招商银行青岛市分行个人客户忠诚度分析

发布时间：2018-04-09 19:32

本文选题：招行青岛分行　切入点：忠诚度　出处：《青岛大学》2017年硕士论文

【摘要】：2016年1月5日,中国人民银行联合国家质检总局和国家标准委发布了9项金融行业国家标准,标志着我国商业银行服务开始进入标准化、国际化时代,质量经营成为商业银行创新发展的必然选择。个人客户的数量大、范围广,是各大银行资源争夺的关键。因此,通过分析忠诚度和其影响因素切实提高服务质量,增加客户满意度与忠诚度,就成为商业银行亟待解决的问题。论文的主要内容如下:首先,通过理论分析确定了忠诚度的主要影响因素;其次,在分析各因素关系的基础上构建了客户忠诚度影响因素的概念模型;最后,运用结构方程模型分析了各影响因素间的量化关系及影响路径。鉴于此,论文选取招商银行青岛市分行为研究对象,采用问卷调查的方式收集数据,利用AMOS17.0估计概念模型参数,并经过模型评价和模型修正得到最终模型。研究结果表明:招商银行青岛市分行个人客户忠诚度受多个因素的影响,其中服务质量是外生潜变量,其它为内生潜变量;满意度对忠诚度的影响最大,直接影响与间接影响并存;转换成本对忠诚度仅有直接的正向影响;服务质量、企业形象和关系信任主要通过中间变量间接影响客户忠诚度,作用仍不可忽视。故,招商银行必须要培育和提升自己的服务质量,从而提高客户忠诚度。
[Abstract]:On January 5, 2016, the people's Bank of China, in conjunction with the State Administration of quality Supervision, Inspection, Inspection and Inspection and the National Standards Committee, issued nine national standards for the financial industry, marking the beginning of the era of standardization and internationalization of commercial banking services in China.Quality management has become an inevitable choice for commercial banks to innovate and develop.The large number of individual customers, a wide range of major banks are the key to resources competition.Therefore, it is an urgent problem for commercial banks to improve service quality and increase customer satisfaction and loyalty by analyzing loyalty and its influencing factors.The main contents of this paper are as follows: firstly, the main influencing factors of loyalty are determined by theoretical analysis; secondly, the conceptual model of influencing factors of customer loyalty is constructed on the basis of analyzing the relationship between various factors; finally,The quantitative relationship and the influence path among the factors are analyzed by using the structural equation model.In view of this, this paper selects Qingdao Branch of China Merchants Bank as the research object, collects the data by questionnaire, estimates the conceptual model parameters by using AMOS17.0, and obtains the final model by model evaluation and model modification.The results show that: the customer loyalty of Qingdao Branch of China Merchants Bank is affected by many factors, among which service quality is exogenous latent variable, others are endogenous latent variable, and satisfaction degree has the greatest influence on loyalty.Direct influence and indirect influence coexist; conversion cost has only direct positive impact on loyalty; Service quality, corporate image and relationship trust mainly affect customer loyalty indirectly through intermediate variables, the role can not be ignored.Therefore, China Merchants Bank must cultivate and improve its own service quality to improve customer loyalty.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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