本文選題：客戶滿意度 + 個人金融業(yè)務�。� 參考：《遼寧大學》2012年碩士論文

【摘要】：隨著我國金融市場的穩(wěn)步開放和深化改革,個人金融業(yè)務已成為各商業(yè)銀行的業(yè)務重點之一,爭奪客戶資源也成為銀行間競爭的焦點,而客戶對銀行提供的金融服務滿意與否又是銀行能否成功占有客戶資源的關鍵。廣發(fā)銀行沈陽分行正在全力推動個人金融業(yè)務的發(fā)展,并把不斷提高客戶滿意度水平作為個人金融業(yè)務成功的關鍵,但仍面臨諸如產(chǎn)品過度推薦、信用卡陷阱、違約亂收費等客戶不滿意的問題。為了解決廣發(fā)銀行沈陽分行在發(fā)展個人金融業(yè)務過程中面臨的問題,本文對該行個人金融業(yè)務的客戶滿意度進行研究,旨在發(fā)現(xiàn)存在的主要問題,分析問題產(chǎn)生的原因,并提出合理的行動策略。 文章首先借鑒客戶滿意度的基礎理論和現(xiàn)有研究成果,梳理和歸納了金融產(chǎn)品質量、服務設施、服務人員和服務響應等四個方面的影響銀行客戶滿意度的因素,初步構建了包括19個指標在內(nèi)的客戶滿意度評價指標體系。在此基礎上,通過設計問卷調查獲得該行客戶對各指標滿意度和重要度看法的原始數(shù)據(jù)。隨后運用因子分析法對原始數(shù)據(jù)進行統(tǒng)計處理,確定了金融產(chǎn)品、員工素質、服務表現(xiàn)、服務設施和投訴處理5個公因子作為二級指標,并從最初的19個評價指標中篩選出15個指標作為三級指標,構建了該行客戶滿意度的最終評價指標體系。 在該行客戶滿意度的評價中使用加權算數(shù)平均法,計算各評價指標的滿意度和重要度的分值,發(fā)現(xiàn)客戶對該行的員工素質、服務表現(xiàn)、金融產(chǎn)品和投訴處理等二級指標及其所屬的一個或多個三級指標存在不滿意。深入剖析產(chǎn)生這些問題的直接原因發(fā)現(xiàn),客戶產(chǎn)生不滿的深層癥結包括與總行有關的產(chǎn)品設計不足、銀行政策限制、投訴處理機制不完善等,也有與該分行自身有關的服務意識比較薄弱以及培訓缺陷導致的員工理解溝通能力的不足等。進一步運用重要度-滿意度矩陣分析顯示,金融產(chǎn)品和投訴處理的重要程度高而滿意程度低,是該行客戶滿意度的主要薄弱環(huán)節(jié),需要對此重點修補改進；同時員工理解溝通能力較低與金融產(chǎn)品和投訴處理滿意度低有關,也應是該行關注的重點。在此基礎上,本文提出了該行應該加強客戶分析、提高員工的理解溝通能力和完善前臺投訴管理等應對措施。
[Abstract]:With the steady opening and deepening reform of our financial market, personal financial business has become one of the key business points of commercial banks, and the competition for customer resources has also become the focus of competition among banks. Whether the customer is satisfied with the financial service provided by the bank is the key to whether the bank can successfully occupy the customer resources. The Shenyang Branch of Guangdong Development Bank is making every effort to promote the development of personal financial business, and has made continuous improvement of customer satisfaction as the key to the success of personal financial business. However, it still faces such problems as over-recommendation of products and credit card trap. Breach of contract charges and other customer dissatisfaction. In order to solve the problems in the development of personal financial business, this paper studies the customer satisfaction of the bank's personal financial business, in order to find out the main problems and analyze the causes of the problems. And put forward reasonable action strategy. This paper first draws lessons from the basic theory of customer satisfaction and the existing research results, combs and summarizes the four factors that affect the customer satisfaction of banks, such as the quality of financial products, service facilities, service personnel and service response. The evaluation index system of customer satisfaction including 19 indexes is preliminarily constructed. On this basis, the original data of customer satisfaction and importance of each index were obtained by designing questionnaire. Then we use factor analysis method to deal with the original data, and determine the financial products, staff quality, service performance, service facilities and complaint processing as the second level indicators. From the first 19 evaluation indexes, 15 indexes were selected as third-level indexes, and the final evaluation index system of customer satisfaction of the bank was constructed. In the evaluation of the bank's customer satisfaction, the weighted arithmetic average method is used to calculate the scores of the satisfaction degree and the importance degree of each evaluation index, and it is found that the customer's quality to the staff and service performance of the bank, Financial products and complaints processing and other secondary indicators and their subordinate one or more third-level indicators are unsatisfactory. Through in-depth analysis of the direct causes of these problems, we find that the deep crux of customer dissatisfaction includes inadequate product design related to the head office, restrictions on bank policies, imperfect complaint handling mechanisms, and so on. There is also a weak sense of service related to the branch itself, as well as a lack of understanding and communication among staff as a result of a lack of training. Further application of the importance-satisfaction matrix analysis shows that the financial products and complaints processing is the main weak link of customer satisfaction because of the high importance and low satisfaction degree of financial products and complaint processing, which need to be repaired and improved. At the same time, employees understand that poor communication skills are related to low satisfaction with financial products and complaint handling, which should also be the focus of the bank's attention. On this basis, this paper proposes that the bank should strengthen customer analysis, improve the staff's ability to understand and communicate, and improve the front desk complaint management and other countermeasures.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F832.33

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