招商银行青岛分行个人客户满意度调查分析

发布时间：2018-12-18 01:53

【摘要】：在金融自由化、国家逐步兑现加入WTO的承诺、世界经济发展缓慢的背景下,我国商业银行正面临来自国际和国内的挑战,银行内外部压力越来越大,同业竞争也越来越激烈,银行所处的金融市场环境和形势越来越复杂且难以把握,这使得商业银行开始重视客户满意度,纷纷争夺客户资源以提升自身竞争力。此外,2016年中国人民银行联合国家质检总局和国家标准委发布了九项国家金融新标准,其中有八项关于银行业的新标准,意味着国家对银行业的服务质量要求愈加严格。新标准强调要使消费者获得更加优质的服务,提高消费者的满意度,这也要求商业银行要积极响应国家新标准,强化服务质量的建设,不断提升客户满意水平。论文正是响应国家新标准,为了应对上述现实问题而进行的实证研究。论文在研究国内外客户满意度理论文献资料的基础上,选用清华客户满意度模型,构建商业银行个人客户满意度指标体系,并依据构建的指标体系设计调查问卷,以招行青岛分行为实证研究对象,调查收集个人客户满意度数据,建立基于结构方程模型的满意度概念模型,并利用LISREL软件采用极大似然估计方法对模型进行拟合、评价,通过对模型结果的效用分析最终找出对招商银行青岛分行个人客户满意度有重要影响的因素。调查结论表明:感知质量对招商银行青岛分行个人客户满意度的影响程度最深,其次为品牌形象和感知价值,预期质量为影响最弱的因素,并且客户满意度是影响客户忠诚度最直接且重要的因素。最后,论文基于调查得到的结论提出招商银行青岛分行进一步提升个人客户满意水平的对策建议,以其能够帮助招商银行青岛分行争取到更多的个人客户资源,在竞争激烈的金融市场中占据一定的优势。
[Abstract]:In the context of financial liberalization, the country gradually fulfilling the promise of joining WTO, and the slow development of the world economy, Chinese commercial banks are facing international and domestic challenges. The internal and external pressures of the banks are increasing, and the competition among the banks is becoming more and more intense. The financial market environment and situation of banks are more and more complex and difficult to grasp, which makes commercial banks begin to attach importance to customer satisfaction and compete for customer resources to enhance their competitiveness. In addition, in 2016, the people's Bank of China, in conjunction with the State Administration of quality Supervision, Inspection, and the National Standards Commission, issued nine new national financial standards, including eight on the banking sector, which means that the country's service quality requirements for the banking sector have become more stringent. The new standard emphasizes that consumers should get better service and improve their satisfaction, which also requires commercial banks to respond positively to the new national standards, strengthen the construction of service quality, and continuously improve the level of customer satisfaction. In response to the new national standards, this paper is an empirical study to deal with these practical problems. Based on the research of domestic and foreign customer satisfaction theory, this paper chooses Tsinghua customer satisfaction model to construct the commercial bank individual customer satisfaction index system, and designs the questionnaire according to the constructed index system. Taking Qingdao Branch of China Merchants Bank as the empirical research object, this paper investigates and collects personal customer satisfaction data, establishes a conceptual model of satisfaction based on structural equation model, and uses LISREL software to fit and evaluate the model by using maximum likelihood estimation method. Through the utility analysis of the model results, we finally find out the factors that have important influence on the personal customer satisfaction of China Merchants Bank Qingdao Branch. The results show that perceived quality has the most influence on personal customer satisfaction of China Merchants Bank Qingdao Branch, followed by brand image and perceived value, and expected quality is the weakest factor. And customer satisfaction is the most direct and important factor affecting customer loyalty. Finally, based on the conclusion of the investigation, the paper puts forward countermeasures and suggestions to further improve the level of individual customer satisfaction of China Merchants Bank Qingdao Branch, so that it can help China Merchants Bank Qingdao Branch to win more personal customer resources. In the fierce competition in the financial market to occupy a certain advantage.
【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】：F832.33;F274

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