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东亚银行理财产品顾客满意度影响因素研究

发布时间:2018-06-13 20:22

  本文选题:东亚银行 + 理财产品 ; 参考:《山西大学》2015年硕士论文


【摘要】:随着我国经济发展水平的日益提升,个人财富的积累,人们对于手中财富如何实现保值增值日益关注,理财产品作为资产保值增值的有效工具,更是日益受到广大投资人的关注和青睐。目前,各大商业银行也在尽力赶上理财产品高速发展的现状,希望在激烈的市场竞争中脱颖而出。因此,越来越多的商业银行开始关注顾客对本行理财产品的满意度状况。相关的研究也开始增多,希望把研究的成果应用到理财产品日常的经营管理中,东亚银行作为一家外资银行虽然本土化程度不如本国商业银行,但是从事理财产品经营的历史较长,经验丰富,通过对东亚银行这样的外资银行的经营状况及顾客满意度影响因素进行分析,有助于今后为我国商业银行提升竞争力、提高顾客满意度、改善经营状况提供指导。笔者在相关文献的搜集整理基础上,对国内外有关顾客满意度的研究有了一定了解,结合东亚银行在华的经营状况,对东亚银行理财产品满意度影响因素进行了分析,并提出了相应的营销策略。本文第一部分介绍了研究的相关背景,研究的理论意义和现实意义,研究的思路以及所采用的研究方法,最后简要阐述了本文的一些创新点。第二部分是相关理论的综述,包括顾客满意度内涵、顾客满意度影响因素理论基础、顾客满意度模型、以及国内外学者对商业银行理财产品内涵的界定和顾客满意度研究方法的综述。通过文献回顾为本文后续东亚银行理财产品影响因素结构模型的构建提供一定的基础和依据。第三部分是对东亚银行理财产品在华发展现状的描述,包括东亚银行在华经营背景的简要介绍。第四部分在上述理论铺垫下,尝试提出东亚银行理财产品顾客满意度影响因素的结构模型,对结构变量做出详细解释并提出相应的假设。第五部分是对东亚银行理财产品顾客满意度影响因素的实证研究。通过发放调查问卷的方式收集整理数据,对问卷信息进行描述性统计,运用SPSS软件进行结构模型的实证检验。第六部分是结论和营销策略建议,对调查研究结果进行分析讨论,根据实证分析得出的结论为东亚银行提升满意度提出相应的策略建议。
[Abstract]:With the development of our economy and the accumulation of personal wealth, people pay more and more attention to how to maintain and increase the value of wealth in our hands. More and more by the majority of investors' attention and favor. At present, the major commercial banks are also trying to catch up with the rapid development of financial products, hoping to stand out in the fierce market competition. Therefore, more and more commercial banks begin to pay attention to customer satisfaction with their financial products. Relevant studies have also begun to increase, hoping to apply the results of the research to the day-to-day management of financial products. Although the Bank of East Asia, as a foreign bank, has a lower degree of localization than its domestic commercial banks, However, the management of financial products has a long history and rich experience. Through the analysis of the operating conditions and customer satisfaction factors of foreign banks such as the Bank of East Asia, it is helpful to enhance the competitiveness of our commercial banks in the future. Improve customer satisfaction, improve business conditions to provide guidance. On the basis of the collection and arrangement of relevant documents, the author has a certain understanding of the research on customer satisfaction at home and abroad, and analyzes the influencing factors of the financial product satisfaction of the Bank of East Asia combined with the operating situation of the Bank of East Asia in China. And put forward the corresponding marketing strategy. The first part of this paper introduces the relevant background of the research, the theoretical and practical significance of the study, the research ideas and the research methods adopted, and finally briefly describes some of the innovations of this paper. The second part is a summary of relevant theories, including the connotation of customer satisfaction, the theoretical basis of influencing factors of customer satisfaction, the customer satisfaction model, And the domestic and foreign scholars to the commercial bank financial management product connotation definition and the customer satisfaction research method summary. Through literature review, this paper provides a basis for the construction of the structural model of the influencing factors of the financial products of Bank of East Asia. The third part is a description of the development of Bank of East Asia financial products in China, including a brief introduction of the background of Bank of East Asia in China. In the fourth part, based on the above theory, we try to put forward the structural model of the factors influencing the customer satisfaction of Bank of East Asia financial products, explain the structural variables in detail and put forward the corresponding assumptions. The fifth part is an empirical study on the influencing factors of Bank of East Asia financial products customer satisfaction. Through the way of questionnaire collection and collation of data, questionnaire information for descriptive statistics, the use of SPSS software for structural model empirical test. The sixth part is the conclusion and the marketing strategy suggestion, carries on the analysis discussion to the investigation research result, according to the empirical analysis conclusion, proposed the corresponding strategy suggestion for the East Asia bank to enhance the satisfaction degree.
【学位授予单位】:山西大学
【学位级别】:硕士
【学位授予年份】:2015
【分类号】:F831.2

【参考文献】

相关期刊论文 前3条

1 胡志宇;张悟移;;卡诺顾客满意度模型在小型药品批发企业中的应用研究[J];昆明理工大学学报(理工版);2007年05期

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3 张伟;;基于顾客感知的服务质量管理[J];中小企业管理与科技(下旬刊);2010年10期



本文编号:2015291

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