基于CRM的个人网上银行客户忠诚度研究

发布时间：2018-07-08 16:54

本文选题：CRM + 个人网上银行　；参考：《燕山大学》2012年硕士论文

【摘要】：随着互联网经济的快速发展，网上银行作为金融业和电子商务相结合的产物，伴随着中国银行业的对外开放，，逐渐成为国内外银行业发展的竞争利器。发展网上银行是银行业长期发展、赢得竞争优势的重要战略。尚处于初级发展阶段的个人网上银行，已经具备一定的客户基础，需要进一步考虑如何通过提高客户忠诚度留住客户来获得竞争优势。客户关系管理是一种“以客户为中心”的理论，其核心正是提高客户忠诚度。因此，以客户关系管理理论为基础来研究客户忠诚度对个人网上银行的发展具有重要意义。本文的研究目的是从CRM视角来分析个人网上银行客户忠诚度的影响因素，构建相关理论研究模型，并采用调查问卷的形式对其进行实证分析，为个人网上银行赢得客户忠诚度提供可行性建议。首先，介绍研究背景和意义、国内外研究现状、研究内容和研究方法，阐述了客户关系管理、网上银行、客户忠诚度、结构方程模型的相关理论，为下文的研究奠定理论基础。其次，从CRM视角出发，提出影响个人网上银行客户忠诚度的因素为：客户满意度、转换成本、服务质量和关系利益，通过分析各影响因素提出相应研究假设，构建本文的理论研究模型。再次，采用问卷调查的方法，运用SPSS16.0对收集到的数据进行描述性统计分析、信度和效度分析，运用结构方程模型进行模型验证，并将最终分析结果进行汇总分析，得出四个影响因素都对客户忠诚度有影响作用。最后，根据实证分析结果，基于客户关系管理角度，我们从提供信息技术支持、转变经营理念、实行客户差异化管理、创新产品和服务和人力资源建设五方面提出解决策略。
[Abstract]:With the rapid development of Internet economy, as a result of the combination of financial industry and electronic commerce, Internet banking has gradually become a competitive weapon for the development of domestic and foreign banks with the opening to the outside world of the Chinese banking industry. The development of online banking is an important strategy for the long-term development of the banking industry and winning the competitive advantage. Personal online banking, which is still in the primary stage of development, already has a certain customer base, and needs to consider how to improve customer loyalty to retain customers to obtain competitive advantage. Customer relationship management (CRM) is a kind of customer-centered theory, whose core is to improve customer loyalty. Therefore, based on the theory of customer relationship management, it is of great significance to study customer loyalty for the development of personal online banking. The purpose of this paper is to analyze the influencing factors of customer loyalty in personal online banking from the perspective of CRM, to construct the relevant theoretical research model, and to make an empirical analysis of the customer loyalty in the form of questionnaire. Provide feasible advice for personal online banking to win customer loyalty. First of all, it introduces the background and significance of the research, the current research situation at home and abroad, the research contents and research methods, and expounds the relevant theories of customer relationship management, online banking, customer loyalty and structural equation model, which will lay a theoretical foundation for the following research. Secondly, from the perspective of CRM, the factors influencing customer loyalty of personal online banking are put forward: customer satisfaction, conversion cost, service quality and relationship benefits. The theoretical model of this paper is constructed. Thirdly, using the method of questionnaire, using SPSS 16.0 to analyze the collected data, reliability and validity analysis, using the structural equation model to verify the model, and the final analysis results are summarized and analyzed. Four factors all have an effect on customer loyalty. Finally, according to the empirical analysis results, based on the customer relationship management perspective, we put forward solutions from five aspects: providing information technology support, changing business philosophy, implementing customer differentiation management, innovating products and services and building human resources.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2;F274;F224

【引证文献】