我国商业银行内部营销、员工忠诚与服务质量关系研究

发布时间：2018-05-19 22:03

本文选题：商业银行 + 内部营销　；参考：《华中农业大学》2013年硕士论文

【摘要】：近年来,随着金融经济的全球化发展,大批外资银行不断涌入我国金融市场,众多民营银行和其他非银行金融机构的蓬勃发展,使各大银行之间通过不断开发新产品、开展形式多样的营销手段、提供更高效优质的服务等方式展开激烈竞争。为外部顾客提供高校优质的服务、培养外部顾客忠诚进而有效地吸引和保留忠实顾客来提升盈利能力和竞争力是商业银行在激烈竞争中的常用路径。因此,大部分银行将主要精力放在如何提高外部顾客忠诚而忽视了内部员工忠诚的培养,造成内部员工忠诚度低、流失率高、员工服务质量低下,最终难以提高外部顾客的忠诚以及银行的盈利能力。因此,我国商业银行要想提高外部顾客忠诚、提升银行员工的服务质量,必须以提高内部员工忠诚为前提,而员工忠诚的培养又来源于银行的内部营销的有效实施。银行内部营销是银行整个市场营销不可分割的重要组成部分,是实现外部营销的立足点和出发点。虽然近几年国内学者对内部营销理论进行了大量研究,但研究内容和方法与国外相比存在较大差距,国内研究领域比较单一,并且很多研究只是从理论分析和对策研究方面着手,很少从实证角度研究商业银行内部营销、员工忠诚与服务质量的影响机制。为此,本研究将运用内部营销理论、服务质量理论、服务利润链模型理论,探讨商业银行内部营销、员工忠诚与服务质量的影响机制。具体研究内容如下：首先,本研究结合我国商业银行的发展实际,介绍了该研究的现实和理论背景、研究的意义以及所期望达到的研究目的。其次,本研究分析了内部营销、员工忠诚和服务质量的本质内涵,对国内外相关研究成果和理论进行了综述。第三,根据现有文献,演绎出三个构面之间的关系和逻辑内涵,并在此基础上构建了商业银行内部营销、员工忠诚与服务质量三各构面的结构理论模型,根据该理论模型和逻辑关系,提出了本研究的假设。第四,根据研究文献成果的借鉴,本研究开发了研究调查量表,并进行了量表信度、效度检验和因子分析。通过描述分析、结构方程模型分析和多元回归分析等分析方法,进行了实证分析,探讨银行内部营销对员工服务质量的影响机制。研究结果表明：(1)商业银行员工基本具备良好的专业知识,能较好地保障顾客隐私,为顾客服务,但是在提供个性化服务、与顾客建立良好联系方面还有待提高。(2)商业银行内部营销对银行员工忠诚具有正向的显著影响。其中,银行内部营销的培训、沟通和银行文化对银行员工的态度忠诚有显著的正向影响,沟通、激励、授权参与和银行文化对银行员工的行为忠诚有显著的正向影响。(3)商业银行员工忠诚对银行员工服务质量有正向显著影响。银行员工服务质量的有形性、可靠性、响应性、保证性和移情性都会受到员工的态度忠诚和行为忠诚的显著正向影响。(4)商业银行内部营销对银行员工服务质量有直接的正向显著影响。商业银行内部营销对银行员工服务质量的形性、可靠性、响应性、保证性和移情性有相应的显著影响作用。(5)商业银行员工态度忠诚和行为忠诚对银行内部营销与银行员工服务质量关系起到部分中介效用。商业银行内部营销不仅可以直接营销服务质量,还可以通过银行员工的态度忠诚和行为忠诚进而影响银行服务质量。最后,根据研究结果,得出相应的研究结论：商业银行内部营销可以直接服务质量,也可以通过员工态度忠诚和行为忠诚的部分中介作用间接地影响服务质量。同时,商业银行实施内部营销需要从培训、沟通、激励、授权参与和银行文化五个方面着手。本研究提出了商业银行通过实施内部营销直接或间接地通过提高员工忠诚进而提高服务质量的对策和建议,对我国商业银行员工服务质量的提升具有十分重要的参考价值。同时提出本研究行业和样本的研究局限以及未来研究方向。
[Abstract]:In recent years, with the globalization of financial and economic development, a large number of foreign banks are constantly pouring into our financial market. Many private banks and other non bank financial institutions have developed vigorously, making the big banks develop fierce competition through the continuous development of new products, various forms of marketing means, and more efficient and high-quality services. It is a common path for commercial banks in the fierce competition. Therefore, most of the banks will focus on how to improve the loyalty of external customers and ignore the loyalty of internal employees. In order to improve the loyalty of the external customers and improve the service quality of the bank employees, it is necessary to improve the loyalty of the internal staff and the loyalty of the employees. Training also comes from the effective implementation of the internal marketing of the bank. The internal marketing of the bank is an inseparable and important part of the whole marketing of the bank, and is the foothold and starting point for the realization of the external marketing.
Although many domestic scholars have done a lot of research on internal marketing theory in recent years, there is a large gap in the research content and method compared with foreign countries, the domestic research field is relatively simple, and many studies only start from the theoretical analysis and countermeasure research, and seldom study the internal marketing of commercial banks, employee loyalty and service from the empirical perspective. Therefore, this study will use internal marketing theory, service quality theory and service profit chain model theory to explore the influence mechanism of internal marketing, employee loyalty and service quality in commercial banks.
First, this study combines the actual development of China's commercial banks, introduces the practical and theoretical background of the study, the significance of the research and the desired purpose of research. Secondly, this study analyzes the intrinsic connotation of internal marketing, employee loyalty and service quality, and summarizes the relevant research results and theories at home and abroad. Third, the root of the research is the root of the research. According to the existing literature, we deduce the relationship and logical connotation between three facets. On this basis, we construct the structural theoretical model of the internal marketing of commercial banks, employee loyalty and the quality of service three, and put forward the hypothesis of this study according to the theoretical model and logical relationship. Fourth, based on the reference of the research literature results, this study opens. The research questionnaire was issued, and the scale reliability, validity test and factor analysis were carried out. Through descriptive analysis, structural equation model analysis and multiple regression analysis, the empirical analysis was carried out to discuss the influence mechanism of the internal marketing of the bank on the service quality of the staff.
The results show that: (1) the employees of commercial banks have good professional knowledge, which can guarantee customer privacy and serve customers well, but there is still to be improved in providing personalized service and establishing good relations with customers. (2) the internal marketing of commercial banks has a positive and significant influence on the loyalty of the bank employees. Marketing training, communication and bank culture have a significant positive impact on the attitude loyalty of the bank employees. Communication, incentive, authorized participation and bank culture have a significant positive impact on the behavior loyalty of the bank employees. (3) the employee loyalty of commercial banks has a positive impact on the service quality of the bank employees. Sex, reliability, responsiveness, assurance and empathy will all have a significant positive impact on employees' attitude loyalty and behavioral loyalty. (4) the internal marketing of commercial banks has a direct and positive impact on the service quality of the bank employees. The form, reliability, responsiveness, assurance and empathy of the internal marketing of commercial banks to the service quality of the bank employees (5) the attitude loyalty and behavior loyalty of the commercial banks have a partial intermediary utility on the relationship between the internal marketing of the bank and the service quality of the bank employees. The internal marketing of the commercial banks can not only directly marketing the service quality, but also influence the bank through the attitude loyalty and the behavior loyalty of the bank employees. In the end, according to the results of the research, we can draw a conclusion that the internal marketing of commercial banks can directly serve the quality of service, and indirectly influence the quality of service through the partial intermediary role of employee attitude loyalty and behavioral loyalty. This study puts forward the countermeasures and suggestions for commercial banks to improve their service quality directly or indirectly through the implementation of internal marketing. It has a very important reference value for the improvement of the service quality of our commercial banks. At the same time, it puts forward the research industry and sample research. Limitations and future research directions.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.92;F274;F832.33

【参考文献】