华融湘江银行H分行客户满意度研究

发布时间：2018-04-09 16:26

本文选题：华融湘江银行H分行　切入点：客户满意度　出处：《湖南工业大学》2013年硕士论文

【摘要】：客户满意度的研究有助于使银行在新产品的研发上少走弯路，银行将花费相对较少的时间和资金了解市场需求，从而比竞争者更有效果和更有效率的满足客户需求、获得较高的客户忠诚度。随着我国银行业市场竞争的日趋激烈，客户已经成为商业银行的战略性资源。客户关系管理成为我国商业银行面临的重要课题。作为银行业的后起之秀，华融湘江银行与国内外成熟的金融企业相比，对于客户及客户满意度的研究与应用还停留在简单的客户满意度调查和数据收集阶段，缺少系统深入的分析与挖掘。本文结合华融湘江银行客户满意现状，对华融湘江银行客户满意度进行分析研究，用因子分析法筛选出影响客户满意度的重要因素，构建客户满意度测评指标体系。通过测评从中分析其客户不满意的问题，并针对问题提出客户满意度提升策略，从而完善银行管理机制，科学评价华融湘江银行的客户满意度，，提高其市场竞争力。通过调查分析，本文取得了如下三点主要结论：一是银行服务质量是影响银行声誉的重要因素。客户对华融湘江银行H分行的服务并不是很满意。这主要是华融湘江银行设立的分行并不多，所提供的服务便捷性不够，远未满足客户需求。二是银行的大力宣传尤为重要。有很多业务银行已经推出但是有些客户根本不知道，应该加大宣传力度，同时要加大对普通客户的服务力度和业务创新。三是开通个人网上银行业务是客户的期望。在此基础上，本文建议，华融湘江银行要提升其客户满意度，应做好三方面的工作：一、以“满意”为宗旨，完善服务管理机制；二、以“转型”为导向，推进业务结构大调整；三、以“团队”为根本，推进队伍建设大提升；四、以“网点”为平台，推进华融品牌大升值。
[Abstract]:The research on customer satisfaction can help banks to make less detours in the development of new products. Banks will spend relatively less time and money to understand market demand, thus meeting customer needs more effectively and more efficiently than competitors.Obtain high customer loyalty.With the increasingly fierce competition in China's banking market, customers have become the strategic resources of commercial banks.Customer relationship management (CRM) has become an important subject for commercial banks in China.As a rising star of the banking industry, the research and application of Huarong Xiangjiang Bank, compared with mature financial enterprises at home and abroad, is still at the stage of simple customer satisfaction investigation and data collection.Lack of systematic in-depth analysis and mining.This paper analyzes and studies the customer satisfaction of Huarong Xiangjiang Bank in combination with the present situation of customer satisfaction in Xiangjiang Bank of Huarong. The important factors affecting customer satisfaction are screened by factor analysis, and the evaluation index system of customer satisfaction is constructed.This paper analyzes the problems of customer dissatisfaction through the evaluation, and puts forward the strategy of improving customer satisfaction, so as to perfect the bank management mechanism, scientifically evaluate the customer satisfaction of Huarong Xiangjiang Bank, and improve its market competitiveness.Through investigation and analysis, this paper obtains the following three main conclusions: first, the quality of bank service is an important factor affecting the reputation of banks.The customer is not very satisfied with the service of H Branch of Xiangjiang Bank of Huarong.This is mainly Huarong Xiangjiang Bank set up not many branches, the provision of service is not enough, far from meeting customer needs.Second, the bank's vigorous propaganda is particularly important.Many business banks have already launched but some customers simply don't know that more publicity should be done, along with greater service and business innovation for ordinary customers.Third, the opening of personal online banking business is the expectation of customers.On this basis, this paper suggests that Huarong Xiangjiang Bank should do a good job in three aspects in order to improve its customer satisfaction: first, to perfect the service management mechanism with the aim of "satisfaction"; second, to take "transformation" as the guide,Promote the adjustment of business structure; third, to "team" as the foundation, promote the team building, fourth, "network" as the platform, promote Huarong brand appreciation.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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