我国商业银行个人金融业务中顾客参与的影响因素研究

发布时间：2018-04-27 09:33

本文选题：商业银行 + 个人金融业务　；参考：《江西财经大学》2017年博士论文

【摘要】：个人金融业务在西方发达国家商业银行的发展已经进入了成熟期了,而我国商业银行由于在个人金融业务方面的发展起步较晚,如今尚处于起步阶段。商业银行的个人金融业务实际上拥有诸多业务特点,不仅有着较低的业务经营风险、设计的范围较广,并且还具有较大的业务成长空间,可以使得商业银行获得相对稳定的经营收入。正是因为这些特点的存在,使得个人金融业务成为商业银行业务体系中重要的组成部分,逐渐成为其获取经营利润的主要来源。随着我国金融市场改革的不断深化推进,具有时代特色的互联网金融的崛起,使得我国商业银行的个人金融业务面临着激烈的挑战以及新的发展机遇。首先,国内居民的生活水平实现了一段时期的飞速增长,居民财富得到了本质上的积淀,在“扩内需”的经济政策刺激之下,商业银行的个人金融业务需求量日益增多,需求潜力巨大。从国际经验看,人均GDP达到4000美元后,居民消费结构将从生存型向发展型转变,消费结构的升级将带来更大的个人金融业务发展空间;其次,加入WTO以后,我国的金融市场不断向外敞开大门,各大外资银行也纷纷进入我国金融市场并在个人金融业务领域投入了大量资源,这使得我国商业银行在个人金融业务领域不仅要面对国内同业的激烈竞争,更要面对来自外资商业银行的激烈挑战;再次,互联网金融扛着“平等、开放、去中心化”的大旗,在利率市场化及金融脱媒加剧的背景下,向银行传统业务宣战,这些竞争与挑战都无不给我国商业银行的个人金融业务发展带来了巨大的压力。个人金融业务的特点之一就是涉及范围较广,因此离开了顾客的参与,商业银行个人金融业务就无法开展,可以说顾客参与程度是反映商业银行个人金融业务是否成功的主要指标之一。然而,从目前的情况来看,我国商业银行所开展的个人金融业务顾客参与程度远远不够,虽然经过近10年的发展,我国商业银行的个人金融服务在质量和数量上取得了很大的进步,但其发展面临的问题仍然突出。因此,本研究拟从探究个人金融业务顾客参与的影响机制入手,试图通过理论与实证相结合的方式得出各因素与商业银行个人金融业务顾客参与之间的相关关系。具体来说,首先,本文对个人金融银行业务和顾客参与的相关国内外文献进行了梳理和回顾,以发现当前研究的不足之处,为本文明确进一步研究的方向。其次,对相关的概念和理论基础进行了概述,从而为后文的研究奠定了理论基础;同时对顾客参与对商业银行个人金融业务的作用和存在的问题进行了分析。再次,通过对商业银行个人金融业务顾客参与的影响因素,包括前因变量、中介变量以及调节变量的分析,以及采用深度访谈方法,构建了顾客参与影响的理论模型,并在此基础上提出相关的研究假设。之后,根据理论模型和研究假设进行研究设计,包括变量、问卷的设计、预调查分析和数据收集。接着,对商业银行个人金融业务中顾客参与程度的调查问卷进行了基本信息的整合,对各变量做出了相应的描述性统计分析,并采用因子分析的方法对本文所设计出的问卷进行探索性因子分析,对理论模型的假设进行验证性因子分析,进一步分析了人口统计变量对顾客参与的调节作用以及顾客感知价值对顾客参与的中介作用。然后,对招商银行的发展史及个人金融业务进行了阐述,介绍了其个人金融业务的发展历程以及主要特点,并以此总结了招商银行个人金融业务顾客参与对我国商业银行个人金融业务的发展启示。最后,在上文研究的基础上提出基于顾客参与的商业银行个人金融业务发展的提升策略。通过理论和实证研究,本文得出以下几点结论:第一,顾客因素对顾客参与度存在正向影响。这说明顾客的感知风险能力越强,金融知识越丰富,金融需求越大,越有助于让顾客参与到个人金融业务中来。第二,商业银行银行因素对于顾客感知价值有直接的正向作用,商业银行银行因素中,银行品牌、金融产品、物理环境、促销行为、员工行为都积极地影响着顾客参与,并且当这些银行因素越好,越有助于推动顾客参与到个人金融业务中来。第三,顾客感知价值在顾客因素和银行因素与顾客参与关系上起到部分中介的作用。感知价值包括了顾客对服务质量的感知、对品牌的信任与认同、对品牌的忠诚以及对服务质量的满意度等几个方面。第四,人口统计变量对顾客参与度具有一定的调节效应,年龄分布、学历分布、职业分布对顾客参与都起到调节效应,而顾客性格特征的调节效应不明显。第五,通过对招商银行个人金融业务的案例分析进一步验证了本文的理论假设。
[Abstract]:The development of personal financial business in the developed western countries has entered a mature period, and the commercial banks of our country are still in the starting stage because of the late development of personal financial business, and the personal financial business of commercial banks actually has many business characteristics, not only has a lower business operation risk, but also has a lot of business characteristics. The scope of the design is wide, and it also has a larger business growth space, which can make the commercial banks obtain relatively stable operating income. It is because of the existence of these characteristics that the personal financial business has become an important part of the business system of commercial banks, gradually becoming the main source of its operating profit. With the deepening of the reform of the financial market and the rise of the Internet Finance with the characteristics of the times, the personal financial business of the commercial banks of China is facing fierce challenges and new opportunities for development. Under the economic policy of expanding domestic demand, the demand for personal financial business of commercial banks is increasing, and the demand potential is huge. From the international experience, after the average per capita GDP reaches 4000 dollars, the consumption structure will change from the survival type to the development type. The upgrading of the consumption structure will bring more space for the development of personal financial business; secondly, join the WT After O, the financial market of our country has been open to the outside world, and the large foreign banks have entered our financial market and invested a lot of resources in the field of personal financial services. This makes our commercial banks not only face the fierce competition in the domestic industry, but also face the fierce competition from foreign commercial banks in the field of personal financial business. Once again, Internet finance carries the banner of "equality, openness and centralization". In the context of interest rate marketization and financial disintermediation, the Internet has declared war on the traditional banking business. All these competition and challenges have brought great pressure to the development of personal financial business of our commercial banks. One of the characteristics of personal financial business is that There is a wide range, so the personal financial business of commercial banks can not be carried out without the participation of the customers. It can be said that the degree of customer participation is one of the main indicators to reflect the success of the personal financial business of commercial banks. However, from the present situation, the personal financial business of the Commercial Bank of China is far from being involved. Far from enough, although after nearly 10 years of development, the personal financial services of commercial banks in China have made great progress in quality and quantity, but the problems facing their development are still outstanding. The relationship between the factors and the customer participation in the personal financial business of commercial banks. Firstly, this paper reviews and reviews the relevant domestic and foreign literature on personal financial banking and customer participation, in order to find out the shortcomings of the current research and to make a step for the study of this civilization. Secondly, the related concepts and principles are discussed. The basis is summarized, which lays a theoretical foundation for the study of the latter, and analyzes the role and problems of customer participation in the personal financial business of commercial banks. Again, the factors affecting the customer participation of the commercial banks' personal financial services include the antecedent variables, the intermediary variables and the regulation variables. On the basis of the theoretical model and research hypothesis, the research design, including variables, the design of the questionnaire, the pre survey analysis and the collection of data, and then the customer participation in the personal financial business of commercial banks. The degree questionnaire carries out the basic information integration, makes the corresponding descriptive statistical analysis to each variable, and uses the factor analysis method to carry on the exploratory factor analysis to the questionnaire designed in this paper, carries on the confirmatory factor analysis to the hypothesis of the theoretical model, and analyzes the demographic variables to the customer participation step by step. The moderating effect and the intermediary role of customer perceived value on customer participation. Then, the development history and personal financial business of China Merchants Bank are expounded, the development course and main characteristics of the personal financial business are introduced, and the personal financial industry customers of China Merchants Bank are involved in the personal financial industry of China's commercial banks. Finally, on the basis of the previous research, we put forward the promotion strategy of the personal financial business development of commercial banks based on customer participation. Through theoretical and empirical research, this paper draws the following conclusions: first, the customer factors have a positive impact on the degree of customer participation. This shows that the stronger the customer's perceived risk ability is, the financial knowledge is stronger. The more rich the knowledge, the greater the financial demand, the more help the customers to participate in personal financial business. Second, commercial bank banking factors have a direct positive effect on customer perceived value. In commercial bank banking factors, bank brand, financial products, physical environment, marketing promotion behavior and employee behavior have a positive impact on customer participation, and When these bank factors are better, the more it helps to promote customer participation in personal financial business. Third, customer perceived value plays a part of intermediary role in the relationship between customer factors and bank factors and customer participation. Perceived value includes customer perception of service quality, trust and identification of brand, loyalty to brand and brand loyalty, Fourth, the demographic variables have a certain adjustment effect on the degree of customer participation, the age distribution, the distribution of educational background, and the distribution of profession play a regulatory effect on the customer participation, but the adjustment effect of the customer's character characteristics is not obvious. Fifth, through the case analysis of the personal financial business of China Merchants Bank One step verifies the theoretical hypothesis of this article.

【学位授予单位】：江西财经大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：F832.2;F274

【参考文献】