【摘要】：電子商務(wù)發(fā)展的需要使網(wǎng)上銀行應(yīng)運(yùn)而生。世界上最早的網(wǎng)上銀行產(chǎn)生于1995年。而我國最早的網(wǎng)上銀行產(chǎn)生于1998年。眾所周知,我國現(xiàn)代商業(yè)銀行的產(chǎn)生和發(fā)展的歷史要比西方國家短上百年,無論是規(guī)模、管理還是業(yè)務(wù)都有非常大的差距。但是,在網(wǎng)上銀行的發(fā)展上,我們和世界上最先進(jìn)的銀行幾乎是站在同一個條起跑線上的。所以,網(wǎng)上銀行的產(chǎn)生給了我們一個寶貴的迎頭趕上的機(jī)會。面對越來越多外資銀行的挑戰(zhàn),我國商業(yè)銀行更應(yīng)該把握住這個機(jī)遇,提高核心競爭力,爭取在這場已經(jīng)開始的戰(zhàn)爭中占領(lǐng)先機(jī)。 商業(yè)銀行最主要的資源是客戶,對獲得服務(wù)感到失望的顧客雖然沉默,卻有機(jī)會選擇別的銀行,所以爭奪客戶資源逐漸成為銀行業(yè)競爭的焦點(diǎn),而客戶的滿意與否又往往是銀行能否成功占有客戶資源的關(guān)鍵。就商業(yè)銀行而言,顧客滿意度是指顧客對銀行所提供的金融產(chǎn)品或服務(wù)的滿意程度。商業(yè)銀行只有站在顧客的角度,提升顧客滿意度,才能在激烈的競爭環(huán)境下健康發(fā)展。顧客是商業(yè)銀行的重要資產(chǎn)和利潤源泉,爭取和保持顧客逐漸成為商業(yè)銀行的最高經(jīng)營管理目標(biāo)。銀行能否站在顧客的角度上考慮自己的金融產(chǎn)品和服務(wù),讓顧客達(dá)到“滿意”,決定著銀行能否在目前金融危機(jī)的嚴(yán)峻環(huán)境下順利的發(fā)展。滿足顧客的需求和愿望是企業(yè)永恒追求的目標(biāo)。對于網(wǎng)上銀行來說,顧客滿意度同樣十分重要。 隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展,網(wǎng)上銀行作為一種新的金融服務(wù)形式而產(chǎn)生,已經(jīng)擁有了越來越多的用戶,同時(shí)交易額也有了突飛猛進(jìn)的增長。它為銀行業(yè)提供了一種新的經(jīng)營模式。銀行作為服務(wù)型行業(yè),其服務(wù)營銷策略的重要性不言而喻,但互聯(lián)網(wǎng)帶來的新特點(diǎn),使我們有必要對網(wǎng)上銀行的服務(wù)營銷策略以及顧客滿意度加以分析研究。目前,國內(nèi)外關(guān)于傳統(tǒng)銀行服務(wù)營銷及顧客滿意度的相關(guān)研究及著作很多,但關(guān)于網(wǎng)上銀行服務(wù)營銷及顧客滿意度的相關(guān)研究相對較少,尤其是在中國市場環(huán)境下的全面系統(tǒng)的研究比較薄弱。所以,本文力求對中國市場環(huán)境下的國內(nèi)商業(yè)銀行網(wǎng)上銀行的服務(wù)營銷策略加以分析研究,從而得出定量科學(xué)的結(jié)論,以指導(dǎo)商業(yè)銀行制定合理的營銷策略。 本文基于網(wǎng)上銀行顧客滿意度測評,試圖對商業(yè)銀行網(wǎng)上銀行的服務(wù)營銷策略做一個系統(tǒng)的研究。論文共有五章構(gòu)成,第一章主要介紹選題的背景與意義。第二章進(jìn)行了文獻(xiàn)綜述的撰寫。第三章進(jìn)行了理論模型及調(diào)研方案的設(shè)計(jì),提出研究假設(shè)。第四章進(jìn)行定量研究,通過設(shè)計(jì)相應(yīng)的調(diào)查問卷和進(jìn)行問卷的數(shù)據(jù)收集、整理分析工作,對網(wǎng)上銀行服務(wù)質(zhì)量滿意度進(jìn)行了實(shí)證研究。第五章提出了對提高網(wǎng)上銀行服務(wù)顧客滿意度的一些有針對性的建議,希望能夠?qū)W(wǎng)上銀行加強(qiáng)服務(wù)提供一些幫助。第六章對研究結(jié)果進(jìn)行了推論,指出了研究的不足和未來的研究方向。 本文的主要結(jié)論及創(chuàng)新點(diǎn)如下：. (1)通過對被調(diào)查人員情況的分析,我們可以發(fā)現(xiàn),在使用網(wǎng)上銀行的顧客中,擁有較高學(xué)歷的年輕人是主力軍,由于這部分人群大部分為在校生或者剛剛參加工作的上班族,因此收入并不是很高。 (2)通過對用戶使用網(wǎng)上銀行基本情況的分析,可以得出：a.用戶大多選擇四大國有商業(yè)銀行以及招商銀行和交通銀行這兩家股份制銀行的網(wǎng)上銀行,這說明顧客在進(jìn)行網(wǎng)上銀行的選擇時(shí)很看重實(shí)體銀行的聲譽(yù),這些銀行可以帶給顧客安全感。b.用戶了解網(wǎng)上銀行的渠道主要是網(wǎng)絡(luò)及朋友介紹,而一些傳統(tǒng)的廣告媒介對于網(wǎng)上銀行的宣傳來說效果并不顯著。c.大部分顧客使用網(wǎng)上銀行的頻率并不高,多在每月1到2次。d.由于購物網(wǎng)站的不斷發(fā)展,網(wǎng)上銀行用戶目前使用的最多的功能是網(wǎng)上支付這一功能。e.用戶在使用網(wǎng)上銀行時(shí),最看重的因素即是安全性及便捷性,銀行要在這方面加大服務(wù)的力度。 (3)通過因子分析與相關(guān)性分析,可以得出用戶對網(wǎng)上銀行服務(wù)方面的滿意度能從有形性、安全可靠性、保證性、響應(yīng)性、移情性以及便利性這6個因素來進(jìn)行衡量,這些因素與顧客的總體滿意度均呈正相關(guān)的關(guān)系。 (4)通過各項(xiàng)因素顧客滿意度綜合得分情況進(jìn)行分析,我們可以發(fā)現(xiàn),在客戶比較關(guān)心的安全及便捷這兩個因子上,顧客的滿意度相對比較高,這與人們印象中網(wǎng)上銀行是很不安全的觀念相反。這說明銀行在這方面做的越來越完善了,隨著技術(shù)的不斷進(jìn)步,銀行不斷開發(fā)出文件數(shù)字證書、USBKEY(U盾、Ukey、網(wǎng)盾)和銀行動態(tài)口令卡等工具,大大提高了網(wǎng)上銀行的安全性及便利性。而在由于網(wǎng)上服務(wù)接觸度較差,在服務(wù)過程中沒有人與人的直接接觸,所以顧客在遇到問題的時(shí)候不能得到客服人員充分的幫助,因此響應(yīng)性這個因子的得分較低。 總之,本文以Parasuraman等三位學(xué)者提出的SERVQUAL模型為基礎(chǔ),根據(jù)網(wǎng)上銀行的特殊性,提出適合網(wǎng)上銀行服務(wù)的顧客滿意度的決定因素,并且根據(jù)調(diào)查得出了各項(xiàng)決定因素的滿意度綜合得分,力求對中國市場環(huán)境下的國內(nèi)商業(yè)銀行網(wǎng)上銀行的服務(wù)策略加以分析研究,從而得出定量科學(xué)的結(jié)論,以指導(dǎo)商業(yè)銀行制定合理的營銷策略。 雖然本文取得了一些成果,但由于時(shí)間、能力及研究經(jīng)費(fèi)等的限制,本文存在著一些局限和尚未深入探討的地方。 (1)本研究并沒有限定一家或幾家網(wǎng)上銀行作為研究對象,而是以總體來進(jìn)行研究的,沒有針對某幾家網(wǎng)上銀行作實(shí)證分析,以比較各家網(wǎng)上銀行在服務(wù)上的差異。 (2)本研究是以PZB等人的服務(wù)品質(zhì)特性為基礎(chǔ),再參考其他相關(guān)文獻(xiàn)而提出本研究的因子,而目前符合網(wǎng)上銀行服務(wù)的顧客滿意度因子并沒有一個科學(xué)而得到公認(rèn)的結(jié)論。 (3)本文的考察對象限定為在校學(xué)生以及工作不久的上班族,考察的對象不夠全面。 (4)由于本人的理論研究水平有限,因此實(shí)證調(diào)研以及調(diào)查問卷設(shè)計(jì)有一定的水平差異,這對研究結(jié)論也可能造成影響。
[Abstract]:The need of e-commerce development makes the online banking come into being. The first online banking in the world was produced in 1995. The earliest online banking of our country was produced in 1998. It is well known that the history of the generation and development of modern commercial banks in our country is much shorter than that of the western countries. But on the development of online banking, we and the world's most advanced banks are almost on the same line. Therefore, the production of online banking has given us a valuable opportunity to catch up. In the face of the challenge of more and more foreign banks, our commercial banks should take this opportunity, improve the core competitiveness, and strive to occupy the forerunner in the war that has already started. The main resource of the commercial bank is the customer, while the customer who is disappointed with the service is silent, but there is an opportunity to choose another bank, so the competition for the customer resources gradually becomes the focus of the banking competition Point, and the customer's satisfaction is often the ability of the bank to successfully occupy the customer's resources. Key. For commercial banks, customer satisfaction means the customer's satisfaction with the financial products or services provided by the bank The commercial bank can only stand at the customer's point of view and improve the customer's satisfaction in order to make a healthy development in the fierce competitive environment The customer is the important asset and profit source of the commercial bank, and strives for and keeps the customer gradually becoming the top management object of the commercial bank The bank can take into account its financial products and services at the customer's point of view, and make the customer meet the "be satisfied with", and decide whether the bank can make a smooth development in the severe environment of the current financial crisis To meet the needs and desires of the customer is the eternal pursuit of the enterprise The customer satisfaction is also very heavy for online banking With the development of Internet technology, online banking, as a new form of financial service, has become more and more users, at the same time the transaction volume has made a great deal. Growth. It provides a new way for the banking industry As a service industry, the importance of the service marketing strategy of the bank is self-evident, but the new characteristics brought by the Internet make it necessary to separate the service marketing strategy and the customer satisfaction of the online banking. Analysis and research. At present, there are many researches and works on the marketing and customer satisfaction of traditional banking services at home and abroad, but the research on the marketing of online banking services and the customer satisfaction is relatively small, especially in China's market environment. Therefore, this paper tries to analyze and study the service marketing strategy of the online banking of domestic commercial banks in China's market environment, so as to obtain the conclusion of the quantitative science, so as to guide the commercial bank to establish a reasonable camp. This paper is based on the evaluation of customer satisfaction of online banking, and tries to make one of the service marketing strategies of the online banking of commercial banks. The research of the system is composed of five chapters. The first chapter mainly introduces the topic. Background and significance. The second chapter has carried on the literature The third chapter is the design of the theoretical model and the research plan. Chapter 4 is a quantitative study, which is based on the design of the corresponding questionnaire and the data collection, collation and analysis of the questionnaire and the satisfaction of the quality of service of the online banking. In the fifth chapter, some suggestions on improving the customer satisfaction of online banking service are put forward, and it is hoped that the service of online banking can be enhanced. In chapter 6, the results of the research are deduced, and the deficiency and future of the research are pointed out. The main conclusions of this paper. and the innovation points are as follows: (1) Through the analysis of the situation of the person to be investigated, we can find that, in the customers using the online banking, the young people with a higher education level are the main force, since the majority of the people in this part are students who are in the school or who have just taken part in the work, Therefore, the income is not very high. (2) Through the analysis of the basic situation of the user's use of the online banking, it can be concluded that: a. The user mostly selects the four state-owned commercial banks and the China Merchants Bank and the Bank of Communications. The online banking of the joint stock-stock bank indicates that the customer value the reputation of the real bank in the selection of the online banking, which The bank can bring the customer a sense of security. b. The user knows that the channel of the online banking is mainly the introduction of the network and friends, and some of the traditional advertising media are for online banking. The effect of the publicity is not significant. c. Most customers use the frequency of online banking and Not high, more than 1 to 2 times a month. d. As a result of the continuous development of the shopping website, the users of online banking are currently using the most The function is to pay this function online. e. When the user uses the online banking, the most important factor is security and convenience, and the bank wants to (3) Through the analysis of factor analysis and the correlation, it can be concluded that the satisfaction of the user with respect to the online banking service can be from the tangible property, the security reliability, the assurance, the responsiveness, the empathy and the performance. The convenience is measured by the six factors, which are related to the customer's The overall satisfaction is in the positive relation. (4) Through the analysis of the comprehensive scores of the customer satisfaction of various factors, we can find that the customer satisfaction is relatively high on the two factors of safety and convenience of the customer's comparative interest, which is related to the people's impression The online banking is very unsecure. This means that the bank has done more and more in this respect. With the progress of the technology, the bank has developed the document digital certificate, USBKEY (U-shield, Ukey, net shield) and the bank dynamic password card, and so on. The security and convenience of the online banking are improved. Therefore, the score of response factor is lower. In summary, based on the SERVQUAL model proposed by three scholars such as Parasurman, this paper puts forward the determinants of customer satisfaction for online banking service based on the particularity of online banking, and according to the investigation The comprehensive score of the satisfaction degree of the decision factors is obtained, and the service strategy of the online banking of the domestic commercial banks in the market environment of China is analyzed and studied, so as to obtain the conclusion of the quantitative science. in order to guide the commercial bank to develop a reasonable marketing strategy, although some achievements have been made in this paper, due to the limitation of time, capability and research funds, There are some limitations and unexplored places in this paper. (1) The study does not define one or more online banks as the subject of study, but is not limited to a few online banks as a whole. (2) The present study is based on the service quality characteristics of the PZB and others, and then the factors of this study are put forward with reference to other relevant documents, and the present study is in line with the online banking service. The customer satisfaction factor does not have a scientific and well-accepted conclusion. (3) The object of the study in this paper is limited. The object of the study is not comprehensive for the students and the working group working in the near future. (4) Because of the limited level of the theoretical research, the empirical research and the adjustment
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F832.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前5條

1 張佰尚;女裝B2C電子商務(wù)平臺構(gòu)建研究與設(shè)計(jì)[D];中北大學(xué);2012年

2 楊賴;銀行服務(wù)接觸對顧客滿意度的影響研究[D];陜西師范大學(xué);2012年

3 姜方遠(yuǎn);銀行品牌資產(chǎn)、品牌形象與企業(yè)客戶往來意愿關(guān)系研究[D];華中科技大學(xué);2012年

4 耿微;中國商業(yè)銀行網(wǎng)上銀行業(yè)務(wù)影響因素實(shí)證研究[D];遼寧大學(xué);2013年

5 楊波;手機(jī)銀行顧客滿意度影響因素研究[D];暨南大學(xué);2013年

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本文編號：2501314