银行服务接触对顾客满意度的影响研究

发布时间：2018-03-26 09:09

本文选题：服务接触　切入点：顾客感知服务质量　出处：《陕西师范大学》2012年硕士论文

【摘要】：改革开放以来,中国银行业取得了长足的发展,为国民经济发展做出了重要贡献,并在经济体系中占有重要地位。然而,经济全球化使得中国银行业面临的不仅是来自本国消费者的需求和考验,更有外资银行的竞争和挑战,使得客户可以面对更多的服务提供商,有了更大的选择空间和余地,完全可以根据自己的喜好和需求进行选择。此外,社会文明程度的进步和提升使得越来越多的消费者拥有了更加成熟的消费心理。在相同的消费水平前提下,更好的服务质量成为消费者选择服务提供商的一个重要原因。而提高服务质量的关键一点则是关注服务接触,有效进行接触点管理,提高顾客接触质量。本文旨在从服务接触的角度研究银行业顾客满意度的影响因素,将服务接触划分为服务态度、服务效率、服务便捷、服务(硬件)设施、服务环境、实体产品六个维度,通过实证研究,引入中间变量——感知服务质量,来确定服务接触对顾客满意度的影响,提出提升顾客满意度的基本策略和改进方法,从而为银行业扩大市场份额,提升市场竞争力给以启示。本文主要运用了定性研究和定量研究结合的方法。首先运用定性研究的方法分析和总结了银行服务接触的构成因素与顾客满意度的评价方法,在前人研究成果的基础上,对部分银行进行了实地走访和调查,提出了服务接触构成框架以及理论假设,然后通过实证分析结果来验证理论假设,运用PASW Statistics18.0和AMOS7.0等统计分析软件,采用因子分析和结构方程模型方法对调查数据进行分析,并逐一检验研究假设,最后对实证结论进行了探讨,提出银行提升接触性服务质量的和建议和对策。
[Abstract]:Since the reform and opening up, China's banking industry has made considerable progress, made important contributions to the development of the national economy, and played an important role in the economic system. Economic globalization makes the Chinese banking industry face not only the demand and test from domestic consumers, but also the competition and challenges of foreign banks, so that customers can face more service providers and have more room and room for choice. In addition, the progress and improvement of social civilization makes more and more consumers have a more mature consumer psychology. Under the same consumption level, Better service quality has become an important reason for consumers to choose service providers. The key to improving service quality is to focus on service contact and effectively manage contact points. The purpose of this paper is to study the influencing factors of customer satisfaction in banking industry from the point of view of service contact, and divide service contact into service attitude, service efficiency, service convenience, service (hardware) facilities, service environment, etc. Through the empirical research, this paper introduces the intermediate variable, perceived quality of service, to determine the impact of service contact on customer satisfaction, and puts forward the basic strategies and improvement methods to improve customer satisfaction. In order to expand market share for the banking sector, This paper mainly uses the method of combining qualitative research with quantitative research. Firstly, it analyzes and summarizes the factors of bank service contact and the evaluation method of customer satisfaction by using qualitative research method. Based on the previous research results, some banks are visited and investigated on the spot, and the framework of service contact and theoretical assumptions are put forward, and then the empirical results are used to verify the theoretical assumptions. Using PASW Statistics18.0 and AMOS7.0 and other statistical analysis software, factor analysis and structural equation model method are used to analyze the survey data, and test the hypotheses one by one. Finally, the empirical conclusions are discussed. Put forward the bank to improve the quality of contact services and suggestions and countermeasures.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2;F224

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