中国农业银行SS分行顾客满意度测评及提升策略研究

发布时间：2018-05-17 04:08

本文选题：中国农业银行 + 顾客满意度　；参考：《西南交通大学》2013年硕士论文

【摘要】：近年来,随着市场经济的快速发展,中国金融市场的加速开放,外资银行纷至涌入,竞争日趋白热化。银行间的竞争,归根结底是客户资源的争夺,谁能令客户高度满意,谁就能培育忠诚的顾客,从而赢得市场,获取高额的利润。目前,佛山市南海区内已设立银行业金融机构22家,各家金融机构各出奇招,不断互相蚕食对方的市场,中国农业银行SS分行要想从激烈的竞争环境中突围而出,必须研究同业信息,查找劣势,扬长避短,以开展顾客满意度调查和分析为重要手段,以不断提高顾客满意度为目标,把握竞争主动权,打开发展新思路。本文采用理论研究与实证分析相结合的方法进行研究。首先,通过广泛地收集资料和文献阅读,从顾客满意理论出发,指出顾客满意度对SS农行的重要意义,根据SS农行的实际情况及本次调研的目的,设计出SS农行顾客满意度测评指标体系。其次,采取以留置问卷调查法为主,以个别面谈法为辅的调研方式在SS农行各网点实地调研,并对顾客满意度的测评指标进行统计与实证分析。最后,研究SS农行提高顾客满意度的策略,制定SS农行新的服务改进措施和经营发展战略,务求提升SS农行的服务水平,创造更多的营销机会,提高创利能力及提升企业形象,不断增强SS农行综合竞争力和发展后劲,以期望把SS农行打造成“客户首选的银行、政府支持的银行、社会赞誉的银行、同业尊重的银行”。
[Abstract]:In recent years, with the rapid development of the market economy, the rapid opening up of the Chinese financial market and the influx of foreign banks, the competition is becoming increasingly hot. The competition among banks is the final analysis of the contention of customer resources, who can make the customers highly satisfied, who can cultivate loyal customers, thus win the market and obtain high profits. At present, Foshan City In the South China Sea, 22 banking financial institutions have been set up, each of the financial institutions has been able to eat each other's market. The SS branch of the Agricultural Bank of China wants to get out of the fierce competition environment. It must study the information of the same industry, find the disadvantage and avoid the shortcomings, so as to carry out the investigation and analysis of customer satisfaction as an important means. We should aim at improving customer satisfaction, grasp the initiative of competition and open up new ideas for development.
This paper studies the combination of theoretical research and empirical analysis. First, through the extensive collection of data and literature reading, starting from the theory of customer satisfaction, this paper points out the significance of customer satisfaction to the SS Agricultural Bank. According to the actual situation of SS Agricultural Bank and the objective of this survey, it designs the evaluation index body of the customer satisfaction of the SS Agricultural Bank. Secondly, we take the investigation method of the indwelling questionnaire as the main method and the investigation method supplemented by the individual interview law in the SS Agricultural Bank of China, and make a statistical and Empirical Analysis on the evaluation index of the customer satisfaction. Finally, it studies the strategy of improving the customer satisfaction of the SS agricultural bank, and formulating the new service improvement measures and the management and development strategy of the SS Agricultural Bank. We should improve the service level of SS Agricultural Bank, create more marketing opportunities, improve the ability of profit making and enhance the image of the enterprise, constantly strengthen the comprehensive competitiveness and development of SS Bank of agriculture, so as to make the SS Bank of agriculture a "customer preferred bank, a bank supported by a government, a highly acclaimed bank, and a bank with respect to the same industry".
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33;F274

【参考文献】