基于模糊层次Kano模型的商业银行服务创新方法研究
发布时间：2018-08-19 11:20
【摘要】：随着金融体制的改革和金融全球化的快速推进,我国商业银行业面临前所未有的竞争压力。金融体制改革、利率市场化、互联网技术发展,使得包含互联网公司在内的一大批影子银行陆续开展银行业务,行使准银行职能；金融全球化步伐加快,多家拥有国际竞争力的外资银行进入国内零售银行领域。竞争加剧倒逼着国内商业银行必须开展服务创新。但是,纵观国内银行业的服务创新手段,仍以模仿创新为主,很难走在行业前面。如何培养国内银行业的核心创新能力,设计科学合理的服务创新方法,是改变自身竞争地位,提高自身竞争力的关键环节。Kano模型以客户需求为出发点,在服务设计前端引进顾客参与,并对客户需求进行分层研究,从而寻找最能提高客户满意度的改进质量要素。正是了解到Kano模型在服务创新方面的独特优势,也为了改进Kano模型的研究方法,本文尝试研究出一种更加合理的商业银行服务创新方法,并将其加以应用,以丰富国内银行业服务创新的理论与研究方法。综上,本文的主要研究内容如下：(1)系统梳理了传统Kano模型与模糊Kano模型的理论框架,并重点研究了模糊Kano模型在Kano问卷上的改进之处,即模糊Kano问卷考虑了由客户复杂多变的心理感受而引起的客户需求的不确定性,从而允许客户对多个答案进行模糊赋值。(2)设计了模糊层次Kano模型。本文在已有模糊Kano模型的基础上加以研究,设计了相应的答题流程,在Kano司卷中加入了“心理需求一句话描述”和重要性标度表,使答题结果更加贴近客户实际的心理感受。首先,被调查者清楚地描绘出自己的心理感受,再凭借这番表达选择需求选项；其次,依据“重要性标度表”进行赋值。(3)本文将构建的模糊层次Kano模型应用于BH银行G支行的服务创新实践中,通过模糊层次Kano问卷识别客户需求。在综合考虑模糊层次Kano模型的分类结果和重要度调整结果之后,提出G支行的服务创新方案,从而验证模糊层次Kano模型的可行性和有效性。
[Abstract]:With the reform of financial system and the rapid development of financial globalization, Chinese commercial banks are facing unprecedented competitive pressure. With the reform of the financial system, the marketization of interest rates and the development of Internet technology, a large number of shadow banks, including Internet companies, have started banking business one after another to exercise quasi-banking functions; the pace of financial globalization has accelerated. A number of foreign banks with international competitiveness have entered the domestic retail banking field. The intensification of competition has forced domestic commercial banks to carry out service innovation. However, the domestic banking service innovation means, still mainly imitating innovation, it is difficult to walk in front of the industry. How to cultivate the core innovation ability of the domestic banking industry and design scientific and reasonable service innovation methods is the key link to change the competitive position and improve the competitiveness of the domestic banking industry. Kano model takes customer demand as the starting point. Customer participation is introduced into the front end of service design and customer needs are stratified to find the best quality factors to improve customer satisfaction. It is to understand the unique advantages of Kano model in service innovation and to improve the research method of Kano model, this paper tries to develop a more reasonable service innovation method for commercial banks and apply it to it. In order to enrich the domestic banking service innovation theory and research methods. In summary, the main contents of this paper are as follows: (1) the theoretical framework of traditional Kano model and fuzzy Kano model is systematically combed, and the improvement of fuzzy Kano model in Kano questionnaire is studied emphatically. That is, the fuzzy Kano questionnaire takes into account the uncertainty of the customer's demand caused by the complex and changeable psychological feelings of the customer, thus allowing the customer to assign fuzzy values to multiple answers. (2) A fuzzy hierarchical Kano model is designed. On the basis of the existing fuzzy Kano model, this paper designs the corresponding answer flow, and adds the "one sentence description of psychological needs" and the importance scale to the Kano volume, which makes the result of the answer more close to the actual psychological feeling of the customer. First, the respondents clearly described their psychological feelings, and then, with this expression, they chose the demand options. Secondly, In this paper, the fuzzy hierarchical Kano model is applied to the service innovation practice of BH bank G branch, and the customer needs are identified by the fuzzy hierarchical Kano questionnaire. After considering the classification results and importance adjustment results of fuzzy hierarchical Kano model, a service innovation scheme of G branch is proposed to verify the feasibility and effectiveness of fuzzy hierarchical Kano model.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33
本文编号：2191505
[Abstract]:With the reform of financial system and the rapid development of financial globalization, Chinese commercial banks are facing unprecedented competitive pressure. With the reform of the financial system, the marketization of interest rates and the development of Internet technology, a large number of shadow banks, including Internet companies, have started banking business one after another to exercise quasi-banking functions; the pace of financial globalization has accelerated. A number of foreign banks with international competitiveness have entered the domestic retail banking field. The intensification of competition has forced domestic commercial banks to carry out service innovation. However, the domestic banking service innovation means, still mainly imitating innovation, it is difficult to walk in front of the industry. How to cultivate the core innovation ability of the domestic banking industry and design scientific and reasonable service innovation methods is the key link to change the competitive position and improve the competitiveness of the domestic banking industry. Kano model takes customer demand as the starting point. Customer participation is introduced into the front end of service design and customer needs are stratified to find the best quality factors to improve customer satisfaction. It is to understand the unique advantages of Kano model in service innovation and to improve the research method of Kano model, this paper tries to develop a more reasonable service innovation method for commercial banks and apply it to it. In order to enrich the domestic banking service innovation theory and research methods. In summary, the main contents of this paper are as follows: (1) the theoretical framework of traditional Kano model and fuzzy Kano model is systematically combed, and the improvement of fuzzy Kano model in Kano questionnaire is studied emphatically. That is, the fuzzy Kano questionnaire takes into account the uncertainty of the customer's demand caused by the complex and changeable psychological feelings of the customer, thus allowing the customer to assign fuzzy values to multiple answers. (2) A fuzzy hierarchical Kano model is designed. On the basis of the existing fuzzy Kano model, this paper designs the corresponding answer flow, and adds the "one sentence description of psychological needs" and the importance scale to the Kano volume, which makes the result of the answer more close to the actual psychological feeling of the customer. First, the respondents clearly described their psychological feelings, and then, with this expression, they chose the demand options. Secondly, In this paper, the fuzzy hierarchical Kano model is applied to the service innovation practice of BH bank G branch, and the customer needs are identified by the fuzzy hierarchical Kano questionnaire. After considering the classification results and importance adjustment results of fuzzy hierarchical Kano model, a service innovation scheme of G branch is proposed to verify the feasibility and effectiveness of fuzzy hierarchical Kano model.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33
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