基于优先级顾客的银行服务能力决策研究

发布时间：2018-07-01 21:40

本文选题：服务能力 + 优先级顾客　；参考：《杭州电子科技大学》2013年硕士论文

【摘要】：对于服务企业来说，可以通过调整服务能力使得企业实现利润最大化的目的，从而在激烈的行业竞争中处于领先的地位。但是由于影响服务能力的因素众多，其中包括顾客、服务质量、服务成本、服务定价、服务设备设施等，因此服务企业必须根据自身的特点选择合适的影响因素进行调整，才能以最小的投入使得企业达到利润最大时的服务能力。银行作为一类十分有代表性的服务企业，也可以通过调整服务能力的影响因素优化服务能力，这一特点在银行的营业网点上表现的尤其明显。但是现在有很多银行的营业网点在调整服务能力时只关注了顾客与服务质量而忽视了自身的服务成本，，这导致管理者采取了许多调整措施，却没有达到预期的效果。本文试图在深入分析顾客，服务质量和服务成本影响银行营业网点服务能力的基础上，构建一个服务能力决策模型，模型中包含优先级顾客、服务质量中的等待时间和服务成本中营业成本这三个因素，并通过对模型进行仿真实验，帮助银行的管理者进行对银行的营业网点进行服务能力决策。在构建模型过程中，首先根据对国内外学者研究成果的梳理，确定银行的优先级顾客作为顾客这一因素的代表；然后通过对国内外学者的研究结论进行分析并结合实地的问卷调查，确定等待时间这一因素是对银行营业网店的服务能力影响最大；最后通过作业成本法的分析手段明确营业成本作为构建服务能力决策模型中服务成本的代表。在模型分析中，首先采用排队论中的M/M/1和M/M/s模型对优先级顾客的等待时间进行了分析，发现银行的营业网点可以通过选择具有较高服务率的服务人员和增加服务台的数量来减少优先级顾客的等待时间，优化营业网点的服务能力。但是这些措施都会增加银行营业网点的服务成本，降低银行的盈利水平。然后在M/M/1和M/M/s模型的基础上加入了营业成本这一因素重新分析，并根据延迟成本理论将优先级顾客的等待时间成本化，得到优先级顾客的等待时间成本；最后将这两部分成本合并，得到以成本最小为目的的银行营业网点优先级顾客服务能力决策模型。对于得到的服务能力决策模型，本文利用实际收集到的数据，采用仿真的方法，对优先级顾客的到达率，优先级顾客所能容忍的最大排队人数，等待时间的成本系数等指标进行了灵敏度分析，得到了银行的营业网点在不同的服务规则下优化服务能力时所需要重点考虑的指标。同时将仿真的结果与之前只考虑优先级顾客等待时间的优化措施相比较，表明了银行管理者在针对优先级顾客服务能力决策时，需要同时考虑顾客、服务质量和服务成本这三个因素，才更有可能实现利润最大时的服务能力，使得银行保持竞争优势。
[Abstract]:For service enterprises, the aim of maximizing profits can be realized by adjusting the service ability, so that they are in the leading position in the fierce industry competition. However, there are many factors that affect the service capability, including customer, service quality, service cost, service pricing, service equipment and so on. Therefore, service enterprises must choose appropriate factors to adjust according to their own characteristics. Only with the minimum investment can the enterprise reach the service ability when the profit is maximized. As a representative service enterprise, the bank can optimize the service ability by adjusting the influence factors of the service ability, which is especially evident in the bank's business network. However, many banks only pay attention to customer and service quality while neglecting their own service cost, which leads managers to take a lot of adjustment measures, but not achieve the desired effect. This paper attempts to construct a decision model of service capacity based on the in-depth analysis of customers, service quality and service cost, which includes priority customers. The waiting time in the service quality and the operating cost in the service cost are three factors, and the simulation experiment is carried out to help the managers of the bank to make the decision on the service ability of the bank's business network. In the process of constructing the model, firstly, according to the research results of domestic and foreign scholars, the priority customer of the bank is determined as the representative of the customer. Then through the analysis of the research conclusions of domestic and foreign scholars and the questionnaire survey on the spot, it is determined that the factor of waiting time is the biggest influence on the service ability of the bank's online store. Finally, the business cost is defined as the representative of service cost in the decision model of service ability by means of activity-based costing. In the model analysis, the waiting time of priority customers is analyzed by using the M / M / 1 and M / M / s models of queuing theory. It is found that bank outlets can reduce the waiting time of priority customers by selecting service personnel with high service rate and increasing the number of service desks, and optimize the service capacity of business outlets. However, these measures will increase the service costs of bank outlets and reduce bank profitability. Then based on the model of M / M / 1 and M / M / s, the operating cost is re-analyzed, and the waiting time cost of the priority customer is transformed into the waiting time cost of the priority customer according to the delay cost theory, and the waiting time cost of the priority customer is obtained. Finally, by combining these two parts of cost, a decision model of priority customer service ability of bank operating network is obtained, which aims at minimum cost. For the decision model of service ability, this paper uses the data collected in practice, adopts the method of simulation, to the arrival rate of priority customers and the maximum queue number that priority customers can tolerate. Based on the sensitivity analysis of the cost coefficient of waiting time, the key indexes to be considered in the optimization of service capacity under different service rules are obtained. At the same time, the simulation results are compared with the previous optimization measures which only consider the waiting time of priority customers. It shows that bank managers need to consider customers when they make decisions on priority customers' service ability. The service quality and the service cost are the three factors that make the bank more likely to realize the service ability when the profit is maximized and make the bank keep the competitive advantage.
【学位授予单位】：杭州电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.3

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