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论文编号：	3322
作者编号：	2120092365
上传时间：	2011/6/7 21:59:37
中文题目：	基于服务接触的商业银行服务创新策略研究
英文题目：	Research on Service Innovation in Commerical Banks Based on Service Encounter
指导老师：	白长虹
中文关键字：	商业银行,服务创新,服务接触,服务质量
英文关键字：	commercial bank,service innovation,service encounter,service quality
中文摘要：	随着金融体制改革的不断深入，金融市场逐渐开放，外资银行的不断入侵，我国商业银行面临的竞争将愈加剧烈。与此同时，客户需求逐渐向个性化、多样化的趋势演变，因此商业银行想要获得持久的竞争优势，保持并赢得更多客户，必须不断进行服务创新，提高服务质量。 本文首先分析了我国金融行业的现状，提出了商业银行进行服务创新的必要性；其次从国内外服务质量管理相关理论、服务接触相关理论、服务创新相关理论出发，结合商业银行服务创新研究现状，分析了商业银行服务创新的重点和创新效果的体现；再次，从服务界面、服务人员、服务流程三个维度构建了基于服务接触的商业银行服务创新模型，提出加入服务质量这个变量来评价商业银行服务创新的效果，通过测定客户感知的服务质量与预期服务质量之间的差距，发现商业银行的不足之处，从而有针对性地提出商业银行的服务创新策略；第四，本文对S银行进行了案例研究，通过深度访谈及问卷调查收集了大量样本资料与数据，测量了客户的预期服务质量与实际感知的服务质量之间的差距，运用前文构建的服务创新模型从服务界面、服务人员以及服务流程三个方面对S银行的服务创新提出了策略；最后，对本文的研究进行了总结并对论文中没有深入研究的有关问题做了点评。 本研究的创新之处在与加入服务质量这个变量，通过测量顾客预期的服务质量与实际感知的服务质量之间的差距，对商业银行的服务创新效果进行评价，寻找服务创新的不足之处，从而启示我国商业银行有针对性地进行进一步的服务创新。
英文摘要：	Commercial banks in China face more and more competition as the deepening recondition of finacial system, the gradually opening up finacial market and the constant invasion of foreign banks. Meanwhile, requirments of customers are becoming more personalized and diversified, therefore, in order to take sustainable competititive advantages, maintain and get more customers, it is necessary for commercial banks to keep on innovating service and improving service quality. This paper analyzes the current situation of China's financial sector and points out the necessity of service innovation in commercial banks at first; then analyzes focal points of service innovation and specificity of effects on innovation by combination the theories of international service quality management, service encounter and service innovation with the special nature of commercial banking industry; after that, from the service interface, service personnel, service processes constructed on the basis of three dimensions of service innovation, commercial banking services interaction model and adding this variable to measure the quality of service business the effect of innovative banking services, proposes strategies in service innovation of commercial banks by measuring the difference between customer perceived service quality and expected service quality; fourth, there is a case study on the S bank, collecting a large number of sample data and measure on the S bank customer service quality expectations and actual perceived service quality, using a model constructed from the service interface, service, service process on the S bank of three proposed service innovation strategies; final of this study is summarized and further research paper does not make a comment about the issue. The innovation of this study is to add the variable quality of service, evaluating the effect on service innovation by measuring customer perceived service quality and actual quality of service, looking for the inadequacies of service innovation, so that it can be service innovated furthermore.
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