本文選題：商業(yè)銀行 + 服務質量��； 參考：《東北林業(yè)大學》2013年碩士論文

【摘要】：隨著社會的進步,人民生活水平的提高,服務業(yè)逐漸登上了歷史舞臺,成為現(xiàn)代經濟的一個主要產業(yè)。2012年9月26日,溫家寶總理在國務院常務會議上,提出要加快發(fā)展服務業(yè)。由此可見,服務業(yè)在國民經濟中發(fā)揮著越來越重要的作用。而商業(yè)銀行作為一個金融服務企業(yè),在發(fā)揮重要作用的同時,也面臨著來自競爭對手和服務對象的雙重壓力。在這樣的生存環(huán)境中,商業(yè)銀行如果想存活下來并且穩(wěn)健發(fā)展,就必須增強自己的競爭優(yōu)勢。如今這個以顧客為導向的時代,顧客成為了掌握企業(yè)命脈的關鍵,顧客不再單一的重視產品或者服務的價格,而是把關注的重點轉移到服務質量上來。顯然,商業(yè)銀行通過改善服務質量來提高顧客滿意度和顧客忠誠度,從而維持與顧客長期的合作關系,成為商業(yè)銀行獲得競爭優(yōu)勢,增強競爭力的有效途徑。 本文以哈爾濱市中國工商銀行為例,在服務質量與顧客滿意度及顧客忠誠度相關理論的基礎上,對三者之間的關系進行了實證研究。旨在通過對服務質量與顧客滿意度及顧客忠誠度關系的梳理,找出服務質量中影響顧客滿意度及顧客忠誠度的因子,有針對性的提高我國商業(yè)銀行的服務質量,并以此為橋梁,有效的提高顧客滿意度和顧客忠誠度,維持現(xiàn)有顧客,發(fā)展?jié)撛陬櫩?通過提高行業(yè)競爭力來實現(xiàn)我國商業(yè)銀行的蓬勃發(fā)展。 鑒于以上目的,本文以哈爾濱市中國工商銀行辦理過業(yè)務的顧客為樣本,大量閱讀國內外相關文獻和研究成果,提出了適合我國商業(yè)銀行務服質量與顧客滿意度及顧客忠誠度的調查問卷,在預調研的基礎之上完善問卷,形成正式問卷。對務服質量與顧客滿意度及顧客忠誠度三者關系進行實證研究,針對實證分析結果,提出了改善服務質量,提高顧客滿意度和忠誠度的可行性對策建議,為我國商業(yè)銀行提供參考依據。
[Abstract]:With the progress of the society and the improvement of the people's living standard, the service industry has gradually stepped onto the historical stage and become a main industry of the modern economy. On September 26, 2012, at the executive meeting of the State Council, Premier Wen Jiabao proposed to speed up the development of the service industry. Thus, the service industry is playing a more and more important role in the national economy. As a financial service enterprise, commercial banks are faced with the double pressure from their competitors and service objects while playing an important role. In such a living environment, commercial banks must enhance their competitive advantage if they want to survive and develop steadily. Nowadays, in this customer-oriented era, customers have become the key to grasp the lifeblood of enterprises. Customers no longer pay attention to the price of products or services, but focus on the quality of service. Obviously, commercial banks can improve customer satisfaction and customer loyalty by improving service quality so as to maintain long-term cooperative relationship with customers and become an effective way for commercial banks to gain competitive advantage and enhance their competitiveness. Taking the Industrial and Commercial Bank of China in Harbin as an example, this paper makes an empirical study on the relationship between service quality, customer satisfaction and customer loyalty. Through combing the relationship between service quality, customer satisfaction and customer loyalty, the paper finds out the factors that affect customer satisfaction and customer loyalty, and improves the service quality of commercial banks in China. Effectively improve customer satisfaction and customer loyalty, maintain existing customers, develop potential customers, improve the competitiveness of the industry to achieve the vigorous development of commercial banks in China. In view of the above purpose, this article takes Harbin Industrial and Commercial Bank of China (ICBC) as a sample to read a large number of domestic and foreign related literature and research results. This paper puts forward a questionnaire which is suitable for the quality of commercial banking service, customer satisfaction and customer loyalty. Based on the pre-investigation, the questionnaire is perfected to form a formal questionnaire. This paper makes an empirical study on the relationship between service quality, customer satisfaction and customer loyalty. According to the results of empirical analysis, it puts forward feasible countermeasures and suggestions to improve service quality, customer satisfaction and loyalty. To provide reference for our commercial banks.
【學位授予單位】：東北林業(yè)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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本文編號：2084398