银行内部营销与顾客忠诚度关系的实证研究

发布时间：2018-04-30 18:22

本文选题：内部营销 + 员工满意度　；参考：《东北大学》2012年硕士论文

【摘要】：随着我国的金融市场开放程度的不断加深,跨国金融企业与我国本土的商业银行之间的竞争越来越激烈。因此,在未来几年里,我国本土的金融业将会面临来自外来金融企业激烈而又十分残酷的竞争,我国本土的商业银行感受到了十分巨大的压力。商业银行属于一种特殊的服务行业,它为顾客提供了很多金融服务产品,其相似度都非常的高,因此,各个银行之间的竞争终归为服务质量上的竞争。因此内部营销作为一种提高员工服务质量的营销手段,被越来越多的银行所关注。本文通过研究得知,到底内部营销的哪些因素是能够影响员工服务质量的关键因素,而哪些因素又能影响顾客对银行品牌的忠诚。通过研究得到的结果,能够有效的帮助银行了解到自身最需要提升的部分,并帮助银行得到顾客忠诚,并提升自己对国际金融企业的竞争力。本论文主要研究内部营销三个构面,即员工满意度,员工顾客导向意识以及部门整合水平,与顾客忠诚度的三个层次,即顾客情感忠诚,意向忠诚和行为忠诚两两之间是关系,通过实证研究的方法去验证假设的其两两之间正相关并影响的假设。最终得出以下结果：员工满意度对顾客忠行为忠诚具有正相关影响；顾客导向意识对顾客行为、意向以及情感忠诚具有正相关影响；部门整合水平对顾客行为以及情感忠诚具有正相关影响。最后对研究结果进行分析,并提出其在实际应用领域的建议。
[Abstract]:With the deepening of the opening of our financial market, the competition between multinational financial enterprises and local commercial banks is becoming more and more fierce. Therefore, in the next few years, the local financial industry of our country will face the fierce and cruel competition from the foreign financial enterprises, and the local commercial banks of our country will feel the great pressure. Commercial banks belong to a special service industry, it provides customers with a lot of financial service products, its similarity is very high, therefore, the competition between the banks is the competition of service quality. Therefore, internal marketing as a marketing means to improve the service quality of employees has been concerned by more and more banks. This paper finds out which factors of internal marketing are the key factors which can affect the service quality of employees and which factors can affect the loyalty of customers to the bank brand. Through the research results, it can effectively help banks to understand their most need to improve the part, and help banks get customer loyalty, and enhance their competitiveness to international financial enterprises. This paper mainly studies three aspects of internal marketing, that is, employee satisfaction, customer orientation and department integration, which are related to customer loyalty, that is, customer emotional loyalty, intention loyalty and behavioral loyalty. An empirical study was conducted to verify the hypothesis with positive correlation and influence. Finally, the following results are obtained: employee satisfaction has a positive correlation with customer loyalty, customer orientation has a positive correlation with customer behavior, intention and emotional loyalty; The level of departmental integration has a positive correlation with customer behavior and emotional loyalty. Finally, the research results are analyzed and some suggestions in practical application are put forward.
【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;F832.3

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