基于QFD的银行客户满意度分析
发布时间：2018-07-16 16:08
【摘要】：随着经济全球化、金融自由化及国家对我国金融市场准入条件的逐步放宽,大 量的外资银行、股份制商业银行、投资银行、金融控股公司等新生力量不断进入和开发我国金融市场,日趋激烈的市场竞争使得各银行面临巨大的生存压力。在这样的市场背景下,越来越多的银行已经意识到客户满意的重要性,只有不断满足客户的金融需求,获得更多更优质的客户资源,才能在激烈的竞争中得到持续的发展。基于此,本文将质量功能展开(QFD)方法引入到银行客户满意度研究中,综合运用经济学、管理学、系统理论等多门学科的理论知识和科学方法,采取理论分析与实证研究相结合的方式,从客户满意度的测评和服务质量的改进两个方面对银行客户满意度进行研究。 本文首先从客户满意度、QFD方法及现有对银行客户满意度的研究等几个方面进行了文献研究,在此基础上,提出将QFD方法与银行客户满意度相结合的研究思路。以改进的SERVQUAL模型为基础,通过对客户的小样本试访问,确定反映银行客户需求、影响客户满意度的指标体系,利用二阶段的客户满意度QFD测评模型,得到银行客户满意度指数和各指标的重要度；银行客户满意度研究的目的并不仅局限在对满意度指数的测评上,更重要的是要通过对满意度的分析,找出服务中的不足,不断加以改进,提升客户满意度,因此,本文又借助QFD方法,构建银行客户需求与银行内部技术措施之间的质量屋,将客户需求转化为银行内部技术措施,为银行今后工作的改进提供方向性指导。 最后本文设计了有关银行客户满意度及重要性的调查问卷,以具体银行的零售业务客户为调查对象,进行实证研究,计算得到该银行的客户满意度指数,并结合该银行客户需求与其内部技术措施之间的质量屋模型,分析了实现客户需求、提高客户满意度的银行内部技术措施,研究了其实施的重要程度并进行排序,为银行管理人员改善服务质量、提高客户满意度提供依据。
[Abstract]:With economic globalization, financial liberalization and the country's gradual relaxation of the conditions for financial market access in China, a large number of foreign banks, joint-stock commercial banks, investment banks, New forces, such as financial holding companies, are constantly entering and developing financial markets in China. The increasingly fierce market competition makes banks face enormous survival pressure. In such a market background, more and more banks have realized the importance of customer satisfaction. Only by constantly meeting the financial needs of customers and obtaining more and more high-quality customer resources, can they continue to develop in the fierce competition. Based on this, this paper introduces the quality function expansion (qfd) method into the study of customer satisfaction of banks, and synthetically applies the theoretical knowledge and scientific methods of economics, management, system theory and so on. By combining theoretical analysis with empirical research, this paper studies the customer satisfaction of banks from the aspects of customer satisfaction evaluation and service quality improvement. In this paper, first of all, from the customer satisfaction / qfd method and the existing research on bank customer satisfaction and other aspects of literature research, on the basis of this, put forward the combination of qfd method and bank customer satisfaction research ideas. Based on the improved SERVQUAL model, the index system which reflects the bank customer's demand and affects customer satisfaction is determined through a small sample interview, and the two-stage customer satisfaction qfd evaluation model is used. Get the bank customer satisfaction index and the importance of each index; the purpose of the bank customer satisfaction research is not limited to the evaluation of the satisfaction index, more important is to find out the shortcomings of the service through the analysis of the satisfaction. Therefore, with the help of qfd method, this paper constructs a quality house between bank customer demand and bank internal technical measures to transform customer demand into bank internal technical measures. To provide directional guidance for the bank to improve its future work. Finally, this paper designs a questionnaire about the customer satisfaction and importance of the bank, taking the retail business customers of a specific bank as the survey object, carries on the empirical research, calculates the customer satisfaction index of the bank, and gets the customer satisfaction index of the bank. Combined with the quality house model between the customer demand of the bank and its internal technical measures, the paper analyzes the internal technical measures to achieve customer demand and improve customer satisfaction, and studies the importance of its implementation and ranking. Provide basis for bank management to improve service quality and customer satisfaction.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33
本文编号：2126915
[Abstract]:With economic globalization, financial liberalization and the country's gradual relaxation of the conditions for financial market access in China, a large number of foreign banks, joint-stock commercial banks, investment banks, New forces, such as financial holding companies, are constantly entering and developing financial markets in China. The increasingly fierce market competition makes banks face enormous survival pressure. In such a market background, more and more banks have realized the importance of customer satisfaction. Only by constantly meeting the financial needs of customers and obtaining more and more high-quality customer resources, can they continue to develop in the fierce competition. Based on this, this paper introduces the quality function expansion (qfd) method into the study of customer satisfaction of banks, and synthetically applies the theoretical knowledge and scientific methods of economics, management, system theory and so on. By combining theoretical analysis with empirical research, this paper studies the customer satisfaction of banks from the aspects of customer satisfaction evaluation and service quality improvement. In this paper, first of all, from the customer satisfaction / qfd method and the existing research on bank customer satisfaction and other aspects of literature research, on the basis of this, put forward the combination of qfd method and bank customer satisfaction research ideas. Based on the improved SERVQUAL model, the index system which reflects the bank customer's demand and affects customer satisfaction is determined through a small sample interview, and the two-stage customer satisfaction qfd evaluation model is used. Get the bank customer satisfaction index and the importance of each index; the purpose of the bank customer satisfaction research is not limited to the evaluation of the satisfaction index, more important is to find out the shortcomings of the service through the analysis of the satisfaction. Therefore, with the help of qfd method, this paper constructs a quality house between bank customer demand and bank internal technical measures to transform customer demand into bank internal technical measures. To provide directional guidance for the bank to improve its future work. Finally, this paper designs a questionnaire about the customer satisfaction and importance of the bank, taking the retail business customers of a specific bank as the survey object, carries on the empirical research, calculates the customer satisfaction index of the bank, and gets the customer satisfaction index of the bank. Combined with the quality house model between the customer demand of the bank and its internal technical measures, the paper analyzes the internal technical measures to achieve customer demand and improve customer satisfaction, and studies the importance of its implementation and ranking. Provide basis for bank management to improve service quality and customer satisfaction.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33
【引证文献】
相关硕士学位论文 前1条
1 王雅男;鞍山银行个人客户服务满意度调查分析[D];辽宁科技大学;2016年
，本文编号：2126915
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