我国银行个人理财业务的服务质量与顾客忠诚度之间关系研究
发布时间：2018-10-24 06:52
【摘要】：近年来我国经济迅猛发展，居民总体收入水平和平均每户金融资产随之上升，同时，随着居民消费观念的转变，居民的个人理财意识不断增强；同时由于金融开放、市场业务多元化，特别是商业银行间的竞争激发了国内市场出现大量的个人理财产品，银行间个人理财业务日益激烈的竞争表明：在我国银行普遍盈利率基本没有差异的情况下，高质量服务和忠诚的顾客是银行生存和发展的最核心资源。顾客在获得高质量和忠诚顾客的前提下才会产生顾客满意感，而同时顾客只有在感觉满意的情况下才会产生顾客忠诚，这样才能吸引更多高质量的顾客。 本文基于我国上市银行的个人理财业务发展情况，从服务质量角度出发，通过回顾文献、研究设计、派发问卷、数据分析来对我国上市银行的个人理财业务的服务质量、顾客满意度、顾客忠诚度之间关系进行实证分析。选取了我国上市银行中的两家国有银行与四家股份制银行作为研究对象。主要通过五个大的假设来进行问卷设计，通过SPSS17.0对数据进行分析。数据分别通过信度分析、效度分析，依次对服务质量及其各维度与顾客满意度、顾客忠诚度之间的关系进行相关性分析、回归分析，文章接着对人口统计方差变量进行方差分析。最后也对比了六家银行的相关系数做详细的分析比较。得出结论，并验证假设检验。文章的最后，作者针对分析结果，分别从服务质量的各个维度对顾客满意度与顾客忠诚度的相关性大小，对我国个人理财业务现阶段服务质量，针对性的从营销角度提出作者自己的建议。
[Abstract]:In recent years, with the rapid economic development of our country, the total income level and the average financial assets per household of the residents have been rising. At the same time, with the change of the residents' consumption concept, the residents' awareness of personal financial management has been strengthened, and at the same time, due to the opening of the financial sector, The diversification of market business, especially the competition among commercial banks, has stimulated the emergence of a large number of personal financial products in the domestic market. The increasingly fierce competition between banks shows that, under the condition that there is no difference in the general profit rates of Chinese banks, high quality service and loyal customers are the core resources for the survival and development of banks. In order to attract more and more high quality customers, the customer will have a sense of satisfaction under the premise of obtaining high quality and loyal customers, and at the same time, customers will only produce customer loyalty when they feel satisfied. Based on the development of personal finance business of listed banks in China, this paper, from the point of view of service quality, reviews the literature, designs, distributes questionnaires, and analyses data to analyze the service quality of personal finance business of listed banks in China. The relationship between customer satisfaction and customer loyalty is analyzed empirically. Two state-owned banks and four joint-stock banks are selected as the research object. The questionnaire is designed by five hypotheses, and the data are analyzed by SPSS17.0. Through reliability analysis, validity analysis, the relationship between quality of service and its dimensions and customer satisfaction, customer loyalty, regression analysis, regression analysis, The article then carries on the variance analysis to the population statistical variance variable. Finally, the correlation coefficient of six banks is compared in detail. Draw conclusions and verify hypothesis tests. Finally, according to the analysis results, the author analyzes the relationship between customer satisfaction and customer loyalty from each dimension of service quality, as well as the current service quality of personal finance business in China. Put forward the author's own suggestion from the marketing angle.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2
本文编号：2290639
[Abstract]:In recent years, with the rapid economic development of our country, the total income level and the average financial assets per household of the residents have been rising. At the same time, with the change of the residents' consumption concept, the residents' awareness of personal financial management has been strengthened, and at the same time, due to the opening of the financial sector, The diversification of market business, especially the competition among commercial banks, has stimulated the emergence of a large number of personal financial products in the domestic market. The increasingly fierce competition between banks shows that, under the condition that there is no difference in the general profit rates of Chinese banks, high quality service and loyal customers are the core resources for the survival and development of banks. In order to attract more and more high quality customers, the customer will have a sense of satisfaction under the premise of obtaining high quality and loyal customers, and at the same time, customers will only produce customer loyalty when they feel satisfied. Based on the development of personal finance business of listed banks in China, this paper, from the point of view of service quality, reviews the literature, designs, distributes questionnaires, and analyses data to analyze the service quality of personal finance business of listed banks in China. The relationship between customer satisfaction and customer loyalty is analyzed empirically. Two state-owned banks and four joint-stock banks are selected as the research object. The questionnaire is designed by five hypotheses, and the data are analyzed by SPSS17.0. Through reliability analysis, validity analysis, the relationship between quality of service and its dimensions and customer satisfaction, customer loyalty, regression analysis, regression analysis, The article then carries on the variance analysis to the population statistical variance variable. Finally, the correlation coefficient of six banks is compared in detail. Draw conclusions and verify hypothesis tests. Finally, according to the analysis results, the author analyzes the relationship between customer satisfaction and customer loyalty from each dimension of service quality, as well as the current service quality of personal finance business in China. Put forward the author's own suggestion from the marketing angle.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2
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