本文選題：盛京銀行 + 顧客滿意度　； 參考：《遼寧大學》2013年碩士論文

【摘要】：當今社會，各行各業(yè)的企業(yè)都在尋求更好的發(fā)展道路，也許其方法都大不相同，但是其目標都是一致的，那就是不斷的滿足顧客的期望和需求。因此，顧客滿意方面的研究也就越來越多，各個企業(yè)也都開始認識到其在戰(zhàn)略意義上的重要性。對于顧客滿意度的研究，國外開始的比較早，也相對來說比較成熟。尤其是在銀行業(yè)，顧客滿意度的研究已經(jīng)受到了國外各國的重視，而且許多國家也商業(yè)銀行顧客滿意度做了相當多的研究，并且把研究結果運用到了其日常的銀行管理工作當中，甚至是銀行的決策性戰(zhàn)略性工作之中。而到目前為止，國內(nèi)關于商業(yè)銀行的顧客滿意度研究還處于起步階段，整個顧客滿意度測評體系還非常的不完善。雖然國內(nèi)的一些機構在一些城市針對某些銀行做了一些調(diào)查，但是這些調(diào)查也只是局部性的，，不能適用于所有的商業(yè)銀行。要想完善國內(nèi)的整個顧客滿意度測評體系，我們還是任重而道遠的。于此同時，我們也沒有專門針對沈陽商業(yè)銀行顧客滿意度測評的研究，所以本文想以沈陽的盛京銀行為例，來研究沈陽商業(yè)銀行的顧客滿意度情況，希望可以為國內(nèi)的顧客滿意度體系的完善提供一些可參考的意見和建議。 筆者在寫作期間閱讀了大量的相關文獻，對國外的顧客滿意度研究尤其是商業(yè)銀行的顧客滿意度研究也有了一定的了解，在此基礎上，又結合我國商業(yè)銀行的具體情況，對沈陽的盛京銀行顧客滿意度進行了一次較為深入的研究。本文第一部分主要介紹了筆者的選題原因和依據(jù)，還有與其他類似文章不同的地方。本文第二部分對相關的概念與理論綜述進行了界定，主要包括顧客滿意度的內(nèi)涵、國內(nèi)商業(yè)銀行顧客滿意度的研究現(xiàn)狀以及國內(nèi)外顧客滿意度的模型發(fā)展，為后文中盛京銀行顧客滿意度模型的建立以及其測評的建立都奠定了良好的理論基礎。本文第三部分是在本文第二部分的理論基礎之上，嘗試著構建了盛京銀行的顧客滿意度測評模型以及其測評體系，并且在借鑒了前人的成熟指標及其確定權重的方法之上，用層次分析法確定了盛京銀行顧客滿意度的各指標的權重。本文第四部分，借鑒了前人的成熟調(diào)查問卷，并且又根據(jù)盛京銀行的一些特性做了一些調(diào)整，最后設計出了具體的調(diào)查問卷，之后又利用效度、信度等方法來檢驗了問卷的可信度以及測評體系的可操作性。本文第五部分針對如何全面提高盛京銀行顧客滿意度提出了一些建議。最后一部分是本文的不足之處和未來研究。
[Abstract]:In today's society, enterprises in various industries are looking for a better way of development, perhaps their methods are very different, but their goals are the same, that is, to constantly meet the expectations and needs of customers. Therefore, there are more and more researches on customer satisfaction, and all enterprises begin to realize the importance of customer satisfaction in strategic sense. For the study of customer satisfaction, foreign countries started earlier, and relatively mature. Especially in the banking industry, the research of customer satisfaction has been paid much attention by foreign countries, and many countries have done quite a lot of research on customer satisfaction of commercial banks. And the research results are applied to its daily banking management, even the decision-making strategic work of banks. So far, the domestic research on the customer satisfaction of commercial banks is still in the initial stage, the whole customer satisfaction evaluation system is still very imperfect. Although some domestic institutions have made some investigations in some cities against certain banks, these surveys are only local and cannot be applied to all commercial banks. To improve the domestic customer satisfaction evaluation system, we still have a long way to go. At the same time, we do not specifically study the customer satisfaction evaluation of Shenyang Commercial Bank, so this paper would like to take Shengjing Bank of Shenyang as an example to study the customer satisfaction of Shenyang Commercial Bank. Hope to provide some suggestions and suggestions for the improvement of domestic customer satisfaction system. During the writing period, the author has read a lot of relevant documents, and has a certain understanding of the research on customer satisfaction abroad, especially the customer satisfaction research of commercial banks. On this basis, combined with the specific situation of commercial banks in China, The customer satisfaction of Shengjing Bank in Shenyang is studied deeply. The first part of this paper mainly introduces the author's reasons and basis of choosing the topic, and also different from other similar articles. In the second part of this paper, the related concepts and theories are defined, including the connotation of customer satisfaction, the research status of domestic commercial bank customer satisfaction and the development of domestic and foreign customer satisfaction model. It lays a good theoretical foundation for the establishment of the customer satisfaction model and the evaluation of Shengjing Bank. The third part of this paper is based on the theory of the second part of this paper, try to build the Shengjing Bank customer satisfaction evaluation model and its evaluation system, and on the basis of the previous mature indicators and the method of determining the weight. Analytic hierarchy process (AHP) is used to determine the weight of each index of Shengjing Bank's customer satisfaction. In the fourth part of this paper, we draw lessons from the mature questionnaire of predecessors, and make some adjustments according to the characteristics of Shengjing Bank. Finally, we design a specific questionnaire, and then use the validity of the questionnaire. Reliability and other methods to test the credibility of the questionnaire and the operability of the evaluation system. In the fifth part, some suggestions on how to improve the customer satisfaction of Shengjing Bank are put forward. The last part is the deficiency and future research of this paper.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F832.33

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