一定的帮助。 同时因为地域、研究时间等方面的限制，本研究根据实证分析得出的结论存在一定的局限性，为了进一步提高服务质量对顾客忠诚度有正向影响的解释力，同时为了使商业银行更好的理解服务质量和顾客忠诚度之间的关系，本文在最后提出了未来的研究方向，希望能够进一步完善服务质量和顾客忠诚度这方面的研究。
英文摘要：	With the increasing development of the economy, the enterprises have engaged in a fierce competition in order to expand their market position. And a few of companies with a strategic vision have started to pay attention to the service quality, because the service quality which brings the competitive advantage to enterprises can create lasting economic benefits. However, due to the intangible characteristics of service, the customers’ perception of service quality is very arbitrary and subjective. It is difficult to measure service quality from this aspect. How to improve the service quality of enterprises and lead to higher customer satisfaction and customer loyalty are many scholars and even the entrepreneurs concern. As an important branch of financial service, the competition among commercial banks is becoming more and more fiercely. New competitors continue to enter market and affect each other’s market, and this makes domestic commercial banks make full use of various marketing tools and service to enhance their market position. The join of foreign banks also made domestic commercial banks face fierce challenges. Therefore, the domestic commercial banks must improve their service quality in order to cultivate the customer loyalty. There are literatures that have made research on the relevance of service quality and customer loyalty. This thesis is about to make the domestic commercial banks as the research object, based on existing literatures, according to present situation of service quality and customer loyalty of domestic commercial banks, and to test how the five dimensions of service quality would affect the two characteristics of customer loyalty. Based on the above purpose, this thesis firstly sort out and explore reference materials and find the entry point of the research, then design the research model about the service quality and customer loyalty, lastly design the questionnaire according to SERVQUAL scale, and distribute the questionnaires after a series of modifications. This thesis carries on statistical analysis about obtained data using SPSS 13.0 software, including reliability and validity analysis, factor analysis, descriptive statistics analysis, correlation and regression analysis. In the last part of this thesis, we draw conclusions and verify that these two dimensions of the service quality have significant positive effect on the attitude of customer loyalty, and the physical quality, responsiveness and assurance have significant positive effects on the behavior of customer loyalty. The conclusions about this thesis put forward some suggestions to domestic commercial banks to improve their service quality and hope to provide some help to banks. At the same time, the conclusions of this study may have some limitations due to constraints of geography and time. In order to further improve the explanatory power about the relevance of service quality and customer loyalty, this study put forward the future research directions lastly and hope to perfect this area research about service quality and customer loyalty.
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