我国内资商业银行零售业务服务质量测译方法研究

发布时间：2018-03-12 20:21

本文选题：银行零售业务　切入点：服务质量　出处：《上海外国语大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着我国银行业改革步伐的加快，零售银行业务已成为各大商业银行关注的焦点，，竞争日趋激烈，提供高质量的服务已成为该业务领域取得竞争优势的主要手段。银行零售业务服务质量的提升以对服务质量的客观、准确评价为前提，因此构建一个科学的、适用于我国内资商业银行零售业务的服务质量评价指标体系具有较强的现实意义。本文在深入了解国外服务质量经典测评方法SERVQUAL模型的基础上，结合我国商业银行零售业务的实际，开发出一套基于改进的SERVQUAL模型的商业银行零售业务服务质量评价指标体系，并在此基础上得出商业银行零售业务服务质量评价量表。统计检验分析的结果显示，该量表具有较高的可靠性和有效性，对我国内资商业银行零售业务服务质量的评价和管理工作具有一定的指导意义，有助于银行了解客户需求，提高服务质量。此外，本文采用单一指标的统计分析、相关性分析、因子分析、策略矩阵分析等方法对该评价指标体系的应用进行了实证分析，确定了评价量表中各服务质量属性因子和指标项目的相对权重，提出了服务质量评价分值的计算方法，进而帮助我国内资商业银行直观了解其零售业务服务质量状况及其在该业务领域服务质量的优势与劣势，为其制定服务营销战略提供了较为科学的决策依据。
[Abstract]:With the accelerated pace of banking reform in China, retail banking business has become the focus of attention of major commercial banks, and the competition is becoming increasingly fierce. Providing high quality service has become the main means to obtain competitive advantage in this business field. The promotion of service quality in retail business of banks is based on the objective and accurate evaluation of service quality. It is of great practical significance to evaluate the service quality of domestic commercial banks in China. On the basis of deeply understanding the SERVQUAL model of foreign classical service quality evaluation method, combining with the reality of retail business of commercial bank in China, this paper develops a set of evaluation index system of service quality of retail business of commercial bank based on improved SERVQUAL model. On the basis of this, the evaluation scale of retail service quality of commercial banks is obtained. The results of statistical test and analysis show that the scale has high reliability and effectiveness. It has certain guiding significance for the evaluation and management of retail service quality of domestic commercial banks, which is helpful for banks to understand customer demand and improve service quality. In addition, this paper uses single index statistical analysis, correlation analysis, factor analysis, strategy matrix analysis and other methods to analyze the application of the evaluation index system. The relative weight of each quality of service attribute factor and index item in the evaluation scale is determined, and the calculation method of service quality evaluation score is put forward. Furthermore, it can help domestic commercial banks to understand the service quality of retail business and its advantages and disadvantages in the field of retail business. It provides a scientific basis for the establishment of service marketing strategy.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2;F224

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