甘肃省地方商业银行顾客满意度研究

发布时间：2018-03-07 02:20

本文选题：地方商业银行　切入点：顾客满意度　出处：《兰州商学院》2014年硕士论文　论文类型：学位论文

【摘要】：当前，地方商业银行已成为带动中小企业发展、促进区域经济增长不可或缺的力量，然而地方商业银行与五大国有银行及全国性股份制商业银行相比，无论是在规模还是相对竞争力上都存在着较大差距。地方商业银行在此激烈的竞争环境中发展，提高顾客满意度是其增强自身竞争力的有效途径和关键环节。基于以上现状，本文借鉴以往研究成果，结合甘肃省地方商业银行发展现状，认为其现阶段将营销目标转移至普通居民顾客的策略，能够有效提升普通居民对地方商业银行的满意度，营造良好的银行声誉，吸纳更多普通居民顾客存款，为甘肃省地方商业银行的发展提供新的契机。因此，本文尝试构建甘肃省地方商业银行顾客满意度测评模型，测评甘肃省地方商业银行当前顾客满意度水平。通过统计分析和实证检验得出以下结论：本文所构建的甘肃省地方商业银行顾客满意度测评模型具有科学性、合理性；甘肃省地方商业银行顾客满意度水平处于基本满意状态。依据问卷数据，通过所建测评模型，测评出甘肃省地方商业银行顾客满意度水平为3.56，处于一般与满意之间，表明甘肃省地方商业银行在提升顾客满意度水平方面存在较大空间。最后，文章根据四分图模型、测评模型等分析得出，提升甘肃省地方商业银行顾客满意度水平应该从以下方面着手：有效解决顾客投诉、抱怨问题，提高职员服务态度，，注重顾客价值，提高职员办理业务效率，增强电子银行服务质量。如果甘肃省地方商业银行能很好地解决以上问题，可以进一步提升甘肃省地方商业银行顾客满意度水平，进而提升甘肃省地方商业银行竞争力和发展空间。
[Abstract]:At present, local commercial banks have become an indispensable force to promote the development of small and medium-sized enterprises and promote regional economic growth. However, compared with the five major state-owned banks and national joint-stock commercial banks, Local commercial banks are developing in this fierce competitive environment and improving customer satisfaction is the effective way and key link to enhance their competitiveness. Based on the above situation, this paper draws lessons from the previous research results, combined with the development of local commercial banks in Gansu Province, and considers that the marketing target is transferred to the ordinary residents' customers at this stage. It can effectively promote the satisfaction of ordinary residents to local commercial banks, build a good reputation of banks, absorb more ordinary residents' customer deposits, and provide a new opportunity for the development of local commercial banks in Gansu Province. This paper attempts to construct a customer satisfaction evaluation model of local commercial banks in Gansu Province. Through statistical analysis and empirical test, the following conclusions are drawn: the evaluation model of customer satisfaction of local commercial banks in Gansu Province is scientific and reasonable; The level of customer satisfaction of local commercial banks in Gansu Province is basically satisfactory. According to the questionnaire data and the evaluation model, the customer satisfaction level of local commercial banks in Gansu Province is 3.56, which is between general and satisfaction. It shows that the local commercial banks in Gansu province have great space to improve the level of customer satisfaction. Finally, according to the analysis of quadrilateral graph model and evaluation model, it is concluded that to improve the level of customer satisfaction of local commercial banks in Gansu Province, we should start from the following aspects: effectively solve customer complaints, complain problems, improve staff service attitude. Pay attention to customer value, improve the efficiency of staff handling business, enhance the service quality of electronic bank. If Gansu local commercial bank can solve the above problems well, it can further improve the level of customer satisfaction of Gansu local commercial bank. And then enhance the competitiveness and development space of local commercial banks in Gansu Province.
【学位授予单位】：兰州商学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33

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