银行零售业务顾客体验的影响因素研究

发布时间：2018-04-26 05:02

本文选题：银行零售 + 顾客体验　；参考：《山东大学》2012年硕士论文

【摘要】：随着我国金融市场的开放和传统业务的同质化竞争,零售业务逐渐成为商业银行的发展方向和竞争领域。从全球银行业发展来看,银行零售业务已经进入了“顾客体验”阶段。我国商业银行已经意识到提升顾客体验不仅能紧跟世界银行业的发展步伐,还能在国内的市场竞争中保持优势,因为金融产品虽会被很快复制,但不同银行给顾客带来的服务体验却很难被模仿,这就成为了银行获得顾客的关键。然而,学术界对银行零售业务的研究开始是集中论证发展银行零售业务对我国商业银行的重要意义,近几年则集中于对我国商业银行零售银行发展的战略研讨上。也就是说,学术界的研究大都聚焦在宏观意义上,很少有人对其具体发展进行研究。鉴于此,本文以顾客体验为主线,对我国商业银行提升零售业务服务水平进行一次有益的探索。本文首先通过研究国内外文献资料,系统梳理顾客体验的内涵和代表学说,详细揭示其与顾客满意的关系,并从顾客、企业和其他因素三个角度研究了其影响因素。随后,结合银行零售业务的特点,详细界定了银行零售业务的顾客范畴,阐述了银行顾客体验的内涵和影响因素。接着,依据相关理论构建理论模型并提出研究假设。通过实地调研收集数据,利用结构方程AMOS6.0验证银行各因素和交通因素对顾客体验的影响关系,利用SPSS16.0统计软件研究顾客因素对顾客体验的影响。最终的分析结果验证了本文概念模型和理论假设成立。在文章的结尾,结合分析结果对商业银行提升顾客体验提出了务实性建议。通过数据分析得知,顾客自身、银行因素和其他因素都对顾客体验产生显著性影响。不同的顾客因为其自身心智状态的不同,对体验产生的影响也存在差异。银行的金融产品、服务环境、服务人员和品牌传播都会对顾客体验产生显著性影响,其中,服务员工的影响程度最大,其次为服务产品、服务环境和品牌传播。银行四因素之间又相互依赖,相互影响,构成银行服务的整体。本文的创新之处在于,基于大多数学者对顾客体验的共识,从顾客体验互动双方的角度对影响因素进行系统梳理,并以银行零售业务为例,进行理论模型的验证分析,探讨影响因素之间的相互关系,不仅充实了学术界对银行顾客体验的研究,而且为提升银行业服务水平提供了新的思路和方向。
[Abstract]:With the opening of financial market and the homogeneous competition of traditional business, retail business has gradually become the development direction and competition field of commercial banks. From the perspective of global banking development, banking retail business has entered the "customer experience" phase. Chinese commercial banks have realized that enhancing the customer experience can not only keep pace with the development of the world banking industry, but also maintain an advantage in the domestic market competition, because financial products will be copied quickly. However, the service experience brought by different banks to customers is difficult to imitate, which becomes the key for banks to get customers. However, the academic research on the banking retail business begins with a focus on the importance of developing the banking retail business to the commercial banks in China, and in recent years on the strategic research on the development of our country's commercial banks retail banks. In other words, most of the academic studies focus on the macro-sense, few people study its specific development. In view of this, this article takes the customer experience as the main line, carries on a beneficial exploration to our country commercial bank to enhance the retail service level. Firstly, this paper systematically combs the connotation and representative theory of customer experience through the research of domestic and foreign literature, and reveals the relationship between customer satisfaction and customer satisfaction in detail, and studies its influencing factors from three angles of customer, enterprise and other factors. Then, combined with the characteristics of banking retail business, the paper defines the customer category of bank retail business in detail, and expounds the connotation and influencing factors of bank customer experience. Then, the theoretical model is constructed according to the relevant theory and the research hypothesis is put forward. Through the field investigation and collection of data, the structural equation AMOS6.0 is used to verify the relationship between bank factors and traffic factors on customer experience, and the SPSS16.0 statistical software is used to study the influence of customer factors on customer experience. The final analysis results verify the conceptual model and theoretical hypothesis. At the end of the article, combining the results of the analysis, some practical suggestions are put forward to improve the customer experience of commercial banks. Through the data analysis, we know that the customer itself, bank factors and other factors have a significant impact on customer experience. Different customers have different effects on experience because of their different mental states. Bank financial products, service environment, service personnel and brand communication will have a significant impact on customer experience, among which, service employees have the greatest impact, followed by service products, service environment and brand communication. The four factors of banking depend on each other and influence each other, forming the whole of banking service. The innovation of this paper is that, based on the consensus of most scholars on customer experience, this paper systematically combs the influencing factors from the perspective of customer experience interaction, and takes the retail business of banks as an example to verify and analyze the theoretical model. The discussion of the relationship between the influencing factors not only enriches the academic research on the bank customer experience, but also provides a new way of thinking and direction for improving the banking service level.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.2;F224

【引证文献】