本文選題：客戶滿意度 + 客戶滿意度指標(biāo)體系　； 參考：《南京林業(yè)大學(xué)》2012年碩士論文

【摘要】：隨著農(nóng)村金融的不斷發(fā)展，農(nóng)村的金融機(jī)構(gòu)，尤其是農(nóng)村商業(yè)銀行面臨的競爭愈發(fā)激烈。在此背景下，客戶對銀行服務(wù)的滿意程度是銀行增強(qiáng)市場競爭力并向前發(fā)展的重要指標(biāo)。然而，農(nóng)村商業(yè)銀行的滿意度管理在我國還相對滯后，其主要體現(xiàn)為滿意度評價指標(biāo)體系不完善。因此，本文根據(jù)相關(guān)理論，結(jié)合農(nóng)村商業(yè)銀行的具體情況，重構(gòu)農(nóng)村商業(yè)銀行客戶滿意度指標(biāo)體系，具有重要的現(xiàn)實(shí)意義。 本文首先對農(nóng)村金融的現(xiàn)狀、其存在的問題以及農(nóng)村金融改革進(jìn)程中的重點(diǎn)事項做了簡單的闡釋說明。由此引出通過提高客戶滿意度進(jìn)而提升農(nóng)村商業(yè)銀行的競爭實(shí)力這一觀點(diǎn)。關(guān)于客戶滿意度，筆者首先闡釋說明了客戶滿意度的含義、影響因素、相關(guān)評估模型和國內(nèi)外的滿意度評價指數(shù)。并基于滿意度評估理論以及相關(guān)的指標(biāo)體系建立原則，從三個維度出發(fā)選取了適當(dāng)?shù)臐M意度指標(biāo)，在對選取的指標(biāo)做了充分的說明和闡釋后，建立了適合農(nóng)村商業(yè)銀行的客戶滿意度指標(biāo)體系。 在建立的農(nóng)村商業(yè)銀行的客戶滿意度指標(biāo)體系的基礎(chǔ)之上，論文進(jìn)一步提出客戶滿意度優(yōu)化的建議和方案。這些建議和方案主要從兩個視角出發(fā)。首先是從“客戶為中心”的理念出發(fā)，提出如何以該理念為核心提高客戶滿意度，其二是從“銀行操作可行性”的角度出發(fā)，著重針對銀行在有限資源的情況下，應(yīng)該選擇怎樣的策略，，才能達(dá)到提升效用最大化。 接下來，運(yùn)用之前建立的指標(biāo)體系，并對照提出的客戶滿意度優(yōu)化方案，對滁州皖東農(nóng)村商業(yè)銀行進(jìn)行案例分析。通過對該銀行基本情況的了解，并針對其具體情況，把客戶滿意度指標(biāo)體系用于對該銀行的滿意度評估之中，并且發(fā)現(xiàn)，本文之前提出的諸多滿意度提升做法，在該銀行的實(shí)際操作中都得到了有力的體現(xiàn)。 本文的寫作目的，是希望通過對客戶滿意度及其評價方法、評價模型的分析研究，結(jié)合農(nóng)村金融機(jī)構(gòu)的具體情況，建立一套適用于農(nóng)村商業(yè)銀行的客戶滿意度指標(biāo)。通過該指標(biāo)，農(nóng)村商業(yè)銀行的管理層不僅能對該銀行的服務(wù)質(zhì)量做出比較正確的判斷和評價，并且能夠通過該指標(biāo)發(fā)現(xiàn)銀行服務(wù)業(yè)務(wù)中存在的不足之處和可以進(jìn)一步改進(jìn)的空間，進(jìn)而通過提升客戶滿意度水平來進(jìn)一步加強(qiáng)自身的競爭實(shí)力。
[Abstract]:With the development of rural finance, rural financial institutions, especially rural commercial banks, are facing more and more fierce competition. In this context, customer satisfaction with banking services is an important indicator for banks to enhance market competitiveness and develop forward. However, the satisfaction management of rural commercial banks is still lagging behind in China, which is mainly reflected in the imperfect index system of satisfaction evaluation. Therefore, according to the relevant theories, combining with the specific situation of rural commercial banks, this paper reconstructs the index system of customer satisfaction of rural commercial banks, which has important practical significance. Firstly, this paper explains the current situation of rural finance, its existing problems and the key issues in the process of rural financial reform. This leads to the view that rural commercial banks' competitive strength can be improved by improving customer satisfaction. On customer satisfaction, the author first explains the meaning of customer satisfaction, influencing factors, relevant evaluation models and domestic and foreign satisfaction evaluation index. Based on the theory of satisfaction evaluation and the establishment principle of relevant index system, the appropriate satisfaction index is selected from three dimensions, and the selected index is fully explained and explained. The index system of customer satisfaction for rural commercial banks is established. On the basis of establishing the index system of customer satisfaction of rural commercial banks, the paper further puts forward the suggestions and schemes of customer satisfaction optimization. These proposals and programs are mainly from two perspectives. First of all, starting from the concept of "customer-centered", it puts forward how to improve customer satisfaction with this idea as the core, and second, from the angle of "feasibility of bank operation", it focuses on the bank in the case of limited resources. What strategies should be chosen to maximize the effectiveness of the promotion. Then, using the index system established before, and contrasting with the optimized scheme of customer satisfaction, the paper analyzes the case of Chuzhou Rural Commercial Bank in Anhui Province. Through the understanding of the basic situation of the bank, and according to its specific situation, the customer satisfaction index system is applied to the evaluation of the bank's satisfaction. In the actual operation of the bank has been a powerful embodiment. The purpose of this paper is to establish a set of customer satisfaction index suitable for rural commercial banks through the analysis and study of customer satisfaction and evaluation methods, evaluation model and the specific situation of rural financial institutions. Through this indicator, the management of rural commercial banks can not only make a more correct judgment and evaluation on the service quality of the bank, And through this index we can find out the shortcomings and the room for further improvement in banking services, and then enhance the level of customer satisfaction to further strengthen their own competitive strength.
【學(xué)位授予單位】：南京林業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.33

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