本文選題：銀行零售 + 顧客體驗(yàn)　； 參考：《山東大學(xué)》2012年碩士論文

【摘要】：隨著我國金融市場的開放和傳統(tǒng)業(yè)務(wù)的同質(zhì)化競爭,零售業(yè)務(wù)逐漸成為商業(yè)銀行的發(fā)展方向和競爭領(lǐng)域。從全球銀行業(yè)發(fā)展來看,銀行零售業(yè)務(wù)已經(jīng)進(jìn)入了“顧客體驗(yàn)”階段。我國商業(yè)銀行已經(jīng)意識(shí)到提升顧客體驗(yàn)不僅能緊跟世界銀行業(yè)的發(fā)展步伐,還能在國內(nèi)的市場競爭中保持優(yōu)勢,因?yàn)榻鹑诋a(chǎn)品雖會(huì)被很快復(fù)制,但不同銀行給顧客帶來的服務(wù)體驗(yàn)卻很難被模仿,這就成為了銀行獲得顧客的關(guān)鍵。 然而,學(xué)術(shù)界對銀行零售業(yè)務(wù)的研究開始是集中論證發(fā)展銀行零售業(yè)務(wù)對我國商業(yè)銀行的重要意義,近幾年則集中于對我國商業(yè)銀行零售銀行發(fā)展的戰(zhàn)略研討上。也就是說,學(xué)術(shù)界的研究大都聚焦在宏觀意義上,很少有人對其具體發(fā)展進(jìn)行研究。鑒于此,本文以顧客體驗(yàn)為主線,對我國商業(yè)銀行提升零售業(yè)務(wù)服務(wù)水平進(jìn)行一次有益的探索。 本文首先通過研究國內(nèi)外文獻(xiàn)資料,系統(tǒng)梳理顧客體驗(yàn)的內(nèi)涵和代表學(xué)說,詳細(xì)揭示其與顧客滿意的關(guān)系,并從顧客、企業(yè)和其他因素三個(gè)角度研究了其影響因素。隨后,結(jié)合銀行零售業(yè)務(wù)的特點(diǎn),詳細(xì)界定了銀行零售業(yè)務(wù)的顧客范疇,闡述了銀行顧客體驗(yàn)的內(nèi)涵和影響因素。接著,依據(jù)相關(guān)理論構(gòu)建理論模型并提出研究假設(shè)。通過實(shí)地調(diào)研收集數(shù)據(jù),利用結(jié)構(gòu)方程AMOS6.0驗(yàn)證銀行各因素和交通因素對顧客體驗(yàn)的影響關(guān)系,利用SPSS16.0統(tǒng)計(jì)軟件研究顧客因素對顧客體驗(yàn)的影響。最終的分析結(jié)果驗(yàn)證了本文概念模型和理論假設(shè)成立。在文章的結(jié)尾,結(jié)合分析結(jié)果對商業(yè)銀行提升顧客體驗(yàn)提出了務(wù)實(shí)性建議。 通過數(shù)據(jù)分析得知,顧客自身、銀行因素和其他因素都對顧客體驗(yàn)產(chǎn)生顯著性影響。不同的顧客因?yàn)槠渥陨硇闹菭顟B(tài)的不同,對體驗(yàn)產(chǎn)生的影響也存在差異。銀行的金融產(chǎn)品、服務(wù)環(huán)境、服務(wù)人員和品牌傳播都會(huì)對顧客體驗(yàn)產(chǎn)生顯著性影響,其中,服務(wù)員工的影響程度最大,其次為服務(wù)產(chǎn)品、服務(wù)環(huán)境和品牌傳播。銀行四因素之間又相互依賴,相互影響,構(gòu)成銀行服務(wù)的整體。本文的創(chuàng)新之處在于,基于大多數(shù)學(xué)者對顧客體驗(yàn)的共識(shí),從顧客體驗(yàn)互動(dòng)雙方的角度對影響因素進(jìn)行系統(tǒng)梳理,并以銀行零售業(yè)務(wù)為例,進(jìn)行理論模型的驗(yàn)證分析,探討影響因素之間的相互關(guān)系,不僅充實(shí)了學(xué)術(shù)界對銀行顧客體驗(yàn)的研究,而且為提升銀行業(yè)服務(wù)水平提供了新的思路和方向。
[Abstract]:With the opening of financial market and the homogeneous competition of traditional business, retail business has gradually become the development direction and competition field of commercial banks. From the perspective of global banking development, banking retail business has entered the "customer experience" phase. Chinese commercial banks have realized that enhancing the customer experience can not only keep pace with the development of the world banking industry, but also maintain an advantage in the domestic market competition, because financial products will be copied quickly. However, the service experience brought by different banks to customers is difficult to imitate, which becomes the key for banks to get customers. However, the academic research on the banking retail business begins with a focus on the importance of developing the banking retail business to the commercial banks in China, and in recent years on the strategic research on the development of our country's commercial banks retail banks. In other words, most of the academic studies focus on the macro-sense, few people study its specific development. In view of this, this article takes the customer experience as the main line, carries on a beneficial exploration to our country commercial bank to enhance the retail service level. Firstly, this paper systematically combs the connotation and representative theory of customer experience through the research of domestic and foreign literature, and reveals the relationship between customer satisfaction and customer satisfaction in detail, and studies its influencing factors from three angles of customer, enterprise and other factors. Then, combined with the characteristics of banking retail business, the paper defines the customer category of bank retail business in detail, and expounds the connotation and influencing factors of bank customer experience. Then, the theoretical model is constructed according to the relevant theory and the research hypothesis is put forward. Through the field investigation and collection of data, the structural equation AMOS6.0 is used to verify the relationship between bank factors and traffic factors on customer experience, and the SPSS16.0 statistical software is used to study the influence of customer factors on customer experience. The final analysis results verify the conceptual model and theoretical hypothesis. At the end of the article, combining the results of the analysis, some practical suggestions are put forward to improve the customer experience of commercial banks. Through the data analysis, we know that the customer itself, bank factors and other factors have a significant impact on customer experience. Different customers have different effects on experience because of their different mental states. Bank financial products, service environment, service personnel and brand communication will have a significant impact on customer experience, among which, service employees have the greatest impact, followed by service products, service environment and brand communication. The four factors of banking depend on each other and influence each other, forming the whole of banking service. The innovation of this paper is that, based on the consensus of most scholars on customer experience, this paper systematically combs the influencing factors from the perspective of customer experience interaction, and takes the retail business of banks as an example to verify and analyze the theoretical model. The discussion of the relationship between the influencing factors not only enriches the academic research on the bank customer experience, but also provides a new way of thinking and direction for improving the banking service level.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F832.2;F224

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 郭紅麗;客戶體驗(yàn)管理的理論與方法研究[D];同濟(jì)大學(xué);2006年

相關(guān)碩士學(xué)位論文 前1條

1 田鎖林;基于顧客體驗(yàn)的商業(yè)銀行營業(yè)廳現(xiàn)場管理研究[D];吉林大學(xué);2013年

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本文編號(hào)：1804580