【摘要】：近年來我國經(jīng)濟(jì)迅猛發(fā)展，居民總體收入水平和平均每戶金融資產(chǎn)隨之上升，同時，隨著居民消費觀念的轉(zhuǎn)變，居民的個人理財意識不斷增強；同時由于金融開放、市場業(yè)務(wù)多元化，特別是商業(yè)銀行間的競爭激發(fā)了國內(nèi)市場出現(xiàn)大量的個人理財產(chǎn)品，銀行間個人理財業(yè)務(wù)日益激烈的競爭表明：在我國銀行普遍盈利率基本沒有差異的情況下，高質(zhì)量服務(wù)和忠誠的顧客是銀行生存和發(fā)展的最核心資源。顧客在獲得高質(zhì)量和忠誠顧客的前提下才會產(chǎn)生顧客滿意感，而同時顧客只有在感覺滿意的情況下才會產(chǎn)生顧客忠誠，這樣才能吸引更多高質(zhì)量的顧客。 本文基于我國上市銀行的個人理財業(yè)務(wù)發(fā)展情況，從服務(wù)質(zhì)量角度出發(fā)，通過回顧文獻(xiàn)、研究設(shè)計、派發(fā)問卷、數(shù)據(jù)分析來對我國上市銀行的個人理財業(yè)務(wù)的服務(wù)質(zhì)量、顧客滿意度、顧客忠誠度之間關(guān)系進(jìn)行實證分析。選取了我國上市銀行中的兩家國有銀行與四家股份制銀行作為研究對象。主要通過五個大的假設(shè)來進(jìn)行問卷設(shè)計，通過SPSS17.0對數(shù)據(jù)進(jìn)行分析。數(shù)據(jù)分別通過信度分析、效度分析，依次對服務(wù)質(zhì)量及其各維度與顧客滿意度、顧客忠誠度之間的關(guān)系進(jìn)行相關(guān)性分析、回歸分析，文章接著對人口統(tǒng)計方差變量進(jìn)行方差分析。最后也對比了六家銀行的相關(guān)系數(shù)做詳細(xì)的分析比較。得出結(jié)論，并驗證假設(shè)檢驗。文章的最后，作者針對分析結(jié)果，分別從服務(wù)質(zhì)量的各個維度對顧客滿意度與顧客忠誠度的相關(guān)性大小，對我國個人理財業(yè)務(wù)現(xiàn)階段服務(wù)質(zhì)量，針對性的從營銷角度提出作者自己的建議。
[Abstract]:In recent years, with the rapid economic development of our country, the total income level and the average financial assets per household of the residents have been rising. At the same time, with the change of the residents' consumption concept, the residents' awareness of personal financial management has been strengthened, and at the same time, due to the opening of the financial sector, The diversification of market business, especially the competition among commercial banks, has stimulated the emergence of a large number of personal financial products in the domestic market. The increasingly fierce competition between banks shows that, under the condition that there is no difference in the general profit rates of Chinese banks, high quality service and loyal customers are the core resources for the survival and development of banks. In order to attract more and more high quality customers, the customer will have a sense of satisfaction under the premise of obtaining high quality and loyal customers, and at the same time, customers will only produce customer loyalty when they feel satisfied. Based on the development of personal finance business of listed banks in China, this paper, from the point of view of service quality, reviews the literature, designs, distributes questionnaires, and analyses data to analyze the service quality of personal finance business of listed banks in China. The relationship between customer satisfaction and customer loyalty is analyzed empirically. Two state-owned banks and four joint-stock banks are selected as the research object. The questionnaire is designed by five hypotheses, and the data are analyzed by SPSS17.0. Through reliability analysis, validity analysis, the relationship between quality of service and its dimensions and customer satisfaction, customer loyalty, regression analysis, regression analysis, The article then carries on the variance analysis to the population statistical variance variable. Finally, the correlation coefficient of six banks is compared in detail. Draw conclusions and verify hypothesis tests. Finally, according to the analysis results, the author analyzes the relationship between customer satisfaction and customer loyalty from each dimension of service quality, as well as the current service quality of personal finance business in China. Put forward the author's own suggestion from the marketing angle.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.2

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