中国银行石家庄分行服务质量优化研究

发布时间：2017-12-31 04:25

本文关键词：中国银行石家庄分行服务质量优化研究　出处：《河北科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化以及金融市场化进程的加快,商业银行主要金融中介的重要地位在相对降低。客户日益显现出其重要地位,需求逐步向广度和深度发展,从而对银行服务质量有了更高的要求。服务质量管理已经成为银行保留客户及营销客户的基础,对于银行的未来发展起着举足轻重的作用。文章对国内外服务质量感知、服务质量评价、服务质量提升理论进行了研究,报告了中国银行石家庄分行及同业服务的现状,进行了服务质量问卷的调查并进行了问题分析。文章运用了比较分析法、观察法、问卷调查法、定量分析法、定性分析法等多种分析方法,通过SPSS分析软件,对问卷数据进行了信度、效度分析,找出了服务过程中的差距并进行了原因分析。通过服务质量差距模型运用,分别从有形性提升、响应性提升、移性性提升、可靠性保持等方面制定了优化提升策略。中国银行石家庄分行服务的可靠性、保证性是客户比较认可的,需要重点保持;对于服务的有形性、移情性和响应性,客户满意度普遍偏低,有待于进一步提升。银行通过文优服务、渠道建设加强银行有形性提升;通过银行销售流程导入提升服务响应性;通过大堂经理及客户经理队伍建设提升服务移情性;通过网点内控建设、以客户为中心的理念建立以及对客户的主动营销工作保持银行服务的可靠性,建立以客户为中心的营销理念,指导该行业务实践。
[Abstract]:With the economic globalization and the financial market to speed up the process, the important position of main financial intermediaries in commercial banks is relatively lower. The customer is showing its important position, the demand to the breadth and depth of development gradually, which have higher requirements on bank service quality. Service quality management has become the bank retains customers and customer based marketing for the future, the development bank plays an important role. The perception of service quality at home and abroad, service quality evaluation, is studied to improve the service quality theory, report status China bank Shijiazhuang branch and industry services, conducted a survey of service quality questionnaire and the problem analysis. This paper uses the observation method of comparative analysis method, questionnaire survey method, quantitative analysis, qualitative analysis and other analysis methods, through the SPSS analysis software, the questionnaire data. Degree of validity analysis, find out the gap in the service process and the reasons were analyzed. By using the service quality gap model, respectively, from the physical nature of ascension, ascension movement response, enhance the reliability and maintain the optimal strategy to improve reliability. China bank Shijiazhuang branch service, to ensure that customers are more recognized the need to keep focus on; for tangible service, empathy and responsiveness, customer satisfaction is generally low, need to be further improved. The bank through the excellent service, strengthen channel construction bank tangible to ascend; through the bank import sales process to improve service response; through the lobby manager and customer manager team construction to improve service empathy through the construction of internal control; network reliability, customer centered concept and establish customer active marketing work to maintain banking services, the establishment of the customer The marketing concept of the center directing the business practice.

【学位授予单位】：河北科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33

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