YBS农村商业银行对公客户服务质量问题研究

发布时间：2018-03-19 18:52

本文选题：商业银行　切入点：对公客户　出处：《长春工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：当前,国内群众对金融服务水平的要求也越来越高,这使得很多商业银行间由原来商品、价格间的较量转变成服务质量的角逐。因此,服务质量已经成为各商业银行竞争中获胜的关键性因素。依据“二八法则”,在银行当中其两成的对公业务量产生八成的收益,在银行盈利方面,对公业务所占的比重越来越大,银行的对公客户服务质量成为商业银行赢得竞争的关键所在。本文在客户关系理论和客户满意度相关理论的基础上,以YBS农村商业银行中的对公客户服务质量作为探究对象,对YBS农村商业银行对公客户服务现状进行探究。经过研究可以看出当前在银行的对公业务中存在很多问题,如:对公业务业务办理效率下降;对公业务营销方式落后;对公客户类别细分不到位;对公营销团队薄弱、服务人员服务能力下降;客户投诉后台服务机制不畅通,客户满意度下滑等等。接下来深入探析造成这种现象的内外原因和外在影响,综合各种因素造成了这种现象,比如银行内部对公业务规则和业务流程不合理,市场营销理念落后、未能建立深层次的营销体系,对于对公客户的信息收集、认识、分析不够导致细分不到位,人才培养与激励机制不合理、绩效评估体系不完善,客户服务问责机制不到位等。在文章最后部分,结合上述的理论和当前YBS农商银行对公业务中存在的问题,给予相关提高服务的策略:首先,明确对公客户业务流程,建立健全流程再造机制,科学组织管理业务流程,从而不断提高对公客户服务水平;其次,“以客户为中心”,重塑经营模式;再次分类细化对公客户,根据对公客户的不用等级和需求进行分类,提供多样化的服务以提高客户的满意度;然后,通过专业培训、定期考核的方法,不断提高对公客户服务团队整体素质,增强员工的专业素质,形成上下一心的工作格局;最后,完善监督问责机制,明确导致工作失误的责任主体。
[Abstract]:At present, the demands of the domestic people on the level of financial services are also becoming higher and higher, which makes many commercial banks change from the original competition of commodities and prices to the competition of service quality. Service quality has become a key factor in winning the competition among commercial banks. According to the "Rule of 28", 20% of the total amount of public business in the banks generates 80% of the income. In terms of bank profits, the proportion of the public business accounts for more and more. On the basis of customer relationship theory and customer satisfaction theory, this paper takes the service quality of YBS rural commercial bank as the research object. Through the research, we can see that there are many problems in the public service of the bank, such as the decline in the efficiency of handling the public business, the backward marketing mode of the public business; The classification of public customers is not in place; the public marketing team is weak and the service ability of service personnel is declining; the backstage service mechanism of customer complaints is not smooth, The internal and external causes and external influence of this phenomenon are analyzed deeply, and various factors are combined to cause this phenomenon. For example, the internal bank is unreasonable to the public business rules and business processes. The concept of marketing is backward, which fails to establish a deep marketing system. For the information collection, understanding and analysis of public customers, insufficient analysis leads to inadequate segmentation, unreasonable talent training and incentive mechanism, and imperfect performance evaluation system. In the last part of the article, combined with the above theory and the problems existing in the current YBS Agricultural and Commercial Bank to the public business, to give the relevant strategies to improve the service: first, clear to the public customer business process, Establishing and perfecting the process reengineering mechanism, scientifically organizing and managing the business process, so as to continuously improve the service level to the public customers; secondly, "taking the customer as the center", reshaping the business model, classifying and refining the public customers again, According to the classification of public customers'no grade and demand, to provide a variety of services to improve customer satisfaction; then, through professional training, regular assessment methods, constantly improve the overall quality of the customer service team, Enhance the professional quality of the staff, form a work pattern of one mind; finally, improve the supervision and accountability mechanism, clear the main responsibility leading to work mistakes.
【学位授予单位】：长春工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.35;F274

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