C银行北京电话银行中心竞争力研究

发布时间：2018-03-07 04:23

本文选题：银行　切入点：电话银行中心　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：电话银行中心是银行与客户直接建立沟通联系的“一线阵地”。客户可以随时随地通过银行客户服务电话使用电话银行服务,从而高效便捷地办理查询、挂失、咨询等业务;银行也可以通过电话银行服务获取客户对服务的反馈,及时了解客户最亟待解决的需求。但是,在大部分客户眼中,电话银行中心是银行服务的附庸;在大部分银行管理者眼中,电话银行中心是高成本消耗部门。因此,国内商业银行的电话银行中心普遍面临着诸如接通率下降、员工离职率升高、客户满意度下降等等问题,电话银行中心服务的竞争力也随之下降,甚至会进而影响银行整体的竞争力。本文旨在通过对商业银行电话银行中心竞争力的分析研究,提升电话银行服务产品的竞争力,并唤醒银行管理者对电话银行工作的重视。本文以C银行北京电话银行中心为具体研究对象,通过文献研究和实证分析结合的方法,收集并总结了商业银行和电话客服中心的各自竞争力要素构成,将二者结合归纳为电话银行中心的竞争力构成。而后通过对C银行北京电话银行中心运营数据进行分析,得出C银行北京电话银行中心竞争力趋弱的表现。最后通过规范分析法提出提升C银行北京电话银行中心竞争力的策略和建议。本文研究发现,解决C银行电话银行中心竞争力不足主要思路有两条。其一是从中心内部角度提高运营管理水平、提升中心员工对工作的满意度和积极性;其二是从在宏观上,将电话银行中心的经营理念由成本中心转向利润中心发展,形成良性循环,摆脱行业的桎梏。
[Abstract]:Telephone banking center is the "front line" where banks can establish direct communication with customers. Customers can use telephone banking services anytime and anywhere through bank customer service, so as to deal with inquiry, report loss, consultation and other business efficiently and conveniently. Banks can also get feedback from customers through telephone banking services to get timely understanding of the most urgent needs of customers. However, in the eyes of most customers, the telephone banking center is a client of banking services; In the eyes of most bank managers, the telephone banking center is a high-cost consuming sector. Therefore, domestic commercial banks generally face problems such as a decline in connection rates, an increase in employee turnover rates, a decline in customer satisfaction, and so on. The competitiveness of the telephone banking center service will also decline, and even affect the overall competitiveness of the bank. This paper aims to improve the competitiveness of the telephone banking service products through the analysis and research of the central competitiveness of the telephone banking center of the commercial banks. The paper takes the Beijing telephone Bank Center of C Bank as the specific research object, and combines the method of literature research and empirical analysis. This paper collects and summarizes the competitive factors of commercial banks and telephone customer service centers, and sums up the competitiveness components of telephone banking centers by combining them. Then, through the analysis of the operation data of Beijing telephone banking center of C Bank, the paper analyzes the competitive factors of the commercial banks and the telephone customer service centers. Finally, the paper puts forward the strategies and suggestions to enhance the competitiveness of C Bank Beijing telephone Bank Center through normative analysis. There are two main ways to solve the problem. One is to improve the level of operation and management from the inside of the center, and the other is to improve the satisfaction and enthusiasm of the center staff on the job. The management concept of telephone banking center is changed from cost center to profit center, forming a virtuous circle and getting rid of the shackles of the industry.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

【参考文献】