联系我们

论文查询结果	返回搜索

论文编号：	5853
作者编号：	2120112752
上传时间：	2013/12/5 15:05:30
中文题目：	中国建设银行信用卡顾客抱怨应对策略研究
英文题目：	The Research of Credit Card Customers Complain Resolvable Strategies of China Construction Bank
指导老师：	刘建华
中文关键字：	信用卡 顾客抱怨 服务补救
英文关键字：	credit card customer complaints service recovery
中文摘要：	信用卡业务在西方发达国家经过数十年的发展，已经进入成熟阶段，而中国商业银行在信用卡业务上才刚刚起步，目前，中国商业银行在信用卡业务的发展中同时面临机遇和挑战。一方面，伴随着国内金融市场的不断改善，自2003年以来，中国的信用卡业务增长出现了一股小高潮，可以预见的是中国的信用卡市场已经进入了一个前所未有的竞争激烈的时代，许多中小规模的股份制商业银行因其经营灵活，不断推出多种多样的信用卡业务，导致原本信用卡市场份额占比较大的国有商业银行的优势逐渐降低，使国有银行面临巨大的竞争压力。另一方面，随着中国国民经济的迅速发展，国民生活水准的日渐提升，这又为国内银行在信用卡业务市场方面提供了广阔的拓展空间。在前所未有的市场经济条件下寻求中国建设银行信用卡顾客抱怨的应对策略是具有十分重要的现实意义。本文是针对中国建设银行信用卡顾客抱怨应对策略的研究。首先是介绍了本文的研究的背景及意义，随后阐述了研究内容及方法；然后讲述了服务质量与顾客满意的相关理论、顾客抱怨与服务补救的相关理论；接着介绍了国内外商业银行信用卡业务的发展历程及趋势、建设银行信用卡服务失误现状和顾客满意度整体表现；随后以中国建设银行为例，分别对信用卡服务失误对普卡和金卡客户满意度的影响进行了分析，从顾客抱怨的不同表现形式挖掘出表层和深层的原因；根据相关理论，结合建设银行应对信用卡顾客抱怨存在的问题及信用卡市场的发展环境，提出了相应的应对策略；最后提出要想提升建设银行信用卡产品的市场份额进而提高盈利水平，就必须重视信用卡服务补救，包括外部服务补救和内部服务补救，最终建立完善的建设银行信用卡客户满意度体系，将建设银行信用卡打造成为中国第一的信用卡品牌。
英文摘要：	Credit card business in western countries after decades of development, has entered a mature stage, and Chinese commercial banks in the credit card business has just started , at present, China's commercial banks in the credit card business development opportunities and challenges facing both . On the one hand , along with the continuous improvement of the domestic financial market , since 2003 , China 's credit card business growth appeared a small climax, it is foreseeable that China 's credit card market has entered an unprecedented era of fierce competition , many small scale joint-stock commercial banks because of their flexible operation , has introduced a variety of credit card business , resulting in a larger proportion of the original credit card market share in the advantages of state-owned commercial banks gradually reduced, so that state-owned banks face enormous competitive pressures. On the other hand, China 's rapid economic development , people 's living standard continues to improve, turn on the Chinese commercial banks in the credit card business provides a broad development space . In the unprecedented market economy conditions to seek China Construction Bank credit card customer complaints coping strategies is of great practical significance. This article is for China Construction Bank credit card customer complaints coping strategies. First, this paper introduces the research background and significance , and then describes the research content and methods ; then tells the service quality and customer satisfaction theories , customer complaints and service recovery related theories ; then introduced the domestic and international commercial bank credit card business course of development and trends , China Construction Bank credit card service failure status and overall customer satisfaction performance ; followed by China Construction Bank , for example, were on the credit card service failure impact ordinary and golden customer satisfaction was analyzed from customer complaints the different forms of surface and deep to dig out the reasons ; according to the theory , combined with China Construction Bank credit card customer complaints deal with the problems and the development of the credit card market environment , put forward the corresponding countermeasures ; Finally Construction Bank credit card in order to enhance the product market share and to improve profitability , we must pay attention to credit card services remedies, including external and internal service recovery , and ultimately establish a sound Construction Bank credit card customer satisfaction system, and will build China's No.1 bank credit card brand.
查看全文：	预览  下载(下载需要进行登录)