商业银行服务质量与顾客满意度及忠诚度关系研究

发布时间：2018-06-30 02:12

本文选题：商业银行 + 服务质量　；参考：《东北林业大学》2013年硕士论文

【摘要】：随着社会的进步,人民生活水平的提高,服务业逐渐登上了历史舞台,成为现代经济的一个主要产业。2012年9月26日,温家宝总理在国务院常务会议上,提出要加快发展服务业。由此可见,服务业在国民经济中发挥着越来越重要的作用。而商业银行作为一个金融服务企业,在发挥重要作用的同时,也面临着来自竞争对手和服务对象的双重压力。在这样的生存环境中,商业银行如果想存活下来并且稳健发展,就必须增强自己的竞争优势。如今这个以顾客为导向的时代,顾客成为了掌握企业命脉的关键,顾客不再单一的重视产品或者服务的价格,而是把关注的重点转移到服务质量上来。显然,商业银行通过改善服务质量来提高顾客满意度和顾客忠诚度,从而维持与顾客长期的合作关系,成为商业银行获得竞争优势,增强竞争力的有效途径。本文以哈尔滨市中国工商银行为例,在服务质量与顾客满意度及顾客忠诚度相关理论的基础上,对三者之间的关系进行了实证研究。旨在通过对服务质量与顾客满意度及顾客忠诚度关系的梳理,找出服务质量中影响顾客满意度及顾客忠诚度的因子,有针对性的提高我国商业银行的服务质量,并以此为桥梁,有效的提高顾客满意度和顾客忠诚度,维持现有顾客,发展潜在顾客,通过提高行业竞争力来实现我国商业银行的蓬勃发展。鉴于以上目的,本文以哈尔滨市中国工商银行办理过业务的顾客为样本,大量阅读国内外相关文献和研究成果,提出了适合我国商业银行务服质量与顾客满意度及顾客忠诚度的调查问卷,在预调研的基础之上完善问卷,形成正式问卷。对务服质量与顾客满意度及顾客忠诚度三者关系进行实证研究,针对实证分析结果,提出了改善服务质量,提高顾客满意度和忠诚度的可行性对策建议,为我国商业银行提供参考依据。
[Abstract]:With the progress of the society and the improvement of the people's living standard, the service industry has gradually stepped onto the historical stage and become a main industry of the modern economy. On September 26, 2012, at the executive meeting of the State Council, Premier Wen Jiabao proposed to speed up the development of the service industry. Thus, the service industry is playing a more and more important role in the national economy. As a financial service enterprise, commercial banks are faced with the double pressure from their competitors and service objects while playing an important role. In such a living environment, commercial banks must enhance their competitive advantage if they want to survive and develop steadily. Nowadays, in this customer-oriented era, customers have become the key to grasp the lifeblood of enterprises. Customers no longer pay attention to the price of products or services, but focus on the quality of service. Obviously, commercial banks can improve customer satisfaction and customer loyalty by improving service quality so as to maintain long-term cooperative relationship with customers and become an effective way for commercial banks to gain competitive advantage and enhance their competitiveness. Taking the Industrial and Commercial Bank of China in Harbin as an example, this paper makes an empirical study on the relationship between service quality, customer satisfaction and customer loyalty. Through combing the relationship between service quality, customer satisfaction and customer loyalty, the paper finds out the factors that affect customer satisfaction and customer loyalty, and improves the service quality of commercial banks in China. Effectively improve customer satisfaction and customer loyalty, maintain existing customers, develop potential customers, improve the competitiveness of the industry to achieve the vigorous development of commercial banks in China. In view of the above purpose, this article takes Harbin Industrial and Commercial Bank of China (ICBC) as a sample to read a large number of domestic and foreign related literature and research results. This paper puts forward a questionnaire which is suitable for the quality of commercial banking service, customer satisfaction and customer loyalty. Based on the pre-investigation, the questionnaire is perfected to form a formal questionnaire. This paper makes an empirical study on the relationship between service quality, customer satisfaction and customer loyalty. According to the results of empirical analysis, it puts forward feasible countermeasures and suggestions to improve service quality, customer satisfaction and loyalty. To provide reference for our commercial banks.
【学位授予单位】：东北林业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

【参考文献】