商业银行顾客抱怨行为影响因素研究

发布时间：2018-06-08 22:57

本文选题：商业银行 + 顾客抱怨行为　；参考：《东北大学》2014年硕士论文

【摘要】：自改革开放以来,我国的金融业发展很迅速。银行业作为现代金融业的主体,已成为国民经济的中坚力量。随着开放程度的扩大,外资银行纷纷进入中国。使得竞争加剧。如何能在激烈的竞争中脱颖而出,提高其服务质量,抓住消费者的心对商业银行来说有着很重要的意义。基于此,本文以商业银行顾客为研究对象,着重研究其抱怨行为的影响因素,以及其偏重于何种抱怨倾向。首先,本文通过文献研究、关于银行的网上评论的文本分析以及问卷调查等方法,构建了商业银行顾客抱怨行为的影响因素体系；其次,探索商业银行顾客抱怨行为的各影响因子与其抱怨行为的关系以及影响程度；再次,探究了人口统计特征在各个因素的评价上以及顾客抱怨倾向方面的差异,本文在最后,提出了对商业银行具有一定针对性的建议。本文在经过一系列的实证分析,得到了以下的结论：(1)商业银行顾客抱怨行为的影响因素共由五个因子组成,包括“服务质量”、“抱怨可达性”、“态度准则”、“抱怨成本”、“失误严重性”。(2)在顾客抱怨倾向的可能性大小方面,顾客采取私下抱怨的可能性最高,其次为停止继续光顾该银行,再次为向银行直接抱怨,最后是第三方抱怨。第三方抱怨发生的可能性最低。(3)不同的性别、学历、职业、收入以及银行选择对于顾客抱怨行为影响因素的评价有着显著性的差异；并且不同的学历、职业、收入以及银行选择,在顾客抱怨倾向的评价方面也有着显著性的差异。(4)对于直接抱怨来说,影响最大的三个因子分别是：服务质量、失误严重性、态度准则；对于私下抱怨来说,影响最大的三个因子是：态度准则、失误严重性、抱怨可达性；对于第三方抱怨来说,影响最大的三个因子是：态度准则、抱怨可达性、失误严重性；对于停止使用来说,影响最大的三个因子是：服务质量、态度准则、抱怨可达性。经过上述的一系列分析,本文有针对性的对商业银行提出了合理化建议。
[Abstract]:Since the reform and opening up, China's financial industry has developed very rapidly. As the main body of modern financial industry, banking has become the backbone of the national economy. With the expansion of openness, foreign banks have entered China. To intensify competition. How to stand out in the fierce competition, improve its service quality, and seize the heart of the consumer is of great significance to commercial banks. Based on this, this paper takes the customers of commercial banks as the research object, focusing on the influencing factors of their complaint behavior and what kind of complaint tendency they pay attention to. First of all, this paper constructs the influencing factors system of customer complaint behavior of commercial banks through literature research, text analysis and questionnaire survey of bank online reviews. To explore the relationship between the influencing factors of customer complaint behavior and their complaint behavior and the degree of influence; thirdly, to explore the demographic characteristics in the evaluation of each factor and customer complaint tendency differences. At the end of this paper, Put forward to the commercial bank has certain pertinence suggestion. After a series of empirical analysis, this paper draws the following conclusion: (1) the influencing factors of customer complaint behavior in commercial banks are composed of five factors, including "service quality", "complaint accessibility", "attitude criterion". "complaining cost", "error severity". 2) in terms of the likelihood of customers' complaining tendency, customers are most likely to take private complaints, followed by stop continuing to visit the bank, and again to complain directly to the bank. Finally, a third party complains. Third party complaints are least likely to occur. (3) there are significant differences between gender, education, occupation, income and bank choice in evaluating the factors affecting customer complaint behavior, and different degrees and occupations. Income and bank choice, there is also a significant difference in the evaluation of customer complaints. 4) for direct complaints, the three most important factors are: service quality, severity of errors, attitude criteria; For the private complaint, the three most influential factors are: attitude criterion, fault severity, complaint accessibility; for third party complaint, the three most influential factors are: attitude criterion, complaint accessibility, fault severity; The three most influential factors for discontinuation are: quality of service, attitude criteria, and complaint accessibility. After the above series of analysis, this article has put forward the rationalization suggestion to the commercial bank.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.33

【参考文献】