盛京银行顾客满意度调查实证研究

发布时间：2018-05-18 04:24

本文选题：盛京银行 + 顾客满意度　；参考：《辽宁大学》2013年硕士论文

【摘要】：当今社会，各行各业的企业都在寻求更好的发展道路，也许其方法都大不相同，但是其目标都是一致的，那就是不断的满足顾客的期望和需求。因此，顾客满意方面的研究也就越来越多，各个企业也都开始认识到其在战略意义上的重要性。对于顾客满意度的研究，国外开始的比较早，也相对来说比较成熟。尤其是在银行业，顾客满意度的研究已经受到了国外各国的重视，而且许多国家也商业银行顾客满意度做了相当多的研究，并且把研究结果运用到了其日常的银行管理工作当中，甚至是银行的决策性战略性工作之中。而到目前为止，国内关于商业银行的顾客满意度研究还处于起步阶段，整个顾客满意度测评体系还非常的不完善。虽然国内的一些机构在一些城市针对某些银行做了一些调查，但是这些调查也只是局部性的，，不能适用于所有的商业银行。要想完善国内的整个顾客满意度测评体系，我们还是任重而道远的。于此同时，我们也没有专门针对沈阳商业银行顾客满意度测评的研究，所以本文想以沈阳的盛京银行为例，来研究沈阳商业银行的顾客满意度情况，希望可以为国内的顾客满意度体系的完善提供一些可参考的意见和建议。笔者在写作期间阅读了大量的相关文献，对国外的顾客满意度研究尤其是商业银行的顾客满意度研究也有了一定的了解，在此基础上，又结合我国商业银行的具体情况，对沈阳的盛京银行顾客满意度进行了一次较为深入的研究。本文第一部分主要介绍了笔者的选题原因和依据，还有与其他类似文章不同的地方。本文第二部分对相关的概念与理论综述进行了界定，主要包括顾客满意度的内涵、国内商业银行顾客满意度的研究现状以及国内外顾客满意度的模型发展，为后文中盛京银行顾客满意度模型的建立以及其测评的建立都奠定了良好的理论基础。本文第三部分是在本文第二部分的理论基础之上，尝试着构建了盛京银行的顾客满意度测评模型以及其测评体系，并且在借鉴了前人的成熟指标及其确定权重的方法之上，用层次分析法确定了盛京银行顾客满意度的各指标的权重。本文第四部分，借鉴了前人的成熟调查问卷，并且又根据盛京银行的一些特性做了一些调整，最后设计出了具体的调查问卷，之后又利用效度、信度等方法来检验了问卷的可信度以及测评体系的可操作性。本文第五部分针对如何全面提高盛京银行顾客满意度提出了一些建议。最后一部分是本文的不足之处和未来研究。
[Abstract]:In today's society, enterprises in various industries are looking for a better way of development, perhaps their methods are very different, but their goals are the same, that is, to constantly meet the expectations and needs of customers. Therefore, there are more and more researches on customer satisfaction, and all enterprises begin to realize the importance of customer satisfaction in strategic sense. For the study of customer satisfaction, foreign countries started earlier, and relatively mature. Especially in the banking industry, the research of customer satisfaction has been paid much attention by foreign countries, and many countries have done quite a lot of research on customer satisfaction of commercial banks. And the research results are applied to its daily banking management, even the decision-making strategic work of banks. So far, the domestic research on the customer satisfaction of commercial banks is still in the initial stage, the whole customer satisfaction evaluation system is still very imperfect. Although some domestic institutions have made some investigations in some cities against certain banks, these surveys are only local and cannot be applied to all commercial banks. To improve the domestic customer satisfaction evaluation system, we still have a long way to go. At the same time, we do not specifically study the customer satisfaction evaluation of Shenyang Commercial Bank, so this paper would like to take Shengjing Bank of Shenyang as an example to study the customer satisfaction of Shenyang Commercial Bank. Hope to provide some suggestions and suggestions for the improvement of domestic customer satisfaction system. During the writing period, the author has read a lot of relevant documents, and has a certain understanding of the research on customer satisfaction abroad, especially the customer satisfaction research of commercial banks. On this basis, combined with the specific situation of commercial banks in China, The customer satisfaction of Shengjing Bank in Shenyang is studied deeply. The first part of this paper mainly introduces the author's reasons and basis of choosing the topic, and also different from other similar articles. In the second part of this paper, the related concepts and theories are defined, including the connotation of customer satisfaction, the research status of domestic commercial bank customer satisfaction and the development of domestic and foreign customer satisfaction model. It lays a good theoretical foundation for the establishment of the customer satisfaction model and the evaluation of Shengjing Bank. The third part of this paper is based on the theory of the second part of this paper, try to build the Shengjing Bank customer satisfaction evaluation model and its evaluation system, and on the basis of the previous mature indicators and the method of determining the weight. Analytic hierarchy process (AHP) is used to determine the weight of each index of Shengjing Bank's customer satisfaction. In the fourth part of this paper, we draw lessons from the mature questionnaire of predecessors, and make some adjustments according to the characteristics of Shengjing Bank. Finally, we design a specific questionnaire, and then use the validity of the questionnaire. Reliability and other methods to test the credibility of the questionnaire and the operability of the evaluation system. In the fifth part, some suggestions on how to improve the customer satisfaction of Shengjing Bank are put forward. The last part is the deficiency and future research of this paper.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

【参考文献】