本文選題：顧客體驗 + 營業(yè)廳現(xiàn)場管理�。� 參考：《吉林大學(xué)》2013年碩士論文

【摘要】：從Pine II和Gilmore (1998)宣稱體驗經(jīng)濟(jì)時代的到來，再到微軟（2001）推出的視窗體驗、惠普和聯(lián)想的全面客戶體驗，百思買、迪斯尼、星巴克、麥當(dāng)勞、宜家等愈來愈多的企業(yè)正在踐行體驗經(jīng)濟(jì)。這些都證明，我們正處于體驗經(jīng)濟(jì)時代。 另外，隨著四大銀行的金融改制，外來銀行涌入中國，城市中小銀行的興起，使得國內(nèi)銀行業(yè)間的競爭變得越來越激烈，銀行業(yè)之間由原有的“金融市潮”競爭逐漸轉(zhuǎn)變?yōu)椤翱蛻糍Y源”的競爭，日益稀缺的客戶資源成為銀行業(yè)間爭奪的戰(zhàn)略性資源。要想在激烈的市場競爭中生存下來并勝出，要求我們緊隨時代步伐，適應(yīng)市場環(huán)境。體驗經(jīng)濟(jì)時代，顧客在產(chǎn)品或者服務(wù)消費的同時，更加注重現(xiàn)場身臨其境的內(nèi)心真實感受。 現(xiàn)有大部分有關(guān)商業(yè)銀行的研究都集中于顧客滿意度、戰(zhàn)略轉(zhuǎn)型等的研究，有關(guān)營業(yè)廳的研究主要集中于排隊等候方面。本文從顧客體驗的角度，對營業(yè)廳現(xiàn)場管理進(jìn)行研究，希望通過研究能改善營業(yè)廳現(xiàn)場管理，提高服務(wù)水平，并充實現(xiàn)有理論。 本文首先從現(xiàn)場管理和顧客體驗兩方面進(jìn)行了相關(guān)理論綜述，構(gòu)建了豐富的理論基礎(chǔ)�，F(xiàn)場管理就是對企業(yè)一線的人、事、物、環(huán)境的有效管理。顧客體驗就是以商品為道具，以服務(wù)為舞臺，以消費者為中心，為消費者創(chuàng)造出值得回憶的活動。 其次，從商業(yè)銀行的運營情況及運營特點入手，通過對商業(yè)銀行營業(yè)廳現(xiàn)場管理的現(xiàn)狀分析，發(fā)現(xiàn)其現(xiàn)場管理中存在諸多問題。通過對營業(yè)廳業(yè)務(wù)流程的梳理，總結(jié)出基于顧客體驗的一般業(yè)務(wù)流程，包括15個環(huán)節(jié)：廳前環(huán)境、進(jìn)入營業(yè)廳、廳內(nèi)環(huán)境、咨詢服務(wù)、引導(dǎo)分流、自助終端服務(wù)、排號、填單、排隊等候、營銷服務(wù)、辦理溝通、辦理等待、辦理結(jié)果確認(rèn)、爭議/投訴、離開營業(yè)廳。 然后結(jié)合商業(yè)銀行營業(yè)廳的特點界定了本文的核心概念，通過對一般業(yè)務(wù)流程環(huán)節(jié)中可能的接觸點進(jìn)行詳細(xì)梳理，依此設(shè)計了本文的調(diào)查問卷，通過實地調(diào)研收集數(shù)據(jù)，運用EXCEL提煉出營業(yè)廳顧客體驗的關(guān)鍵環(huán)節(jié)，應(yīng)用SPSS對顧客體驗關(guān)鍵環(huán)節(jié)中的所有接觸點進(jìn)行信度和效度分析，分析了顧客對關(guān)鍵環(huán)節(jié)接觸點的關(guān)注程度。 結(jié)果顯示，營業(yè)廳顧客體驗的關(guān)鍵點包括咨詢服務(wù)、自助終端服務(wù)、排隊等候、辦理溝通、辦理結(jié)果確認(rèn)、爭議/投訴。其中咨詢服務(wù)、自助終端的使用、排隊等候、辦理溝通為顧客體驗的峰點，辦理結(jié)果確認(rèn)為顧客體驗的終點，爭議投訴雖不是峰終點但是屬于高關(guān)注點。咨詢服務(wù)環(huán)節(jié)顧客關(guān)注點依次為營業(yè)員的專業(yè)技能、溝通技能和服務(wù)態(tài)度；自助服務(wù)環(huán)節(jié)顧客希望設(shè)備無故障，，大堂經(jīng)理能夠指導(dǎo)使用自助設(shè)備；等候環(huán)節(jié)顧客的關(guān)注點依次為服務(wù)的響應(yīng)性、感知性、移情性。辦理溝通環(huán)節(jié)顧客主要關(guān)注柜員的專業(yè)性，其次是服務(wù)提供的親和性；辦理結(jié)果確認(rèn)環(huán)節(jié)顧客主要關(guān)注結(jié)果的準(zhǔn)確性；爭議環(huán)節(jié)顧客希望能夠得到尊重以及問題能盡快得到解決。 最后營業(yè)廳管理人員應(yīng)該依據(jù)研究結(jié)果從員工、顧客、設(shè)備、常見問題、環(huán)境、爭議投訴等方面對現(xiàn)場進(jìn)行管理，提高顧客體驗感知和顧客滿意度。
[Abstract]:From Pine II and Gilmore ( 1998 ) to experience the arrival of the economic era , and to Microsoft ( 2001 ) the Windows experience , HP and Lenovo ' s comprehensive customer experience , Best Buy , Disney , Starbucks , McDonald ' s , Iyhome , etc . are practicing the economy . These are proof that we are experiencing an economic era .

In addition , with the financial reform of the big four banks , the rising of foreign banks into China and small and medium - sized banks has made domestic banking competition more and more fierce . The competition between banks is gradually changed into " customer resources " . The increasingly scarce customer resources become the strategic resources for the competition among the banking industry . To survive and win in the fierce market competition , we should adapt to the times and adapt to the market environment . In order to experience the economic times , customers pay more attention to the real feelings of the people at the same time .

Most of the researches on commercial banks focus on the research of customer satisfaction , strategic transformation and so on . The research on the business hall mainly focuses on the waiting aspect . From the perspective of customer experience , this paper studies on - site management of business hall . It is hoped that the research can improve the site management of the business hall , improve the service level , and enrich the existing theory .

This paper firstly summarizes the relevant theories from the field management and the customer experience , and builds a rich theoretical foundation . On - site management is the effective management of people , things , things and environment in the first line of the enterprise . The customer experience is that the goods are the props , the service is the stage , the consumer is the center , and the activities that are worth remembering are created for the consumers .

Secondly , starting from the operation and operation characteristics of commercial banks , through analyzing the present situation of the field management of commercial banks , it is found that there are many problems in the field management . By combing the business process of business hall , this paper summarizes the general business process based on customer experience , including 15 links : pre - office environment , entering business hall , internal environment , consulting services , guiding diversion , self - service terminal service , ranking , filling , waiting , processing result confirmation , dispute / complaint , leaving the business hall .

Then according to the characteristics of commercial bank ' s business hall , the core concept of this paper is defined . Through the detailed analysis of the possible contact points in the general business process , this paper designs a questionnaire in this paper . Based on the data collected from the field investigation , the key link of customer experience in the business hall is extracted by using Excel . The reliability and validity of all the contact points in the key link of customer experience are analyzed by SPSS , and the level of attention of the customer to the contact point of the key link is analyzed .

The results show that the key points of the customer experience of the business hall include consulting services , self - service terminal service , queuing waiting , handling communication , handling result confirmation , dispute / complaint . Among them , the consulting services , the use of self - service terminals , queuing and waiting , handling communication as the peak point of the customer experience , the handling results are recognized as the end points of the customer experience , and the dispute complaint is not the peak terminal point but belongs to the high point of interest . The service link customer focus point is the professional skills , communication skills and service attitude of the salesperson in turn ;
The customer of the self - service link wants the equipment to be free of failure , and the lobby manager can guide the use of self - service equipment ;
The customer ' s attention points in the waiting process are the responsiveness , perception and empathy of the service in turn . Customers who handle the communication link mainly pay attention to the professionalism of the teller , followed by the compatibility of the services ;
The results confirm the accuracy of the result of the customer ' s main concern ;
The dispute link customer wants to be respected and the problem can be solved as soon as possible .

Finally , the management personnel of business hall should manage on - site according to the results of the study from aspects such as employee , customer , equipment , frequently asked questions , environment , dispute complaint , etc . , so as to improve customer experience perception and customer satisfaction .
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.33

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