【摘要】：在金融自由化、國家逐步兌現(xiàn)加入WTO的承諾、世界經(jīng)濟(jì)發(fā)展緩慢的背景下,我國商業(yè)銀行正面臨來自國際和國內(nèi)的挑戰(zhàn),銀行內(nèi)外部壓力越來越大,同業(yè)競(jìng)爭(zhēng)也越來越激烈,銀行所處的金融市場(chǎng)環(huán)境和形勢(shì)越來越復(fù)雜且難以把握,這使得商業(yè)銀行開始重視客戶滿意度,紛紛爭(zhēng)奪客戶資源以提升自身競(jìng)爭(zhēng)力。此外,2016年中國人民銀行聯(lián)合國家質(zhì)檢總局和國家標(biāo)準(zhǔn)委發(fā)布了九項(xiàng)國家金融新標(biāo)準(zhǔn),其中有八項(xiàng)關(guān)于銀行業(yè)的新標(biāo)準(zhǔn),意味著國家對(duì)銀行業(yè)的服務(wù)質(zhì)量要求愈加嚴(yán)格。新標(biāo)準(zhǔn)強(qiáng)調(diào)要使消費(fèi)者獲得更加優(yōu)質(zhì)的服務(wù),提高消費(fèi)者的滿意度,這也要求商業(yè)銀行要積極響應(yīng)國家新標(biāo)準(zhǔn),強(qiáng)化服務(wù)質(zhì)量的建設(shè),不斷提升客戶滿意水平。論文正是響應(yīng)國家新標(biāo)準(zhǔn),為了應(yīng)對(duì)上述現(xiàn)實(shí)問題而進(jìn)行的實(shí)證研究。論文在研究國內(nèi)外客戶滿意度理論文獻(xiàn)資料的基礎(chǔ)上,選用清華客戶滿意度模型,構(gòu)建商業(yè)銀行個(gè)人客戶滿意度指標(biāo)體系,并依據(jù)構(gòu)建的指標(biāo)體系設(shè)計(jì)調(diào)查問卷,以招行青島分行為實(shí)證研究對(duì)象,調(diào)查收集個(gè)人客戶滿意度數(shù)據(jù),建立基于結(jié)構(gòu)方程模型的滿意度概念模型,并利用LISREL軟件采用極大似然估計(jì)方法對(duì)模型進(jìn)行擬合、評(píng)價(jià),通過對(duì)模型結(jié)果的效用分析最終找出對(duì)招商銀行青島分行個(gè)人客戶滿意度有重要影響的因素。調(diào)查結(jié)論表明:感知質(zhì)量對(duì)招商銀行青島分行個(gè)人客戶滿意度的影響程度最深,其次為品牌形象和感知價(jià)值,預(yù)期質(zhì)量為影響最弱的因素,并且客戶滿意度是影響客戶忠誠度最直接且重要的因素。最后,論文基于調(diào)查得到的結(jié)論提出招商銀行青島分行進(jìn)一步提升個(gè)人客戶滿意水平的對(duì)策建議,以其能夠幫助招商銀行青島分行爭(zhēng)取到更多的個(gè)人客戶資源,在競(jìng)爭(zhēng)激烈的金融市場(chǎng)中占據(jù)一定的優(yōu)勢(shì)。
[Abstract]:In the context of financial liberalization, the country gradually fulfilling the promise of joining WTO, and the slow development of the world economy, Chinese commercial banks are facing international and domestic challenges. The internal and external pressures of the banks are increasing, and the competition among the banks is becoming more and more intense. The financial market environment and situation of banks are more and more complex and difficult to grasp, which makes commercial banks begin to attach importance to customer satisfaction and compete for customer resources to enhance their competitiveness. In addition, in 2016, the people's Bank of China, in conjunction with the State Administration of quality Supervision, Inspection, and the National Standards Commission, issued nine new national financial standards, including eight on the banking sector, which means that the country's service quality requirements for the banking sector have become more stringent. The new standard emphasizes that consumers should get better service and improve their satisfaction, which also requires commercial banks to respond positively to the new national standards, strengthen the construction of service quality, and continuously improve the level of customer satisfaction. In response to the new national standards, this paper is an empirical study to deal with these practical problems. Based on the research of domestic and foreign customer satisfaction theory, this paper chooses Tsinghua customer satisfaction model to construct the commercial bank individual customer satisfaction index system, and designs the questionnaire according to the constructed index system. Taking Qingdao Branch of China Merchants Bank as the empirical research object, this paper investigates and collects personal customer satisfaction data, establishes a conceptual model of satisfaction based on structural equation model, and uses LISREL software to fit and evaluate the model by using maximum likelihood estimation method. Through the utility analysis of the model results, we finally find out the factors that have important influence on the personal customer satisfaction of China Merchants Bank Qingdao Branch. The results show that perceived quality has the most influence on personal customer satisfaction of China Merchants Bank Qingdao Branch, followed by brand image and perceived value, and expected quality is the weakest factor. And customer satisfaction is the most direct and important factor affecting customer loyalty. Finally, based on the conclusion of the investigation, the paper puts forward countermeasures and suggestions to further improve the level of individual customer satisfaction of China Merchants Bank Qingdao Branch, so that it can help China Merchants Bank Qingdao Branch to win more personal customer resources. In the fierce competition in the financial market to occupy a certain advantage.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.33;F274

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