本文選題：銀行零售業(yè)務(wù)　切入點(diǎn)：服務(wù)質(zhì)量　出處：《上海外國語大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國銀行業(yè)改革步伐的加快，零售銀行業(yè)務(wù)已成為各大商業(yè)銀行關(guān)注的焦點(diǎn)，，競爭日趨激烈，提供高質(zhì)量的服務(wù)已成為該業(yè)務(wù)領(lǐng)域取得競爭優(yōu)勢的主要手段。銀行零售業(yè)務(wù)服務(wù)質(zhì)量的提升以對(duì)服務(wù)質(zhì)量的客觀、準(zhǔn)確評(píng)價(jià)為前提，因此構(gòu)建一個(gè)科學(xué)的、適用于我國內(nèi)資商業(yè)銀行零售業(yè)務(wù)的服務(wù)質(zhì)量評(píng)價(jià)指標(biāo)體系具有較強(qiáng)的現(xiàn)實(shí)意義。 本文在深入了解國外服務(wù)質(zhì)量經(jīng)典測評(píng)方法SERVQUAL模型的基礎(chǔ)上，結(jié)合我國商業(yè)銀行零售業(yè)務(wù)的實(shí)際，開發(fā)出一套基于改進(jìn)的SERVQUAL模型的商業(yè)銀行零售業(yè)務(wù)服務(wù)質(zhì)量評(píng)價(jià)指標(biāo)體系，并在此基礎(chǔ)上得出商業(yè)銀行零售業(yè)務(wù)服務(wù)質(zhì)量評(píng)價(jià)量表。統(tǒng)計(jì)檢驗(yàn)分析的結(jié)果顯示，該量表具有較高的可靠性和有效性，對(duì)我國內(nèi)資商業(yè)銀行零售業(yè)務(wù)服務(wù)質(zhì)量的評(píng)價(jià)和管理工作具有一定的指導(dǎo)意義，有助于銀行了解客戶需求，提高服務(wù)質(zhì)量。 此外，本文采用單一指標(biāo)的統(tǒng)計(jì)分析、相關(guān)性分析、因子分析、策略矩陣分析等方法對(duì)該評(píng)價(jià)指標(biāo)體系的應(yīng)用進(jìn)行了實(shí)證分析，確定了評(píng)價(jià)量表中各服務(wù)質(zhì)量屬性因子和指標(biāo)項(xiàng)目的相對(duì)權(quán)重，提出了服務(wù)質(zhì)量評(píng)價(jià)分值的計(jì)算方法，進(jìn)而幫助我國內(nèi)資商業(yè)銀行直觀了解其零售業(yè)務(wù)服務(wù)質(zhì)量狀況及其在該業(yè)務(wù)領(lǐng)域服務(wù)質(zhì)量的優(yōu)勢與劣勢，為其制定服務(wù)營銷戰(zhàn)略提供了較為科學(xué)的決策依據(jù)。
[Abstract]:With the accelerated pace of banking reform in China, retail banking business has become the focus of attention of major commercial banks, and the competition is becoming increasingly fierce. Providing high quality service has become the main means to obtain competitive advantage in this business field. The promotion of service quality in retail business of banks is based on the objective and accurate evaluation of service quality. It is of great practical significance to evaluate the service quality of domestic commercial banks in China. On the basis of deeply understanding the SERVQUAL model of foreign classical service quality evaluation method, combining with the reality of retail business of commercial bank in China, this paper develops a set of evaluation index system of service quality of retail business of commercial bank based on improved SERVQUAL model. On the basis of this, the evaluation scale of retail service quality of commercial banks is obtained. The results of statistical test and analysis show that the scale has high reliability and effectiveness. It has certain guiding significance for the evaluation and management of retail service quality of domestic commercial banks, which is helpful for banks to understand customer demand and improve service quality. In addition, this paper uses single index statistical analysis, correlation analysis, factor analysis, strategy matrix analysis and other methods to analyze the application of the evaluation index system. The relative weight of each quality of service attribute factor and index item in the evaluation scale is determined, and the calculation method of service quality evaluation score is put forward. Furthermore, it can help domestic commercial banks to understand the service quality of retail business and its advantages and disadvantages in the field of retail business. It provides a scientific basis for the establishment of service marketing strategy.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.2;F224

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