【摘要】：隨著社會(huì)主義市場(chǎng)經(jīng)濟(jì)發(fā)展的不斷完善以及對(duì)外開放程度的不斷深入,國(guó)內(nèi)銀行業(yè)競(jìng)爭(zhēng)愈發(fā)激烈。如何在激烈的市場(chǎng)競(jìng)爭(zhēng)中脫穎而出,如何提升市場(chǎng)占有率,如何提高客戶忠誠(chéng)度,已成為各大商業(yè)銀行迫切解決的一大難題。對(duì)于客戶忠誠(chéng)度的研究,國(guó)內(nèi)學(xué)者已取得豐碩的研究成果,并總結(jié)歸納出客戶忠誠(chéng)度高的具體表現(xiàn)形式,如產(chǎn)品重復(fù)購(gòu)買、推薦他人使用、情感依賴等,同時(shí)還指出客戶忠誠(chéng)度與客戶貢獻(xiàn)度二者之間是呈正相關(guān)性。因此,商業(yè)銀行要想實(shí)現(xiàn)長(zhǎng)足發(fā)展,必須高度重視客戶關(guān)系維系工作,著力提高客戶忠誠(chéng)度,進(jìn)而有效提升客戶對(duì)銀行發(fā)展的貢獻(xiàn)度。當(dāng)前各大商業(yè)銀行提高客戶忠誠(chéng)度的主要做法是加快金融產(chǎn)品創(chuàng)新及提升金融服務(wù)水平,但是隨著互聯(lián)網(wǎng)信息技術(shù)的發(fā)展與普及,金融產(chǎn)品創(chuàng)新周期大大縮短,也使得金融產(chǎn)品比較容易被復(fù)制,各大商業(yè)銀行推出的金融產(chǎn)品大同小異。在此情況下,客戶對(duì)于金融產(chǎn)品的選擇呈現(xiàn)出較強(qiáng)的隨機(jī)性,換言之,也對(duì)客戶忠誠(chéng)度造成了巨大影響。作為江西省農(nóng)村金融體制改革的先行者,江西省Y農(nóng)商銀行要想實(shí)現(xiàn)健康可持續(xù)發(fā)展,就必須將工作的重點(diǎn)放在如何提高客戶忠誠(chéng)度上,加強(qiáng)對(duì)影響客戶忠誠(chéng)度相關(guān)因素研究,實(shí)現(xiàn)穩(wěn)存增存的目標(biāo),進(jìn)而推動(dòng)各項(xiàng)業(yè)務(wù)發(fā)展。在本研究中,筆者首先簡(jiǎn)要介紹了研究的背景及意義,并對(duì)國(guó)內(nèi)外學(xué)者關(guān)于互聯(lián)網(wǎng)金融、客戶忠誠(chéng)度、商業(yè)銀行客戶忠誠(chéng)度及客戶忠誠(chéng)度對(duì)銀行價(jià)值的影響路徑的研究成果進(jìn)行梳理,確定了研究?jī)?nèi)容與方法。再而選取江西省Y農(nóng)商銀行作為個(gè)案進(jìn)行分析,通過實(shí)地調(diào)研,詳細(xì)介紹了江西省Y農(nóng)商銀行的發(fā)展現(xiàn)狀及現(xiàn)行客戶忠誠(chéng)度傳統(tǒng)管理辦法及現(xiàn)代管理辦法。另外,為準(zhǔn)確掌握江西省Y農(nóng)商銀行客戶忠誠(chéng)度影響因素,對(duì)其員工及客戶進(jìn)行了問卷調(diào)查,總結(jié)歸納出影響客戶忠誠(chéng)度的若干因素,如金融產(chǎn)品種類少、金融產(chǎn)品定價(jià)不合理、服務(wù)質(zhì)量低下、營(yíng)業(yè)網(wǎng)點(diǎn)環(huán)境較差等。最后,在深入剖析影響客戶忠誠(chéng)度相關(guān)因素的基礎(chǔ)上,結(jié)合江西省Y農(nóng)商銀行實(shí)際情況,提出了互聯(lián)網(wǎng)金融背景下提高客戶忠誠(chéng)度的五點(diǎn)建議:一是利用互聯(lián)網(wǎng)技術(shù)創(chuàng)新金融產(chǎn)品;二是借助互聯(lián)網(wǎng)技術(shù)提升客戶滿意度;三是引入互聯(lián)網(wǎng)技術(shù)優(yōu)化內(nèi)控制度;四是重視員工培訓(xùn)提高服務(wù)水平;五是重視形象建設(shè)樹立品牌意識(shí)。通過對(duì)互聯(lián)網(wǎng)金融背景下江西省Y農(nóng)商銀行客戶忠誠(chéng)度的研究,能夠?yàn)檫M(jìn)一步提高江西省Y農(nóng)商銀行客戶忠誠(chéng)度提供科學(xué)的理論指導(dǎo),同時(shí)也為其他商業(yè)銀行優(yōu)化客戶關(guān)系管理提供一定的借鑒。
[Abstract]:With the development of socialist market economy and the deepening of opening to the outside world, the competition of domestic banking becomes more and more fierce. How to stand out in the fierce market competition, how to enhance the market share, how to improve the customer loyalty, has become a major problem urgently solved by the major commercial banks. For the study of customer loyalty, domestic scholars have made fruitful research results, and summed up the specific manifestations of high customer loyalty, such as repeated purchase of products, recommended use of others, emotional dependence, etc. The positive correlation between customer loyalty and customer contribution is also pointed out. Therefore, if commercial banks want to achieve rapid development, they must attach great importance to the maintenance of customer relations, focus on improving customer loyalty, and then effectively enhance the contribution of customers to the development of banks. At present, the major commercial banks to improve customer loyalty are to speed up the innovation of financial products and improve the level of financial services. However, with the development and popularization of Internet information technology, the cycle of financial product innovation has been greatly shortened. Also makes the financial products easier to be replicated, the major commercial banks introduced the financial products are much the same. In this case, the customer's choice of financial products presents a strong randomness, in other words, it also has a great impact on customer loyalty. As the forerunner of rural financial system reform in Jiangxi Province, if Jiangxi Y Agricultural and Commercial Bank wants to achieve healthy and sustainable development, it must focus its work on how to improve customer loyalty and strengthen the research on the factors related to customer loyalty. To achieve the goal of stable deposit increase, and then promote the development of business. In this study, the author first briefly introduced the background and significance of the study, and domestic and foreign scholars on Internet finance, customer loyalty, The research results of the influence of customer loyalty and customer loyalty on bank value in commercial banks are summarized, and the research contents and methods are determined. Then select Jiangxi Y Agricultural Commercial Bank as a case study, through field research, the development of Jiangxi Y Agricultural and Commercial Bank and the current traditional management methods of customer loyalty and modern management methods are introduced in detail. In addition, in order to accurately understand the influencing factors of customer loyalty of Jiangxi Y Agricultural and Commercial Bank, a questionnaire survey was conducted among its employees and customers, and some factors affecting customer loyalty were summarized, such as the small variety of financial products. Financial products pricing is unreasonable, service quality is low, business network environment is poor. Finally, on the basis of deeply analyzing the factors related to customer loyalty, combined with the actual situation of Jiangxi Y Agricultural and Commercial Bank, Five suggestions are put forward to improve customer loyalty under the background of Internet finance: first, to use Internet technology to innovate financial products; second, to improve customer satisfaction by means of Internet technology; third, to introduce Internet technology to optimize internal control system; Fourth, pay attention to staff training and improve service level; fifth, pay attention to image building and establish brand awareness. Through the research on the customer loyalty of Jiangxi Y Agricultural Commercial Bank under the background of Internet finance, it can provide scientific theoretical guidance for further improving the customer loyalty of Jiangxi Y Agricultural Commercial Bank. At the same time, it also provides some reference for other commercial banks to optimize customer relationship management.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.35

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