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论文编号：	8538
作者编号：	2120132702
上传时间：	2016/6/17 15:34:44
中文题目：	中国工商银行服务补救策略及保障因素研究
英文题目：	Research on Service Recovery Strategy and Safeguard Factor of Industrial and Commercial Bank of China
指导老师：	杜建刚
中文关键字：	银行；服务失败；服务补救；保障因素
英文关键字：	commercial banks; service failure; service recovery; safeguard factor
中文摘要：	我国银行业在全球金融体系中的地位不断上升，在追求产品和技术革新的同时，必须更加重视客户的服务体验，提高核心竞争力。近年来，伴随着我国经济的持续稳步发展，我国银行业实现了规模和效益的迅猛增长，中国工商银行更是连续6年站稳全球银行业市值第一的宝座，进入世界领先大银行行列。随着服务营销理念的深入和行业竞争加剧，我国商业银行也经历着“以产品为核心”到“以服务为核心”的转变，将高质量的服务视为核心竞争力，越来越重视客户体验和服务满意度。但这种转变不是一蹴而就的，需要银行在公司治理结构、文化培育、内部控制、产品研发和员工管理等多方面着手，逐步形成银行员工与客户的良性互动。银行属于高互动性行业，每一次客户接触都不可能做到完美无缺，服务失败不可避免，而有效的服务补救可以帮助银行挽留客户，重获客户满意，建立客户的忠诚，减少客户流失。目前，对我国银行业服务失败和服务补救的研究多集中在理论方面，补救策略的提出也较为概括，将研究视野聚焦到具体银行的并不多见。考虑到银行业服务失败案例以零售业务居多，本文选取了零售客户基础最为庞大的工商银行作为研究对象，参考国内外在服务营销方面的理论演变，重点关注了服务失败和服务补救方面的研究成果，针对工商的样本数据和典型案例进行了详细的分析。通过对服务失败情境进行分类，归纳找出工商银行容易引起服务失败的关键事件，在此基础上剖析工商银行服务失败产生的根源，并从鼓励客户抱怨，投诉快速响应，服务失败预应和对客户情绪补偿等方面有针对性地提出了四项补救策略。最后，围绕服务补救策略的有效推进，在员工的情绪管理，招聘与培训，激励和约束机制以及顾客参与等方面提出服务补救保障因素。
英文摘要：	In recent years, with the sustained and steady development of China's economy, China's banking industry has achieved rapid growth of scale and profits. Especially, Industrial and Commercial Bank of China has been the top one in market value in global banking industrial for 6 years, and entered into the world's leading banks. With the deepening of the service marketing concept and the industry competition intensifies, the commercial banks in China have experienced the change from products as the core to service as the core, take the high quality service as the core competitiveness, and take more and more attention to customer experience and service satisfaction. However, this change cannot accomplice in an action, the banks have to put their hands to corporate governance structure, enterprise culture, internal control, research and development on research and staff management, etc., and gradually form a positive interaction between bank employees and customers. Banks are highly interactive industry, every customer contact cannot be perfect, and service failure is inevitable. Well, effective service recovery can help banks persuade customers to stay, regain customer satisfaction, build customer loyalty, and reduce customer churn. At present, the research on service failure and service recovery of banking industry in our country is concentrated on the theory, and seldom focuses on the research into the specific bank. Taking account of the service failure cases, retail business is the most important, this paper selects ICBC which has the most extensive retail customers as the research object, and makes a detailed analysis of the service failure and service recovery. Based on the failure situation of service failure, the key events of commercial banks' service failure are summarized, and the root cause of ICBC service failure is analyzed. This article proposed four recovery strategies, such as encouraging customer to complain, quick response and prevention of service failure, and customer emotional compensation. Finally, the service recovery guarantee factors are proposed, which are employee's emotion management, recruitment and training, incentive and restraint mechanisms, and customer participation.
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