【摘要】：隨著經(jīng)濟(jì)全球化、金融自由化及國(guó)家對(duì)我國(guó)金融市場(chǎng)準(zhǔn)入條件的逐步放寬,大 量的外資銀行、股份制商業(yè)銀行、投資銀行、金融控股公司等新生力量不斷進(jìn)入和開發(fā)我國(guó)金融市場(chǎng),日趨激烈的市場(chǎng)競(jìng)爭(zhēng)使得各銀行面臨巨大的生存壓力。在這樣的市場(chǎng)背景下,越來越多的銀行已經(jīng)意識(shí)到客戶滿意的重要性,只有不斷滿足客戶的金融需求,獲得更多更優(yōu)質(zhì)的客戶資源,才能在激烈的競(jìng)爭(zhēng)中得到持續(xù)的發(fā)展�；诖�,本文將質(zhì)量功能展開(QFD)方法引入到銀行客戶滿意度研究中,綜合運(yùn)用經(jīng)濟(jì)學(xué)、管理學(xué)、系統(tǒng)理論等多門學(xué)科的理論知識(shí)和科學(xué)方法,采取理論分析與實(shí)證研究相結(jié)合的方式,從客戶滿意度的測(cè)評(píng)和服務(wù)質(zhì)量的改進(jìn)兩個(gè)方面對(duì)銀行客戶滿意度進(jìn)行研究。 本文首先從客戶滿意度、QFD方法及現(xiàn)有對(duì)銀行客戶滿意度的研究等幾個(gè)方面進(jìn)行了文獻(xiàn)研究,在此基礎(chǔ)上,提出將QFD方法與銀行客戶滿意度相結(jié)合的研究思路。以改進(jìn)的SERVQUAL模型為基礎(chǔ),通過對(duì)客戶的小樣本試訪問,確定反映銀行客戶需求、影響客戶滿意度的指標(biāo)體系,利用二階段的客戶滿意度QFD測(cè)評(píng)模型,得到銀行客戶滿意度指數(shù)和各指標(biāo)的重要度；銀行客戶滿意度研究的目的并不僅局限在對(duì)滿意度指數(shù)的測(cè)評(píng)上,更重要的是要通過對(duì)滿意度的分析,找出服務(wù)中的不足,不斷加以改進(jìn),提升客戶滿意度,因此,本文又借助QFD方法,構(gòu)建銀行客戶需求與銀行內(nèi)部技術(shù)措施之間的質(zhì)量屋,將客戶需求轉(zhuǎn)化為銀行內(nèi)部技術(shù)措施,為銀行今后工作的改進(jìn)提供方向性指導(dǎo)。 最后本文設(shè)計(jì)了有關(guān)銀行客戶滿意度及重要性的調(diào)查問卷,以具體銀行的零售業(yè)務(wù)客戶為調(diào)查對(duì)象,進(jìn)行實(shí)證研究,計(jì)算得到該銀行的客戶滿意度指數(shù),并結(jié)合該銀行客戶需求與其內(nèi)部技術(shù)措施之間的質(zhì)量屋模型,分析了實(shí)現(xiàn)客戶需求、提高客戶滿意度的銀行內(nèi)部技術(shù)措施,研究了其實(shí)施的重要程度并進(jìn)行排序,為銀行管理人員改善服務(wù)質(zhì)量、提高客戶滿意度提供依據(jù)。
[Abstract]:With economic globalization, financial liberalization and the country's gradual relaxation of the conditions for financial market access in China, a large number of foreign banks, joint-stock commercial banks, investment banks, New forces, such as financial holding companies, are constantly entering and developing financial markets in China. The increasingly fierce market competition makes banks face enormous survival pressure. In such a market background, more and more banks have realized the importance of customer satisfaction. Only by constantly meeting the financial needs of customers and obtaining more and more high-quality customer resources, can they continue to develop in the fierce competition. Based on this, this paper introduces the quality function expansion (qfd) method into the study of customer satisfaction of banks, and synthetically applies the theoretical knowledge and scientific methods of economics, management, system theory and so on. By combining theoretical analysis with empirical research, this paper studies the customer satisfaction of banks from the aspects of customer satisfaction evaluation and service quality improvement. In this paper, first of all, from the customer satisfaction / qfd method and the existing research on bank customer satisfaction and other aspects of literature research, on the basis of this, put forward the combination of qfd method and bank customer satisfaction research ideas. Based on the improved SERVQUAL model, the index system which reflects the bank customer's demand and affects customer satisfaction is determined through a small sample interview, and the two-stage customer satisfaction qfd evaluation model is used. Get the bank customer satisfaction index and the importance of each index; the purpose of the bank customer satisfaction research is not limited to the evaluation of the satisfaction index, more important is to find out the shortcomings of the service through the analysis of the satisfaction. Therefore, with the help of qfd method, this paper constructs a quality house between bank customer demand and bank internal technical measures to transform customer demand into bank internal technical measures. To provide directional guidance for the bank to improve its future work. Finally, this paper designs a questionnaire about the customer satisfaction and importance of the bank, taking the retail business customers of a specific bank as the survey object, carries on the empirical research, calculates the customer satisfaction index of the bank, and gets the customer satisfaction index of the bank. Combined with the quality house model between the customer demand of the bank and its internal technical measures, the paper analyzes the internal technical measures to achieve customer demand and improve customer satisfaction, and studies the importance of its implementation and ranking. Provide basis for bank management to improve service quality and customer satisfaction.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.33

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 王雅男;鞍山銀行個(gè)人客戶服務(wù)滿意度調(diào)查分析[D];遼寧科技大學(xué);2016年

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本文編號(hào)：2126915