建设银行甘肃分行服务蓝图设计

发布时间：2018-05-28 04:04

本文选题：建行甘肃分行 + 服务蓝图　；参考：《兰州大学》2014年硕士论文

【摘要】：“客户第一,服务至上”是服务行业长久以来的基本准则,而对于银行业来说,更可称得上是生存法则。“服务是银行的唯一产品”,而且这种“产品”的差异化程度非常低。近年来,随着中小型商业银行的迅猛发展、外资银行的纷纷进驻,国内银行业的竞争更加激烈。在此市场环境下,银行的竞争实质上是客户的竞争,其核心则是商业银行客户服务能力的竞争。要避免陷入“价格战”的恶性竞争怪圈,商业银行必须依据客户需求,通过科学规范的服务设计和服务营销改善服务品质,提高自身产品的附加值,以服务取得竞争优势。服务蓝图设计无疑是现代银行实现服务管理科学化的有效手段,也是服务营销规范化的主要工具。本文以建设银行甘肃省分行(以下简称为建行甘肃分行)为研究对象,在系统阐述服务营销与服务蓝图理论的基础上,通过对建行甘肃分行服务管理现状及存在问题的梳理与分析,试图运用服务蓝图理论对建行甘肃分行的服务蓝图进行系统设计,以全景展现建行甘肃分行客户接触与服务支撑过程的关键环节和关键服务指标,实现服务过程中客户需求向前后台的规范转换,进而制定符合“以客户为中心”的支撑服务传递系统和服务规范流程,打造顺畅、整体联动的前后台服务体系。同时对建行甘肃分行服务蓝图实施的保障制度和控制措施做了具体研究。提出建行甘肃分行的服务蓝图设计为全行上下更好地服务客户提供了工具和指导,但要真正最大化发挥服务蓝图的效应,还需要在实施过程中通过相应的组织机构、制度建设及有效的控制措施来保障。唯有如此,才能在真正实现建行甘肃分行业务前后台高效协作的基础上,最终实现完善客户服务管理体系、提升客户体验和满意度的经营目标。同时,也可以为其他商业银行服务蓝图的构建提供借鉴。
[Abstract]:"customer first, service first" has long been the basic principle of the service industry, and for banking, it can be called the rule of existence. Service is the only product of the bank, and the differentiation of this product is very low. In recent years, with the rapid development of small and medium-sized commercial banks, foreign banks are stationed in succession, the competition of domestic banks is more fierce. In this market environment, the competition of banks is essentially the competition of customers, the core of which is the competition of customer service ability of commercial banks. In order to avoid falling into the vicious competition circle of "price war", commercial banks must improve service quality through scientific and standardized service design and service marketing, improve the added value of their products, and gain competitive advantage by service according to customer's demand. The design of service blueprints is undoubtedly an effective means for modern banks to realize scientific service management, and is also the main tool for standardization of service marketing. This paper takes the Gansu Branch of China Construction Bank (hereinafter referred to as the Gansu Branch of China Construction Bank) as the research object, on the basis of systematically expounding the theory of service marketing and service blueprint, By combing and analyzing the present situation and existing problems of service management of CCB Gansu Branch, this paper attempts to design the service blueprint of CCB Gansu Branch by using the theory of service blueprint. The key links and key service indicators of customer contact and service support process of CCB Gansu Branch are presented in a panoramic way to realize the standard transformation of customer demand forward and back in the service process. Furthermore, it establishes the supporting service delivery system and the service standard flow in line with the "customer-centered" supporting service delivery system, and creates a smooth and integrated front and back service system. At the same time, the guarantee system and control measures of CCB Gansu Branch Service Blueprint are studied. The service blueprint design of China Construction Bank Gansu Branch provides tools and guidance for the whole bank to better serve its customers. However, in order to truly maximize the effect of the service blueprint, it is also necessary to adopt corresponding organizations in the process of implementation. System construction and effective control measures to ensure. Only in this way can we realize the management goal of improving the customer service management system and enhancing the customer experience and satisfaction on the basis of realizing the efficient cooperation between the front and back of CCB Gansu Branch business. At the same time, it can also provide reference for the construction of other commercial bank service blueprints.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33

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