A银行零售客户忠诚度提升研究

发布时间：2019-03-28 19:57

【摘要】：A银行自2007年法人银行成立以来,资产规模逐渐增长,呈良好发展势头。但是进入2012年,其存款的主要供给方——零售银行存款在某些月份发生了负增长,已经很大程度上阻碍了A银行持续、稳健发展的步伐。而详细探究存款萎缩的具体原因,表象是A银行零售客户流失问题严重,继而引发存款流失,从而影响到了零售银行的存款业绩;实质原因是客户缺乏忠诚度。进而引出文章的最终研究目的——怎样提升A银行零售客户的忠诚度。文章试图通过介绍客户忠诚度相关理论建立文章的理论基石;通过详细描述影响客户忠诚的A银行零售银行服务、产品、渠道及运营机制等四方面,来介绍其相关现状。然后以理论为指导,以现状为分析对象,提出提升客户忠诚度的五大支柱:客户满意度、客户转换障碍、员工忠诚度、客户流失预测模型及客户忠诚计划,并将五大支柱的提升研究作为文章的主要研究内容。根据满意度测评的结果,应用SEM模型,建立客户满意各要素的改进优先级矩阵,并给出扩充零售银行产品线、加强网银功能、增加网点数量、加强自身IT开发能力的建议;应用SAS软件建立客户流失预测模型,抽取最有可能流失客户名单结合市场部推出的相应活动进行客户挽留;提出提升客户的积极转换障碍及员工忠诚度的建议;提出建立一级及三级组合式的客户忠诚计划。为保证上述5大支柱的提升工作顺利展开,提出提高管理层的重视及参与、摆脱母行对A银行的负面影响及加强与监管当局沟通协调能力的保障措施。
[Abstract]:Bank A since the establishment of corporate banks in 2007, the size of assets gradually increased, showing a good momentum of development. But into 2012, retail bank deposits, the main supplier of deposits, have seen negative growth in some months, which has largely hampered the sustained and steady pace of bank A's development. And the detailed study of the specific reasons for the shrinkage of deposits, the appearance is that the problem of the loss of retail customers in Bank A is serious, and then lead to the loss of deposits, thereby affecting the deposit performance of retail banks; the real reason is the lack of loyalty of customers. Then leads to the final research purpose-how to enhance the loyalty of A bank retail customers. This paper attempts to establish the theoretical foundation of the article by introducing the theory of customer loyalty, and introduces the status quo of A bank retail banking service, product, channel and operation mechanism which affect customer loyalty in detail. Then under the guidance of theory and the status quo as the object of analysis, this paper puts forward the five pillars of enhancing customer loyalty: customer satisfaction, customer transformation obstacle, employee loyalty, customer churn prediction model and customer loyalty plan. And the promotion of the five pillars of the study as the main content of the article. According to the results of satisfaction evaluation, the improved priority matrix of each factor of customer satisfaction is established by using SEM model, and the suggestions are given to expand the product line of retail bank, strengthen the function of internet banking, increase the number of outlets, and strengthen the ability of IT development. The SAS software is used to establish the customer churn prediction model to extract the most likely customer turnover list combined with the corresponding activities launched by the marketing department to retain the customers and put forward suggestions to improve the positive transformation barriers and employee loyalty of the customers. Put forward to establish a first-level and three-level combination of customer loyalty programs. In order to ensure the smooth development of the promotion of the above five pillars, it is proposed to enhance the attention and participation of the management, to get rid of the negative impact of the parent bank on Bank A and to strengthen the protection of communication and coordination with the regulatory authorities.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33;F274

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