本文選題：CRM + 個(gè)人網(wǎng)上銀行��； 參考：《燕山大學(xué)》2012年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)經(jīng)濟(jì)的快速發(fā)展，網(wǎng)上銀行作為金融業(yè)和電子商務(wù)相結(jié)合的產(chǎn)物，伴隨著中國(guó)銀行業(yè)的對(duì)外開(kāi)放，，逐漸成為國(guó)內(nèi)外銀行業(yè)發(fā)展的競(jìng)爭(zhēng)利器。發(fā)展網(wǎng)上銀行是銀行業(yè)長(zhǎng)期發(fā)展、贏得競(jìng)爭(zhēng)優(yōu)勢(shì)的重要戰(zhàn)略。尚處于初級(jí)發(fā)展階段的個(gè)人網(wǎng)上銀行，已經(jīng)具備一定的客戶基礎(chǔ)，需要進(jìn)一步考慮如何通過(guò)提高客戶忠誠(chéng)度留住客戶來(lái)獲得競(jìng)爭(zhēng)優(yōu)勢(shì)。客戶關(guān)系管理是一種“以客戶為中心”的理論，其核心正是提高客戶忠誠(chéng)度。因此，以客戶關(guān)系管理理論為基礎(chǔ)來(lái)研究客戶忠誠(chéng)度對(duì)個(gè)人網(wǎng)上銀行的發(fā)展具有重要意義。本文的研究目的是從CRM視角來(lái)分析個(gè)人網(wǎng)上銀行客戶忠誠(chéng)度的影響因素，構(gòu)建相關(guān)理論研究模型，并采用調(diào)查問(wèn)卷的形式對(duì)其進(jìn)行實(shí)證分析，為個(gè)人網(wǎng)上銀行贏得客戶忠誠(chéng)度提供可行性建議。 首先，介紹研究背景和意義、國(guó)內(nèi)外研究現(xiàn)狀、研究?jī)?nèi)容和研究方法，闡述了客戶關(guān)系管理、網(wǎng)上銀行、客戶忠誠(chéng)度、結(jié)構(gòu)方程模型的相關(guān)理論，為下文的研究奠定理論基礎(chǔ)。 其次，從CRM視角出發(fā)，提出影響個(gè)人網(wǎng)上銀行客戶忠誠(chéng)度的因素為：客戶滿意度、轉(zhuǎn)換成本、服務(wù)質(zhì)量和關(guān)系利益，通過(guò)分析各影響因素提出相應(yīng)研究假設(shè)，構(gòu)建本文的理論研究模型。 再次，采用問(wèn)卷調(diào)查的方法，運(yùn)用SPSS16.0對(duì)收集到的數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析、信度和效度分析，運(yùn)用結(jié)構(gòu)方程模型進(jìn)行模型驗(yàn)證，并將最終分析結(jié)果進(jìn)行匯總分析，得出四個(gè)影響因素都對(duì)客戶忠誠(chéng)度有影響作用。 最后，根據(jù)實(shí)證分析結(jié)果，基于客戶關(guān)系管理角度，我們從提供信息技術(shù)支持、轉(zhuǎn)變經(jīng)營(yíng)理念、實(shí)行客戶差異化管理、創(chuàng)新產(chǎn)品和服務(wù)和人力資源建設(shè)五方面提出解決策略。
[Abstract]:With the rapid development of Internet economy, as a result of the combination of financial industry and electronic commerce, Internet banking has gradually become a competitive weapon for the development of domestic and foreign banks with the opening to the outside world of the Chinese banking industry. The development of online banking is an important strategy for the long-term development of the banking industry and winning the competitive advantage. Personal online banking, which is still in the primary stage of development, already has a certain customer base, and needs to consider how to improve customer loyalty to retain customers to obtain competitive advantage. Customer relationship management (CRM) is a kind of customer-centered theory, whose core is to improve customer loyalty. Therefore, based on the theory of customer relationship management, it is of great significance to study customer loyalty for the development of personal online banking. The purpose of this paper is to analyze the influencing factors of customer loyalty in personal online banking from the perspective of CRM, to construct the relevant theoretical research model, and to make an empirical analysis of the customer loyalty in the form of questionnaire. Provide feasible advice for personal online banking to win customer loyalty. First of all, it introduces the background and significance of the research, the current research situation at home and abroad, the research contents and research methods, and expounds the relevant theories of customer relationship management, online banking, customer loyalty and structural equation model, which will lay a theoretical foundation for the following research. Secondly, from the perspective of CRM, the factors influencing customer loyalty of personal online banking are put forward: customer satisfaction, conversion cost, service quality and relationship benefits. The theoretical model of this paper is constructed. Thirdly, using the method of questionnaire, using SPSS 16.0 to analyze the collected data, reliability and validity analysis, using the structural equation model to verify the model, and the final analysis results are summarized and analyzed. Four factors all have an effect on customer loyalty. Finally, according to the empirical analysis results, based on the customer relationship management perspective, we put forward solutions from five aspects: providing information technology support, changing business philosophy, implementing customer differentiation management, innovating products and services and building human resources.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.2;F274;F224

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 徐曉雪;基于合作伙伴選擇的品牌聯(lián)合效應(yīng)影響因素研究[D];燕山大學(xué);2013年

2 艾娜;金融企業(yè)微博營(yíng)銷對(duì)個(gè)人客戶忠誠(chéng)度影響的研究[D];華中農(nóng)業(yè)大學(xué);2013年

本文編號(hào)：2108095