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论文编号：	3307
作者编号：	1120070723
上传时间：	2011/6/7 16:12:02
中文题目：	基于顾客感知需求价值与动态性调节的银行B2C关系质量研究
英文题目：	Banking B2C Relationship Quality Research Based on Customer Perceived Desired Value and Dynamic Adjustment
指导老师：	吴晓云 教授
中文关键字：	关系质量 银行B2C关系 顾客感知需求价值 动态性调节
英文关键字：	Relationship Quality; Banking B2C Relationship; Customer Perceived Desired Value; Dynamic Adjustment
中文摘要：	一直以来，银行业都是发展最快且受全球化和技术革命影响最深的典型现代服务业。特别是中国加入WTO后，金融市场不断开放，随着入世承诺的全面履行，中国银行业已面临与外资银行平等竞争的新局面。在后金融危机时代，外资银行更是加大对中国市场的开发力度，旨在吸引这一亚洲新兴市场的优质客户资源并挖掘潜力客户市场。不仅如此，就全球银行业经营理念的嬗变而言，也从“产品导向”迅速转向“以客户为中心”。这一经营理念的落实，需要银行充分地认识和洞察客户，基于顾客感知需求价值的创造，来实现银行B2C关系质量目标。然而，不容乐观的是，中国银行业客户维系指数低于全球平均水平，零售客户流失率达到30%以上，表明中国银行业零售客户关系充满了动态性和不确定性。因此，银行营销管理研究呈现了从服务质量向关系质量的研究推进之势。但是，来自中国银行业顾客样本数据支持的关系质量研究还十分匮乏，对发生在中国市场的银行业B2C关系质量研究还远远落后于现实管理需要，理论模型构建对顾客感知需求价值和关系质量“动态性”的研究更是不足。 本文的研究目标，就是从中国银行业的实际经验出发，探索银行顾客关系质量的本质，进而发现在当今高强度的银行业竞争环境下提升银行顾客关系质量的价值实现路径。基于研究构念的动态性本质，加入关系生命阶段和顾客关系倾向的价值动态性调节变量之研究，为中国的银行企业有效测评顾客感知需求价值和关系质量水平，并开发实践基于价值创造的关系质量管理体系以提升中国银行企业参与全球市场的竞争力提供研究支持。 为此，本文完成了以下六个部分的研究工作：（1）在明确研究目标、界定研究主题的基础上，对以往学者关于关系质量理论、银行顾客关系管理和顾客价值管理及其动态性的理论文献进行梳理回顾，提炼学者们对关系质量研究的脉络和理论精华，在分析、汲取学者们研究成果的基础上，形成本文的理论基础和模型构建支撑。（2）进行基于探索性访谈的银行B2C关系质量质化研究，整理、分析一手调研访谈资料，对“银行顾客感知需求价值”（BCPDV）进行识别，站在顾客与银行的双重视角，剖析“银行-顾客关系质量”（B2CRQ）构建的内涵本质，凝练反映维度并积累测度指标。（3）构建基于顾客感知需求价值与动态性调节的银行B2C关系质量模型。本文基于关系质量等理论文献和质化研究发现，依据社会学、管理学和心理学相关理论，融入“关系生命阶段”和“顾客关系倾向”的价值动态性调节变量，构建整体概念模型，对模型维度变量的选择、提出和内涵界定给出解释，提出顾客需求价值维度与关系质量维度的模型研究假设。（4）测度量表开发与信度、效度校验。在实证研究设计部分，完成了对BCPDV和B2CRQ两大核心建构的测度量表开发和检验修正，形成最终问卷。在此基础上，对中国市场位于城市的银行顾客样本进行问卷调研，运用SPSS15.0和Amos7.0对获取的326份有效问卷资料进行数理统计分析。（5）对本文关系质量模型的检验和假设判断。根据样本问卷调研数据的数理统计分析结果，对来自于中国市场的银行顾客感知需求价值和关系质量水平进行测度，对BCPDV和B2CRQ各维度测量模型的内在质量和外在质量进行检验，对整体结构模型的拟合度和变量间的路径关系进行检验评价，对关系生命阶段和顾客关系倾向对结构模型的调节效应进行检验。（6）基于实证研究结果，本文提出了银行企业B2C关系质量管理建议，认为银行应动态化跟踪顾客需求价值感知水平并构筑关系质量监测反馈体系，可运用本文开发量表对顾客需求价值水平和关系质量水平进行测度，进而发现顾客价值短板和关系质量缺口，实施多维需求价值的互动式创造，建立多渠道整合性的银行关系质量管理体系，来提升中国银行企业在更广泛市场的客户竞争优势。 通过上述研究努力，本文得出的主要结论包括：（1）银行顾客需求价值呈现出相对于一般服务行业的特殊本质和规律，主要体现为顾客在核心服务功能价值的基础上，还希望获得更高的安全保证价值、更丰富立体的信息智慧价值、更高的道德信誉价值和更充沛的情感体验价值。（2）银行B2C关系质量构建是复杂立体式的多维结构，由关系信任、关系适应性、关系互动性、长期关系导向和关系抗风险性等关键性维度来反映，各关系质量维度之间的关系体现在：关系适应性对长期关系导向、关系信任和关系互动性都有显著的正向影响，关系信任对长期关系导向、关系互动性和关系抗风险性有显著的正向影响，长期关系导向对关系抗风险性有显著的正向影响，关系互动性对关系抗风险性有显著的正向影响。（3）本文在翻译、借鉴以往学者使用量表之基础上，补充自主开发问项的BCPDV和银行B2CRQ测评量表，具有良好的信度和效度，是得到实际证据支持的有效测度工具。（4）顾客感知需求价值是银行B2C关系质量的关键前置因素，体现在：服务功能价值对关系适应性有显著的正向影响，安全保证价值对关系信任有显著的正向影响，信息智慧价值对关系适应性、关系信任和关系互动性都有显著的正向影响，道德信誉价值对关系信任和长期关系导向有显著的正向影响，情感体验价值对关系信任和关系互动性有显著的正向影响。（5）核心构建BCPDV和银行B2CRQ具有动态性本质，体现为纵向维度的在不同关系生命阶段的水平变化和横向维度的不同顾客关系倾向下的水平差异。 本文的研究贡献主要体现在：首先，在核心理论构建的贡献方面，本文在理论文献研究之基础上引入质化方法，对银行顾客感知需求价值和银行B2C关系质量构建的内涵本质及构成维度进行了识别提炼和规律揭示，并构建了整体维度关系模型，推进模型理论逻辑和实证探索。其次，在测评体系方面，本文创新性地对该两个核心构建的测评量表进行了系统开发，其信度和效度得到了实证观察数据的支持，为银行企业动态测度顾客感知需求价值水平和关系质量状况提供依据。再次，在结构模型的情境化适用性方面，本文模型创新性地引入了价值动态性调节变量，并通过实证数据对关系生命阶段和顾客关系倾向的调节效应进行检验，弥补了以往关系质量模型对动态性问题关注不足的局限。最后，本文立足中国本土银行业客户市场环境，结合中国银行业的现实和经验，对银行顾客关系质量现象和本质动因深入追寻，为中国银行业提升B2C关系质量并培育在全球化竞争环境下的客户优势提供研究支持。
英文摘要：	Banking industry is one of the most classic modern services affected by globalization and technological revolution. After China's accession to WTO, the financial market continues to open up. With the fully implementation of WTO commitments, China's banking sector and foreign banks have been facing a new situation of fair competition. In the post financial crisis era, foreign banks are increasing their efforts to develop the Chinese market, in order to attract high-quality customer resources and explore the potential customer market in this Asian emerging markets. Moreover, the concept of the global banking business comes up with evolution from the "product-oriented" quickly turned to "customer centric ". The implementation of this philosophy calls for fully understanding and insight into the bank customers’ desired value, to achieve the Bank B2C relationship quality goals based on the creation of customers’ perceived desired value. However, the Chinese banking industry’s customer retention index is lower than the global average level, the retail customers’ turnover rate is more than 30%, indicating that China’s retail banking sector’s customer relationship is full of dynamics and uncertainty. Therefore, the research of bank marketing management has been put forward from service quality to relationship quality. However, the research of relationship quality based on the support of sample data from the China Banking customers is still very scarce, and the research concern about the Bank-to-Customer relationship quality in the Chinese market is far behind the needs of management, theoretical model research built on customer perceived desired value and relationship quality’s "dynamic" nature is inadequate. The goal of this study is to explore the nature of bank-customer relationship quality from the practical experience of China's banking sector, and then realize the value paths to enhance the customer relationship quality for the banking industry in today's highly intensive competition environment. Adding the moderated variables of Relationship Life Cycle and Customer Relationship Proneness to this research, based on the dynamic nature of customer perceived desired value and relationship quality, this paper has tried to provide research support for China's banking enterprise evaluating the level of customer perceived desired value and B2C relationship quality and developing relationship quality management system based on value creation to improve the Bank-to-Customer relationship quality. This paper conducted the following six research sections: (1) Literature review of previous scholars of relationship quality theory, bank-customer relationship management and customer value management, sort out the the essence of theory and form the theoretical basis of model construction. (2) Qualitative research such as exploratory interview of bank employees and customers in order to identify the "Bank Customers’ Perceived Desired Value" (BCPDV) and "Bank to Customer Relationship Quality "(B2CRQ) constructed nature of meaning based on double perspectives of customers and banks. (3) Building relationship quality model of banks based on customers’ perceived desired value and dynamic variables’ moderation, and comes up with explanation and definition of dimensions and research hypothesis. (4) Measure scale development along with reliability and validity test. On this basis, conducted questionnaire surveys from the Chinese market, and used SPSS15.0 and Amos7.0 to conduct data analysis and mathematical statistics of 326 valid questionnaires (descriptive statistics analysis, structural equation modeling, test of reliability and validity, structural model hypothesis and goodness of fit of the overall model). (5) Test and hypothesis inspection of the constructed models. Measured the level of bank customers’ perceived desired value and relationship quality based on samples from the Chinese market, and test the internal and external quality of measurement models of the dimensions and the path relationships of overall structure model with the moderated effect. (6) Based on the results of empirical research, we come up with the suggestions for banking enterprise based on dynamic inspections the level of customers’ perceived desired value and relationship quality, conducting interactive multi-dimensional value creation and establish multi-channel integrated relationship quality management system to improve China’s banking enterprise B2C raletionship quality level and customer market competitive advantage. Through these research efforts, the main conclusions are summarized as follows: (1) Bank customers’ perceived desired value shows special nature besides the core values of customer service but also the value of security assurances, more value of information wisdom and higher value of moral credibility and the value of emotional experience. (2) Construction of bank B2C relationship quality is a complex multi-dimensional structure consists of relationship trust, relationship adaptation, relationship interaction, long-term relationship orientation and anti-risk relationship. (3) The scale of BCPDV and banking B2CRQ based on translation and drawing from the past research and developed by this research showing good reliability and validity and could be regarded as effective measurement tools from the result of empirical testing. (4) Customers’ perceived desired values are key antecedents to Bank B2C relationship quality, reflected in: service function value has significant positive impact on relationship adaptation, security guarantee value has significant positive impact on relationship trust, value of intelligence information has significant positive impact on relationship adaptation, relationship interactivity and trust, value of moral credibility has significant positive impact on relationship trust and long-term relationship orientation, value of emotional experience has significant positive impact on relationship trust and interactivity. (5) Core construction of BCPDV and Banking B2CRQ both have dynamic nature reflected in the vertical dimension of different levels of each relationship life stages and in the horizontal dimension of different levels under different levels of customer relationship proneness. Theory contributions are manifested as follows: Firstly, this study constructs overall model of bank customer perceived desired value and bank-to-customer relationship quality with dimensions identification and core theoretical construct definition based on previous scholars’ research study and the introduction of qualitative methods, and promotes theoretical logic and empirical model exploration. Secondly, this study conducted evaluation system development to the two core constructions, and the reliability and validity of scales have been supported by empirical observations. Thirdly, this study introduced variables of dynamic moderation and tested the moderated effect of relationship life cycle and customer relationship proneness through empirical data, makes up the limitations of previous models’ inadequate attention to the dynamic problem. Finally, this study provides research support for the Chinese banking sector to enhance customer relationship quality and cultivate customer advantages in the global competitive environment based on the reality and experience of Chinese banking market and deeply exploration of the phenomenon and value drivers of bank customer relationship quality.
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