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论文编号：	916
作者编号：	2120071991
上传时间：	2009/5/23 22:25:51
中文题目：	认知信任与情感信任影响因素差异
英文题目：	Research on Diversity of Influ
指导老师：	韩德昌
中文关键字：	银行业;认知信任;情感信任tl
英文关键字：	domestic banking business;cust
中文摘要：	随着金融市场的逐步放开，中国银行业的市场格局正发生变化，在激烈的市场竞争中如何才能在保证现存市场占有率的同时不断开辟新的市场，同时又能兼顾市场开发与维护的成本，已经成为银行企业普遍关注的问题。大量研究表明，中国银行企业要想赢得市场竞争，就必须树立起企业的诚信形象，赢得顾客对企业的信任。本研究以此为出发点，以银行业为研究背景，以顾客的角度来探索顾客对银行企业认知信任与情感信任影响因素及其差异性，致力于帮助银行企业根据战略目标制定有针对性的服务计划，提升顾客的信任，达到有的放矢，事半功倍的效果。 在回顾国内外相关文献的基础上，本研究结合中国银行业的实际情况对顾客认知信任与情感信任的影响因素做出了假设，提出研究模型，并在借鉴已有研究成果的基础上设计开发问卷。通过问卷调研，用SPSS16.0对数据进行了分析，对研究假设和模型进行检验后得出以下结论： （1）银行品牌知晓度、服务质量和工作人员对顾客认知信任具有显著影响。 （2）银行品牌知晓度、有形展示和银行声誉对顾客情感信任具有显著影响。 （3）银行业顾客认知信任和顾客情感信任的影响因素具有差异性。这种差异性主要体现在两个方面：一是二者影响因素并不完全相同，二是两者的共同影响因素即品牌知晓度对二者的影响程度具有差异性。 （4）在银行顾客信任与情感信任的影响因素中，银行服务质量和有形展示同属于银行的完全可控因素，银行工作人员、品牌知晓度和银行声誉同属于银行的半可控因素。 基于以上结论，本研究对中国银行业提出以下营销启示： （1）对银行业来说，培养顾客的认知信任和情感信任需要不同的战术组合。 （2）银行企业在实施具体的营销策略时，可以根据其战略目标的不同选择不同的努力方向，从而达到降低营销成本，提高顾客忠诚的效果。 （3）银行顾客认知信任和情感信任的影响因素并非全部为银行的可控因素，银行除了要在可以控制的范围内积极做好工作外，还要密切关注内外部环境的动态，进行实时监控，并且在环境变化时迅速做出应对。 本研究的创新之处在于从微观视角着手，将认知信任和情感信任作为研究对象，从顾客视角分别研究其影响因素及差异性，旨在以此来明确基于顾客信任的银行业服务质量改进的关键点，使理论研究具有可操作性，直接指导实践。
英文摘要：	With removing the restrictions of the Chinese financial market gradually, the market structure of domestic banking business has been changing. How to keep the market occupancy, create a new market constantly and make a good controlling on the cost of market development and maintenance simultaneously in the fierce market competition has become a contemporary common interests of the whole banking business. A lot of research indicates that establishing the integrity image of the bank and getting the customer trust can help the bank win the market competition. This paper chooses domestic banking business as research background, explores the customer cognition trust and the customer emotion trust on the customer perspective, and finds out the influencing factors and the diversity between them. The practical value of this paper is to help domestic banking business make the customized service schedule based on the strategic objective and promote the customer trust in order to have a wonderful performance in the market competitive. On the basis of related documents at home and abroad, combined with domestic banking business, the paper hypothesizes the influencing factors of the customer cognition trust and the customer emotion trust and designs the study model and questionnaire. The following conclusions are made after testing the hypothesis with SPSS16.0. (1) The factors of brand awareness, service quality and the capacity of workers have obvious impact on the customer cognition trust. (2) The factors of brand awareness, physical evidence and bank reputation have obvious impact on the customer emotion trust. (3) The influencing factors between the customer cognition trust and the customer emotion trust are diversity. The diversity mainly embodied in two aspects. One aspect is that the respective influencing factors of them are different, and the other aspect is that the brand awareness as the common influencing factor has a different impact on them. (4) Among the influencing factors, service quality and physical evidence belong to the completely controllable factors of bank, and the capacity of workers, brand awareness and bank reputation belong to the Semi-controllable factors of bank. Based on these conclusions, to the domestic banking business, this paper proposes: (1) For domestic banking business, the different tactical is needed to cultivate the customer cognition trust and the customer emotion trust. (2) The bank should choose the different marketing strategies based on the different strategic objectives in order to reduce the marketing cost and improve customer loyalty. (3) The influencing factors of customer trust are not all the completely controllable factors. The bank should not only dose a good job within the range that the bank can control, but also keeps an eye on the dynamic of the internal and external environment in order to make a rapid response when the environment is changing. The innovation of this paper is that the author proceeds from the micro-perspective, chooses the customer cognition trust and the customer emotion trust as research objects, and explores the influencing factors and the diversity between the two kinds of customer trust based on the customer perspective. This paper aims for identifying the key points of the quality improvement, and makes the research more practical.
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