农村商业银行客户满意度研究

发布时间：2018-04-28 16:49

本文选题：客户满意度 + 客户满意度指标体系　；参考：《南京林业大学》2012年硕士论文

【摘要】：随着农村金融的不断发展，农村的金融机构，尤其是农村商业银行面临的竞争愈发激烈。在此背景下，客户对银行服务的满意程度是银行增强市场竞争力并向前发展的重要指标。然而，农村商业银行的满意度管理在我国还相对滞后，其主要体现为满意度评价指标体系不完善。因此，本文根据相关理论，结合农村商业银行的具体情况，重构农村商业银行客户满意度指标体系，具有重要的现实意义。本文首先对农村金融的现状、其存在的问题以及农村金融改革进程中的重点事项做了简单的阐释说明。由此引出通过提高客户满意度进而提升农村商业银行的竞争实力这一观点。关于客户满意度，笔者首先阐释说明了客户满意度的含义、影响因素、相关评估模型和国内外的满意度评价指数。并基于满意度评估理论以及相关的指标体系建立原则，从三个维度出发选取了适当的满意度指标，在对选取的指标做了充分的说明和阐释后，建立了适合农村商业银行的客户满意度指标体系。在建立的农村商业银行的客户满意度指标体系的基础之上，论文进一步提出客户满意度优化的建议和方案。这些建议和方案主要从两个视角出发。首先是从“客户为中心”的理念出发，提出如何以该理念为核心提高客户满意度，其二是从“银行操作可行性”的角度出发，着重针对银行在有限资源的情况下，应该选择怎样的策略，，才能达到提升效用最大化。接下来，运用之前建立的指标体系，并对照提出的客户满意度优化方案，对滁州皖东农村商业银行进行案例分析。通过对该银行基本情况的了解，并针对其具体情况，把客户满意度指标体系用于对该银行的满意度评估之中，并且发现，本文之前提出的诸多满意度提升做法，在该银行的实际操作中都得到了有力的体现。本文的写作目的，是希望通过对客户满意度及其评价方法、评价模型的分析研究，结合农村金融机构的具体情况，建立一套适用于农村商业银行的客户满意度指标。通过该指标，农村商业银行的管理层不仅能对该银行的服务质量做出比较正确的判断和评价，并且能够通过该指标发现银行服务业务中存在的不足之处和可以进一步改进的空间，进而通过提升客户满意度水平来进一步加强自身的竞争实力。
[Abstract]:With the development of rural finance, rural financial institutions, especially rural commercial banks, are facing more and more fierce competition. In this context, customer satisfaction with banking services is an important indicator for banks to enhance market competitiveness and develop forward. However, the satisfaction management of rural commercial banks is still lagging behind in China, which is mainly reflected in the imperfect index system of satisfaction evaluation. Therefore, according to the relevant theories, combining with the specific situation of rural commercial banks, this paper reconstructs the index system of customer satisfaction of rural commercial banks, which has important practical significance. Firstly, this paper explains the current situation of rural finance, its existing problems and the key issues in the process of rural financial reform. This leads to the view that rural commercial banks' competitive strength can be improved by improving customer satisfaction. On customer satisfaction, the author first explains the meaning of customer satisfaction, influencing factors, relevant evaluation models and domestic and foreign satisfaction evaluation index. Based on the theory of satisfaction evaluation and the establishment principle of relevant index system, the appropriate satisfaction index is selected from three dimensions, and the selected index is fully explained and explained. The index system of customer satisfaction for rural commercial banks is established. On the basis of establishing the index system of customer satisfaction of rural commercial banks, the paper further puts forward the suggestions and schemes of customer satisfaction optimization. These proposals and programs are mainly from two perspectives. First of all, starting from the concept of "customer-centered", it puts forward how to improve customer satisfaction with this idea as the core, and second, from the angle of "feasibility of bank operation", it focuses on the bank in the case of limited resources. What strategies should be chosen to maximize the effectiveness of the promotion. Then, using the index system established before, and contrasting with the optimized scheme of customer satisfaction, the paper analyzes the case of Chuzhou Rural Commercial Bank in Anhui Province. Through the understanding of the basic situation of the bank, and according to its specific situation, the customer satisfaction index system is applied to the evaluation of the bank's satisfaction. In the actual operation of the bank has been a powerful embodiment. The purpose of this paper is to establish a set of customer satisfaction index suitable for rural commercial banks through the analysis and study of customer satisfaction and evaluation methods, evaluation model and the specific situation of rural financial institutions. Through this indicator, the management of rural commercial banks can not only make a more correct judgment and evaluation on the service quality of the bank, And through this index we can find out the shortcomings and the room for further improvement in banking services, and then enhance the level of customer satisfaction to further strengthen their own competitive strength.
【学位授予单位】：南京林业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33

【参考文献】