商业银行顾客教育和满意度之间调节及内在机制的研究

发布时间：2018-04-26 08:56

本文选题：顾客教育 + 关系规范　；参考：《中国矿业大学(北京)》2017年博士论文

【摘要】：在商业银行情境中,客户教育是指,客户感知到的银行(或雇员)提供的有关金融产品知识、经验和技巧的教育程度。从如火如荼的顾客教育或投资者教育实践来看,顾客教育已经成为商业银行客户价值让渡、客户满意度和信任感提升的重要手段,能够获取具有竞争力的优势,从而使商业银行有效的树立差异化形象。顾客教育成为理论界和实践界关注和研究的重点。这背后的原因包括三个方面。第一,金融服务产品概念较为复杂,通过顾客教育能够有效降低消费者的感知风险和消费抵制。第二,通过顾客教育能够有效提升消费者在服务过程中的参与程度,从而提升服务质量感知。第三,顾客教育是服务增值的部分,有助于构建顾客-雇员情感联结,从而有助于商业银行树立差异化的竞争优势。因此,顾客教育成为理论界和实践界关注和研究的重点。既有文献探索了顾客教育的内涵和定义、顾客教育实施的动因、顾客教育过程、顾客教育主效应和调节效应等。但是,关于顾客教育对顾客满意度的影响,以往的研究存在不一致的观点和结论,即所谓的顾客教育悖论现象。一些学者认为顾客教育的实施有助于提升消费者的满意度和忠诚感。原因包括如下几个方面。第一,顾客教育能够提升消费者的产品知识素养,从而降低针对复杂产品的感知风险。第二,顾客教育提升了顾客-雇员之间的沟通质量和效率,提升了服务质量感知。第三,顾客教育是企业的善意投资,有助于帮助消费者释放产品价值,提升易用性和可用性感知,提高产品使用效率。第四,顾客教育有助于强化顾客和雇员之间的情感联结,有助于提高消费者的参与度,满足个性化偏好和需求。但是,另外一些学者则持有不同的观点。背后的理由包括如下。第一,顾客教育减少了消费者的信息不对称,使得消费者学习和适应替代服务者的能力增强,降低了消费者的转换成本和转换障碍感知。第二,顾客教育提升了消费者的感知自我效能和进行品牌转换的信心。第三,随着消费者产品知识的增长,他们对服务期望会有所增加,对品牌独特性的感知有所降低。第四,顾客教育提高了消费者在服务过程中的参与程度,从而较容易增加服务过程中的顾客-雇员摩擦和角色冲突。通过文献回溯,现有顾客教育文献存在几个方面的研究不足。第一,既有顾客教育的研究,除了少量的实证研究,很多文献采用的是定性和思辨的研究范式,相关的实证研究较为匮乏。第二,顾客教育悖论出现的可能原因之一是,以往文献的研究视角各有不同,缺少一个较为系统和完整的理论将以往的研究整合和归纳起来。第三,关于顾客教育和消费者满意度之间的调节变量和边界条件,以往文献没有进行深入的分析和研究。这也是导致悖论现象的潜在原因之一。第四,顾客教育和消费者满意度之间是否是简单的“非正即负”关系,顾客教育是否是一把双刃剑,顾客教育影响满意度的内在中介和传导机制,以往文献也没有进行深入的探讨和研究。基于此,论文尝试通过顾客教育的调节效应和中介效应研究,对上述问题进行深入研究和探讨。本文的主要章节内容具体安排如下:第1章,绪论。本章以选题的背景为出发点,开始论述并分析了选题的意义,明确了论文的总体研究目标,确定了论文的总体研究框架与研究内容,并提出了论文的研究方法与技术路线。第2章,文献综述与理论基础研究。本章先对国内外顾客教育及顾客教育悖论的研究文献进行综述及评析,并在此的基础上,重点对顾客教育(例如,顾客教育内涵、动因、主效应研究、调节效应研究、顾客教育悖论现象、相关测量等)、关系规范(例如,内涵、关系规范类型、差异、相关研究和操纵检验等)、服务类型(例如,服务类型、内涵、前置要素研究、调节要素研究和变量测量等)、顾客适应理论、MOA理论(例如,理论内涵、前置要素研究、调节要素研究、影响要素研究和相关变量测量等)等进行文献的梳理,力求呈现一个较为详细具体的文献体系和架构。本章的研究构成了论文的理论基础。第3章,商业银行顾客教育研究分析。以商业银行顾客教育现状为出发点,分析影响顾客教育效果的原因,以及顾客教育悖论现象出现的原因,为下一步进行关键的调节效应和内在机制的研究做基础。第4章,顾客教育悖论的调节效应研究。探索和分析顾客教育悖论的调节效应和边界条件。针对顾客教育悖论现象,探索顾客教育影响消费者满意度的边界调节变量,包括顾客雇员互动要素和服务本身要素。进行假设的演绎和推理(关系规范的调节效应、服务类型的调节效应)。然后通过两个实验研究,运用方差分析的方法进行假设检验,最后得出研究结论。第5章,顾客教育悖论的内在机制研究。在上一章的基础上,更进一步的分析顾客教育悖论现象出现的另一方面原因,即研究顾客教育悖论的中介机制和效应。以往文献关于顾客教育悖论现象背后的矛盾机制没有进行深入的探究,基于顾客适应和MOA理论,探讨了顾客教育影响消费者满意度的内在中介机制。具体内容包括,研究框架和假设演绎(顾客教育和顾客适应、顾客适应和转换MOA、顾客MOA和消费者满意度)、实验设计和数据分析(例如,样本选择、问卷设计和调研、结构方程模型拟合等)、研究结果总结。第6章,结论与展望。主要针对论文的研究结论进行整理(顾客教育悖论的调节效应和中介效应研究)并提出本文创新点,论文的研究局限,并且对未来的研究方向进行了展望。综合看来,本文以顾客教育悖论为选题,运用方差分析和结构方程模型,分析和探索了顾客教育悖论影响消费者满意度的调节效应,以及内在中介和传导机制。结果显示,顾客教育并非提升消费者满意度的灵丹妙药,它同样存在潜在的负面影响和效应。商业银行管理者有必要有效的改善和减低顾客教育的潜在负面影响从而赢得顾客的满意和忠诚。其次,顾客教育对消费者满意度的影响并非是简单直接的。顾客教育通过依次影响顾客适应和MOA因素,最终对顾客满意度产生影响。本文为管理者提升客户满意度提供了理论参考,以及可行的方法和手段,具有非常强的实践指导意义。本研究还取得了相应地创新性成果,从而丰富和完善了顾客教育现有的研究内容和知识体系。
[Abstract]:In the context of commercial banks, customer education refers to the degree of knowledge, experience and skills of financial products provided by a bank (or employee) by a customer. From the full swing of customer education or investor education, customer education has become the value transfer of the commercial banks, the satisfaction of customers and the promotion of trust. In order to get the competitive advantage, the commercial banks can establish the difference image effectively. The customer education has become the focus of attention and research in the theoretical and practical circles. The reasons behind this include three aspects. First, the concept of financial service products is more complex, and the customer education can effectively reduce the perception of consumers through customer education. Risk and consumer boycott. Second, customer education can effectively enhance the participation of consumers in the service process and improve the quality of service perception. Third, customer education is a part of the value-added service, which helps to build customer employee emotional connection, thus helping commercial banks to establish differentiated competitive advantages. Therefore, customer education is taught. Education has become the focus of attention and research in the theoretical and practical circles. The literature explores the connotation and definition of customer education, the motivation of the implementation of customer education, the process of customer education, the main effect of customer education and the adjustment effect. However, there are different views and conclusions about the influence of customer education on customer satisfaction. The so-called customer education paradox. Some scholars believe that the implementation of customer education helps to improve the satisfaction and loyalty of consumers. The reasons include the following. First, customer education can improve the knowledge literacy of the consumer's products and reduce the perceived risk for complex products. Second, customer education has promoted customer employment. Third, customer education is a good faith investment in the enterprise, helps to help consumers release product value, improve usability and availability, and improve product use efficiency. Fourth, customer education helps to strengthen the emotional connection between customers and employees, and helps to improve the elimination of the relationship between customers and employees. However, other scholars hold different views. The reasons behind them include the following. First, customer education reduces the information asymmetry of consumers, increases the ability of consumers to learn and adapt to alternative service providers, and reduces the consumer's conversion costs and transformation barriers. Second, customer education improves consumers' perceived self-efficacy and confidence in brand conversion. Third, with the growth of consumer product knowledge, they will increase their expectations of service and reduce the perception of brand uniqueness. Fourth, customer education improves the participation of consumers in the service process, and thus is easier. Increase the customer employee friction and role conflict in the service process. Through the literature backtracking, there are several deficiencies in the existing customer education literature. First, the research of the existing customer education, in addition to a small number of empirical studies, many literature adopts the qualitative and speculative research paradigm, and the related empirical research is relatively scarce. Second, One of the possible reasons for the emergence of the paradox of the guest education is that there are different perspectives in the previous literature, and the lack of a more systematic and complete theory to integrate and summarize the previous studies. Third, there is no in-depth analysis and research in the previous literature on the adjustment variables and boundary items between customer education and consumer satisfaction. This is also one of the potential causes of paradoxes. Fourth, whether customer education and consumer satisfaction are a simple "non positive or negative" relationship, whether customer education is a double-edged sword, the internal intermediary and transmission mechanism of customer education to influence satisfaction, has not been deeply discussed and studied in the previous literature. In this paper, the main chapters of this paper are arranged as follows: the first chapter, introduction. This chapter begins with the background of the topic, begins to discuss and analyzes the significance of the topic, clarifies the overall research goal of the thesis, and determines the paper. The overall research framework and research content, and put forward the research method and technical route of the paper. The second chapter, literature review and theoretical foundation. This chapter first summarizes and evaluates the research literature on the paradox of customer education and customer education at home and abroad, and on the basis of this, focuses on customer Education (for example, the connotation, motivation, and principal of customer education). Effect studies, regulatory effect studies, customer education paradoxes, related measurements, etc., relationship norms (such as connotations, relationship norm types, differences, related research and manipulation tests, etc.), service types (such as service types, connotations, prefactors research, pitch factor research and variable measurement, etc.), customer Adaptation Theory, MOA theory (for example, theory) In the third chapter, the third chapter, the research and analysis of the commercial bank's customer education. The current situation of commercial bank customer education. For the starting point, this paper analyzes the reasons that influence the effect of customer education and the causes of the phenomenon of the customer education paradox, which is the basis for the next step in the study of the key regulatory effect and the internal mechanism. The fourth chapter, the research on the regulation effect of the customer education paradox, explores and analyzes the regulatory effect and boundary conditions of the customer education paradox. The phenomenon of paradox is to explore the boundary adjustment variables that affect customer satisfaction in customer education, including the interaction elements of customer employees and the elements of service itself. The deduction and reasoning of the hypothesis are performed (the regulation effect of the relationship norms, the regulation effect of the service type). Then, the hypothesis test is carried out by the method of variance analysis by two experimental studies. Finally, the fifth chapter, the internal mechanism of the customer education paradox. On the basis of the previous chapter, further analysis of the reasons for the emergence of the paradox of customer education, that is, to study the intermediary mechanism and effect of the paradox of customer education. In-depth exploration, based on customer adaptation and MOA theory, explores the internal intermediation mechanism that customer satisfaction is affected by customer education. The specific contents include the framework and hypothetical deduction (customer education and customer adaptation, customer adaptation and conversion MOA, customer MOA and consumer satisfaction), experimental design and data analysis (for example, sample selection, and question) Volume design and research, structural equation model fitting, etc., summary of the results of the research. Sixth chapters, conclusions and prospects. This paper mainly aims at the research conclusions of the thesis (the adjustment effect and the intermediary effect of the customer education paradox) and puts forward the innovation point, the research limitations of the thesis, and the future research direction. Comprehensive view, This paper, taking the customer education paradox as a topic, uses variance analysis and structural equation model to analyze and explore the moderating effect of customer education paradox on consumer satisfaction, as well as the internal intermediary and transmission mechanism. The results show that customer education is not a panacea for improving consumer satisfaction. It also has potential negative effects and negative effects. Effect. It is necessary for commercial bank managers to effectively improve and reduce the potential negative effects of customer education to win customer satisfaction and loyalty. Secondly, the impact of customer education on consumer satisfaction is not simple and direct. Customer education affects customer satisfaction and MOA factors in turn, and ultimately affects customer satisfaction. This paper provides a theoretical reference for the managers to improve customer satisfaction, as well as feasible methods and means, and has a very strong practical guiding significance. This study has also achieved some innovative results, thus enriching and improving the existing research content and knowledge system of customer education.

【学位授予单位】：中国矿业大学(北京)
【学位级别】：博士
【学位授予年份】：2017
【分类号】：F274;F832.33

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