电子银行客户价值与管理研究

发布时间：2018-04-22 05:14

本文选题：电子银行 + 客户差异化　；参考：《新疆大学》2014年硕士论文

【摘要】：随着国际上产业空间的转移,产业层次的提升、以及我国经济的持续增长。电子银行作为商业银行业务发展的新型运作方式,已经成为银行业务经营的重要组成部分,在展示经营形象和提高竞争实力中发挥着越来越重要的作用。本文通过定性研究电子银行客户的价值,锁定目标客户群。然后筛选出电子银行客户关系影响的因素,有利于于管理者找到症结所在,有针对性的进行改进,帮助电子银行改善产品、完善功能、提供优质服务,提高客户的满意度,实现客户的差异化管理,这样相对降低经营成本,提升银行的竞争能力。一直以来人们多是进行对传统行业客户满意度与客户关系的研究。其核心顾客满意度理论最早萌芽于二十世纪初消费心理学研究,随着市场经济高速发展,这一理论进入实用研究阶段,内容涵盖市场营销学、消费心理学和计量经济学等领域。基于企业标识战略,美国学者正式提出客户满意度理论,其后得到广泛应用。当前我国学者关于电子银行的研究,已经从初期关于技术方案、发展策略方面的定性描述,发展到关于顾客满意度与忠诚度的定量研究。我国的满意度指数测评起步较晚,1997年中国质量协会联合北大、人大、清华、社科院等机构,开展适合中国国情的满意度指数模型设计,到目前发展了十代。虽然有不少学者对电子银行的顾客满意度及顾客忠诚进行了研究,但这些研究中涉及客户关系的影响因素较少。因此文本重点应用统计调查的方法,研究电子银行客户关系影响方面,为电子银行业务管理提供科学依据。在电子银行背景下,对于客户关系的影响要素,包括满意度,究竟有哪些,这些因素又是如何相互影响的相关研究还很少。可以说是缺乏深入剖析诸多要素的模型,又缺乏基于电子银行客户关系的实证研究,因此揭示其影响要素对客户关系的各种影响,具有一定的理论和实际意义。本文首先交代了研究的背景和意义,讨论了相关概念,在前人研究结果的基础上提出了模型和研究假设。并通过实证研究和数据分析验证了假设,得出了本文的结论,最后根据结论对于电子银行如何提升与客户之间的关系提出了一些有实际意义的建议。
[Abstract]:With the transfer of the international industrial space, the promotion of the industrial level and the continuous growth of our country's economy, the electronic bank, as a new mode of operation of the business development of commercial banks, has become an important part of the business operation of the bank. It plays a more and more important role in displaying the operation image and improving the competitive strength. A qualitative study of the value of electronic bank customers and the targeting of the target customer group. Then screening out the factors affecting the customer relationship of electronic banks is beneficial to the managers to find the crux and improve their products, improve their functions, provide quality services, improve customer satisfaction and achieve customer differences. This will reduce the operating cost and enhance the competitiveness of banks.
Most people have been studying customer satisfaction and customer relationship in traditional industry. The theory of core customer satisfaction was first sprout in the study of consumer psychology at the beginning of twentieth Century. With the rapid development of market economy, this theory entered the practical stage of research, which covers marketing, consumer psychology and econometrics. Based on the corporate identity strategy, American scholars have formally proposed the theory of customer satisfaction, and then they have been widely used. At present, the research of electronic banks in China has developed from the qualitative description of the initial technical plans and development strategies to the quantitative research on customer satisfaction and loyalty. The evaluation started late. In 1997, China Quality Association combined with Beijing University, the people's Congress, Tsinghua, Social Science Institute and other institutions to carry out the design of the satisfaction index model suitable for China's national conditions, and to the present ten generations.
Although many scholars have studied the customer satisfaction and customer loyalty of electronic banks, there are few factors affecting customer relationship in these studies. Therefore, the text focuses on the application of statistical survey methods to study the impact of customer relationship in electronic banks and provide a scientific basis for the management of electronic banking business.
In the context of electronic banking, there are few studies on the factors affecting customer relationship, including what satisfaction, and how these factors affect each other. It can be said that there is a lack of in-depth analysis of many factors and the lack of empirical research based on the customer relationship of electronic banks. The influence of the system has certain theoretical and practical significance.
This paper first explains the background and significance of the study, discusses the related concepts, and puts forward the model and research hypothesis on the basis of the results of previous studies. And through the empirical research and data analysis, the hypothesis is verified, and the conclusions of this paper are obtained. Finally, some suggestions are put forward on how to improve the relationship between the electronic bank and the customers. A practical suggestion.

【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.2

【参考文献】