【摘要】：近些年來，股份制商業(yè)銀行興起和發(fā)展，使得以往四大銀行一統(tǒng)國內(nèi)市場的格局被徹底打破。多元化金融機(jī)構(gòu)共存的局面，為四大行帶來了前所未有的競爭壓力，與此同時(shí)，股份制商業(yè)銀行在多年來的發(fā)展過程中展現(xiàn)出其較強(qiáng)的生命力，為我國現(xiàn)行金融體制注入新的生機(jī)與活力的同時(shí)，也為我國金融體制的改革提供了新的思路。然而，隨著改革的不斷深入，行業(yè)競爭日趨加劇，股份制商業(yè)銀行逐漸暴露出其“先天不足”的缺陷，競爭優(yōu)勢不斷淡化，面臨著在日后市場中“失寵”的危機(jī)。這主要是因?yàn)楦餍械臎Q策者在競爭中將大部分精力放在了業(yè)務(wù)拓展、金融創(chuàng)新等方面，，在一味擴(kuò)張的同時(shí)，忽視了銀行其他方面的諸多問題，特別是在服務(wù)營銷上的漏洞，進(jìn)而影響了發(fā)展的平穩(wěn)推進(jìn)和目標(biāo)的順利實(shí)現(xiàn)。這些問題具體表現(xiàn)在服務(wù)意識(shí)淡薄、服務(wù)方式落后、本土銀行競爭力弱、業(yè)務(wù)能力水平低。 針對銀行在客戶服務(wù)質(zhì)量方面出現(xiàn)的問題，作者結(jié)合在中國光大銀行天津分行的工作經(jīng)歷，將本文的研究重點(diǎn)放在光大銀行客戶服務(wù)質(zhì)量影響因素的探究上。文章主要運(yùn)用文獻(xiàn)梳理、理論研究和實(shí)證分析三種方法。 首先，根據(jù)我國當(dāng)前商業(yè)銀行的發(fā)展現(xiàn)狀和背景引出所要研究的問題；其次，查閱文獻(xiàn)，整理并綜述國內(nèi)外相關(guān)理論，在此基礎(chǔ)上，分析影響光大銀行客戶服務(wù)質(zhì)量的因素構(gòu)成，并設(shè)計(jì)光大銀行客戶服務(wù)質(zhì)量影響因素模型；再次，設(shè)計(jì)調(diào)查問卷，通過收集、整理問卷數(shù)據(jù)，作者運(yùn)用SPSS軟件和結(jié)構(gòu)方程模型對各影響因素的強(qiáng)度進(jìn)行劃分；最后，根據(jù)上述因素影響程度的不同，提出改善光大銀行客戶服務(wù)質(zhì)量相應(yīng)的策略和建議。 通過實(shí)證分析發(fā)現(xiàn)，有形性、可靠性、響應(yīng)性、保證性、移情性對客戶服務(wù)質(zhì)量都有顯著的影響。首先，影響最大的因素是可靠性和保證性，其次，居于第三位的因素是響應(yīng)性；最后，影響最小的因素是有形性和移情性。因此，提高光大銀行的客戶服務(wù)質(zhì)量水平，一是要增加客戶在辦理業(yè)務(wù)或購買金融產(chǎn)品時(shí)的安全感；二是要積極響應(yīng)客戶的動(dòng)態(tài)行為以及加強(qiáng)硬件設(shè)施的建設(shè)并不斷滿足客戶對個(gè)性化服務(wù)的需求。
[Abstract]:In recent years, the rise and development of joint-stock commercial banks has completely broken the pattern of unifying the domestic market of the four major banks in the past. The coexistence of diversified financial institutions has brought unprecedented competitive pressure to the four major banks. At the same time, the joint-stock commercial banks have shown their strong vitality in the process of development over the years, injecting new vitality and vitality into the current financial system of our country, but also providing new ideas for the reform of the financial system in our country. However, with the deepening of the reform and the increasing competition in the industry, the joint-stock commercial banks have gradually exposed the defects of their "inherent shortcomings", their competitive advantages have been desalinated, and they are facing the crisis of "falling out of favor" in the future market. This is mainly because the decision makers of each industry focus most of their energy on business development, financial innovation and so on in the competition. While blindly expanding, they ignore many other problems of the bank, especially the loopholes in service marketing, which affect the smooth progress of development and the smooth realization of the goal. These problems are manifested in the weak service consciousness, backward service mode, weak competitiveness of local banks and low level of business ability. In view of the problems in customer service quality of banks, the author focuses on the influencing factors of customer service quality of Everbright Bank based on his working experience in Tianjin Branch of Everbright Bank of China. This paper mainly uses three methods: literature combing, theoretical research and empirical analysis. First of all, according to the current situation and background of the development of commercial banks in China, this paper introduces the problems to be studied; secondly, refers to the literature, collates and summarizes the relevant theories at home and abroad, on this basis, analyzes the factors that affect the customer service quality of Everbright Bank, and designs the influencing factors model of customer service quality of Everbright Bank. Thirdly, the questionnaire is designed, and by collecting and sorting out the questionnaire data, the author uses SPSS software and structural equation model to divide the intensity of each influencing factor. Finally, according to the different influence degree of the above factors, the author puts forward the corresponding strategies and suggestions to improve the customer service quality of Everbright Bank. Through empirical analysis, it is found that materiality, reliability, responsiveness, assurance and empathy have significant effects on customer service quality. First of all, the most important factors are reliability and assurance, secondly, the third factor is responsiveness; finally, the smallest factors are materiality and empathy. Therefore, to improve the customer service quality of Everbright Bank, one is to increase the sense of security when customers handle business or buy financial products; the other is to respond positively to the dynamic behavior of customers and strengthen the construction of hardware facilities and constantly meet the needs of customers for personalized services.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.33;F274

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本文編號(hào)：2502332