【摘要】：客戶關(guān)系管理是現(xiàn)代郵政管理的重要課題之一�？蛻羰鞘袌�(chǎng)競(jìng)爭(zhēng)的重要資源，也是企業(yè)賴以生存和發(fā)展的基礎(chǔ)資源，客戶的流失往往給企業(yè)帶來難以估量的損失。本文從大涌郵儲(chǔ)的實(shí)際情況出發(fā)，借助軟件分析對(duì)客戶流失情況、客戶保持策略進(jìn)行研究。 本文首先介紹了研究的背景、意義、可行性、主要內(nèi)容和創(chuàng)新點(diǎn)；其次簡(jiǎn)述了相關(guān)理論和大涌郵儲(chǔ)經(jīng)營(yíng)環(huán)境及客戶管理狀況；接著概述了大涌郵儲(chǔ)客戶流失原因，并建模進(jìn)行實(shí)證分析；然后，，針對(duì)客戶流失的原因制定相應(yīng)的客戶保持策略；最后進(jìn)行論文小結(jié)和工作展望。 本文采用問卷調(diào)查的方式，對(duì)大涌鎮(zhèn)郵儲(chǔ)客戶自身、郵儲(chǔ)能力、同行競(jìng)爭(zhēng)等客戶流失原因進(jìn)行調(diào)研。通過統(tǒng)計(jì)分析軟件和結(jié)構(gòu)方程模型驗(yàn)證了各量表的效度、信度以及客戶流失原因自編量表的因子結(jié)構(gòu)；了解到大涌郵儲(chǔ)客戶流失、客戶自身原因、郵儲(chǔ)能力和同行競(jìng)爭(zhēng)的結(jié)構(gòu)與現(xiàn)況；探討了人口學(xué)變量對(duì)大涌郵儲(chǔ)客戶流失、客戶自身、郵儲(chǔ)能力、同行競(jìng)爭(zhēng)情況的影響；分析了客戶自身、郵儲(chǔ)能力、同行競(jìng)爭(zhēng)與客戶流失的關(guān)系。根據(jù)研究結(jié)果得出以下結(jié)論：一是大涌郵儲(chǔ)客戶流失原因由客戶自身、郵儲(chǔ)能力、同行競(jìng)爭(zhēng)三個(gè)因子組成，流失情況較嚴(yán)重；二是大涌郵儲(chǔ)客戶流失、客戶自身、同行競(jìng)爭(zhēng)分別在客戶人口變量學(xué)的不同方面存在顯著差異；三是大涌郵儲(chǔ)客戶流失與客戶自身、郵儲(chǔ)能力、同行競(jìng)爭(zhēng)均呈顯著正相關(guān)。根據(jù)這些結(jié)論和大涌郵儲(chǔ)實(shí)際情況制定了客戶保持策略，以滿足客戶需求、增加客戶粘度、提升客戶資產(chǎn)，達(dá)到降低或減緩客戶流失的目的。這些客戶保持策略對(duì)于珠三角地區(qū)郵儲(chǔ)二類行的發(fā)展具有重要的意義。
[Abstract]:Customer relationship management (CRM) is one of the most important topics in modern postal administration. Customer is an important resource of market competition, and it is also the basic resource for enterprises to survive and develop. The loss of customers often brings incalculable losses to enterprises. Based on the actual situation of Da Chung Postal Reserve, this paper studies the customer churn and customer retention strategy with the help of software analysis. This paper first introduces the background, significance, feasibility, main contents and innovation points of the research; secondly, briefly describes the related theory, the operating environment and customer management situation of Da Chung Postal savings; and then outlines the reasons for the loss of customers in Da Chung Postal savings. And modeling for empirical analysis; then, the reasons for customer turnover to formulate the corresponding customer retention strategy; finally, summary of the paper and work prospects. This paper investigates the reasons of customer turnover in Dagong Town by questionnaire survey, such as customers themselves, postal savings capacity, peer competition and so on. The validity, reliability and factor structure of the scale are verified by statistical analysis software and structural equation model. The structure and current situation of postal savings capacity and peer competition, the influence of demographic variables on customer drain, customers themselves, postal savings capacity, peer competition, customer itself, postal savings capacity, etc. The relationship between peer competition and customer churn. According to the results of the study, the following conclusions are drawn: first, the reasons for customer churn in Dazong Postal savings are composed of three factors: customer itself, postal savings capacity, peer competition, and the loss situation is relatively serious; second, the loss of Dazong Postal savings customers, the customers themselves, Peer competition has significant differences in different aspects of customer population variables; third, there is a significant positive correlation between customer turnover and customer, postal savings capacity and peer competition. According to these conclusions and the actual situation of Da Chung Postal savings, the customer retention strategy is formulated to meet customer demand, increase customer viscosity, enhance customer assets, and achieve the purpose of reducing or slowing down customer turnover. These customer retention strategies are of great significance to the development of postal savings class II banks in the Pearl River Delta region.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.33

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