工行濮阳分行个人客户满意度提升策略研究

发布时间：2018-06-04 09:53

本文选题：客户资源 + 客户满意度　；参考：《昆明理工大学》2017年硕士论文

【摘要】：随着经济环境的日趋复杂和同业竞争的不断加剧,优质客户资源已经成为各个商业银行间竞相争取的宝贵财富。而客户满意度则是商业银行获取优质客户资源的核心关键。国内各大商业银行对客户满意度建设越来越重视,逐渐开始关注客户满意度的测评和监测,期望寻求更加有效的客户满意度提升策略。中国工商银行濮阳分行因其所处地域的特点,导致其与当地其他商业银行之间的竞争主要集中在个人客户资源的争夺上。目前,工行濮阳分行的个人客户满意度现状不容客观,所以迫切需要借助行之有效的个人客户满意度提升策略,大幅提升个人客户满意度,进一步增强自身核心竞争力。因此,对工行濮阳分行个人客户满意度提升策略的研究显得尤为重要。本文正是在阅读国内外知名学者关于客户满意度及商业银行客户满意度的影响因素和提升策略的大量研究资料的基础之上,对影响工行濮阳分行个人客户满意度因素进行分析总结,建立适用于工行濮阳分行的个人客户满意度测评指标,并根据指标设计相应的调查问卷对中国工商银行濮阳地区部分网点的个人客户展开随机调查,获取部分个人客户对工行濮阳分行的满意度评价,然后运用统计分析软件对问卷调查结果进行分析,查找工行濮阳分行个人客户满意度偏低的症结所在,最后综合工行塭阳分行个人客户满意度建设工作中的优点和不足,对工行濮阳分行提高个人客户满意度提升工作提出建设性建议。
[Abstract]:With the increasing complexity of economic environment and the intensification of competition among the same industry, high-quality customer resources have become a valuable asset competing for each commercial bank. Customer satisfaction is the core of commercial banks to obtain high-quality customer resources. Domestic commercial banks pay more and more attention to the construction of customer satisfaction, and gradually begin to pay attention to the evaluation and monitoring of customer satisfaction, hoping to seek more effective customer satisfaction promotion strategy. Due to its geographical characteristics, ICBC Puyang Branch mainly focuses on the competition of individual customer resources with other local commercial banks. At present, the current situation of ICBC Puyang Branch of personal customer satisfaction can not be objective, so urgent need to use effective personal customer satisfaction promotion strategy, greatly improve personal customer satisfaction, and further enhance their core competitiveness. Therefore, the ICBC Puyang Branch personal customer satisfaction promotion strategy is particularly important. This paper is based on reading a large number of research materials on the influencing factors and promotion strategies of customer satisfaction and customer satisfaction of commercial banks by famous scholars at home and abroad. This paper analyzes and summarizes the factors influencing the personal customer satisfaction of Puyang Branch of ICBC, and establishes the evaluation index of personal customer satisfaction for Puyang Branch of ICBC. According to the index design of the corresponding questionnaire to the ICBC Puyang area of individual customers in the area of random investigation, to obtain some of the individual customers of ICBC Puyang Branch satisfaction evaluation, Then using the statistical analysis software to analyze the results of the questionnaire, to find out the crux of the low personal customer satisfaction in Puyang Branch of ICBC, and finally to synthesize the advantages and disadvantages of the construction of personal customer satisfaction of ICBC Wanyang Branch. Puyang Branch of ICBC to improve personal customer satisfaction to improve the work of constructive suggestions.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

【参考文献】