中国银行华夏路支行柜面服务满意度提升策略研究

发布时间：2018-11-10 10:08

【摘要】：随着我国商业银行体制改革的不断深入,商业银行对柜面服务的重视程度在不断加强。如何使我国商业银行的柜面服务得到更好的发展,已成为我国金融界研究的现实课题。本文全面分析了中国银行长沙市华夏路支行所处的经济金融发展环境,通过产品与业务分析,特别是通过对柜面服务满意度相关变量指标所开展的一系列问卷调查与研究,发现华夏路支行处在一个比较好的发展机遇中,但其在柜面服务中,尚存在诸如流程、效率、环境、产品、培训、沟通等方面的问题。针对华夏路支行现状,本文采用了基于柜面服务满意度提升的“3R”营销服务方案,即:客户维持策略,包括现有柜面业务流程改造、柜面人员业务培训、大堂服务引导功能改进等等,争取留住现有客户;多重销售策略,为更好地留住现有客户,需加大业务营销力度,全力推荐银行产品,扩大柜面服务范围,如:积极推荐网上银行和手机银行,大力发展离柜业务,提高柜面服务工作效率;客户介绍策略,为提高客户转介绍率,通过改造营业环境、增加服务设施、丰富业务产品、增加业务顾问等措施,对重点客户提供一对一的个性化和差异化服务,以提高顾客满意度,扩大转介绍面。本文以商业银行营销理论为基础,结合华夏路支行的发展实际,采用“3R”营销服务策略,牵涉到银行业务流程、营业环境、人员培训、营销模式、设施改进等多方面,是对商业银行柜面服务发展的一种新着眼、新思路,具有一定的研究价值和推广意义。
[Abstract]:With the deepening of China's commercial bank system reform, commercial banks pay more and more attention to counter service. How to make the counter service of commercial banks in our country get better development has become the realistic subject of our country's financial circles. This paper comprehensively analyzes the economic and financial development environment of Huaxia Road Branch in Changsha City, Bank of China, through product and business analysis, especially through a series of questionnaires and studies on the related variables of counter service satisfaction. It is found that Huaxia Road Branch is in a good opportunity for development, but there are still some problems such as process, efficiency, environment, product, training, communication and so on in counter service. In view of the current situation of Huaxia Road Branch, this paper adopts the "3R" marketing service scheme based on improving the satisfaction of counter service, that is, customer maintenance strategy, including the existing counter business process transformation, counter personnel business training, Lobby service guide function improvement and so on, strive to retain existing customers; In order to retain the existing customers better, we need to increase our business marketing efforts, fully recommend bank products, and expand the scope of counter services, such as actively recommending online banking and mobile banking, and vigorously developing out-of-the-counter business. Improve the efficiency of counter service; Customer introduction strategy, in order to improve customer referral rate, provide one-to-one personalized and differentiated services to key customers by transforming the business environment, increasing service facilities, enriching business products, increasing business consultants, etc. In order to improve customer satisfaction, expand the introduction surface. Based on the marketing theory of commercial banks and the development practice of Huaxia Road Branch, this paper adopts "3R" marketing service strategy, which involves many aspects, such as bank business process, business environment, personnel training, marketing model, facilities improvement, etc. It is a new idea for the development of commercial bank's counter service, and has certain research value and popularization significance.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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