基于顾客体验的商业银行营业厅现场管理研究

发布时间：2018-06-10 02:54

本文选题：顾客体验 + 营业厅现场管理　；参考：《吉林大学》2013年硕士论文

【摘要】：从Pine II和Gilmore (1998)宣称体验经济时代的到来，再到微软（2001）推出的视窗体验、惠普和联想的全面客户体验，百思买、迪斯尼、星巴克、麦当劳、宜家等愈来愈多的企业正在践行体验经济。这些都证明，我们正处于体验经济时代。另外，随着四大银行的金融改制，外来银行涌入中国，城市中小银行的兴起，使得国内银行业间的竞争变得越来越激烈，银行业之间由原有的“金融市潮”竞争逐渐转变为“客户资源”的竞争，日益稀缺的客户资源成为银行业间争夺的战略性资源。要想在激烈的市场竞争中生存下来并胜出，要求我们紧随时代步伐，适应市场环境。体验经济时代，顾客在产品或者服务消费的同时，更加注重现场身临其境的内心真实感受。现有大部分有关商业银行的研究都集中于顾客满意度、战略转型等的研究，有关营业厅的研究主要集中于排队等候方面。本文从顾客体验的角度，对营业厅现场管理进行研究，希望通过研究能改善营业厅现场管理，提高服务水平，并充实现有理论。本文首先从现场管理和顾客体验两方面进行了相关理论综述，构建了丰富的理论基础。现场管理就是对企业一线的人、事、物、环境的有效管理。顾客体验就是以商品为道具，以服务为舞台，以消费者为中心，为消费者创造出值得回忆的活动。其次，从商业银行的运营情况及运营特点入手，通过对商业银行营业厅现场管理的现状分析，发现其现场管理中存在诸多问题。通过对营业厅业务流程的梳理，总结出基于顾客体验的一般业务流程，包括15个环节：厅前环境、进入营业厅、厅内环境、咨询服务、引导分流、自助终端服务、排号、填单、排队等候、营销服务、办理沟通、办理等待、办理结果确认、争议/投诉、离开营业厅。然后结合商业银行营业厅的特点界定了本文的核心概念，通过对一般业务流程环节中可能的接触点进行详细梳理，依此设计了本文的调查问卷，通过实地调研收集数据，运用EXCEL提炼出营业厅顾客体验的关键环节，应用SPSS对顾客体验关键环节中的所有接触点进行信度和效度分析，分析了顾客对关键环节接触点的关注程度。结果显示，营业厅顾客体验的关键点包括咨询服务、自助终端服务、排队等候、办理沟通、办理结果确认、争议/投诉。其中咨询服务、自助终端的使用、排队等候、办理沟通为顾客体验的峰点，办理结果确认为顾客体验的终点，争议投诉虽不是峰终点但是属于高关注点。咨询服务环节顾客关注点依次为营业员的专业技能、沟通技能和服务态度；自助服务环节顾客希望设备无故障，，大堂经理能够指导使用自助设备；等候环节顾客的关注点依次为服务的响应性、感知性、移情性。办理沟通环节顾客主要关注柜员的专业性，其次是服务提供的亲和性；办理结果确认环节顾客主要关注结果的准确性；争议环节顾客希望能够得到尊重以及问题能尽快得到解决。最后营业厅管理人员应该依据研究结果从员工、顾客、设备、常见问题、环境、争议投诉等方面对现场进行管理，提高顾客体验感知和顾客满意度。
[Abstract]:From Pine II and Gilmore ( 1998 ) to experience the arrival of the economic era , and to Microsoft ( 2001 ) the Windows experience , HP and Lenovo ' s comprehensive customer experience , Best Buy , Disney , Starbucks , McDonald ' s , Iyhome , etc . are practicing the economy . These are proof that we are experiencing an economic era .

In addition , with the financial reform of the big four banks , the rising of foreign banks into China and small and medium - sized banks has made domestic banking competition more and more fierce . The competition between banks is gradually changed into " customer resources " . The increasingly scarce customer resources become the strategic resources for the competition among the banking industry . To survive and win in the fierce market competition , we should adapt to the times and adapt to the market environment . In order to experience the economic times , customers pay more attention to the real feelings of the people at the same time .

Most of the researches on commercial banks focus on the research of customer satisfaction , strategic transformation and so on . The research on the business hall mainly focuses on the waiting aspect . From the perspective of customer experience , this paper studies on - site management of business hall . It is hoped that the research can improve the site management of the business hall , improve the service level , and enrich the existing theory .

This paper firstly summarizes the relevant theories from the field management and the customer experience , and builds a rich theoretical foundation . On - site management is the effective management of people , things , things and environment in the first line of the enterprise . The customer experience is that the goods are the props , the service is the stage , the consumer is the center , and the activities that are worth remembering are created for the consumers .

Secondly , starting from the operation and operation characteristics of commercial banks , through analyzing the present situation of the field management of commercial banks , it is found that there are many problems in the field management . By combing the business process of business hall , this paper summarizes the general business process based on customer experience , including 15 links : pre - office environment , entering business hall , internal environment , consulting services , guiding diversion , self - service terminal service , ranking , filling , waiting , processing result confirmation , dispute / complaint , leaving the business hall .

Then according to the characteristics of commercial bank ' s business hall , the core concept of this paper is defined . Through the detailed analysis of the possible contact points in the general business process , this paper designs a questionnaire in this paper . Based on the data collected from the field investigation , the key link of customer experience in the business hall is extracted by using Excel . The reliability and validity of all the contact points in the key link of customer experience are analyzed by SPSS , and the level of attention of the customer to the contact point of the key link is analyzed .

The results show that the key points of the customer experience of the business hall include consulting services , self - service terminal service , queuing waiting , handling communication , handling result confirmation , dispute / complaint . Among them , the consulting services , the use of self - service terminals , queuing and waiting , handling communication as the peak point of the customer experience , the handling results are recognized as the end points of the customer experience , and the dispute complaint is not the peak terminal point but belongs to the high point of interest . The service link customer focus point is the professional skills , communication skills and service attitude of the salesperson in turn ;
The customer of the self - service link wants the equipment to be free of failure , and the lobby manager can guide the use of self - service equipment ;
The customer ' s attention points in the waiting process are the responsiveness , perception and empathy of the service in turn . Customers who handle the communication link mainly pay attention to the professionalism of the teller , followed by the compatibility of the services ;
The results confirm the accuracy of the result of the customer ' s main concern ;
The dispute link customer wants to be respected and the problem can be solved as soon as possible .

Finally , the management personnel of business hall should manage on - site according to the results of the study from aspects such as employee , customer , equipment , frequently asked questions , environment , dispute complaint , etc . , so as to improve customer experience perception and customer satisfaction .
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

【参考文献】