R公司银行客户关系维护策略研究

发布时间：2018-06-06 02:13

本文选题：银行客户 + 客户关系维护　；参考：《东华大学》2017年硕士论文

【摘要】：自国外咨询业进入中国多年以来,国内咨询公司的数量迅速增加,使得该行业竞争也日趋激烈。在知识服务型企业中,由于知识产品同质化现象明显,核心竞争主体不只是产品本身。而客户作为企业最重要的资源之一,使得客户服务及客户关系维护变得更为重要,企业竞争的核心已变为客户关系管理能力的竞争。总而言之,企业应要认识到客户关系维护的重要性,并对已有客户进行客观评估与多方位综合管理,以提高客户的满意度,保持企业业务的稳定与持续发展。本文以R公司的银行客户关系维护策略作为研究对象,从深入了解公司基本经营状况、银行客户构成、客户流失原因等情况开始着手,运用波特五力模型浅析其行业环境,并对现行客户关系维护策略进行初步分析。从中发现R公司在对银行客户关系维护服务工作中存在服务理念薄弱、服务团队配备不足等问题。为进一步对R公司银行客户关系维护情况进行研究,通过专家调查法、层次分析法等方法建立R公司银行客户满意度评价指标,并以问卷的形式进行满意度调查。使用五级李克特量表及主观赋权法来设定满意度评价的计分及权重,量化满意度。通过对R公司银行客户满意度统计结果的分析发现,在售后跟进服务、提供一对一个性化服务、客户回馈活动等指标中满意度较低。根据R公司银行客户满意度评价结果中发现的各项不足之处,在基于IDIC模型的基础上,从客户识别、客户差异化、客户互动、客户个性化等方面来制定应对R公司银行客户关系维护体系中存在问题的策略。从而提高客户满意度,增加客户忠诚度,使得R公司的业绩得以稳定发展,实现R公司与银行客户“共赢”的战略目标。
[Abstract]:Since the foreign consulting industry entered China for many years, the number of domestic consulting companies has increased rapidly, which makes the competition of this industry increasingly fierce. In knowledge service enterprises, because of the homogeneity of knowledge products, the core competitors are not just the products themselves. As one of the most important resources of enterprises, customer service and customer relationship maintenance become more important. The core of enterprise competition has become the competition of customer relationship management ability. In a word, enterprises should realize the importance of customer relationship maintenance, and carry on objective evaluation and multi-direction comprehensive management to existing customers in order to improve customer satisfaction and maintain the stability and sustainable development of enterprise business. This article takes R Company's bank customer relationship maintenance strategy as the research object, from the in-depth understanding company basic management condition, the bank customer structure, the customer churn reason and so on, uses the Porter five strength model to analyze its industry environment. And carry on the preliminary analysis to the current customer relationship maintenance strategy. It is found that the service concept of R company is weak and the service team is inadequate in the service of customer relationship maintenance. In order to further study the customer relationship maintenance of R company bank, the evaluation index of customer satisfaction of R company bank was established by means of expert investigation and analytic hierarchy process, and the satisfaction survey was carried out in the form of questionnaire. The score and weight of satisfaction evaluation were set by using five-level Richter scale and subjective weighting method to quantify satisfaction. Through the analysis of customer satisfaction statistics of R company bank, it is found that the satisfaction degree is lower in after-sales follow-up service, one-to-one personalized service, customer feedback activities and other indicators. According to the shortcomings found in the evaluation results of customer satisfaction of R Company Bank, based on IDIC model, from customer identification, customer differentiation, customer interaction, Customer personalization and other aspects to develop strategies to deal with R company bank customer relationship maintenance system problems. In order to improve customer satisfaction and increase customer loyalty, R company's performance can develop steadily and realize the strategic goal of "win-win" between R company and bank customers.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F282

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