中山大涌邮储客户流失分析及对策研究

发布时间：2018-10-10 17:05

【摘要】：客户关系管理是现代邮政管理的重要课题之一。客户是市场竞争的重要资源，也是企业赖以生存和发展的基础资源，客户的流失往往给企业带来难以估量的损失。本文从大涌邮储的实际情况出发，借助软件分析对客户流失情况、客户保持策略进行研究。本文首先介绍了研究的背景、意义、可行性、主要内容和创新点；其次简述了相关理论和大涌邮储经营环境及客户管理状况；接着概述了大涌邮储客户流失原因，并建模进行实证分析；然后，，针对客户流失的原因制定相应的客户保持策略；最后进行论文小结和工作展望。本文采用问卷调查的方式，对大涌镇邮储客户自身、邮储能力、同行竞争等客户流失原因进行调研。通过统计分析软件和结构方程模型验证了各量表的效度、信度以及客户流失原因自编量表的因子结构；了解到大涌邮储客户流失、客户自身原因、邮储能力和同行竞争的结构与现况；探讨了人口学变量对大涌邮储客户流失、客户自身、邮储能力、同行竞争情况的影响；分析了客户自身、邮储能力、同行竞争与客户流失的关系。根据研究结果得出以下结论：一是大涌邮储客户流失原因由客户自身、邮储能力、同行竞争三个因子组成，流失情况较严重；二是大涌邮储客户流失、客户自身、同行竞争分别在客户人口变量学的不同方面存在显著差异；三是大涌邮储客户流失与客户自身、邮储能力、同行竞争均呈显著正相关。根据这些结论和大涌邮储实际情况制定了客户保持策略，以满足客户需求、增加客户粘度、提升客户资产，达到降低或减缓客户流失的目的。这些客户保持策略对于珠三角地区邮储二类行的发展具有重要的意义。
[Abstract]:Customer relationship management (CRM) is one of the most important topics in modern postal administration. Customer is an important resource of market competition, and it is also the basic resource for enterprises to survive and develop. The loss of customers often brings incalculable losses to enterprises. Based on the actual situation of Da Chung Postal Reserve, this paper studies the customer churn and customer retention strategy with the help of software analysis. This paper first introduces the background, significance, feasibility, main contents and innovation points of the research; secondly, briefly describes the related theory, the operating environment and customer management situation of Da Chung Postal savings; and then outlines the reasons for the loss of customers in Da Chung Postal savings. And modeling for empirical analysis; then, the reasons for customer turnover to formulate the corresponding customer retention strategy; finally, summary of the paper and work prospects. This paper investigates the reasons of customer turnover in Dagong Town by questionnaire survey, such as customers themselves, postal savings capacity, peer competition and so on. The validity, reliability and factor structure of the scale are verified by statistical analysis software and structural equation model. The structure and current situation of postal savings capacity and peer competition, the influence of demographic variables on customer drain, customers themselves, postal savings capacity, peer competition, customer itself, postal savings capacity, etc. The relationship between peer competition and customer churn. According to the results of the study, the following conclusions are drawn: first, the reasons for customer churn in Dazong Postal savings are composed of three factors: customer itself, postal savings capacity, peer competition, and the loss situation is relatively serious; second, the loss of Dazong Postal savings customers, the customers themselves, Peer competition has significant differences in different aspects of customer population variables; third, there is a significant positive correlation between customer turnover and customer, postal savings capacity and peer competition. According to these conclusions and the actual situation of Da Chung Postal savings, the customer retention strategy is formulated to meet customer demand, increase customer viscosity, enhance customer assets, and achieve the purpose of reducing or slowing down customer turnover. These customer retention strategies are of great significance to the development of postal savings class II banks in the Pearl River Delta region.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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