我国信用卡业务客户满意度影响因素研究

发布时间：2018-03-24 03:03

本文选题：信用卡业务　切入点：客户满意度　出处：《西南政法大学》2012年硕士论文

【摘要】：随着金融市场的不断发展，信用卡业务逐渐成为我国银行业发展的新宠，受到越来越多的关注。而客户作为银行的第一资产和利润来源，在发展信用卡面前有着举足轻重的作用。在高度竞争的银行业中，，尤其是在产品同质化现象严重的信用卡业务方面，如何留住客户是目前各银行都难以妥善解决的突出问题。然而留住顾客是银行经过长期积累后获得客户满意的结果，客户满意度的提升对于留住和吸引顾客有着不可替代的作用。目前理论界对于银行的客户满意度研究大多集中在整体业务或零售业务上，而对于信用卡业务的客户满意度研究还比较缺乏。本文以信用卡业务为切入点，从对客户满意度影响因素中最重要的服务属性这一视角出发进行研究。文章通过对客户满意度相关理论的综述，并针对信用卡的业务特征，采取与相关管理人员及客户访谈和设计问卷等形式对影响信用卡业务客户满意度的关键性指标进行了分类和甄别，在此基础上重点研究和设计了信用卡客户满意度的测量维度和量表体系。并以农业银行重庆市分行信用卡业务的调查数据为样本对这些维度进行实证检验，最后识别出经过重要性排序的关键影响因素。但本文的目的不仅仅是找到关键因素的重要性排序，更重要的是向银行提供改进决策的优选方案，找到实施工作中的重点。因此，本文通过对数据进行信度、效度以及因子分析检验剔除了非关键性因素后，发现服务品牌和形象、服务人员的表现、产品创新能力、价格水平、便捷性、安全性是影响信用卡客户满意度的关键驱动性因素。另外，通过多元线性回归检验，对关键性因素进行了重要性排序。发现对信用卡客户满意度影响最大的是服务品牌和形象，其次才是服务人员表现和产品创新能力。其中服务品牌与形象方面，考虑了口碑形象、服务形象；服务人员表现方面，考虑了服务态度、业务技能和知识、业务办理等候时间；在产品创新能力方面，考虑了产品功能多样化、新业务适应市场需求、卡片主题、功能特色及样式。文章最后通过分析重要性——满意度差距图，发现目前农业银行重庆市分行应该集中资源优先改进信用卡满意度方面的问题，并对这些方面的客户满意度提升提出了建设性意见，这对其他银行信用卡业务的客户满意度提升有一定的借鉴意义。
[Abstract]:With the continuous development of the financial market, credit card business has gradually become the new favorite of the development of China's banking industry, and more and more attention has been paid to the customer as the first asset and profit source of the bank. It plays an important role in the development of credit card. In the highly competitive banking industry, especially in the credit card business where product homogeneity is serious, How to retain customers is an outstanding problem which is difficult to solve properly by banks. However, customer retention is the result of customer satisfaction obtained by banks after a long period of accumulation. The improvement of customer satisfaction plays an irreplaceable role in retaining and attracting customers. But for the credit card business customer satisfaction research is still relatively lack. In this paper, credit card business as the breakthrough point, from the perspective of the most important service attributes of customer satisfaction, this paper summarizes the relevant theories of customer satisfaction, and aims at the business characteristics of credit card. This paper classifies and discriminates the key indicators that affect the customer satisfaction of credit card business by interviewing relevant managers and customers and designing questionnaires. On this basis, the measurement dimension and scale system of credit card customer satisfaction are studied and designed, and the empirical test of these dimensions is made based on the survey data of credit card business in Chongqing Branch of Agricultural Bank of China. Finally, the key factors of importance ranking are identified, but the purpose of this paper is not only to find the importance ranking of the key factors, but also to provide the banks with the best choice scheme to improve the decision, and to find out the key points in the implementation. Therefore, after eliminating the non-critical factors through the reliability, validity and factor analysis of the data, this paper finds out the service brand and image, the performance of service personnel, product innovation ability, price level, convenience, etc. Security is the key driving factor of credit card customer satisfaction. In addition, through multiple linear regression test, the importance of key factors is ranked. It is found that service brand and image are the most important factors affecting credit card customer satisfaction. Secondly, the performance of service personnel and the ability of product innovation. In terms of service brand and image, the word-of-mouth image, service image, service personnel performance, service attitude, business skills and knowledge, waiting time for business management are considered. In the aspect of product innovation ability, we consider product function diversification, new business adapting to market demand, card theme, function characteristic and style. It is found that the Chongqing Branch of Agricultural Bank should concentrate its resources on the improvement of credit card satisfaction, and put forward some constructive suggestions on the improvement of customer satisfaction in these aspects. This to other bank credit card business customer satisfaction promotion has certain reference significance.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.2

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