中国银行Z分行信用卡客户满意度提升研究

发布时间：2018-04-19 18:29

本文选题：中国银行 + 信用卡　；参考：《渤海大学》2017年硕士论文

【摘要】：近年来,随着中国经济的快速发展,居民消费能力得到不断提高。社会对消费信贷需求的日益增长,促使信用卡逐步由便捷的支付结算工具发展成为了大众使用最普遍的消费信贷工具。许多商业银行都将信用卡业务作为主营业务之一,国内信用卡的发卡规模十分庞大。同时,在中国金融市场对外开放程度逐步扩大的推动下,外资金融机构的信用卡业务不断涌进与国内商业银行展开了激烈竞争,争夺相对日益稀缺的客户资源。因此,对于国内各商业银行而言,如何获得更多信用卡客户,成为信用卡市场获胜的关键。在这种形势下,中国银行实施以信用卡客户为中心的客户满意战略,有利于提高中国银行信用卡业务的经营能力、服务管理水平以及盈利空间。本文在总结相关客户满意度理论的基础上,以中国银行Z分行信用卡客户为主要研究对象。首先,对中国银行信用卡业务的发展与经营现状进行分析;然后,采用问卷调研的方法,对信用卡客户满意度的影响因素进行调研分析;运用SPSS22对问卷数据进行信度、效度分析、相关分析和回归分析,得出影响信用卡客户满意度的因素包括:产品的创新能力、使用安全性、优惠活动、使用便捷性、信用卡的主体功能、银行工作人员的服务态度与工作效率等。最后,根据实证分析研究结果,为中国银行Z分行获得更多信用卡客户、拓展信用卡业务提出针对性的对策和建议包括:加大信用卡产品的创新力度、提高信用卡使用安全性、加大用卡优惠活动的力度、增强用卡便捷性以及全面提升客户服务体验等具体措施,期望可以借此提升信用卡客户满意度,增强中国银行Z分行信用卡业务的市场竞争力。
[Abstract]:In recent years, with the rapid development of China's economy, the consumption capacity of residents has been continuously improved.With the increasing demand for consumer credit, the credit card has gradually developed from a convenient payment and settlement tool to the most common consumer credit tool used by the public.Many commercial banks take credit card business as one of the main business, domestic credit card issuing scale is very large.At the same time, the credit card business of the foreign financial institutions is constantly competing with the domestic commercial banks to compete for the increasingly scarce customer resources under the impetus of the opening up of the Chinese financial market.Therefore, for domestic commercial banks, how to obtain more credit card customers has become the key to the success of the credit card market.In this situation, the bank of China implements the customer satisfaction strategy with credit card customers as the center, which is helpful to improve the management ability, service management level and profit space of the credit card business of Bank of China.On the basis of summarizing the theory of customer satisfaction, this paper takes the credit card customers of Z Branch of Bank of China as the main research object.First of all, the development and management status of Bank of China credit card business are analyzed; then, the questionnaire survey method is used to investigate and analyze the influencing factors of credit card customer satisfaction; the reliability of the questionnaire data is analyzed by SPSS22.Validity analysis, correlation analysis and regression analysis show that the factors influencing the customer satisfaction of credit card include: innovation ability of products, use safety, preferential activities, convenience of use, main function of credit card,Service attitude and efficiency of bank staff.Finally, according to the results of empirical analysis, the paper puts forward some countermeasures and suggestions for Bank of China Z Branch to obtain more credit card customers and expand credit card business, including: increasing the innovation of credit card products and improving the security of credit card use.In order to enhance the credit card customer satisfaction and enhance the market competitiveness of the credit card business of the Bank of China Z Branch, the specific measures such as increasing the use of credit card preferential activities, enhancing the convenience of using the card and enhancing the customer service experience in an all-round way are expected.
【学位授予单位】：渤海大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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