广发银行沈阳分行个人金融业务客户满意

发布时间：2018-06-13 12:41

本文选题：客户满意度 + 个人金融业务　；参考：《辽宁大学》2012年硕士论文

【摘要】：随着我国金融市场的稳步开放和深化改革,个人金融业务已成为各商业银行的业务重点之一,争夺客户资源也成为银行间竞争的焦点,而客户对银行提供的金融服务满意与否又是银行能否成功占有客户资源的关键。广发银行沈阳分行正在全力推动个人金融业务的发展,并把不断提高客户满意度水平作为个人金融业务成功的关键,但仍面临诸如产品过度推荐、信用卡陷阱、违约乱收费等客户不满意的问题。为了解决广发银行沈阳分行在发展个人金融业务过程中面临的问题,本文对该行个人金融业务的客户满意度进行研究,旨在发现存在的主要问题,分析问题产生的原因,并提出合理的行动策略。文章首先借鉴客户满意度的基础理论和现有研究成果,梳理和归纳了金融产品质量、服务设施、服务人员和服务响应等四个方面的影响银行客户满意度的因素,初步构建了包括19个指标在内的客户满意度评价指标体系。在此基础上,通过设计问卷调查获得该行客户对各指标满意度和重要度看法的原始数据。随后运用因子分析法对原始数据进行统计处理,确定了金融产品、员工素质、服务表现、服务设施和投诉处理5个公因子作为二级指标,并从最初的19个评价指标中筛选出15个指标作为三级指标,构建了该行客户满意度的最终评价指标体系。在该行客户满意度的评价中使用加权算数平均法,计算各评价指标的满意度和重要度的分值,发现客户对该行的员工素质、服务表现、金融产品和投诉处理等二级指标及其所属的一个或多个三级指标存在不满意。深入剖析产生这些问题的直接原因发现,客户产生不满的深层症结包括与总行有关的产品设计不足、银行政策限制、投诉处理机制不完善等,也有与该分行自身有关的服务意识比较薄弱以及培训缺陷导致的员工理解沟通能力的不足等。进一步运用重要度-满意度矩阵分析显示,金融产品和投诉处理的重要程度高而满意程度低,是该行客户满意度的主要薄弱环节,需要对此重点修补改进；同时员工理解沟通能力较低与金融产品和投诉处理满意度低有关,也应是该行关注的重点。在此基础上,本文提出了该行应该加强客户分析、提高员工的理解沟通能力和完善前台投诉管理等应对措施。
[Abstract]:With the steady opening and deepening reform of our financial market, personal financial business has become one of the key business points of commercial banks, and the competition for customer resources has also become the focus of competition among banks. Whether the customer is satisfied with the financial service provided by the bank is the key to whether the bank can successfully occupy the customer resources. The Shenyang Branch of Guangdong Development Bank is making every effort to promote the development of personal financial business, and has made continuous improvement of customer satisfaction as the key to the success of personal financial business. However, it still faces such problems as over-recommendation of products and credit card trap. Breach of contract charges and other customer dissatisfaction. In order to solve the problems in the development of personal financial business, this paper studies the customer satisfaction of the bank's personal financial business, in order to find out the main problems and analyze the causes of the problems. And put forward reasonable action strategy. This paper first draws lessons from the basic theory of customer satisfaction and the existing research results, combs and summarizes the four factors that affect the customer satisfaction of banks, such as the quality of financial products, service facilities, service personnel and service response. The evaluation index system of customer satisfaction including 19 indexes is preliminarily constructed. On this basis, the original data of customer satisfaction and importance of each index were obtained by designing questionnaire. Then we use factor analysis method to deal with the original data, and determine the financial products, staff quality, service performance, service facilities and complaint processing as the second level indicators. From the first 19 evaluation indexes, 15 indexes were selected as third-level indexes, and the final evaluation index system of customer satisfaction of the bank was constructed. In the evaluation of the bank's customer satisfaction, the weighted arithmetic average method is used to calculate the scores of the satisfaction degree and the importance degree of each evaluation index, and it is found that the customer's quality to the staff and service performance of the bank, Financial products and complaints processing and other secondary indicators and their subordinate one or more third-level indicators are unsatisfactory. Through in-depth analysis of the direct causes of these problems, we find that the deep crux of customer dissatisfaction includes inadequate product design related to the head office, restrictions on bank policies, imperfect complaint handling mechanisms, and so on. There is also a weak sense of service related to the branch itself, as well as a lack of understanding and communication among staff as a result of a lack of training. Further application of the importance-satisfaction matrix analysis shows that the financial products and complaints processing is the main weak link of customer satisfaction because of the high importance and low satisfaction degree of financial products and complaint processing, which need to be repaired and improved. At the same time, employees understand that poor communication skills are related to low satisfaction with financial products and complaint handling, which should also be the focus of the bank's attention. On this basis, this paper proposes that the bank should strengthen customer analysis, improve the staff's ability to understand and communicate, and improve the front desk complaint management and other countermeasures.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

【参考文献】