新疆商业银行服务质量与顾客满意度关系研究

发布时间：2018-03-08 13:04

本文选题：新疆商业银行　切入点：服务质量　出处：《新疆财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着各大国有银行股份制改革的完成，我国银行业确立了相对较完善的运行机制，市场化程度更高，各银行自身竞争力有显著提高。近年来，我国经济发展取得了举世瞩目的成就，商业银行在此过程中扮演了十分重要的角色，有力的支撑和促进了国民经济又好又快的发展。 2012年，国际国内经济环境恶化，各国面对了较大的经济下行压力，我国中央银行分别下调了利率和存款准备金率。虽然如此，，新疆银行业金融机构依靠自身的努力，资产规模逐渐扩大，各项贷款稳步增长，自觉跟进自治区重点建设项目投资，积极争取差别化区域信贷政策，加大了民生、三农服务等重点领域的信贷支持力度，为新疆经济社会实现跨越式发展做出了积极贡献。本文研究对象主要是新疆维吾尔自治区范围内的商业银行，包括各银行新疆分行、乌鲁木齐分行以及本地商业银行，参考国内外相关理论及研究成果，以零售银行业务为切入点，探讨商业银行服务质量、顾客感知价值以及顾客满意度三者之间的关系。本文综合采用了定性、定量相结合的分析方法，具体方法包括：文献综合分析、小范围访谈、问卷调查和实证分析。其中实证分析主要采用了描述性统计、因子分析、相关分析等方法。本文通过问卷调查的方式对新疆商业银行服务质量、顾客感知价值以及顾客满意度进行数据收集，通过实证分析得出三者之间的关系，主要结论如下：（1）有形性、功能性、移情性、保证性、便捷性构成了新疆商业银行服务质量的五个维度。（2）新疆商业银行服务质量五个维度与顾客满意度正向相关。（3）新疆商业银行服务质量五个维度与顾客感知价值正向相关。（4）新疆商业银行顾客感知价值与顾客满意度正向相关。（5）顾客感知价值是服务质量与顾客满意度的中间变量，服务质量通过顾客感知价值间接影响顾客满意度。
[Abstract]:With the completion of the shareholding system reform of the major state-owned banks, China's banking industry has established a relatively perfect operating mechanism, a higher degree of marketization, and a remarkable improvement in the competitiveness of the banks themselves in recent years. China's economic development has made remarkable achievements, commercial banks have played a very important role in this process, and have been able to support and promote the good and rapid development of the national economy. In 2012, with the deterioration of the international and domestic economic environment and the great downward pressure on the economy, the Central Bank of China respectively lowered the interest rate and the reserve requirement ratio. Nevertheless, the banking financial institutions in Xinjiang relied on their own efforts. With the gradual expansion of assets, the steady growth of various loans, consciously following up the investment in key construction projects in the autonomous region, actively striving for a differentiated regional credit policy, and increasing credit support in key areas such as people's livelihood, agriculture, rural services, and other key areas, For Xinjiang's economic and social development by leaps and bounds to make a positive contribution. The research object of this paper is the commercial banks in Xinjiang Uygur Autonomous region, including the Xinjiang branch, Urumqi branch and local commercial bank, referring to the relevant theories and research results at home and abroad. This paper discusses the relationship among service quality, customer perceived value and customer satisfaction of commercial banks from the point of view of retail banking. Qualitative and quantitative analysis methods are used in this paper. The specific methods include:. Literature comprehensive analysis, small-scale interviews, questionnaires and empirical analysis. The empirical analysis mainly uses descriptive statistics, factor analysis, correlation analysis and other methods. This paper collects data on service quality, customer perceived value and customer satisfaction of commercial banks in Xinjiang by means of questionnaire, and obtains the relationship between them by empirical analysis. The main conclusions are as follows:. 1) tangible, functional, empathy, assurance and convenience constitute five dimensions of service quality of commercial banks in Xinjiang. 2) the five dimensions of service quality of commercial banks in Xinjiang are positively correlated with customer satisfaction. 3) the five dimensions of service quality of commercial banks in Xinjiang are positively related to customer perceived value. 4) customer perceived value and customer satisfaction of Xinjiang Commercial Bank are positively correlated. Customer perceived value is the intermediate variable of service quality and customer satisfaction. Service quality indirectly affects customer satisfaction through customer perceived value.
【学位授予单位】：新疆财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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