基于顧客體驗(yàn)的商業(yè)銀行營(yíng)業(yè)廳現(xiàn)場(chǎng)管理研究
本文選題:顧客體驗(yàn) + 營(yíng)業(yè)廳現(xiàn)場(chǎng)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(yàn)經(jīng)濟(jì)時(shí)代的到來(lái),再到微軟(2001)推出的視窗體驗(yàn)、惠普和聯(lián)想的全面客戶體驗(yàn),百思買、迪斯尼、星巴克、麥當(dāng)勞、宜家等愈來(lái)愈多的企業(yè)正在踐行體驗(yàn)經(jīng)濟(jì)。這些都證明,我們正處于體驗(yàn)經(jīng)濟(jì)時(shí)代。 另外,隨著四大銀行的金融改制,外來(lái)銀行涌入中國(guó),城市中小銀行的興起,使得國(guó)內(nèi)銀行業(yè)間的競(jìng)爭(zhēng)變得越來(lái)越激烈,銀行業(yè)之間由原有的“金融市潮”競(jìng)爭(zhēng)逐漸轉(zhuǎn)變?yōu)椤翱蛻糍Y源”的競(jìng)爭(zhēng),日益稀缺的客戶資源成為銀行業(yè)間爭(zhēng)奪的戰(zhàn)略性資源。要想在激烈的市場(chǎng)競(jìng)爭(zhēng)中生存下來(lái)并勝出,要求我們緊隨時(shí)代步伐,適應(yīng)市場(chǎng)環(huán)境。體驗(yàn)經(jīng)濟(jì)時(shí)代,顧客在產(chǎn)品或者服務(wù)消費(fèi)的同時(shí),更加注重現(xiàn)場(chǎng)身臨其境的內(nèi)心真實(shí)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(yíng)業(yè)廳的研究主要集中于排隊(duì)等候方面。本文從顧客體驗(yàn)的角度,對(duì)營(yíng)業(yè)廳現(xiàn)場(chǎng)管理進(jìn)行研究,希望通過(guò)研究能改善營(yíng)業(yè)廳現(xiàn)場(chǎng)管理,提高服務(wù)水平,并充實(shí)現(xiàn)有理論。 本文首先從現(xiàn)場(chǎng)管理和顧客體驗(yàn)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(chǎng)管理就是對(duì)企業(yè)一線的人、事、物、環(huán)境的有效管理。顧客體驗(yàn)就是以商品為道具,以服務(wù)為舞臺(tái),以消費(fèi)者為中心,為消費(fèi)者創(chuàng)造出值得回憶的活動(dòng)。 其次,從商業(yè)銀行的運(yùn)營(yíng)情況及運(yùn)營(yíng)特點(diǎn)入手,通過(guò)對(duì)商業(yè)銀行營(yíng)業(yè)廳現(xiàn)場(chǎng)管理的現(xiàn)狀分析,發(fā)現(xiàn)其現(xiàn)場(chǎng)管理中存在諸多問(wèn)題。通過(guò)對(duì)營(yíng)業(yè)廳業(yè)務(wù)流程的梳理,總結(jié)出基于顧客體驗(yàn)的一般業(yè)務(wù)流程,包括15個(gè)環(huán)節(jié):廳前環(huán)境、進(jìn)入營(yíng)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(hào)、填單、排隊(duì)等候、營(yíng)銷服務(wù)、辦理溝通、辦理等待、辦理結(jié)果確認(rèn)、爭(zhēng)議/投訴、離開營(yíng)業(yè)廳。 然后結(jié)合商業(yè)銀行營(yíng)業(yè)廳的特點(diǎn)界定了本文的核心概念,通過(guò)對(duì)一般業(yè)務(wù)流程環(huán)節(jié)中可能的接觸點(diǎn)進(jìn)行詳細(xì)梳理,依此設(shè)計(jì)了本文的調(diào)查問(wèn)卷,通過(guò)實(shí)地調(diào)研收集數(shù)據(jù),運(yùn)用EXCEL提煉出營(yíng)業(yè)廳顧客體驗(yàn)的關(guān)鍵環(huán)節(jié),應(yīng)用SPSS對(duì)顧客體驗(yàn)關(guān)鍵環(huán)節(jié)中的所有接觸點(diǎn)進(jìn)行信度和效度分析,分析了顧客對(duì)關(guān)鍵環(huán)節(jié)接觸點(diǎn)的關(guān)注程度。 結(jié)果顯示,營(yíng)業(yè)廳顧客體驗(yàn)的關(guān)鍵點(diǎn)包括咨詢服務(wù)、自助終端服務(wù)、排隊(duì)等候、辦理溝通、辦理結(jié)果確認(rèn)、爭(zhēng)議/投訴。其中咨詢服務(wù)、自助終端的使用、排隊(duì)等候、辦理溝通為顧客體驗(yàn)的峰點(diǎn),辦理結(jié)果確認(rèn)為顧客體驗(yàn)的終點(diǎn),爭(zhēng)議投訴雖不是峰終點(diǎn)但是屬于高關(guān)注點(diǎn)。咨詢服務(wù)環(huán)節(jié)顧客關(guān)注點(diǎn)依次為營(yíng)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(wú)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(diǎn)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(zhēng)議環(huán)節(jié)顧客希望能夠得到尊重以及問(wèn)題能盡快得到解決。 最后營(yíng)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(wèn)題、環(huán)境、爭(zhēng)議投訴等方面對(duì)現(xiàn)場(chǎng)進(jìn)行管理,提高顧客體驗(yàn)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(jí)別】:碩士
【學(xué)位授予年份】:2013
【分類號(hào)】:F832.33
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