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论文编号：	8936
作者编号：	2120142634
上传时间：	2016/12/11 20:42:25
中文题目：	A银行客户服务中心服务质量改进策略与实施研究
英文题目：	The Research On Improving Strategy and Implementation of the Service Quality of A Bank’s Call Center
指导老师：	李季
中文关键字：	商业银行；客户服务中心；服务质量；改进
英文关键字：	commercial banks；call center；service quality；improvement
中文摘要：	随着我国金融市场的快速发展，客户对金融行业服务的要求越来越高，金融行业的服务质量也愈加成为客户关心的话题。因此，拓展服务渠道、提升服务质量、提高服务水平，已成为金融行业打造服务品牌、提升企业形象、扩大市场份额的不二选择。继银行网点柜面之后，客户服务中心也日渐成为银行向广大客户提供金融服务的又一重要窗口。由于客户服务中心的业务辐射范围越来越广、波及范围越来越大，因此这也成为客户愈发倾向于选择客户服务中心这一渠道寻求金融业务支持、获得企业服务感知的重要原因之一。 20世纪30年代是客服中心这一新生产业出现的年代，而我国的客户服务中心产业的成长时间更加短暂，至今也只有近40年的时间，因此客户服务中心想要谋求业务规模和经营范围上的发展壮大，仍有很多问题需要解决。比如对金融行业服务角色转换的认识不到位、传统的服务渠道过于单一，以及客户服务中心需要进行有统一标准的服务规范和流程还未能同步形成并发挥作用，因此在接受服务之初期待获得良好服务体验的客户，就容易出现其实际接受的服务感知无法达到预期。未来金融行业的竞争已从产品竞争过度到服务体验和客户感受的竞争。客户服务中心作为金融行业服务客户的第一线，作为银行与客户的桥梁，其服务质量改进的核心意义就在于评价标准如何，是否准确把握改善提升的关键要素和抓手，并有针对性的根据既定改进策略，开展行之有效的提升改善。产品与服务质量是满足市场需求和维系组织生存发展的基本条件，质量竞争既是市场的竞争，更是争夺客户的竞争。当今社会的价格竞争和产品质量竞争已趋于同质化，因此提升服务质量成为体现企业差异化的必然途径，服务质量竞争已成为企业竞争的焦点。目前我国关于客户服务中心的服务质量改进研究较多，而基于定性研究和定量研究相对较少，通过对国内外大量有关服务质量的文献研究，以确定评价和改进服务质量的措施，并建立商业银行客户服务中心服务质量评价模型，形成包括有形性、可靠性、反应性、保证性、关怀性5个质量属性，以及10个评价项目，通过外部客户满意度调查的方式，同时结合六西格玛理论，最后直观定量的得出服务质量水平。在评价模型建立后，针对得到的服务质量水平进行有效性分析，根据模型中的五大质量属性对应的关键质量点，找出引发客户满意度不高的原因以及相ing的KPI指标，之后通过借鉴国内外先进的研究理论和方法有的放矢对相关KPI进行改进，进而有针对性的提升商业银行客户服务中心服务质量。本文从介绍服务质量及客户服务中心相关理论入手，结合A银行客户服务中心目前运营的服务质量的运营现状，进而剖析了其进行服务质量改进的动因，证明了进行服务质量改进的必要性，接着对商业银行进行服务质量管理改进的策略进行了探讨和总结，有针对性的提出了A银行客户服务中心服务质量评价模型，并对改进方案应用于服务质量改进的效果进行了检验，有效规避了A银行客户服务中心的服务质量改进方案“水土不服”，并对该客户服务中心的服务质量改进、客户体验提升及未来的运营模式转型提供了必要的保障条件。目前关于客户服务中心的服务质量改进研究较多，然而定性和定量的研究相对较少。通过查阅国内外大量相关领域的文献研究，构建了A银行客户服务中心服务质量的评价模型，从而明确改进服务质量的措施，对客服中心进一步发挥职能作用具有借鉴意义。
英文摘要：	With the rapid development of financial market,the public have an increasingly high demand on service quality of financial industry.Service quality is not only become a topic which is increasingly concerned, but also become the most important factor affecting the development of the enterprise. Therefore, it has become a necessary way to wide service channels, improve service quality and upgrade service level for brand building, image establishing and market expanding by modern compaA of financial industry.Some financial institutions take customer service center as another important way to supply service besides the counters. Customer service center has a wide coverage and a great influence on business, and become an important channel for customer service experience. Customer service center was founded in the 1930’s, and the growing history of the customer service center industry in China has so far been only in recent 40 years. However, it has gradually developed into a newly-emerging industry during the recent years.It is tend to cause the service experience gained by cannot meet the requirements of the public look forward to at the beginning, if some problems still cannot be solved such as the inadequacy in understanding the service role transformation of the financial industry, the pure traditional service channel,and the service specification and process which has not formed a unified standard. The quality of service, which is the product of market economy, has become the focus of quality competition and even enterprise competition. Quatility is the fundamental of meeting the heterogeneous market demand of different customers and maintaining the survival and development of the organization. Quality competition is not only competition for the market, but more for winning over customers. Quality of service has been the criterion of modern quality and the most important intangible asset of modern enterprises. The concept of service quality has not only become the weapon of many excellent worldwide companies to gain competitive advantages, but also the cultural foundation for their survival and development. At present, our country have so many reserches about how to improve service quality of call center, but quantative and qualitative reserch is relatively less. According to the existing literature reserches abroad, we can make sure the ways of evaluating and improving service quality, and establish the evaluation model, thus to form a system that include 5quality attributes: tangibles, reliability, responsiveness, assurance, empathy, as well as 10 evaluation items. Meanwhile, combine with satisfaction survey scoring and the Six Sigma theory, we can visually and quantitatively make the final service quality level. After the establishment of evaluation model, we can carry on the analysis in the view of the obtained service quality level. According to the key point of 5 quality attributes, we can find the main cause of unsatisfactory and get corresponding KPI index, then to purposefully improve KPI index through domestic and foreign advanced researches, which can furthermore improve the whole service quality of call center in commercial banks. It has been a integrated and intangible competition about customer experience, instead of a pure and tangible competition about financial products for commercial banks in the future.It has been gradually become a core factor of quality management to improve customer service center that how to effectively evaluate its service quality, find the key point to improve the service quality, and implement im proving project of scientific and effective for customer service center as the first line and a bridge of banks and their customers. This thesis start from the theory of service quality management and related customer service center concepts, introduce the operation present status o f the service quality management in A bank’s customer service center, and analyze the reasons of improvement of service quality management, so as to demonstrate the feasibility and necessity of its improvement. And through discussing and summarizing the strategies on the improvement of service quality management, the service quality improved model is pointedly put forward, and examine the effects of service quality improvement which has applied to the center in order to improve the scheme.Therefore the adaptability has been successfully avoided which generated by the application of the improvement project of A bank’s customer service center. And it has provided necessary conditions on the improvement of Service quality and customer experience as long as the transformation of the operation mode in the future. With the present era development, more and more thesis studies on the service quality improvement about the customer service center. However, the research based on qualitative and quantitative has been relatively small.It is helpful for customer service center to play an increasingly important role of function, through determining the way to evaluate and improve service quality and establishing the evaluation mode with the help of literature research on the quality of services at home and abroad .
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