基于大数据应用的吉林银行服务质量提升策略研究

发布时间：2019-07-06 07:32

【摘要】：在现代商业银行活动中，银行越来愈重视渠道和产品给客户带来的内心感受和消费体验，，而在此过程中，给客户创造更好的消费体验、更深刻的满意程度成为了商业银行日益追求和完善的目标，这就越发突显了服务质量在整个商业银行活动中的重要地位。放眼放去，银行服务质量不但受到银行业界的高度重视，也受到监管部门、银行客户、投资人以及社会大众的普遍关注。在我国商业银行的漫长发展中，我们从未停止追求优质服务、提高客户满意度、规范服务管理的脚步，各种新形势下，商业银行面临着各种新的挑战：一方面，随着世界经济一体化步伐的迈进，尤其是我国加入世界贸易组织后，银行业、保险业、证券及信托等金融行业有了飞速的发展，在带来商机的同时，也对金融业的经营模式、管理能力和未来发展的决策把握能力有了更深层的考量和要求；另一方面，在这一进程中，伴随着银行业务种类和范围的扩大、业务量的激增以及日益激烈的同业竞争，随着国外银行业竞争者的加入，国内商业银行要想在金融市场中长久立于不败之地，除了加快经营管理理念和业务运作模式的创新，还要加快金融产品和服务的创新，以此来提高客户的满意度、提升客户的忠诚度，来维护现有客户资源及抢夺更多优质客户资源[1]，在此情况下，国内商业银行急需明确未来发展方向并制定完善的客户管理战略。适时，随着智能手机的普及、社交网络的兴起和大量应用，以及公共场所各类监控设施和人体感应设备广泛植入，大数据时代悄然来临。它的到来在金融服务业掀起了一场历史性变革，这给商业银行带来了前所未有的机遇和挑战，一方面，基于对客户交易、行为、信用等结构或非结构性的大数据的有效分析，银行能够将其更准确的应用到提升整体服务质量、创造更多经济效益中去，也为金融风险防控提供了更加精准的监控和预测；另一方面，银行业正逐步进入实体网络运营时代，而大数据的到来，不仅加剧了对传统金融服务模式的冲击，还对数据信息的收集、整理和分析等处理能力提出了更加严格的要求。吉林银行秉持着日夜以客户为中心的服务理念和不断前行及发展的坚定信心，始终致力于为客户持续提供创造财富的能力，满足客户相关金融需求，并将服务质量当作近期经营成果和未来发展方向的重要考核指标。在全球各界和诸多领域广泛讨论大数据这个话题的时候，系统研究或分析大数据和银行服务质量关系的文章并不多见。本文以吉林银行为例，主要通过文献研究法、定量分析法、描述性研究法、实证研究法等研究方法，根据实际工作需要，对吉林银行服务质量现状进行了阐述，并借助吉林银行对大数据技术的分析和应用，深入了解客户需求，帮助吉林银行更加直观的认识和解释客户的交易和行为，并对客户的未来交易动向作出及时准确的监督、预测和规划，从而根据客户资源的整合、分类，有效实行差别服务，完成决策从经验的依赖性向数据依靠性转变，继而全面实施个人金融业务品牌战略和创新发展战略，全力满足客户需求，在让客户享受高品质服务的同时，心甘情愿的成为吉林银行忠实的客户群体，同时，稳定现有客户资源、发展新客户资源，最终实现吉林银行的长期、稳健发展。要想提升服务质量、提高核心竞争力、提高经济效益、保持健康持续快速发展，如何正确认识大数据理论、如何做好对数据的有效分析和掌控、如何借助大数据和互联网技术准确把握客户需求和金融市场的未来发展趋势，无疑成为了吉林银行赢得这场没有硝烟的战争的关键。
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图片说明：近期技术发展时间轴
[Abstract]:in that activity of the modern commercial bank, the more the bank pay more attention to the inner feel and the consumption experience of the channel and the product to the customer, and in this process, to create a better consumption experience for the customer, and the deeper satisfaction degree has become the goal of the commercial bank's increasingly pursue and perfect, This has increased the importance of the quality of service throughout the commercial bank's activities. The bank's quality of service is not only highly valued by the banking industry, but also the general interest of regulators, bank clients, investors and the general public. In the long development of the commercial bank of our country, we have never stopped the pursuit of high-quality service, improve the customer satisfaction, and standardize the pace of service management. The commercial banks face various new challenges in the new situation: on the one hand, with the pace of world economic integration, Especially after China's accession to the World Trade Organization, the financial industry, such as banking, insurance, securities and trust, has developed rapidly. At the same time, the business model, management ability and decision-making power of the future development of the financial industry have a deeper consideration and demand. On the other hand, in this process, with the expansion of the types and scope of the banking business, the proliferation of the business volume and the increasingly fierce competition in the trade, the domestic commercial banks want to stay in the invincible position for a long time in the financial market with the addition of the foreign banks' competitors. In addition to accelerating the innovation of management concept and business operation mode, we should also speed up the innovation of financial products and services, so as to improve the customer satisfaction, improve the customer's loyalty, to maintain the existing customer resources and to snatch more high-quality customer resources[1], in which case, Domestic commercial banks need to define the direction of future development and develop a perfect customer management strategy. In due time, with the popularization of the smart phone, the rise of the social network and the extensive application of the social network, as well as the wide-ranging implantation of various monitoring facilities and human induction devices in public places, the large data era is quietly The arrival of it has set off a historic change in the financial services industry, which has brought unprecedented opportunities and challenges to commercial banks, on the one hand, on the basis of effective separation of structures or non-structural, large-scale data, such as client transactions, acts, credit, etc. The bank can apply it more accurately to improve the whole quality of service, create more economic benefits, and provide more accurate monitoring and prediction for the prevention and control of financial risks; on the other hand, the banking industry is gradually entering the operating time of the entity network, and the big data In addition, not only the impact on the traditional financial service model is increased, but also the processing power of the collection, collation and analysis of the data information is more strict. "The Bank of Jilin is always committed to providing the customer with the ability to create wealth and to meet the customer's relevant gold, with the customer-centered service concept and the confidence in the development of the day and night." The quality of service is regarded as an important test of the recent operation results and the future development direction Nuclear metrics. When the topic is widely discussed in various circles and in a wide range of fields, the system studies or analyzes the relationship between big data and the quality of the bank's quality of service This paper, taking the bank of Jilin as an example, mainly discusses the current situation of the quality of service in Jilin province by means of the research methods such as the literature research method, the quantitative analysis method, the descriptive research method and the empirical research method. and provide timely and accurate supervision, prediction and planning to the future transaction trend of the customer, thereby effectively implementing the difference according to the integration, the classification and the effective implementation of the client resources, Don't service, complete the decision-making from experience to the data on the sex transition, then fully implement the personal financial business brand strategy and the innovation development strategy, fully meet the customer demand, while let the customer enjoy high-quality service, willing to become the loyal customer group of Jilin Bank At the same time, stabilize the existing customer resources, develop new customer resources, and finally realize the long-term and stable development of Jilin Bank To improve the quality of service, to improve the core competitiveness, to improve the economic benefit, to keep the healthy and rapid development, how to correctly understand the big data theory and how to make the data effective The analysis and control, how to grasp the customer's needs and the future development trend of the financial market with the help of big data and the Internet technology, undoubtedly become the Jilin bank to win this no-smoke
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33

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