發(fā)布時(shí)間：2019-03-12 14:22

【摘要】：隨著中國金融行業(yè)競爭日趨激烈,國有商業(yè)銀行面臨著前所未有的機(jī)遇與挑戰(zhàn)。銀行間競爭的關(guān)鍵也就轉(zhuǎn)變?cè)跔帄Z日益稀缺的客戶資源上。因此,提升客戶滿意度問題已成為銀行企業(yè)間面臨的重要而又迫切的問題。銀行如何更為有效、更有利地為零售客戶服務(wù)?如何在人力資源成本有限、人員編制數(shù)量限制的條件下,處理好業(yè)務(wù)飛速發(fā)展與費(fèi)用控制、人員緊缺之間的矛盾?如何建立客戶經(jīng)理、大堂經(jīng)理、理財(cái)經(jīng)理等專職營銷隊(duì)伍,并做好柜臺(tái)人員與專職營銷人員的聯(lián)動(dòng)營銷?在系統(tǒng)性的流程無法改變的情況下,面對(duì)自身的業(yè)務(wù)經(jīng)營壓力,如何結(jié)合自身實(shí)際情況,進(jìn)行流程改造和創(chuàng)新,提高業(yè)務(wù)辦理的效率,并處理好局部創(chuàng)新和全局統(tǒng)一的問題?這些問題的處理效果對(duì)于銀行在節(jié)約成本、吸引并挽留有價(jià)值的客戶,同時(shí)增加收入、市場份額、提高員工士氣、提升客戶滿意度起著至關(guān)重要的作用。 本文以農(nóng)業(yè)銀行F分行為研究對(duì)象。首先,分析了農(nóng)業(yè)銀行F分行現(xiàn)有的影響客戶滿意度的突出問題；其次,運(yùn)用層次分析法,結(jié)合F分行現(xiàn)狀,建立農(nóng)業(yè)銀行F分行客戶滿意度評(píng)價(jià)指標(biāo)體系并進(jìn)行了實(shí)證分析；最后,針對(duì)農(nóng)業(yè)銀行F分行的問題提出了有效地提升策略。希望可以有效幫助F分行改善其存在的問題,提升其在本行業(yè)的綜合競爭能力。
[Abstract]:With the increasingly fierce competition in China's financial industry, state-owned commercial banks are facing unprecedented opportunities and challenges. The key to inter-bank competition is to compete for increasingly scarce customer resources. Therefore, improving customer satisfaction has become an important and urgent problem among banks. How can banks serve retail customers more effectively and more favourably? How to deal with the contradiction between the rapid development of business and cost control and the shortage of personnel under the condition of limited human resource cost and limited staffing establishment? How to establish account manager, lobby manager, financial manager and other full-time marketing team, and do a good job of counter personnel and full-time marketing staff linkage marketing? In the case of systemic process can not be changed, faced with their own business pressure, how to combine their own actual situation, process transformation and innovation, improve the efficiency of business management, and deal with the local innovation and global unity of the problem? These problems play an important role in saving costs, attracting and retaining valuable customers, increasing revenue, market share, improving staff morale and improving customer satisfaction. This article takes the agricultural bank F branch as the research object. Firstly, this paper analyzes the outstanding problems that affect the customer satisfaction of the F branch of Agricultural Bank of China, and then establishes the evaluation index system of the customer satisfaction of the F branch of the Agricultural Bank of China by using Analytic hierarchy process (AHP) and combining the current situation of the F branch, and carries on the empirical analysis. Finally, aiming at the problem of F branch of Agricultural Bank, this paper puts forward an effective promotion strategy. We hope it can effectively help F Branch improve its existing problems and enhance its comprehensive competitiveness in the industry.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.33;F274

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