建行吉林省分行电子银行业务顾客体验管理

发布时间：2018-04-27 04:17

本文选题：电子银行 + 顾客体验　；参考：《吉林大学》2014年硕士论文

【摘要】：随着计算机与通信网络技术的迅猛发展，中国的银行业在不断创新服务方式，银行业务已由早期的银行柜台服务方式向顾客自助服务方式过渡，银行自动化服务程度越来越高，其中电子银行在银行自动化服务系统中发挥着巨大的作用。这种变化不仅提升了银行的竞争力，更重要的是它正在改变中国人的生活方式。一方面，消费者购买产品的地点和方式发生了改变。进入了互联网时代，便捷的服务和工具越来越多，人们不再受地点、传统媒体以及各种场所环境的限制，而是利用手机、电脑，只要动动手指搜索和获取他们需要的任何信息、商品或服务，可以更轻松地满足自我实现需求。另一方面，人们在环境中评估时间、设定预期目标和看待自我的方式有所改变。随着互联网、移动技术的应用，商品、服务变得容易复制，人们接受商品和服务的过程中的体验是内在的，存在于每个人心中，因此顾客享有过去不曾拥有的主控权、效率和多重选择权。继农业经济、工业经济和服务经济之后，出现的体验经济，这既是对顾客需求层次提升的一种精确概括，更是企业确立未来战略目标的良好契机，于是更多的企业开始关注以服务为舞台、以产品为道具，正视并重视顾客体验，创造并传递出值得顾客回忆的体验活动，不断提升顾客价值。当前，各大行纷纷推出网上银行、手机银行、电话银行、智慧银行等电子银行服务，来顺应经济发展的新趋势，来改变传统金融，应对竞争，提升顾客的满意度。本文以电子银行业务顾客体验管理为研究主题，结合文献研究分析和提取顾客体验管理的影响因素，采用调查法和观察法对建行吉林省分行电子银行业务顾客进行调查。通过数据统计分析，形成影响顾客体验的主要因素，在此基础上，结合顾客体验管理理论以及当前建设银行电子银行业务环境，，为建行吉林省分行电子银行业务顾客体验管理提供建设性的意见和建议，旨在实现“泛在、跨界、智慧”的建设银行吉林省分行电子银行业务领域在未来的发展目标，践行中国建设银行建设现代生活的发展战略，更是基于以市场为导向以顾客为中心的经营理念，更好的将顾客至上注重细节的服务理念落实在日常经营的支撑性决策。本文在创新点上具有如下几个方面：首先对中国电子银行市场环境进行分析，提出了适应目前市场环境的建行吉林省分行电子银行业务策略。其次，建立建行吉林省分行电子银行未来发展战略——即顾客体验管理策略。建行吉林省分行电子银行业务顾客体验管理，是在体验经济到来的变革时期升级市场竞争力，落实以顾客为中心的经营理念的重要研究课题。电子银行顾客体验管理由顾客自主选择和自主完成操作的本质属性，决定了其顾客体验的重要性，是电子银行业务发展的生命线，是把握信息化机遇，占领互联网金融制高点的关键所在，正是本文研究意义所在。
[Abstract]:With the rapid development of computer and communication network technology, the banking industry in China is constantly innovating the service mode. The banking business has been transferred from the early bank counter service to the customer self service, and the degree of the bank automation service is getting higher and higher. The electronic bank plays a great role in the Bank automation service system. This change not only improves the competitiveness of the banks, but more importantly it is changing the way of life for the Chinese. On the one hand, the place and way of buying products have changed. The use of mobile phones, computers, as long as it moves fingers to search for and obtain any information that they need, goods or services, can more easily meet the needs of self fulfillment. On the other hand, people evaluate time in the environment, set expected goals and look at themselves. With the Internet, mobile technology applications, goods, services become It is easy to copy. The experience in the process of people's acceptance of goods and services is inherent and exists in everyone's mind, so the customer has the power of control, efficiency and multiple choices that they had not had in the past.
After the agricultural economy, the industrial economy and the service economy, the experience economy appears, which is not only an accurate generalization of the upgrading of the customer's demand level, but also a good opportunity for the enterprise to establish the future strategic goal. So more enterprises begin to pay attention to the service stage, take the product as the prop, face the customer experience, create and deliver it. At present, the major banks have launched e-banking services such as online banking, mobile banking, telephone banking, and smart banks to adapt to the new trend of economic development, to change the traditional finance, to cope with the competition and to improve the customer satisfaction.
This paper, taking customer experience management of electronic banking business as the research topic, combined with literature research and analysis and extraction of the influence factors of customer experience management, uses investigation and observation methods to investigate the customers of electronic banking business in Jilin branch of China Construction Bank. Through data statistical analysis, the main factors affecting customer experience are formed, and on this basis, Based on the theory of customer experience management and the current electronic banking environment of Construction Bank, it provides constructive suggestions and suggestions for the customer experience management of electronic banking in Jilin branch of China Construction Bank, aiming at realizing the future development goal of the electronic banking business in Jilin branch of the Construction Bank of the Construction Bank. The Construction Bank of China Construction Bank builds the development strategy of modern life, which is based on the market oriented customer centered management concept, and better implement the service concept of customer first attention to detail in the support decision of daily operation.
This article has the following aspects in the innovation point: first, the market environment of China electronic bank is analyzed, and the electronic bank business strategy of Jilin branch, which is adapted to the current market environment, is put forward. Secondly, the future development strategy of the electronic bank of Jilin branch of China Construction Bank is established - the strategy of customer experience management. The Construction Bank is divided into Jilin province. Customer experience management of e-banking is an important research topic to upgrade market competitiveness and implement customer centered management concept during the period of experience economic change. Customer experience management of electronic bank is the essential attribute of customer experience management, which determines the importance of customer experience, and it is electronic banking. The lifeline of business development is the key to grasp the information opportunity and occupy the commanding heights of Internet finance. This is the significance of this paper.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

【参考文献】