基于模糊层次分析法的银行地级市分行个人客户满意度研究

发布时间：2018-06-21 20:20

本文选题：个人客户 + 满意度　；参考：《湖北工业大学》2017年硕士论文

【摘要】：随着网络金融的发展和利率市场化的推进,出现了金融和技术“双脱媒”现象,这种现象给银行业带来了巨大的压力。此外,由于市场利率逐渐增高,银行存款开始分流到市场里的各种理财产品中,存款浮动性变得更为激烈;在信用贷款额度和贷款存款占比的限制约束下,影子银行得到了飞速发展,规模开始大肆扩张,人民币信用贷款在社会总融资金额中所占的比例有所下降,仅占到一半了;从2013年6月开始,数次爆发紧张流动性,直接影响银行的存款、贷款以及汇款等传统的基本业务。十八届三中全会提出了要加快推进利率市场化,民间资本要成立中型、小微型银行等改革金融的策略,这将会从根本上改变目前的金融行业局面。利率市场化的发展,会深度压缩利息之差,民营资本疯狂争抢市场,炙手可热的网络金融就被称作银行业中的“三座大山”。此外,诸如支付宝旗下的余额宝一类的互联网金融衍生产品,对银行业产生了直接影响,尤其是个人银行业务方面,各大银行为了收复失地开始推出符合自身发展的类似金融衍生产品。加之,在经济新常态下,我国的经济增长乏力,这对于银行地级市分行过于倚重企业客户的发展模式来说更加的不利。基于这样的一个背景下,本文对银行地级市分行个人客户满意度进行了研究。文章首先概述了关于客户满意度方面的一些理论知识,然后较为详细科学地建立了银行地级市分行个人客户满意评价系统,并使用层次分析法来求解出准确合理的指标权重,然后再使用模糊评价方法对银行地级市分行个人客户的满意度进行了实证分析,最后则提出了提升银行地级市分行个人客户满意度的对策:提供有针对性的产品和服务,加强产品创新与品牌建设,推进客户精细化管理,企业文化与个人客户关系管理相匹配,完善组织机构的设置,加强对客户经理的培养。
[Abstract]:With the development of network finance and the promotion of interest rate marketization, the phenomenon of double disintermediation between finance and technology appears, which brings great pressure to the banking industry. In addition, as market interest rates gradually rise, bank deposits begin to flow into various financial products in the market, and the floating nature of deposits becomes more intense; under the constraints of the credit limit and the proportion of loan deposits, Shadow banks have grown rapidly, and their scale has begun to expand, with renminbi credit as a share of total social financing declining, accounting for only half of the total; and since June 2013, liquidity has been strained several times. Direct impact on bank deposits, loans and remittances and other traditional basic business. The third Plenary session of the 18th CPC Central Committee put forward the strategy of reforming finance such as speeding up the marketization of interest rates and setting up medium and small banks of private capital, which will fundamentally change the current situation of the financial industry. With the development of interest rate marketization, the difference of interest rate will be compressed deeply, private capital scrambles for the market frantically, the hot network finance is called "three big mountains" in the banking industry. In addition, Internet financial derivatives such as Alipay's Yu'e Bao have a direct impact on the banking sector, especially in the area of personal banking. Major banks to recover the loss began to launch similar financial derivatives in line with their own development. In addition, under the new normal state of economy, the economic growth of our country is weak, which is more disadvantageous to the development mode of the bank's prefecture-level city branch relying too heavily on the enterprise customer. Based on this background, this paper studies the personal customer satisfaction of prefecture-level branches of banks. This paper first summarizes some theoretical knowledge about customer satisfaction, then establishes the evaluation system of individual customer satisfaction in bank prefecture-level city branch in detail, and uses AHP to calculate the accurate and reasonable index weight. Then using the fuzzy evaluation method to analyze the personal customer satisfaction of the bank's prefecture-level city branch, and finally put forward the countermeasures to enhance the bank's prefecture-level branch's personal customer satisfaction: to provide targeted products and services. Strengthening product innovation and brand building, promoting customer fine management, matching enterprise culture with personal customer relationship management, perfecting the setting of organization and strengthening the training of customer manager.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.3;F274

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