本文選題：華融湘江銀行H分行　切入點(diǎn)：客戶滿意度　出處：《湖南工業(yè)大學(xué)》2013年碩士論文

【摘要】：客戶滿意度的研究有助于使銀行在新產(chǎn)品的研發(fā)上少走彎路，銀行將花費(fèi)相對(duì)較少的時(shí)間和資金了解市場(chǎng)需求，從而比競(jìng)爭(zhēng)者更有效果和更有效率的滿足客戶需求、獲得較高的客戶忠誠(chéng)度。隨著我國(guó)銀行業(yè)市場(chǎng)競(jìng)爭(zhēng)的日趨激烈，客戶已經(jīng)成為商業(yè)銀行的戰(zhàn)略性資源�？蛻絷P(guān)系管理成為我國(guó)商業(yè)銀行面臨的重要課題。 作為銀行業(yè)的后起之秀，華融湘江銀行與國(guó)內(nèi)外成熟的金融企業(yè)相比，對(duì)于客戶及客戶滿意度的研究與應(yīng)用還停留在簡(jiǎn)單的客戶滿意度調(diào)查和數(shù)據(jù)收集階段，缺少系統(tǒng)深入的分析與挖掘。本文結(jié)合華融湘江銀行客戶滿意現(xiàn)狀，對(duì)華融湘江銀行客戶滿意度進(jìn)行分析研究，用因子分析法篩選出影響客戶滿意度的重要因素，構(gòu)建客戶滿意度測(cè)評(píng)指標(biāo)體系。通過測(cè)評(píng)從中分析其客戶不滿意的問題，并針對(duì)問題提出客戶滿意度提升策略，從而完善銀行管理機(jī)制，科學(xué)評(píng)價(jià)華融湘江銀行的客戶滿意度，，提高其市場(chǎng)競(jìng)爭(zhēng)力。 通過調(diào)查分析，本文取得了如下三點(diǎn)主要結(jié)論：一是銀行服務(wù)質(zhì)量是影響銀行聲譽(yù)的重要因素�？蛻魧�(duì)華融湘江銀行H分行的服務(wù)并不是很滿意。這主要是華融湘江銀行設(shè)立的分行并不多，所提供的服務(wù)便捷性不夠，遠(yuǎn)未滿足客戶需求。二是銀行的大力宣傳尤為重要。有很多業(yè)務(wù)銀行已經(jīng)推出但是有些客戶根本不知道，應(yīng)該加大宣傳力度，同時(shí)要加大對(duì)普通客戶的服務(wù)力度和業(yè)務(wù)創(chuàng)新。三是開通個(gè)人網(wǎng)上銀行業(yè)務(wù)是客戶的期望。 在此基礎(chǔ)上，本文建議，華融湘江銀行要提升其客戶滿意度，應(yīng)做好三方面的工作：一、以“滿意”為宗旨，完善服務(wù)管理機(jī)制；二、以“轉(zhuǎn)型”為導(dǎo)向，推進(jìn)業(yè)務(wù)結(jié)構(gòu)大調(diào)整；三、以“團(tuán)隊(duì)”為根本，推進(jìn)隊(duì)伍建設(shè)大提升；四、以“網(wǎng)點(diǎn)”為平臺(tái)，推進(jìn)華融品牌大升值。
[Abstract]:The research on customer satisfaction can help banks to make less detours in the development of new products. Banks will spend relatively less time and money to understand market demand, thus meeting customer needs more effectively and more efficiently than competitors.Obtain high customer loyalty.With the increasingly fierce competition in China's banking market, customers have become the strategic resources of commercial banks.Customer relationship management (CRM) has become an important subject for commercial banks in China.As a rising star of the banking industry, the research and application of Huarong Xiangjiang Bank, compared with mature financial enterprises at home and abroad, is still at the stage of simple customer satisfaction investigation and data collection.Lack of systematic in-depth analysis and mining.This paper analyzes and studies the customer satisfaction of Huarong Xiangjiang Bank in combination with the present situation of customer satisfaction in Xiangjiang Bank of Huarong. The important factors affecting customer satisfaction are screened by factor analysis, and the evaluation index system of customer satisfaction is constructed.This paper analyzes the problems of customer dissatisfaction through the evaluation, and puts forward the strategy of improving customer satisfaction, so as to perfect the bank management mechanism, scientifically evaluate the customer satisfaction of Huarong Xiangjiang Bank, and improve its market competitiveness.Through investigation and analysis, this paper obtains the following three main conclusions: first, the quality of bank service is an important factor affecting the reputation of banks.The customer is not very satisfied with the service of H Branch of Xiangjiang Bank of Huarong.This is mainly Huarong Xiangjiang Bank set up not many branches, the provision of service is not enough, far from meeting customer needs.Second, the bank's vigorous propaganda is particularly important.Many business banks have already launched but some customers simply don't know that more publicity should be done, along with greater service and business innovation for ordinary customers.Third, the opening of personal online banking business is the expectation of customers.On this basis, this paper suggests that Huarong Xiangjiang Bank should do a good job in three aspects in order to improve its customer satisfaction: first, to perfect the service management mechanism with the aim of "satisfaction"; second, to take "transformation" as the guide,Promote the adjustment of business structure; third, to "team" as the foundation, promote the team building, fourth, "network" as the platform, promote Huarong brand appreciation.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.33

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