中国农业银行F分行客户满意度研究

发布时间：2019-03-12 14:22

【摘要】：随着中国金融行业竞争日趋激烈,国有商业银行面临着前所未有的机遇与挑战。银行间竞争的关键也就转变在争夺日益稀缺的客户资源上。因此,提升客户满意度问题已成为银行企业间面临的重要而又迫切的问题。银行如何更为有效、更有利地为零售客户服务?如何在人力资源成本有限、人员编制数量限制的条件下,处理好业务飞速发展与费用控制、人员紧缺之间的矛盾?如何建立客户经理、大堂经理、理财经理等专职营销队伍,并做好柜台人员与专职营销人员的联动营销?在系统性的流程无法改变的情况下,面对自身的业务经营压力,如何结合自身实际情况,进行流程改造和创新,提高业务办理的效率,并处理好局部创新和全局统一的问题?这些问题的处理效果对于银行在节约成本、吸引并挽留有价值的客户,同时增加收入、市场份额、提高员工士气、提升客户满意度起着至关重要的作用。本文以农业银行F分行为研究对象。首先,分析了农业银行F分行现有的影响客户满意度的突出问题；其次,运用层次分析法,结合F分行现状,建立农业银行F分行客户满意度评价指标体系并进行了实证分析；最后,针对农业银行F分行的问题提出了有效地提升策略。希望可以有效帮助F分行改善其存在的问题,提升其在本行业的综合竞争能力。
[Abstract]:With the increasingly fierce competition in China's financial industry, state-owned commercial banks are facing unprecedented opportunities and challenges. The key to inter-bank competition is to compete for increasingly scarce customer resources. Therefore, improving customer satisfaction has become an important and urgent problem among banks. How can banks serve retail customers more effectively and more favourably? How to deal with the contradiction between the rapid development of business and cost control and the shortage of personnel under the condition of limited human resource cost and limited staffing establishment? How to establish account manager, lobby manager, financial manager and other full-time marketing team, and do a good job of counter personnel and full-time marketing staff linkage marketing? In the case of systemic process can not be changed, faced with their own business pressure, how to combine their own actual situation, process transformation and innovation, improve the efficiency of business management, and deal with the local innovation and global unity of the problem? These problems play an important role in saving costs, attracting and retaining valuable customers, increasing revenue, market share, improving staff morale and improving customer satisfaction. This article takes the agricultural bank F branch as the research object. Firstly, this paper analyzes the outstanding problems that affect the customer satisfaction of the F branch of Agricultural Bank of China, and then establishes the evaluation index system of the customer satisfaction of the F branch of the Agricultural Bank of China by using Analytic hierarchy process (AHP) and combining the current situation of the F branch, and carries on the empirical analysis. Finally, aiming at the problem of F branch of Agricultural Bank, this paper puts forward an effective promotion strategy. We hope it can effectively help F Branch improve its existing problems and enhance its comprehensive competitiveness in the industry.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33;F274

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