本文選題：商業(yè)銀行 + 內(nèi)部營銷��； 參考：《華中農(nóng)業(yè)大學》2013年碩士論文

【摘要】：近年來,隨著金融經(jīng)濟的全球化發(fā)展,大批外資銀行不斷涌入我國金融市場,眾多民營銀行和其他非銀行金融機構(gòu)的蓬勃發(fā)展,使各大銀行之間通過不斷開發(fā)新產(chǎn)品、開展形式多樣的營銷手段、提供更高效優(yōu)質(zhì)的服務等方式展開激烈競爭。為外部顧客提供高校優(yōu)質(zhì)的服務、培養(yǎng)外部顧客忠誠進而有效地吸引和保留忠實顧客來提升盈利能力和競爭力是商業(yè)銀行在激烈競爭中的常用路徑。因此,大部分銀行將主要精力放在如何提高外部顧客忠誠而忽視了內(nèi)部員工忠誠的培養(yǎng),造成內(nèi)部員工忠誠度低、流失率高、員工服務質(zhì)量低下,最終難以提高外部顧客的忠誠以及銀行的盈利能力。因此,我國商業(yè)銀行要想提高外部顧客忠誠、提升銀行員工的服務質(zhì)量,必須以提高內(nèi)部員工忠誠為前提,而員工忠誠的培養(yǎng)又來源于銀行的內(nèi)部營銷的有效實施。銀行內(nèi)部營銷是銀行整個市場營銷不可分割的重要組成部分,是實現(xiàn)外部營銷的立足點和出發(fā)點。 雖然近幾年國內(nèi)學者對內(nèi)部營銷理論進行了大量研究,但研究內(nèi)容和方法與國外相比存在較大差距,國內(nèi)研究領(lǐng)域比較單一,并且很多研究只是從理論分析和對策研究方面著手,很少從實證角度研究商業(yè)銀行內(nèi)部營銷、員工忠誠與服務質(zhì)量的影響機制。為此,本研究將運用內(nèi)部營銷理論、服務質(zhì)量理論、服務利潤鏈模型理論,探討商業(yè)銀行內(nèi)部營銷、員工忠誠與服務質(zhì)量的影響機制。具體研究內(nèi)容如下： 首先,本研究結(jié)合我國商業(yè)銀行的發(fā)展實際,介紹了該研究的現(xiàn)實和理論背景、研究的意義以及所期望達到的研究目的。其次,本研究分析了內(nèi)部營銷、員工忠誠和服務質(zhì)量的本質(zhì)內(nèi)涵,對國內(nèi)外相關(guān)研究成果和理論進行了綜述。第三,根據(jù)現(xiàn)有文獻,演繹出三個構(gòu)面之間的關(guān)系和邏輯內(nèi)涵,并在此基礎(chǔ)上構(gòu)建了商業(yè)銀行內(nèi)部營銷、員工忠誠與服務質(zhì)量三各構(gòu)面的結(jié)構(gòu)理論模型,根據(jù)該理論模型和邏輯關(guān)系,提出了本研究的假設(shè)。第四,根據(jù)研究文獻成果的借鑒,本研究開發(fā)了研究調(diào)查量表,并進行了量表信度、效度檢驗和因子分析。通過描述分析、結(jié)構(gòu)方程模型分析和多元回歸分析等分析方法,進行了實證分析,探討銀行內(nèi)部營銷對員工服務質(zhì)量的影響機制。 研究結(jié)果表明：(1)商業(yè)銀行員工基本具備良好的專業(yè)知識,能較好地保障顧客隱私,為顧客服務,但是在提供個性化服務、與顧客建立良好聯(lián)系方面還有待提高。(2)商業(yè)銀行內(nèi)部營銷對銀行員工忠誠具有正向的顯著影響。其中,銀行內(nèi)部營銷的培訓、溝通和銀行文化對銀行員工的態(tài)度忠誠有顯著的正向影響,溝通、激勵、授權(quán)參與和銀行文化對銀行員工的行為忠誠有顯著的正向影響。(3)商業(yè)銀行員工忠誠對銀行員工服務質(zhì)量有正向顯著影響。銀行員工服務質(zhì)量的有形性、可靠性、響應性、保證性和移情性都會受到員工的態(tài)度忠誠和行為忠誠的顯著正向影響。(4)商業(yè)銀行內(nèi)部營銷對銀行員工服務質(zhì)量有直接的正向顯著影響。商業(yè)銀行內(nèi)部營銷對銀行員工服務質(zhì)量的形性、可靠性、響應性、保證性和移情性有相應的顯著影響作用。(5)商業(yè)銀行員工態(tài)度忠誠和行為忠誠對銀行內(nèi)部營銷與銀行員工服務質(zhì)量關(guān)系起到部分中介效用。商業(yè)銀行內(nèi)部營銷不僅可以直接營銷服務質(zhì)量,還可以通過銀行員工的態(tài)度忠誠和行為忠誠進而影響銀行服務質(zhì)量。最后,根據(jù)研究結(jié)果,得出相應的研究結(jié)論：商業(yè)銀行內(nèi)部營銷可以直接服務質(zhì)量,也可以通過員工態(tài)度忠誠和行為忠誠的部分中介作用間接地影響服務質(zhì)量。同時,商業(yè)銀行實施內(nèi)部營銷需要從培訓、溝通、激勵、授權(quán)參與和銀行文化五個方面著手。本研究提出了商業(yè)銀行通過實施內(nèi)部營銷直接或間接地通過提高員工忠誠進而提高服務質(zhì)量的對策和建議,對我國商業(yè)銀行員工服務質(zhì)量的提升具有十分重要的參考價值。同時提出本研究行業(yè)和樣本的研究局限以及未來研究方向。
[Abstract]:In recent years, with the globalization of financial and economic development, a large number of foreign banks are constantly pouring into our financial market. Many private banks and other non bank financial institutions have developed vigorously, making the big banks develop fierce competition through the continuous development of new products, various forms of marketing means, and more efficient and high-quality services. It is a common path for commercial banks in the fierce competition. Therefore, most of the banks will focus on how to improve the loyalty of external customers and ignore the loyalty of internal employees. In order to improve the loyalty of the external customers and improve the service quality of the bank employees, it is necessary to improve the loyalty of the internal staff and the loyalty of the employees. Training also comes from the effective implementation of the internal marketing of the bank. The internal marketing of the bank is an inseparable and important part of the whole marketing of the bank, and is the foothold and starting point for the realization of the external marketing.
Although many domestic scholars have done a lot of research on internal marketing theory in recent years, there is a large gap in the research content and method compared with foreign countries, the domestic research field is relatively simple, and many studies only start from the theoretical analysis and countermeasure research, and seldom study the internal marketing of commercial banks, employee loyalty and service from the empirical perspective. Therefore, this study will use internal marketing theory, service quality theory and service profit chain model theory to explore the influence mechanism of internal marketing, employee loyalty and service quality in commercial banks.
First, this study combines the actual development of China's commercial banks, introduces the practical and theoretical background of the study, the significance of the research and the desired purpose of research. Secondly, this study analyzes the intrinsic connotation of internal marketing, employee loyalty and service quality, and summarizes the relevant research results and theories at home and abroad. Third, the root of the research is the root of the research. According to the existing literature, we deduce the relationship and logical connotation between three facets. On this basis, we construct the structural theoretical model of the internal marketing of commercial banks, employee loyalty and the quality of service three, and put forward the hypothesis of this study according to the theoretical model and logical relationship. Fourth, based on the reference of the research literature results, this study opens. The research questionnaire was issued, and the scale reliability, validity test and factor analysis were carried out. Through descriptive analysis, structural equation model analysis and multiple regression analysis, the empirical analysis was carried out to discuss the influence mechanism of the internal marketing of the bank on the service quality of the staff.
The results show that: (1) the employees of commercial banks have good professional knowledge, which can guarantee customer privacy and serve customers well, but there is still to be improved in providing personalized service and establishing good relations with customers. (2) the internal marketing of commercial banks has a positive and significant influence on the loyalty of the bank employees. Marketing training, communication and bank culture have a significant positive impact on the attitude loyalty of the bank employees. Communication, incentive, authorized participation and bank culture have a significant positive impact on the behavior loyalty of the bank employees. (3) the employee loyalty of commercial banks has a positive impact on the service quality of the bank employees. Sex, reliability, responsiveness, assurance and empathy will all have a significant positive impact on employees' attitude loyalty and behavioral loyalty. (4) the internal marketing of commercial banks has a direct and positive impact on the service quality of the bank employees. The form, reliability, responsiveness, assurance and empathy of the internal marketing of commercial banks to the service quality of the bank employees (5) the attitude loyalty and behavior loyalty of the commercial banks have a partial intermediary utility on the relationship between the internal marketing of the bank and the service quality of the bank employees. The internal marketing of the commercial banks can not only directly marketing the service quality, but also influence the bank through the attitude loyalty and the behavior loyalty of the bank employees. In the end, according to the results of the research, we can draw a conclusion that the internal marketing of commercial banks can directly serve the quality of service, and indirectly influence the quality of service through the partial intermediary role of employee attitude loyalty and behavioral loyalty. This study puts forward the countermeasures and suggestions for commercial banks to improve their service quality directly or indirectly through the implementation of internal marketing. It has a very important reference value for the improvement of the service quality of our commercial banks. At the same time, it puts forward the research industry and sample research. Limitations and future research directions.
【學位授予單位】：華中農(nóng)業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272.92;F274;F832.33

【參考文獻】

相關(guān)期刊論文 前4條

1 譚晟,凌文輇,方俐洛;中國員工組織承諾5因素結(jié)構(gòu)模型的驗證[J];廣州大學學報(自然科學版);2002年06期

2 王玉梅;叢慶;;飯店知識型員工離職意圖的成因分析——基于員工心理契約視角的實證研究[J];旅游學刊;2007年11期

3 趙瑞美,李桂云;企業(yè)員工忠誠度下降的原因與對策分析[J];聊城大學學報(社會科學版);2003年04期

4 馬長有;創(chuàng)新:中國銀行業(yè)應對入世挑戰(zhàn)與時俱進的戰(zhàn)略選擇[J];西南民族學院學報(哲學社會科學版);2003年04期

，

本文編號：1911868