發(fā)布時間：2018-04-19 18:29

  本文選題：中國銀行 + 信用卡　； 參考：《渤海大學》2017年碩士論文

【摘要】：近年來,隨著中國經(jīng)濟的快速發(fā)展,居民消費能力得到不斷提高。社會對消費信貸需求的日益增長,促使信用卡逐步由便捷的支付結算工具發(fā)展成為了大眾使用最普遍的消費信貸工具。許多商業(yè)銀行都將信用卡業(yè)務作為主營業(yè)務之一,國內(nèi)信用卡的發(fā)卡規(guī)模十分龐大。同時,在中國金融市場對外開放程度逐步擴大的推動下,外資金融機構的信用卡業(yè)務不斷涌進與國內(nèi)商業(yè)銀行展開了激烈競爭,爭奪相對日益稀缺的客戶資源。因此,對于國內(nèi)各商業(yè)銀行而言,如何獲得更多信用卡客戶,成為信用卡市場獲勝的關鍵。在這種形勢下,中國銀行實施以信用卡客戶為中心的客戶滿意戰(zhàn)略,有利于提高中國銀行信用卡業(yè)務的經(jīng)營能力、服務管理水平以及盈利空間。本文在總結相關客戶滿意度理論的基礎上,以中國銀行Z分行信用卡客戶為主要研究對象。首先,對中國銀行信用卡業(yè)務的發(fā)展與經(jīng)營現(xiàn)狀進行分析;然后,采用問卷調研的方法,對信用卡客戶滿意度的影響因素進行調研分析;運用SPSS22對問卷數(shù)據(jù)進行信度、效度分析、相關分析和回歸分析,得出影響信用卡客戶滿意度的因素包括:產(chǎn)品的創(chuàng)新能力、使用安全性、優(yōu)惠活動、使用便捷性、信用卡的主體功能、銀行工作人員的服務態(tài)度與工作效率等。最后,根據(jù)實證分析研究結果,為中國銀行Z分行獲得更多信用卡客戶、拓展信用卡業(yè)務提出針對性的對策和建議包括:加大信用卡產(chǎn)品的創(chuàng)新力度、提高信用卡使用安全性、加大用卡優(yōu)惠活動的力度、增強用卡便捷性以及全面提升客戶服務體驗等具體措施,期望可以借此提升信用卡客戶滿意度,增強中國銀行Z分行信用卡業(yè)務的市場競爭力。
[Abstract]:In recent years, with the rapid development of China's economy, the consumption capacity of residents has been continuously improved.With the increasing demand for consumer credit, the credit card has gradually developed from a convenient payment and settlement tool to the most common consumer credit tool used by the public.Many commercial banks take credit card business as one of the main business, domestic credit card issuing scale is very large.At the same time, the credit card business of the foreign financial institutions is constantly competing with the domestic commercial banks to compete for the increasingly scarce customer resources under the impetus of the opening up of the Chinese financial market.Therefore, for domestic commercial banks, how to obtain more credit card customers has become the key to the success of the credit card market.In this situation, the bank of China implements the customer satisfaction strategy with credit card customers as the center, which is helpful to improve the management ability, service management level and profit space of the credit card business of Bank of China.On the basis of summarizing the theory of customer satisfaction, this paper takes the credit card customers of Z Branch of Bank of China as the main research object.First of all, the development and management status of Bank of China credit card business are analyzed; then, the questionnaire survey method is used to investigate and analyze the influencing factors of credit card customer satisfaction; the reliability of the questionnaire data is analyzed by SPSS22.Validity analysis, correlation analysis and regression analysis show that the factors influencing the customer satisfaction of credit card include: innovation ability of products, use safety, preferential activities, convenience of use, main function of credit card,Service attitude and efficiency of bank staff.Finally, according to the results of empirical analysis, the paper puts forward some countermeasures and suggestions for Bank of China Z Branch to obtain more credit card customers and expand credit card business, including: increasing the innovation of credit card products and improving the security of credit card use.In order to enhance the credit card customer satisfaction and enhance the market competitiveness of the credit card business of the Bank of China Z Branch, the specific measures such as increasing the use of credit card preferential activities, enhancing the convenience of using the card and enhancing the customer service experience in an all-round way are expected.
【學位授予單位】：渤海大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.2;F274

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本文編號：1774221