沈阳市商业银行个人理财产品客户满意度调研报告

发布时间：2018-01-07 23:00

本文关键词：沈阳市商业银行个人理财产品客户满意度调研报告　出处：《辽宁大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着国内经济的持续增长,个人财富迅速增加,商业银行个人理财日益受到消费者的青睐,银行间竞争日趋激烈,理财市场的买方市场特征也逐渐显露。此外,商业银行客户的理财需求也出现显著的变化。客户已经变为一种战略资源,想要商业银行理财服务快速发展,关键在于争夺客户资源。对商业银行来说,没有客户,就没市场,没有市场银行就无法生存,个人理财产品经营管理模式也同样将以顾客为导向而改变,其客户满意度已经越来越得到人们的重视。因此,本次调查选择沈阳市几大知名度高的商业银行等待办理业务的客户为受访对象,调研个人理财产品客户满意度。第一章主要是对选题背景以及调研的目的与意义、时间和对象、方法以及论文结构等内容的简单介绍。第二章是论文涉及的一些概念的介绍。第三章分析沈阳市商业银行人民币理财产品市场和外币理财产品市场,从宏观层面观察沈阳市银行理财产品市场总体规模。第四章是对调查问卷收集到的数据进行分析,先对个人信息和银行理财产品认知程度进行基本分析,对客户不同性别、年龄段、教育程度、月收入的分布及其对银行理财产品认知程度有一个大致了解,然后从客户个性、习惯和心理特征角度出发,基于客户市场细分的方法,同时运用统计分析方法挖掘出不同类型的客户,并对不同类型客户分析其客户满意度,探究客户理财重点和需求趋向。第五章提出提升银行客户满意度的建议,将客户分类并根据不同类型客户需求和偏好为其提供服务。银行应该辨别不同类型的客户,按照不同类型客户的需求特点和偏好,提供不同的个人银行理财业务服务,运用有针对性的营销策略,这样银行的市场资源配置可以更有效率,也可以优化个人理财产品和服务。
[Abstract]:With the continuous growth of the domestic economy and the rapid increase of personal wealth, commercial banks' personal finance is increasingly favored by consumers, the competition between banks is becoming increasingly fierce, and the characteristics of the buyer's market of financial management market are gradually revealed. Customers have become a kind of strategic resources. The key to the rapid development of financial services of commercial banks is to compete for customer resources. No customers, no market, no market banks can not survive, personal financial products management model will also be customer-oriented and change, its customer satisfaction has been more and more attention. This survey selected Shenyang several well-known commercial banks waiting for business customers as the object of the survey. Research personal financial products customer satisfaction. The first chapter is the background of the topic and the purpose and significance of the survey, time and object. The second chapter is the introduction of some concepts involved in the paper. The third chapter analyzes the market of RMB financial products and foreign currency financial products of Shenyang commercial bank. From the macro level to observe the overall scale of Shenyang banking financial products market. Chapter 4th is to analyze the data collected by the questionnaire, first of all, the basic analysis of personal information and banking financial products cognitive level. We have a general understanding of the distribution of customers' gender, age, education, monthly income and their cognition of bank financial products, and then proceed from the customer's personality, habits and psychological characteristics. Based on the method of customer market segmentation, using statistical analysis method to mine different types of customers, and to analyze the customer satisfaction of different types of customers. Explore the focus of customer financial management and demand trend. Chapter 5th proposed to improve the bank customer satisfaction recommendations. Customers are classified and served according to the needs and preferences of different types of customers. Banks should identify different types of customers, according to the characteristics and preferences of different types of customers. To provide different personal banking services and use targeted marketing strategies, the allocation of market resources of banks can be more efficient, but also can optimize personal financial products and services.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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