江西省Y农商银行客户忠诚度研究

发布时间：2018-09-04 15:16

【摘要】：随着社会主义市场经济发展的不断完善以及对外开放程度的不断深入,国内银行业竞争愈发激烈。如何在激烈的市场竞争中脱颖而出,如何提升市场占有率,如何提高客户忠诚度,已成为各大商业银行迫切解决的一大难题。对于客户忠诚度的研究,国内学者已取得丰硕的研究成果,并总结归纳出客户忠诚度高的具体表现形式,如产品重复购买、推荐他人使用、情感依赖等,同时还指出客户忠诚度与客户贡献度二者之间是呈正相关性。因此,商业银行要想实现长足发展,必须高度重视客户关系维系工作,着力提高客户忠诚度,进而有效提升客户对银行发展的贡献度。当前各大商业银行提高客户忠诚度的主要做法是加快金融产品创新及提升金融服务水平,但是随着互联网信息技术的发展与普及,金融产品创新周期大大缩短,也使得金融产品比较容易被复制,各大商业银行推出的金融产品大同小异。在此情况下,客户对于金融产品的选择呈现出较强的随机性,换言之,也对客户忠诚度造成了巨大影响。作为江西省农村金融体制改革的先行者,江西省Y农商银行要想实现健康可持续发展,就必须将工作的重点放在如何提高客户忠诚度上,加强对影响客户忠诚度相关因素研究,实现稳存增存的目标,进而推动各项业务发展。在本研究中,笔者首先简要介绍了研究的背景及意义,并对国内外学者关于互联网金融、客户忠诚度、商业银行客户忠诚度及客户忠诚度对银行价值的影响路径的研究成果进行梳理,确定了研究内容与方法。再而选取江西省Y农商银行作为个案进行分析,通过实地调研,详细介绍了江西省Y农商银行的发展现状及现行客户忠诚度传统管理办法及现代管理办法。另外,为准确掌握江西省Y农商银行客户忠诚度影响因素,对其员工及客户进行了问卷调查,总结归纳出影响客户忠诚度的若干因素,如金融产品种类少、金融产品定价不合理、服务质量低下、营业网点环境较差等。最后,在深入剖析影响客户忠诚度相关因素的基础上,结合江西省Y农商银行实际情况,提出了互联网金融背景下提高客户忠诚度的五点建议:一是利用互联网技术创新金融产品;二是借助互联网技术提升客户满意度;三是引入互联网技术优化内控制度;四是重视员工培训提高服务水平;五是重视形象建设树立品牌意识。通过对互联网金融背景下江西省Y农商银行客户忠诚度的研究,能够为进一步提高江西省Y农商银行客户忠诚度提供科学的理论指导,同时也为其他商业银行优化客户关系管理提供一定的借鉴。
[Abstract]:With the development of socialist market economy and the deepening of opening to the outside world, the competition of domestic banking becomes more and more fierce. How to stand out in the fierce market competition, how to enhance the market share, how to improve the customer loyalty, has become a major problem urgently solved by the major commercial banks. For the study of customer loyalty, domestic scholars have made fruitful research results, and summed up the specific manifestations of high customer loyalty, such as repeated purchase of products, recommended use of others, emotional dependence, etc. The positive correlation between customer loyalty and customer contribution is also pointed out. Therefore, if commercial banks want to achieve rapid development, they must attach great importance to the maintenance of customer relations, focus on improving customer loyalty, and then effectively enhance the contribution of customers to the development of banks. At present, the major commercial banks to improve customer loyalty are to speed up the innovation of financial products and improve the level of financial services. However, with the development and popularization of Internet information technology, the cycle of financial product innovation has been greatly shortened. Also makes the financial products easier to be replicated, the major commercial banks introduced the financial products are much the same. In this case, the customer's choice of financial products presents a strong randomness, in other words, it also has a great impact on customer loyalty. As the forerunner of rural financial system reform in Jiangxi Province, if Jiangxi Y Agricultural and Commercial Bank wants to achieve healthy and sustainable development, it must focus its work on how to improve customer loyalty and strengthen the research on the factors related to customer loyalty. To achieve the goal of stable deposit increase, and then promote the development of business. In this study, the author first briefly introduced the background and significance of the study, and domestic and foreign scholars on Internet finance, customer loyalty, The research results of the influence of customer loyalty and customer loyalty on bank value in commercial banks are summarized, and the research contents and methods are determined. Then select Jiangxi Y Agricultural Commercial Bank as a case study, through field research, the development of Jiangxi Y Agricultural and Commercial Bank and the current traditional management methods of customer loyalty and modern management methods are introduced in detail. In addition, in order to accurately understand the influencing factors of customer loyalty of Jiangxi Y Agricultural and Commercial Bank, a questionnaire survey was conducted among its employees and customers, and some factors affecting customer loyalty were summarized, such as the small variety of financial products. Financial products pricing is unreasonable, service quality is low, business network environment is poor. Finally, on the basis of deeply analyzing the factors related to customer loyalty, combined with the actual situation of Jiangxi Y Agricultural and Commercial Bank, Five suggestions are put forward to improve customer loyalty under the background of Internet finance: first, to use Internet technology to innovate financial products; second, to improve customer satisfaction by means of Internet technology; third, to introduce Internet technology to optimize internal control system; Fourth, pay attention to staff training and improve service level; fifth, pay attention to image building and establish brand awareness. Through the research on the customer loyalty of Jiangxi Y Agricultural Commercial Bank under the background of Internet finance, it can provide scientific theoretical guidance for further improving the customer loyalty of Jiangxi Y Agricultural Commercial Bank. At the same time, it also provides some reference for other commercial banks to optimize customer relationship management.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.35

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