本文選題：商業(yè)銀行 + 顧客抱怨行為��； 參考：《東北大學(xué)》2014年碩士論文

【摘要】：自改革開放以來,我國的金融業(yè)發(fā)展很迅速。銀行業(yè)作為現(xiàn)代金融業(yè)的主體,已成為國民經(jīng)濟(jì)的中堅(jiān)力量。隨著開放程度的擴(kuò)大,外資銀行紛紛進(jìn)入中國。使得競爭加劇。如何能在激烈的競爭中脫穎而出,提高其服務(wù)質(zhì)量,抓住消費(fèi)者的心對商業(yè)銀行來說有著很重要的意義�；诖�,本文以商業(yè)銀行顧客為研究對象,著重研究其抱怨行為的影響因素,以及其偏重于何種抱怨傾向。首先,本文通過文獻(xiàn)研究、關(guān)于銀行的網(wǎng)上評論的文本分析以及問卷調(diào)查等方法,構(gòu)建了商業(yè)銀行顧客抱怨行為的影響因素體系；其次,探索商業(yè)銀行顧客抱怨行為的各影響因子與其抱怨行為的關(guān)系以及影響程度；再次,探究了人口統(tǒng)計(jì)特征在各個因素的評價(jià)上以及顧客抱怨傾向方面的差異,本文在最后,提出了對商業(yè)銀行具有一定針對性的建議。本文在經(jīng)過一系列的實(shí)證分析,得到了以下的結(jié)論：(1)商業(yè)銀行顧客抱怨行為的影響因素共由五個因子組成,包括“服務(wù)質(zhì)量”、“抱怨可達(dá)性”、“態(tài)度準(zhǔn)則”、“抱怨成本”、“失誤嚴(yán)重性”。(2)在顧客抱怨傾向的可能性大小方面,顧客采取私下抱怨的可能性最高,其次為停止繼續(xù)光顧該銀行,再次為向銀行直接抱怨,最后是第三方抱怨。第三方抱怨發(fā)生的可能性最低。(3)不同的性別、學(xué)歷、職業(yè)、收入以及銀行選擇對于顧客抱怨行為影響因素的評價(jià)有著顯著性的差異；并且不同的學(xué)歷、職業(yè)、收入以及銀行選擇,在顧客抱怨傾向的評價(jià)方面也有著顯著性的差異。(4)對于直接抱怨來說,影響最大的三個因子分別是：服務(wù)質(zhì)量、失誤嚴(yán)重性、態(tài)度準(zhǔn)則；對于私下抱怨來說,影響最大的三個因子是：態(tài)度準(zhǔn)則、失誤嚴(yán)重性、抱怨可達(dá)性；對于第三方抱怨來說,影響最大的三個因子是：態(tài)度準(zhǔn)則、抱怨可達(dá)性、失誤嚴(yán)重性；對于停止使用來說,影響最大的三個因子是：服務(wù)質(zhì)量、態(tài)度準(zhǔn)則、抱怨可達(dá)性。經(jīng)過上述的一系列分析,本文有針對性的對商業(yè)銀行提出了合理化建議。
[Abstract]:Since the reform and opening up, China's financial industry has developed very rapidly. As the main body of modern financial industry, banking has become the backbone of the national economy. With the expansion of openness, foreign banks have entered China. To intensify competition. How to stand out in the fierce competition, improve its service quality, and seize the heart of the consumer is of great significance to commercial banks. Based on this, this paper takes the customers of commercial banks as the research object, focusing on the influencing factors of their complaint behavior and what kind of complaint tendency they pay attention to. First of all, this paper constructs the influencing factors system of customer complaint behavior of commercial banks through literature research, text analysis and questionnaire survey of bank online reviews. To explore the relationship between the influencing factors of customer complaint behavior and their complaint behavior and the degree of influence; thirdly, to explore the demographic characteristics in the evaluation of each factor and customer complaint tendency differences. At the end of this paper, Put forward to the commercial bank has certain pertinence suggestion. After a series of empirical analysis, this paper draws the following conclusion: (1) the influencing factors of customer complaint behavior in commercial banks are composed of five factors, including "service quality", "complaint accessibility", "attitude criterion". "complaining cost", "error severity". 2) in terms of the likelihood of customers' complaining tendency, customers are most likely to take private complaints, followed by stop continuing to visit the bank, and again to complain directly to the bank. Finally, a third party complains. Third party complaints are least likely to occur. (3) there are significant differences between gender, education, occupation, income and bank choice in evaluating the factors affecting customer complaint behavior, and different degrees and occupations. Income and bank choice, there is also a significant difference in the evaluation of customer complaints. 4) for direct complaints, the three most important factors are: service quality, severity of errors, attitude criteria; For the private complaint, the three most influential factors are: attitude criterion, fault severity, complaint accessibility; for third party complaint, the three most influential factors are: attitude criterion, complaint accessibility, fault severity; The three most influential factors for discontinuation are: quality of service, attitude criteria, and complaint accessibility. After the above series of analysis, this article has put forward the rationalization suggestion to the commercial bank.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F832.33

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本文編號：1997561