【摘要】：隨著金融體制的改革和金融全球化的快速推進,我國商業(yè)銀行業(yè)面臨前所未有的競爭壓力。金融體制改革、利率市場化、互聯(lián)網(wǎng)技術發(fā)展,使得包含互聯(lián)網(wǎng)公司在內(nèi)的一大批影子銀行陸續(xù)開展銀行業(yè)務,行使準銀行職能；金融全球化步伐加快,多家擁有國際競爭力的外資銀行進入國內(nèi)零售銀行領域。競爭加劇倒逼著國內(nèi)商業(yè)銀行必須開展服務創(chuàng)新。但是,縱觀國內(nèi)銀行業(yè)的服務創(chuàng)新手段,仍以模仿創(chuàng)新為主,很難走在行業(yè)前面。如何培養(yǎng)國內(nèi)銀行業(yè)的核心創(chuàng)新能力,設計科學合理的服務創(chuàng)新方法,是改變自身競爭地位,提高自身競爭力的關鍵環(huán)節(jié)。Kano模型以客戶需求為出發(fā)點,在服務設計前端引進顧客參與,并對客戶需求進行分層研究,從而尋找最能提高客戶滿意度的改進質量要素。正是了解到Kano模型在服務創(chuàng)新方面的獨特優(yōu)勢,也為了改進Kano模型的研究方法,本文嘗試研究出一種更加合理的商業(yè)銀行服務創(chuàng)新方法,并將其加以應用,以豐富國內(nèi)銀行業(yè)服務創(chuàng)新的理論與研究方法。綜上,本文的主要研究內(nèi)容如下：(1)系統(tǒng)梳理了傳統(tǒng)Kano模型與模糊Kano模型的理論框架,并重點研究了模糊Kano模型在Kano問卷上的改進之處,即模糊Kano問卷考慮了由客戶復雜多變的心理感受而引起的客戶需求的不確定性,從而允許客戶對多個答案進行模糊賦值。(2)設計了模糊層次Kano模型。本文在已有模糊Kano模型的基礎上加以研究,設計了相應的答題流程,在Kano司卷中加入了“心理需求一句話描述”和重要性標度表,使答題結果更加貼近客戶實際的心理感受。首先,被調查者清楚地描繪出自己的心理感受,再憑借這番表達選擇需求選項；其次,依據(jù)“重要性標度表”進行賦值。(3)本文將構建的模糊層次Kano模型應用于BH銀行G支行的服務創(chuàng)新實踐中,通過模糊層次Kano問卷識別客戶需求。在綜合考慮模糊層次Kano模型的分類結果和重要度調整結果之后,提出G支行的服務創(chuàng)新方案,從而驗證模糊層次Kano模型的可行性和有效性。
[Abstract]:With the reform of financial system and the rapid development of financial globalization, Chinese commercial banks are facing unprecedented competitive pressure. With the reform of the financial system, the marketization of interest rates and the development of Internet technology, a large number of shadow banks, including Internet companies, have started banking business one after another to exercise quasi-banking functions; the pace of financial globalization has accelerated. A number of foreign banks with international competitiveness have entered the domestic retail banking field. The intensification of competition has forced domestic commercial banks to carry out service innovation. However, the domestic banking service innovation means, still mainly imitating innovation, it is difficult to walk in front of the industry. How to cultivate the core innovation ability of the domestic banking industry and design scientific and reasonable service innovation methods is the key link to change the competitive position and improve the competitiveness of the domestic banking industry. Kano model takes customer demand as the starting point. Customer participation is introduced into the front end of service design and customer needs are stratified to find the best quality factors to improve customer satisfaction. It is to understand the unique advantages of Kano model in service innovation and to improve the research method of Kano model, this paper tries to develop a more reasonable service innovation method for commercial banks and apply it to it. In order to enrich the domestic banking service innovation theory and research methods. In summary, the main contents of this paper are as follows: (1) the theoretical framework of traditional Kano model and fuzzy Kano model is systematically combed, and the improvement of fuzzy Kano model in Kano questionnaire is studied emphatically. That is, the fuzzy Kano questionnaire takes into account the uncertainty of the customer's demand caused by the complex and changeable psychological feelings of the customer, thus allowing the customer to assign fuzzy values to multiple answers. (2) A fuzzy hierarchical Kano model is designed. On the basis of the existing fuzzy Kano model, this paper designs the corresponding answer flow, and adds the "one sentence description of psychological needs" and the importance scale to the Kano volume, which makes the result of the answer more close to the actual psychological feeling of the customer. First, the respondents clearly described their psychological feelings, and then, with this expression, they chose the demand options. Secondly, In this paper, the fuzzy hierarchical Kano model is applied to the service innovation practice of BH bank G branch, and the customer needs are identified by the fuzzy hierarchical Kano questionnaire. After considering the classification results and importance adjustment results of fuzzy hierarchical Kano model, a service innovation scheme of G branch is proposed to verify the feasibility and effectiveness of fuzzy hierarchical Kano model.
【學位授予單位】：天津財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F832.33

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本文編號：2191505