發(fā)布時(shí)間：2018-03-24 03:03

  本文選題：信用卡業(yè)務(wù)　切入點(diǎn)：客戶滿意度　出處：《西南政法大學(xué)》2012年碩士論文

【摘要】：隨著金融市場(chǎng)的不斷發(fā)展，信用卡業(yè)務(wù)逐漸成為我國(guó)銀行業(yè)發(fā)展的新寵，受到越來(lái)越多的關(guān)注。而客戶作為銀行的第一資產(chǎn)和利潤(rùn)來(lái)源，在發(fā)展信用卡面前有著舉足輕重的作用。在高度競(jìng)爭(zhēng)的銀行業(yè)中，，尤其是在產(chǎn)品同質(zhì)化現(xiàn)象嚴(yán)重的信用卡業(yè)務(wù)方面，如何留住客戶是目前各銀行都難以妥善解決的突出問(wèn)題。然而留住顧客是銀行經(jīng)過(guò)長(zhǎng)期積累后獲得客戶滿意的結(jié)果，客戶滿意度的提升對(duì)于留住和吸引顧客有著不可替代的作用。目前理論界對(duì)于銀行的客戶滿意度研究大多集中在整體業(yè)務(wù)或零售業(yè)務(wù)上，而對(duì)于信用卡業(yè)務(wù)的客戶滿意度研究還比較缺乏。 本文以信用卡業(yè)務(wù)為切入點(diǎn)，從對(duì)客戶滿意度影響因素中最重要的服務(wù)屬性這一視角出發(fā)進(jìn)行研究。文章通過(guò)對(duì)客戶滿意度相關(guān)理論的綜述，并針對(duì)信用卡的業(yè)務(wù)特征，采取與相關(guān)管理人員及客戶訪談和設(shè)計(jì)問(wèn)卷等形式對(duì)影響信用卡業(yè)務(wù)客戶滿意度的關(guān)鍵性指標(biāo)進(jìn)行了分類和甄別，在此基礎(chǔ)上重點(diǎn)研究和設(shè)計(jì)了信用卡客戶滿意度的測(cè)量維度和量表體系。并以農(nóng)業(yè)銀行重慶市分行信用卡業(yè)務(wù)的調(diào)查數(shù)據(jù)為樣本對(duì)這些維度進(jìn)行實(shí)證檢驗(yàn)，最后識(shí)別出經(jīng)過(guò)重要性排序的關(guān)鍵影響因素。但本文的目的不僅僅是找到關(guān)鍵因素的重要性排序，更重要的是向銀行提供改進(jìn)決策的優(yōu)選方案，找到實(shí)施工作中的重點(diǎn)。 因此，本文通過(guò)對(duì)數(shù)據(jù)進(jìn)行信度、效度以及因子分析檢驗(yàn)剔除了非關(guān)鍵性因素后，發(fā)現(xiàn)服務(wù)品牌和形象、服務(wù)人員的表現(xiàn)、產(chǎn)品創(chuàng)新能力、價(jià)格水平、便捷性、安全性是影響信用卡客戶滿意度的關(guān)鍵驅(qū)動(dòng)性因素。另外，通過(guò)多元線性回歸檢驗(yàn)，對(duì)關(guān)鍵性因素進(jìn)行了重要性排序。發(fā)現(xiàn)對(duì)信用卡客戶滿意度影響最大的是服務(wù)品牌和形象，其次才是服務(wù)人員表現(xiàn)和產(chǎn)品創(chuàng)新能力。其中服務(wù)品牌與形象方面，考慮了口碑形象、服務(wù)形象；服務(wù)人員表現(xiàn)方面，考慮了服務(wù)態(tài)度、業(yè)務(wù)技能和知識(shí)、業(yè)務(wù)辦理等候時(shí)間；在產(chǎn)品創(chuàng)新能力方面，考慮了產(chǎn)品功能多樣化、新業(yè)務(wù)適應(yīng)市場(chǎng)需求、卡片主題、功能特色及樣式。文章最后通過(guò)分析重要性——滿意度差距圖，發(fā)現(xiàn)目前農(nóng)業(yè)銀行重慶市分行應(yīng)該集中資源優(yōu)先改進(jìn)信用卡滿意度方面的問(wèn)題，并對(duì)這些方面的客戶滿意度提升提出了建設(shè)性意見，這對(duì)其他銀行信用卡業(yè)務(wù)的客戶滿意度提升有一定的借鑒意義。
[Abstract]:With the continuous development of the financial market, credit card business has gradually become the new favorite of the development of China's banking industry, and more and more attention has been paid to the customer as the first asset and profit source of the bank. It plays an important role in the development of credit card. In the highly competitive banking industry, especially in the credit card business where product homogeneity is serious, How to retain customers is an outstanding problem which is difficult to solve properly by banks. However, customer retention is the result of customer satisfaction obtained by banks after a long period of accumulation. The improvement of customer satisfaction plays an irreplaceable role in retaining and attracting customers. But for the credit card business customer satisfaction research is still relatively lack. In this paper, credit card business as the breakthrough point, from the perspective of the most important service attributes of customer satisfaction, this paper summarizes the relevant theories of customer satisfaction, and aims at the business characteristics of credit card. This paper classifies and discriminates the key indicators that affect the customer satisfaction of credit card business by interviewing relevant managers and customers and designing questionnaires. On this basis, the measurement dimension and scale system of credit card customer satisfaction are studied and designed, and the empirical test of these dimensions is made based on the survey data of credit card business in Chongqing Branch of Agricultural Bank of China. Finally, the key factors of importance ranking are identified, but the purpose of this paper is not only to find the importance ranking of the key factors, but also to provide the banks with the best choice scheme to improve the decision, and to find out the key points in the implementation. Therefore, after eliminating the non-critical factors through the reliability, validity and factor analysis of the data, this paper finds out the service brand and image, the performance of service personnel, product innovation ability, price level, convenience, etc. Security is the key driving factor of credit card customer satisfaction. In addition, through multiple linear regression test, the importance of key factors is ranked. It is found that service brand and image are the most important factors affecting credit card customer satisfaction. Secondly, the performance of service personnel and the ability of product innovation. In terms of service brand and image, the word-of-mouth image, service image, service personnel performance, service attitude, business skills and knowledge, waiting time for business management are considered. In the aspect of product innovation ability, we consider product function diversification, new business adapting to market demand, card theme, function characteristic and style. It is found that the Chongqing Branch of Agricultural Bank should concentrate its resources on the improvement of credit card satisfaction, and put forward some constructive suggestions on the improvement of customer satisfaction in these aspects. This to other bank credit card business customer satisfaction promotion has certain reference significance.
【學(xué)位授予單位】：西南政法大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F832.2

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