客户期望理论在交通银行XX分行中的应用

发布时间：2018-05-02 23:26

本文选题：交通银行 + 服务测量　；参考：《郑州大学》2017年硕士论文

【摘要】：随着第三方支付平台、P2P机构以及外资银行的发展,我国银行业的内外部竞争越来越激烈,根据资料表明,近几年交通银行XX分行客户流失非常严重,一些中高端客户存款余额甚至低于上年同期50%,而作为国有银行的交通银行XX分行目前主营业务依然是吸存放贷,存款的流失引起了贷款的不足,贷款的不足造成了利润的削减,降低了交通银行XX分行在当地的竞争力。而2016年8月,XX省被评为国家自由贸易试点区、粮食生产核心基地、航空港经济综合实验区、跨境电商综合实验区等一系列战略规划基地,当地的经济出现了快速地增长,这对于交通银行XX分行说是一种机遇也是挑战。因此本文以SERVQUAL服务质量测量模型为契机,探讨交通银行XX分行在客户服务过程中出现的问题,以客户服务期望理论为基础,探讨出提高交通银行XX分行服务水平的对策建议。本文从客户服务期望理论的概念入手,循序渐进,以交通银行XX分行为例,探讨出我国交通银行在服务客户中出现的问题,并以此为前提提出解决问题的对策与措施。文章的大致结构为第一章主要是阐述论文题目选择的背景,国内外研究的现状;第二章主要对客户服务期望理论概念的界定、层次分类、影响因素以及服务的测量方法,本章阐述了目前较为先进的服务测量的方法,即SERVQUAL模型测量法,该模型从有形性、可靠性、响应性、信任和移情性五个维度全面的测量了银行的服务质量;第三章主要探讨目前我国交通银行普遍存在的问题及其原因;第四章根据第三章指出的问题提出四方面的对策与建议,这两章是全文的重点,是研究的主要目的;第五章是在前四章的基础上,以交通银行XX分行为例,将客户服务期望理论具体应用到实践案例中。
[Abstract]:With the development of the third party payment platform, the P2P organization and the foreign banks, the domestic and foreign competition in the banking industry is becoming more and more intense. According to the data, the Bank of communications XX branch has a very serious loss in recent years, and the balance of some middle and high end customers is even lower than the same period of 50% in the same period of the previous year, and the Bank of communications, XX branch of the state bank, is now at the present time. The main business is still the deposit and lending, the loss of the deposit caused the shortage of loans, the lack of loans caused the reduction of profit, and reduced the local competitiveness of the XX branch of the Bank of communications. In August 2016, the province of XX was named as the national free trade pilot area, the core of the grain production, the comprehensive experimentation area in the air port economy, and the cross-border e-commerce integration. In a series of strategic planning bases, the local economy has been growing rapidly, which is an opportunity and a challenge for the XX branch of the Bank of communications. Therefore, this paper takes the SERVQUAL service quality measurement model as an opportunity to discuss the existing problems of XX branch of the Bank of communications in the process of customer service, based on the theory of customer service expectation. This paper discusses the countermeasures and suggestions to improve the service level of XX branch of the Bank of communications. This article starts with the concept of customer service expectation theory and step by step. Taking XX branch of the Bank of communications as an example, this paper probes into the problems appearing in the service customers of the Bank of communications in our country, and puts forward the countermeasures and measures to solve the problem. The chapter mainly expounds the background of the selection of the topic of the paper, the status of the research at home and abroad; the second chapter mainly defines the concept of customer service expectation, the hierarchical classification, the influencing factors and the measurement method of service. This chapter expounds the more advanced methods of service measurement, that is, the SERVQUAL model measurement method, the model is from tangible and reliable. The five dimensions of sex, responsiveness, trust and empathy measure the quality of the service of the bank in an all-round way; the third chapter mainly discusses the current problems and its causes in the Bank of communications in China; the fourth chapter puts forward four countermeasures and suggestions according to the problems pointed out in the third chapter, which are the key points of the full text, the main purpose of the study, and the fifth chapter. On the basis of the first four chapters, taking the Bank of communications XX branch as an example, the customer service expectation theory is applied to practical cases.

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F274

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