基于客户价值的商业银行客户关系管理质量评价研究

发布时间：2018-04-01 07:11

本文选题：客户价值　切入点：客户关系管理　出处：《东北大学》2012年硕士论文

【摘要】：客户关系管理质量水平的高低、产品或服务水平的高低,最终都要通过客户价值增值这一过程来予以体现。因此,此文从客户价值视角出发,提出“基于客户价值的商业银行客户关系管理质量评价方法”,不仅具有创新客户关系管理质量评价的理论价值,而且也具有提升商业银行客户关系管理质量水平的实践意义。在企业实地调查、专家访谈和相关文献分析的基础上,首先给出了基于客户价值的客户关系管理质量评价初步指标体系,然后提出了模糊DEMATEL的关键指标辨识方法,最终得出了9个关键指标为即客户忠诚度、客户投诉率和客户贡献；服务人员,服务设施；企业获利能力和企业发展能力；创造客户价值能力和员工满意度。接下来,通过运用ANP系统地给出了基于客户价值的客户关系管理质量评价方法。最后,通过一个案例应用证实了所提出方法的科学可行性。论文的创新之处在于如下三几方面：(1)选题创新性。从客户价值视角对商业银行客户关系管理质量进行系统评价,符合企业发展潮流和现实需要。(2)创新性地提出了基于模糊DEMATEL的商业银行客户关系管理质量评价指标辨识方法,不仅实现了对关键指标的有效辨识,而且也充分发挥了群组专家的意见,使评价结果更为可靠。(3)首次提出基于客户价值的客户关系管理质量ANP评价方法,目前不仅没有相关的研究报道,而且给商业银行客户关系管理评价提供了一种较好的综合评价理论指导,具有较强的方法应用创新价值。
[Abstract]:The quality level of customer relationship management and the level of product or service should be reflected through the process of customer value increment. Therefore, this article starts from the perspective of customer value. This paper puts forward the method of customer relationship management quality evaluation based on customer value, which not only has the theoretical value of innovating customer relationship management quality evaluation, but also has practical significance to improve the quality level of commercial bank customer relationship management. On the basis of enterprise field investigation, expert interview and related literature analysis, this paper first gives the initial index system of customer relationship management quality evaluation based on customer value, then puts forward the key index identification method of fuzzy DEMATEL. Finally, nine key indicators are obtained: customer loyalty, customer complaint rate and customer contribution; service personnel, service facilities; enterprise profitability and enterprise development ability; ability to create customer value and employee satisfaction. The evaluation method of customer relationship management quality based on customer value is given systematically by using ANP. Finally, the scientific feasibility of the proposed method is proved by a case study. The innovation of the thesis lies in the following three aspects: 1) Innovation in the selection of topics. The customer relationship management quality of commercial banks is systematically evaluated from the perspective of customer value. In line with the trend of enterprise development and practical needs, this paper proposes an innovative identification method of customer relationship management quality evaluation index of commercial banks based on fuzzy DEMATEL, which not only realizes the effective identification of key indicators, but also improves the quality of customer relationship management in commercial banks. Moreover, the opinions of the group experts have been brought into full play, making the evaluation results more reliable.) the ANP evaluation method of customer relationship management quality based on customer value has been put forward for the first time. At present, there is no relevant research report. Moreover, it provides a good comprehensive evaluation theory guidance for the commercial bank customer relationship management evaluation, and has the strong method application innovation value.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

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