發(fā)布時(shí)間：2018-06-06 02:13

  本文選題：銀行客戶 + 客戶關(guān)系維護(hù)��； 參考：《東華大學(xué)》2017年碩士論文

【摘要】：自國(guó)外咨詢業(yè)進(jìn)入中國(guó)多年以來(lái),國(guó)內(nèi)咨詢公司的數(shù)量迅速增加,使得該行業(yè)競(jìng)爭(zhēng)也日趨激烈。在知識(shí)服務(wù)型企業(yè)中,由于知識(shí)產(chǎn)品同質(zhì)化現(xiàn)象明顯,核心競(jìng)爭(zhēng)主體不只是產(chǎn)品本身。而客戶作為企業(yè)最重要的資源之一,使得客戶服務(wù)及客戶關(guān)系維護(hù)變得更為重要,企業(yè)競(jìng)爭(zhēng)的核心已變?yōu)榭蛻絷P(guān)系管理能力的競(jìng)爭(zhēng)�？偠灾�,企業(yè)應(yīng)要認(rèn)識(shí)到客戶關(guān)系維護(hù)的重要性,并對(duì)已有客戶進(jìn)行客觀評(píng)估與多方位綜合管理,以提高客戶的滿意度,保持企業(yè)業(yè)務(wù)的穩(wěn)定與持續(xù)發(fā)展。本文以R公司的銀行客戶關(guān)系維護(hù)策略作為研究對(duì)象,從深入了解公司基本經(jīng)營(yíng)狀況、銀行客戶構(gòu)成、客戶流失原因等情況開(kāi)始著手,運(yùn)用波特五力模型淺析其行業(yè)環(huán)境,并對(duì)現(xiàn)行客戶關(guān)系維護(hù)策略進(jìn)行初步分析。從中發(fā)現(xiàn)R公司在對(duì)銀行客戶關(guān)系維護(hù)服務(wù)工作中存在服務(wù)理念薄弱、服務(wù)團(tuán)隊(duì)配備不足等問(wèn)題。為進(jìn)一步對(duì)R公司銀行客戶關(guān)系維護(hù)情況進(jìn)行研究,通過(guò)專家調(diào)查法、層次分析法等方法建立R公司銀行客戶滿意度評(píng)價(jià)指標(biāo),并以問(wèn)卷的形式進(jìn)行滿意度調(diào)查。使用五級(jí)李克特量表及主觀賦權(quán)法來(lái)設(shè)定滿意度評(píng)價(jià)的計(jì)分及權(quán)重,量化滿意度。通過(guò)對(duì)R公司銀行客戶滿意度統(tǒng)計(jì)結(jié)果的分析發(fā)現(xiàn),在售后跟進(jìn)服務(wù)、提供一對(duì)一個(gè)性化服務(wù)、客戶回饋活動(dòng)等指標(biāo)中滿意度較低。根據(jù)R公司銀行客戶滿意度評(píng)價(jià)結(jié)果中發(fā)現(xiàn)的各項(xiàng)不足之處,在基于IDIC模型的基礎(chǔ)上,從客戶識(shí)別、客戶差異化、客戶互動(dòng)、客戶個(gè)性化等方面來(lái)制定應(yīng)對(duì)R公司銀行客戶關(guān)系維護(hù)體系中存在問(wèn)題的策略。從而提高客戶滿意度,增加客戶忠誠(chéng)度,使得R公司的業(yè)績(jī)得以穩(wěn)定發(fā)展,實(shí)現(xiàn)R公司與銀行客戶“共贏”的戰(zhàn)略目標(biāo)。
[Abstract]:Since the foreign consulting industry entered China for many years, the number of domestic consulting companies has increased rapidly, which makes the competition of this industry increasingly fierce. In knowledge service enterprises, because of the homogeneity of knowledge products, the core competitors are not just the products themselves. As one of the most important resources of enterprises, customer service and customer relationship maintenance become more important. The core of enterprise competition has become the competition of customer relationship management ability. In a word, enterprises should realize the importance of customer relationship maintenance, and carry on objective evaluation and multi-direction comprehensive management to existing customers in order to improve customer satisfaction and maintain the stability and sustainable development of enterprise business. This article takes R Company's bank customer relationship maintenance strategy as the research object, from the in-depth understanding company basic management condition, the bank customer structure, the customer churn reason and so on, uses the Porter five strength model to analyze its industry environment. And carry on the preliminary analysis to the current customer relationship maintenance strategy. It is found that the service concept of R company is weak and the service team is inadequate in the service of customer relationship maintenance. In order to further study the customer relationship maintenance of R company bank, the evaluation index of customer satisfaction of R company bank was established by means of expert investigation and analytic hierarchy process, and the satisfaction survey was carried out in the form of questionnaire. The score and weight of satisfaction evaluation were set by using five-level Richter scale and subjective weighting method to quantify satisfaction. Through the analysis of customer satisfaction statistics of R company bank, it is found that the satisfaction degree is lower in after-sales follow-up service, one-to-one personalized service, customer feedback activities and other indicators. According to the shortcomings found in the evaluation results of customer satisfaction of R Company Bank, based on IDIC model, from customer identification, customer differentiation, customer interaction, Customer personalization and other aspects to develop strategies to deal with R company bank customer relationship maintenance system problems. In order to improve customer satisfaction and increase customer loyalty, R company's performance can develop steadily and realize the strategic goal of "win-win" between R company and bank customers.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F282

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