基于QFD的商业银行服务质量研究与改进

发布时间：2018-01-27 12:56

本文关键词： 质量功能展开商业银行质量屋服务质量指标体系层次分析　出处：《首都经济贸易大学》2012年硕士论文　论文类型：学位论文

【摘要】：商业银行服务是由一系列为顾客提供服务的相互关联的活动组成的，顾客对商业银行服务质量的满意度将直接影响银行的利润收入、市场占有份额以及银行的声誉等。银行向顾客传递高质量的服务可以影响客户的价值观、提高顾客满意度和忠诚度并且增强商业银行的市场竞争力。本研究一方面从银行顾客需求出发，以改进后的SERVQUAL模型为理论基础建立顾客需求指标体系，通过调研获取顾客声音并使用层次分析法确定指标重要度；另一方面从银行的内部服务出发，识别影响银行服务质量的关键指标；本文使用质量功能展开的方法分析商业银行服务模式，建立商业银行技术指标体系，并且确立各技术指标的相关性以及技术指标与顾客需求之间的相关关系，进而构建“质量屋”。然后运用“质量屋”建立顾客需求和影响银行服务质量的关键指标之间的重要度转换模型，该模型的应用可以帮助银行即时了解内部服务改进的重点以响应外部顾客需求的变动。最后本文运用建立的“质量屋”模型分析典型商业银行的服务质量，然后对案例商业银行的服务质量进行研究分析,找出案例银行服务质量的薄弱环节，提出有利用提升案例商业银行服务水平的对策建议，，从而增强商业银行的经济效益和竞争力。
[Abstract]:Commercial banking services are composed of a series of interrelated activities to provide services to customers. Customer satisfaction with the service quality of commercial banks will directly affect the profit income of banks. Market share and reputation of banks. Delivering high quality services to customers can affect customer values, improve customer satisfaction and loyalty, and enhance the market competitiveness of commercial banks. On the one hand, based on the improved SERVQUAL model, the paper establishes the customer demand index system based on the bank customer demand. Through investigation and research to obtain customer voice and the use of analytic hierarchy process to determine the importance of indicators; On the other hand, based on the internal services of banks, the key indicators affecting the quality of banking services are identified. This paper uses the method of quality function expansion to analyze the service mode of commercial bank, establish the technical index system of commercial bank, and establish the correlation of each technical index and the correlation between technical index and customer demand. Then we construct "quality house", and then use "quality house" to establish the important degree transformation model between customer demand and the key indicators that affect the quality of bank service. The application of the model can help banks to understand the emphasis of internal service improvement in response to changes in external customer demand. Finally, this paper uses the "quality room" model to analyze the service quality of the typical commercial banks, and then analyzes the service quality of the case commercial banks, and finds out the weak links of the service quality of the case banks. Some suggestions are put forward to improve the service level of commercial banks, so as to enhance the economic efficiency and competitiveness of commercial banks.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2;F274

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