天长农商行网上银行业务调研报告

发布时间：2018-02-06 00:44

本文关键词： 天长市顾客感知价值农村商业银行网银业务调研报告　出处：《安徽财经大学》2016年硕士论文　论文类型：学位论文

【摘要】：网上银行是信息时代的产物。网上银行服务系统的开通,对银行来说,将大大提高工作效率,让资金创造更高的效益,并且网上银行业务的开通,对于银行而言还可以降低生产经营成本。作为客户而言,通过网上银行,可以跨时空的解决业务,不仅节省了时间成本,而且还让办理业务变得方便快捷。在天长市,农商行的网银业务发展相比于其他银行,业务发展存在着其局限性。一方面其是由农信社改制而来,从以往的服务于三农到现在面向全体社会,网上银行业务的发展难免会有瑕疵;另一方面,农商行作为一个地区性商业银行,其技术相比于大型股份制商业银行也是远远不如。笔者在此背景下,依据顾客感知价值理论,对天长农商行的网银业务进行调研,主要目的是调研其网银功能是否全面;服务质量如何;重视及推广情况以及品牌效应如何。本次调研主要包括客户的基本信息:性别、年龄、职业、收入;客户对网上银行服务的具体偏好:最常使用的服务、最看重的设计、最担忧的问题;以及客户对市场上各家银行提供的网上银行业务的忠诚度和品牌认知情况;并且直接调研农商行网银服务的优势方面和不足之处。最后分析得出农商行在网银服务上的具体问题有以下几个方面:具体使用功能的缺乏、产品设计同质化;缺乏品牌效应,市场认同度不够;服务质量偏低,客户体验不佳;重视不足、缺乏推广。通过分析出具体的原因,笔者在最后给出了具体的建议和解决措施。包括:丰富农商行网银业务使用功能、设计个性化业务;提高网银服务的服务质量;打造农商行网银业务的品牌以及具体的营销推广策略。希望能够给农商行的网上银行业务发展提供思路和想法。
[Abstract]:Internet banking is the product of the information age. The opening of the online banking service system will greatly improve the working efficiency of banks, so that funds create a higher efficiency, and the opening of online banking business. For banks, it can also reduce the cost of production and operation. As customers, online banking can solve the business across time and space, not only saving time cost. In Tianchang City, compared with other banks, the business development of agricultural and commercial banks has its limitations. On the one hand, it is from the reform of rural credit cooperatives. From serving in the past to facing the whole society, the development of the online banking business will inevitably have defects; On the other hand, as a regional commercial bank, the technology of agribusiness is far less than that of large joint-stock commercial bank. In this context, the author based on the theory of customer perceived value. The main purpose of this paper is to investigate whether the net silver function of Tianchang Agricultural and Commercial Bank is comprehensive or not. Service quality; This research mainly includes the basic information of the customer: gender, age, occupation, income; Customers' specific preferences for online banking services: the most commonly used services, the most important design, the most worrying issues; And the customer's loyalty and brand cognition to the online banking business provided by each bank in the market; And directly investigate the advantages and disadvantages of the agribusiness bank online banking service. Finally, the paper concludes that the specific problems of the agribusiness bank in the online banking service are as follows: lack of specific use function, homogeneity of product design; Lack of brand effect, insufficient market identity; The service quality is on the low side, the customer experience is not good; Through the analysis of the specific reasons, the author gives specific suggestions and solutions in the end, including: enriching the use function of the net silver business of the agricultural and commercial banks, designing the individualized business; Improve the service quality of Internet banking service; It is hoped that it can provide ideas and ideas for the development of online banking business of agribusiness.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.2

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