招行大连分行国际业务客户满意度调查分析

发布时间：2018-01-07 01:26

本文关键词：招行大连分行国际业务客户满意度调查分析　出处：《大连理工大学》2012年硕士论文　论文类型：学位论文

【摘要】：客户是银行利润的源泉,客户基础建设是银行持续发展的动力,银行间的竞争核心就是客户的竞争。客户满意度是客户对银行认可度的反映,影响着客户对银行的收益贡献,对银行未来的发展有着重要意义。因此,客户满意度成为银行管理层关注的焦点之一,如何提升客户满意度,对管理层来说是至关重要的问题和挑战。经过十五年的发展,招商银行大连分行的国际业务在本地区商业银行中初步形成了领先的优势,虽然近年在本地区市场份额快速提升,部分优势产品领跑同业,但国际业务客户数量增长乏力,业务份额提升相对缓慢。招商银行大连分行对国际业务客户基础的建设非常重视,已将国际业务客户的有效增长作为未来的重点工作之一。找出影响客户满意度的原因,寻找提升客户满意度的方案对招行大连分行来说日益迫切。本文通过客户满意度调查呈现招商银行大连分行国际业务客户满意度的现状,分析和总结影响客户满意度的主要因素。在调查分析过程中,参考SERVQUAL模型建立了招商银行大连分行国际业务客户满意度指标体系,选用李克特五级量表设计调查问卷,采用顾客赋权法设定指标权重,通过预调查调整问卷设计,并对量表进行了信度和效度检验,对招商银行大连分行存量国际业务客户进行了随机抽样问卷调查,采集到第一手数据。利用SPSS软件对分项指标、附加指标、总体指标进行深入的统计分析,得到招商银行大连分行国际业务客户满意度结论,并在金融产品、服务质量、环境设施、客户关系和品牌形象几个方面提出优化建议。
[Abstract]:Customer is the source of bank profit, customer infrastructure is the driving force of bank sustainable development, the core of competition between banks is customer competition. Customer satisfaction is the reflection of customer recognition to the bank. Therefore, customer satisfaction has become one of the focus of bank management, how to improve customer satisfaction. Critical issues and challenges for management. After 15 years of development, China Merchants Bank Dalian Branch of international business in the region has initially formed a leading commercial banks, although in recent years in the region's market share rapidly increased. Some of the dominant products lead the industry, but the number of international business customers growth is weak, business share is relatively slow. China Merchants Bank Dalian Branch attaches great importance to the construction of the customer base of international business. The effective growth of international customers has been regarded as one of the key tasks in the future. To find out the reasons that affect customer satisfaction and to find ways to improve customer satisfaction are increasingly urgent for China Merchants Dalian Branch. This paper presents the current situation of customer satisfaction of China Merchants Bank Dalian Branch through customer satisfaction survey, analyzes and summarizes the main factors affecting customer satisfaction. In the process of investigation and analysis. The index system of customer satisfaction of international business of China Merchants Bank Dalian Branch is established by referring to SERVQUAL model. The questionnaire is designed with the five levels of Likert scale and the weight of the index is set by the method of customer weighting. Through the design of pre-survey adjustment questionnaire and the reliability and validity test of the scale, a random sampling survey was conducted to the stock international business customers of China Merchants Bank Dalian Branch. Collect the first-hand data. Use the SPSS software to carry on the in-depth statistical analysis to the sub-index, the additional index, the overall index, obtains the conclusion of the customer satisfaction of the international business of China Merchants Bank Dalian Branch. Suggestions are made on financial products, service quality, environmental facilities, customer relations and brand image.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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