中国光大银行客户服务质量影响因素研究
发布时间：2019-06-19 12:05
【摘要】：近些年来，股份制商业银行兴起和发展，使得以往四大银行一统国内市场的格局被彻底打破。多元化金融机构共存的局面，为四大行带来了前所未有的竞争压力，与此同时，股份制商业银行在多年来的发展过程中展现出其较强的生命力，为我国现行金融体制注入新的生机与活力的同时，也为我国金融体制的改革提供了新的思路。然而，随着改革的不断深入，行业竞争日趋加剧，股份制商业银行逐渐暴露出其“先天不足”的缺陷，竞争优势不断淡化，面临着在日后市场中“失宠”的危机。这主要是因为各行的决策者在竞争中将大部分精力放在了业务拓展、金融创新等方面，，在一味扩张的同时，忽视了银行其他方面的诸多问题，特别是在服务营销上的漏洞，进而影响了发展的平稳推进和目标的顺利实现。这些问题具体表现在服务意识淡薄、服务方式落后、本土银行竞争力弱、业务能力水平低。 针对银行在客户服务质量方面出现的问题，作者结合在中国光大银行天津分行的工作经历，将本文的研究重点放在光大银行客户服务质量影响因素的探究上。文章主要运用文献梳理、理论研究和实证分析三种方法。 首先，根据我国当前商业银行的发展现状和背景引出所要研究的问题；其次，查阅文献，整理并综述国内外相关理论，在此基础上，分析影响光大银行客户服务质量的因素构成，并设计光大银行客户服务质量影响因素模型；再次，设计调查问卷，通过收集、整理问卷数据，作者运用SPSS软件和结构方程模型对各影响因素的强度进行划分；最后，根据上述因素影响程度的不同，提出改善光大银行客户服务质量相应的策略和建议。 通过实证分析发现，有形性、可靠性、响应性、保证性、移情性对客户服务质量都有显著的影响。首先，影响最大的因素是可靠性和保证性，其次，居于第三位的因素是响应性；最后，影响最小的因素是有形性和移情性。因此，提高光大银行的客户服务质量水平，一是要增加客户在办理业务或购买金融产品时的安全感；二是要积极响应客户的动态行为以及加强硬件设施的建设并不断满足客户对个性化服务的需求。
[Abstract]:In recent years, the rise and development of joint-stock commercial banks has completely broken the pattern of unifying the domestic market of the four major banks in the past. The coexistence of diversified financial institutions has brought unprecedented competitive pressure to the four major banks. At the same time, the joint-stock commercial banks have shown their strong vitality in the process of development over the years, injecting new vitality and vitality into the current financial system of our country, but also providing new ideas for the reform of the financial system in our country. However, with the deepening of the reform and the increasing competition in the industry, the joint-stock commercial banks have gradually exposed the defects of their "inherent shortcomings", their competitive advantages have been desalinated, and they are facing the crisis of "falling out of favor" in the future market. This is mainly because the decision makers of each industry focus most of their energy on business development, financial innovation and so on in the competition. While blindly expanding, they ignore many other problems of the bank, especially the loopholes in service marketing, which affect the smooth progress of development and the smooth realization of the goal. These problems are manifested in the weak service consciousness, backward service mode, weak competitiveness of local banks and low level of business ability. In view of the problems in customer service quality of banks, the author focuses on the influencing factors of customer service quality of Everbright Bank based on his working experience in Tianjin Branch of Everbright Bank of China. This paper mainly uses three methods: literature combing, theoretical research and empirical analysis. First of all, according to the current situation and background of the development of commercial banks in China, this paper introduces the problems to be studied; secondly, refers to the literature, collates and summarizes the relevant theories at home and abroad, on this basis, analyzes the factors that affect the customer service quality of Everbright Bank, and designs the influencing factors model of customer service quality of Everbright Bank. Thirdly, the questionnaire is designed, and by collecting and sorting out the questionnaire data, the author uses SPSS software and structural equation model to divide the intensity of each influencing factor. Finally, according to the different influence degree of the above factors, the author puts forward the corresponding strategies and suggestions to improve the customer service quality of Everbright Bank. Through empirical analysis, it is found that materiality, reliability, responsiveness, assurance and empathy have significant effects on customer service quality. First of all, the most important factors are reliability and assurance, secondly, the third factor is responsiveness; finally, the smallest factors are materiality and empathy. Therefore, to improve the customer service quality of Everbright Bank, one is to increase the sense of security when customers handle business or buy financial products; the other is to respond positively to the dynamic behavior of customers and strengthen the construction of hardware facilities and constantly meet the needs of customers for personalized services.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F274
本文编号：2502332
[Abstract]:In recent years, the rise and development of joint-stock commercial banks has completely broken the pattern of unifying the domestic market of the four major banks in the past. The coexistence of diversified financial institutions has brought unprecedented competitive pressure to the four major banks. At the same time, the joint-stock commercial banks have shown their strong vitality in the process of development over the years, injecting new vitality and vitality into the current financial system of our country, but also providing new ideas for the reform of the financial system in our country. However, with the deepening of the reform and the increasing competition in the industry, the joint-stock commercial banks have gradually exposed the defects of their "inherent shortcomings", their competitive advantages have been desalinated, and they are facing the crisis of "falling out of favor" in the future market. This is mainly because the decision makers of each industry focus most of their energy on business development, financial innovation and so on in the competition. While blindly expanding, they ignore many other problems of the bank, especially the loopholes in service marketing, which affect the smooth progress of development and the smooth realization of the goal. These problems are manifested in the weak service consciousness, backward service mode, weak competitiveness of local banks and low level of business ability. In view of the problems in customer service quality of banks, the author focuses on the influencing factors of customer service quality of Everbright Bank based on his working experience in Tianjin Branch of Everbright Bank of China. This paper mainly uses three methods: literature combing, theoretical research and empirical analysis. First of all, according to the current situation and background of the development of commercial banks in China, this paper introduces the problems to be studied; secondly, refers to the literature, collates and summarizes the relevant theories at home and abroad, on this basis, analyzes the factors that affect the customer service quality of Everbright Bank, and designs the influencing factors model of customer service quality of Everbright Bank. Thirdly, the questionnaire is designed, and by collecting and sorting out the questionnaire data, the author uses SPSS software and structural equation model to divide the intensity of each influencing factor. Finally, according to the different influence degree of the above factors, the author puts forward the corresponding strategies and suggestions to improve the customer service quality of Everbright Bank. Through empirical analysis, it is found that materiality, reliability, responsiveness, assurance and empathy have significant effects on customer service quality. First of all, the most important factors are reliability and assurance, secondly, the third factor is responsiveness; finally, the smallest factors are materiality and empathy. Therefore, to improve the customer service quality of Everbright Bank, one is to increase the sense of security when customers handle business or buy financial products; the other is to respond positively to the dynamic behavior of customers and strengthen the construction of hardware facilities and constantly meet the needs of customers for personalized services.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F274
【参考文献】
相关期刊论文 前2条
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2 李忠斌;;如何提升银行柜面服务质量[J];时代金融;2013年14期
本文编号：2502332
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