本文選題：個人客戶 + 滿意度　； 參考：《湖北工業(yè)大學》2017年碩士論文

【摘要】：隨著網(wǎng)絡金融的發(fā)展和利率市場化的推進,出現(xiàn)了金融和技術“雙脫媒”現(xiàn)象,這種現(xiàn)象給銀行業(yè)帶來了巨大的壓力。此外,由于市場利率逐漸增高,銀行存款開始分流到市場里的各種理財產(chǎn)品中,存款浮動性變得更為激烈;在信用貸款額度和貸款存款占比的限制約束下,影子銀行得到了飛速發(fā)展,規(guī)模開始大肆擴張,人民幣信用貸款在社會總?cè)谫Y金額中所占的比例有所下降,僅占到一半了;從2013年6月開始,數(shù)次爆發(fā)緊張流動性,直接影響銀行的存款、貸款以及匯款等傳統(tǒng)的基本業(yè)務。十八屆三中全會提出了要加快推進利率市場化,民間資本要成立中型、小微型銀行等改革金融的策略,這將會從根本上改變目前的金融行業(yè)局面。利率市場化的發(fā)展,會深度壓縮利息之差,民營資本瘋狂爭搶市場,炙手可熱的網(wǎng)絡金融就被稱作銀行業(yè)中的“三座大山”。此外,諸如支付寶旗下的余額寶一類的互聯(lián)網(wǎng)金融衍生產(chǎn)品,對銀行業(yè)產(chǎn)生了直接影響,尤其是個人銀行業(yè)務方面,各大銀行為了收復失地開始推出符合自身發(fā)展的類似金融衍生產(chǎn)品。加之,在經(jīng)濟新常態(tài)下,我國的經(jīng)濟增長乏力,這對于銀行地級市分行過于倚重企業(yè)客戶的發(fā)展模式來說更加的不利�；谶@樣的一個背景下,本文對銀行地級市分行個人客戶滿意度進行了研究。文章首先概述了關于客戶滿意度方面的一些理論知識,然后較為詳細科學地建立了銀行地級市分行個人客戶滿意評價系統(tǒng),并使用層次分析法來求解出準確合理的指標權重,然后再使用模糊評價方法對銀行地級市分行個人客戶的滿意度進行了實證分析,最后則提出了提升銀行地級市分行個人客戶滿意度的對策:提供有針對性的產(chǎn)品和服務,加強產(chǎn)品創(chuàng)新與品牌建設,推進客戶精細化管理,企業(yè)文化與個人客戶關系管理相匹配,完善組織機構的設置,加強對客戶經(jīng)理的培養(yǎng)。
[Abstract]:With the development of network finance and the promotion of interest rate marketization, the phenomenon of double disintermediation between finance and technology appears, which brings great pressure to the banking industry. In addition, as market interest rates gradually rise, bank deposits begin to flow into various financial products in the market, and the floating nature of deposits becomes more intense; under the constraints of the credit limit and the proportion of loan deposits, Shadow banks have grown rapidly, and their scale has begun to expand, with renminbi credit as a share of total social financing declining, accounting for only half of the total; and since June 2013, liquidity has been strained several times. Direct impact on bank deposits, loans and remittances and other traditional basic business. The third Plenary session of the 18th CPC Central Committee put forward the strategy of reforming finance such as speeding up the marketization of interest rates and setting up medium and small banks of private capital, which will fundamentally change the current situation of the financial industry. With the development of interest rate marketization, the difference of interest rate will be compressed deeply, private capital scrambles for the market frantically, the hot network finance is called "three big mountains" in the banking industry. In addition, Internet financial derivatives such as Alipay's Yu'e Bao have a direct impact on the banking sector, especially in the area of personal banking. Major banks to recover the loss began to launch similar financial derivatives in line with their own development. In addition, under the new normal state of economy, the economic growth of our country is weak, which is more disadvantageous to the development mode of the bank's prefecture-level city branch relying too heavily on the enterprise customer. Based on this background, this paper studies the personal customer satisfaction of prefecture-level branches of banks. This paper first summarizes some theoretical knowledge about customer satisfaction, then establishes the evaluation system of individual customer satisfaction in bank prefecture-level city branch in detail, and uses AHP to calculate the accurate and reasonable index weight. Then using the fuzzy evaluation method to analyze the personal customer satisfaction of the bank's prefecture-level city branch, and finally put forward the countermeasures to enhance the bank's prefecture-level branch's personal customer satisfaction: to provide targeted products and services. Strengthening product innovation and brand building, promoting customer fine management, matching enterprise culture with personal customer relationship management, perfecting the setting of organization and strengthening the training of customer manager.
【學位授予單位】：湖北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.3;F274

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