基于顾客满意度的建设银行内蒙古分行服务营销改进策略研究

发布时间：2018-01-19 19:13

本文关键词： 建设银行服务营销 PEST分析　出处：《内蒙古大学》2014年硕士论文　论文类型：学位论文

【摘要】：伴随我国逐步兑现wT0承诺,商业银行之间的竞争愈发激烈,商业银行只能不断提升营销与服务能力,在现代商业环境下屹立不倒。事实上,商业银行的服务最终是由消费者判定的,商业银行服务营销策略的优劣最终也由顾客来评价。因此,本文基于顾客满意度视角探索影响建设银行内蒙古分行服务营销能力的关键因素,意希望通过对关键因素的识别,有针对性的提出建设银行内蒙古分行服务营销改进策略建议。本文在大批浏览国内外文献的基础上,提出基于顾客满意度的银行服务营销能力评价的观点。首先介绍了我国商业银行市场竞争激烈的行业背景,提出目前顾客至上的商业银行经营理念,引出本文研究目的,基于顾客满意度视角探索建设银行内蒙古分行服务营销改进策略建议；接着介绍了本文的理论依据,顾客满意度理论和服务营销的相关理论；然后基于PEST分析方法对建设银行内蒙古分行进行外部环境分析,可知随着对外开放政策的逐步推进,内蒙古地区经济快速发展的经济引力,内蒙古地区居民的储蓄偏好,以及互联网金融所辐射的巨大潜在客户群,都会进一步推动内蒙地区银行业市场化进程,内蒙古地区未来银行业竞争将会愈发激烈,而能够在激烈市场环境中立于屹立不倒的关键因素就是顾客；接着,就基于顾客视角探讨影响建设银行内蒙古分行服务营销能力的关键因素,并对关键因素进行顾客满意度调查。最后基于调查结果,提出基于顾客满意度的建设银行内蒙古分行服务营销改进的策略建议。
[Abstract]:With our country gradually fulfill the promise of wT0, the competition between commercial banks is becoming more and more fierce, commercial banks can only continue to improve their marketing and service capabilities, and stand firm in the modern commercial environment. In fact. The services of commercial banks are ultimately judged by consumers, and the advantages and disadvantages of service marketing strategies of commercial banks are ultimately evaluated by customers. Based on the perspective of customer satisfaction, this paper explores the key factors that affect the service marketing ability of China Construction Bank Inner Mongolia Branch, hoping to identify the key factors. Put forward the construction bank Inner Mongolia branch service marketing improvement strategy suggestion. Based on a large number of literature at home and abroad, this paper puts forward the viewpoint of evaluating the ability of banking service marketing based on customer satisfaction. Firstly, it introduces the industry background of the fierce competition in the market of commercial banks in China. Put forward the current customer first business philosophy of commercial banks, leading to the purpose of this study, based on the perspective of customer satisfaction to explore the construction bank Inner Mongolia Branch service marketing improvement strategy recommendations; Then introduces the theoretical basis of this article, customer satisfaction theory and service marketing theory; Then based on the PEST analysis of the external environment of China Construction Bank Inner Mongolia Branch, we can see that with the gradual promotion of the opening up policy, the economic gravity of the rapid economic development of Inner Mongolia region. The saving preference of Inner Mongolia residents, as well as the huge potential customers exposed by Internet finance, will further promote the process of banking marketization in Inner Mongolia. In the future, the competition of banking industry in Inner Mongolia will be more and more fierce, and the key factor that can stand firm in the fierce market environment is customer. Then, on the basis of customer perspective to explore the key factors affecting the service marketing ability of China Construction Bank Inner Mongolia Branch, and the key factors of customer satisfaction survey. Finally, based on the results of the survey. This paper puts forward some suggestions for improving the service marketing of China Construction Bank Inner Mongolia Branch based on customer satisfaction.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33

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