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论文编号：	3269
作者编号：	2120092364
上传时间：	2011/6/6 19:48:05
中文题目：	基于客户需求的银行客户体验研究-以高端客户为例
英文题目：	Research on Bank Customer Experience Based On Customer Demand-taking high-end clients for example
指导老师：	白长虹
中文关键字：	客户体验;高端客户;需求主题;体验设计
英文关键字：	Customer Experience;High-end clients;Demand Theme;Experience Design
中文摘要：	在体验经济的驱动下，银行服务模式正在由传统的标准化服务模式向个性化的体验式服务模式转变。近年来，随着国内居民财富不断积累，高端客户市场备受中外资银行的关注，优质的高端客户资源成为各大银行争夺的焦点。与此同时，银行客户，特别是高端客户的需求呈现出多样化与个性化趋势，他们希望获得更加个性化的服务体验。与之相对，国内银行客户服务水平趋于同质化，难以有效满足高端客户的个性化需求，在金融市场开放的银行业服务竞争中，处于劣势地位。因此，国内银行将加快向体验式服务模式转变，从而为客户造出难忘的个性化服务体验。 在此背景下，本研究基于客户需求的视角，以高端客户为例，探讨了银行如何通过体验要素的整合与设计来满足高端客户的体验需求。通过F银行VIP客户的实证调研和银行高端客户需求特征分析，识别出银行高端客户的关键需求，并在相关理论研究的基础上，提炼出银行高端客户的四大体验需求主题，围绕体验需求主题，从服务人员、服务界面、服务流程三方面提出了银行高端客户体验设计策略，并运用同行业及跨行业标杆案例对相关策略给予支持和说明。 同时，本研究基于Woodruff客户价值层次理论对银行客户体验的概念进行了层次分解，将其划分为三个层次，即银行客户体验属性层、银行客户体验需求主题层和银行客户体验效果层，构建了银行客户体验层次概念模型。该模型从三个层次及其之间的动态联系来阐释银行客户体验的内涵，为银行实施客户体验管理提供了新的视角。
英文摘要：	By the driving force of The Experience Economy, the domestic banking is beginning to transform into the Experimental Service Model from the Standardized Service Model. The accumulating wealth of the domestic residents makes the domestic bank and foreign capital banks focus on the high-end clients, the high quality clients is becoming the contest focus between them. Meanwhile, the high-end clients’ demands appear to diversified and Personalized trend. They emphasize the bank to recognize their Respectable status and hope that the bank will offer them more characteristic financial service experience. By comparison, the service level of domestic banking is more homogenized and can’t meet the clients’ demands. This leads to the disadvantaged position in the competition with foreign capital bank. Take warning from this, the domestic banking should speed up the transformation from the Standardized Service Model to the Experimental Service Model so as to create more unforgettable Personalized Service Experience. Against this background, on the view of the customer demand，taking high-end clients for example, the study states how the domestic banks meet the high-end clients’ demands by integrating and designing the experience factors. This study summarizes four experience demand themes by analyzing the character of the high-end clients, surveying and Theory review. It discusses the designing and implementing of the experience factors on three factors: people, Physical Evidence and Process. Otherwise, Benchmark research of the banking and multi-industry offer more supports and demonstrations to the conclusion. Otherwise, this study analyzes the intension of customer experience and points out Levels conceptual model of the bank clients experience based on the Customer value hierarchy theory from Woodruff. The model can be divided into three dimensions : experience attributes , experience demand theme and experience effect. The study will offer some Practice Guidelines to the domestic banks .
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