九江市农村商业银行客户满意度指标体系构建与应用

发布时间：2019-02-13 09:58

【摘要】：随着社会主义市场经济的不断发展，各大商业银行纷纷实行改革，四大国有银行先后成功股改上市成为股份制商业银行。同时，一些新兴的商业银行，如招商银行、浦东发展银行、兴业银行、民生银行等相继问世并得到长足发展，它们无论是在硬件还是软件上均优越于原有的国有银行，给中国银行业带来的影响不容小觑。农村信用社是上世纪九十年代从农业银行分离出来的一个合作金融机构，改革浪潮下，其根据自身条件先后改制成为农村合作银行和农村商业银行。目前，我国农村商业银行的发展尚处在探索性改革的初级阶段，较之西方一些发达国家的商业银行或国内其他银行，差距还很大，这些差距集中体现在银行管理人员不够重视客户满意度，缺乏科学合理的满意度评价指标体系，管理人员在提升客户满意度中抓不住关键因素等等。因此开展客户满意度影响因素分析，构建农村商业银行客户满意度指标体系极有必要且为当务之急。本文在阐述九江市农村商业银行客户满意度指标体系构建相关理论的基础上，提出了九江市农村商业银行客户满意度指标体系设计的原则，并对其客户满意度指标进行了初选、预调查、测量、信度和效度分析，构建了相关的指标体系，，并应用该指标体系对九江市农村商业银行的客户满意度做了总体和单指标的评价。然后以该评价结果为依据，从树立现代社会服务理念、实行客户差别化服务、建立有效服务系统以及营造服务文化这几个方面提出了具体建议，以帮助九江市农村商业银行将客户关系管理与农村商业银行行业特性相结合，更好地了解客户的需求和发挥自身的优势，进而全面提升九江市农村商业银行的综合竞争力。
[Abstract]:With the continuous development of the socialist market economy, the major commercial banks have carried out reforms one after another, and the four state-owned banks have been successfully listed on the stock market as joint-stock commercial banks. At the same time, some new commercial banks, such as China Merchants Bank, Pudong Development Bank, Industrial Bank, Minsheng Bank, and so on, have come out one after another and have made considerable progress. They are superior to the original state-owned banks in both hardware and software. The impact on China's banking sector cannot be underestimated. Rural credit cooperative is a cooperative financial institution separated from the Agricultural Bank in the 1990s. Under the tide of reform, it has been transformed into a rural cooperative bank and a rural commercial bank according to its own conditions. At present, the development of rural commercial banks in China is still in the initial stage of exploratory reform. Compared with commercial banks in some developed countries in the West or other domestic banks, the gap is still very large. These gaps are reflected in the lack of attention to customer satisfaction, the lack of a scientific and reasonable evaluation index system of satisfaction, the lack of key factors in enhancing customer satisfaction, and so on. Therefore, it is necessary and urgent to analyze the influencing factors of customer satisfaction and to construct the index system of customer satisfaction in rural commercial banks. On the basis of elaborating the related theory of constructing the customer satisfaction index system of the rural commercial bank in Jiujiang city, this paper puts forward the design principle of the customer satisfaction index system of the rural commercial bank in Jiujiang city, and carries on the primary election to the customer satisfaction index of the rural commercial bank of Jiujiang city. Based on pre-survey, measurement, reliability and validity analysis, this paper constructs a related index system, and applies the index system to evaluate the customer satisfaction of rural commercial banks in Jiujiang city as a whole and a single index. Then, based on the evaluation results, some specific suggestions are put forward from the following aspects: establishing modern social service concept, implementing customer differential service, establishing effective service system and constructing service culture. In order to help the rural commercial bank of Jiujiang City combine customer relationship management with the characteristics of rural commercial bank, we can better understand the needs of customers and give play to their own advantages, and then improve the comprehensive competitiveness of rural commercial banks in Jiujiang City.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.35

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