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论文编号：	3465
作者编号：	2120092429
上传时间：	2011/6/14 8:24:05
中文题目：	面向大规模定制的商业银行顾客保留能力评价研究
英文题目：	Research on Evaluation System of Customer Retention Ability of Commercial Banks Oriented to Mass Customization
指导老师：	焦媛媛
中文关键字：	大规模定制;顾客保留;商业银行;ANP;模糊综合评价
英文关键字：	Mass customization;Customer retention;Commercial bank; ANP ;Fuzzy
中文摘要：	目前，商业银行的市场竞争越来越激烈，能否有效地保留顾客是商业银行重要的竞争能力。与此同时，顾客对商业银行金融产品和服务的需求也越来越个性化、多元化，这要求商业银行具有大规模定制的能力，以低成本、高效率满足顾客的多样化、个性化需求。大规模定制和顾客保留都是目前管理界较新的理论，国内对其研究都尚处于起步阶段。本文试图将大规模定制与顾客保留两个理论相结合，并应用到商业银行中，研究了在大规模定制环境下，商业银行的顾客保留能力评价指标体系及评价方法，丰富了相关理论，也有利于提升商业银行的市场竞争力，具有实践意义。 首先，本文分析、总结了国内外关于大规模定制和顾客保留的文献，结合商业银行的特点，对商业银行大规模定制的内涵进行了界定，并从银行业务、顾客及服务过程三个角度对商业银行大规模定制的特性进行分析。同时，基于顾客保留理论，分析了大规模定制环境下商业银行顾客保留的实现方式，具体分析了其实现的基本模式和作用机制。 其次，根据商业银行顾客保留的实现方式，结合相关研究成果，并在银行员工调查、顾客焦点小组访谈的基础上，初步构建面向大规模定制的商业银行顾客保留能力评价指标体系；并结合调查问卷的分析结果，对指标体系进行修正。并针对指标体系的特点，提出了基于网络分析法的模糊综合评价方法。 再次，本文运用所构建的指标体系和评价方法，对中国工商银行湖北省分行的顾客保留能力展开评价，验证本文的评价指标体系和评价方法的合理性，并对结果进行分析，得出本文的评价结论。 最后，对本文的研究工作进行了总结，分析了研究的局限和不足，并提出了进一步研究的展望。
英文摘要：	With the development of financial industry, it is more and more competitive between Commercial Banks, and either have the ablebility of retening customers is very important to commercial banks. Meanwhile, customers require more personalized financial products and services, so it requires commercial banks have the ability of mass customization to fulfill customers’ requirements. Mass customization and Customer retention are both front theory of management, and the home research about these is still at the start stage. This article attempts to combine the theory of Mass customization and Customer retention, and adopt it to commercial banks, in order to study the evaluation of commercial banks’ customer retention ability oriented to mass customization. This could enrich the relevant theory, and also improve commercial banks’ market competitiveness, has great practice significance. Firstly, this thesis analysis and summarizes the previous studies and the literature of mass customization and customer retention, defines the connotation of commercial banks’ mass customization combining the factors of commercial banks. Then analysis the characteristics of it from business, customer and the course of services three domains. Meanwhile, based on the theory of customer retention, this thesis analyzes the realization of commercial banks’ customer retention under mass customization. Secondly, this thesis according to the realization of commercial banks’ customer retention, combines relevant literature, and based on the investigation of bank employees and the focus talk of customers to construct the initial evaluation indicator system of commercial banks’ customer retention ability oriented to mass customization. And then it revises the indicator system according to the result of the questionnaire. At last, it proposes the ANP-Fuzzy synthetic evaluation method in light of the characteristics of the indicator system. Thirdly, this thesis utilizes the indicator system and the evaluation method to evaluate the customer retention ability of CBRC, tests the rationality of indicator system and the evaluation method, and by analyzing the evaluate result, obtains the conclusion of the evaluation. Finally, summarizes the research of this thesis, analyzes limitations and insufficiencies of the research, and then proposes the forecast of further studies.
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