商业银行顾客满意度研究
摘要
商业银行对国计民生举足轻重。通过对中国商业银行的内外部环境和竞争形势分析表明,中国商业银行当前应积极实行顾客满意战略。
第一、中国商业银行顾客满意度研究。从影响商业银行顾客满意度的环境因素入手,分析了美国顾客满意度理论在中国商业银行领域的适用问题,提出了基于管理调控难易程度与顾客需求层次相结合的商业银行产品概念,对产品定制化做了进一步分解,并在此基础上建立了商业银行顾客满意度测评模型和指标体系,重点分析中国商业银行顾客满意度的影响因素,对文化背景、消费者行为模式和中国商业银行本身的特殊性等环境变量对顾客满意度的影响做了对比分析。研究表明,基于美国顾客满意度理论建立的中国商业银行顾客满意度测评模型拟合良好,除中国商业银行自身的特殊性外,其他环境变量对顾客满意度均有不同程度的影响,在顾客满意战略管理中应予以关注。
第二、商业银行潜在流失顾客研究。对影响商业银行顾客潜在流失的因素进行了相关分析,建立了商业银行顾客流失意图模型。
第三、商业银行顾客满意度改进决策优选研究,针对影响顾客满意度的各因素组合改进的需要,提出了基于数据包络分析的商业银行顾客满意度改进决策优选方法。
最后总结了中国商业银行顾客满意战略的基本思想、设计了基于顾客需求响应的管理运行机制,提出了产品组合创新方法和量化顾客满意度考核的员工激励机制,指出个人金融和网络银行业务是当前发展的重点,并基于中国商业银行顾客满意本土化战略提出建议。
研究对象是开通ATM和网上银行的商业银行。采取网上问卷调查方式,共获得有效问卷1176份。研究方法主要采用的是基于偏最小二乘的结构方程模型方法。
Banking plays an important role in the national economy and the people's livelihood. Analysis of internal and external environment and the competition situation of China commercial banks indicated that the customer satisfactory strategy should be implemented positively.
The first, research on customer satisfaction of China.commercial bank. Begin with the analysis of the environmental factors which influence customer satisfaction of China commercial banks, applicability of American Customer Satisfaction theory in China commercial bank was analyzed.The study raised the concept of commercial banking products based on management control and level of customer demand, the concept of customized products to be further decomposition. China commercial banks customer satisfaction evaluation model and variable system were established on this basis. the influence factctors of customer satisfactionr of China commercial bank was analyzed. Comparative analyze of trans-cultural, the consumer behavior pattern and commercial bank of China itself as well as technical variable influence on customer satisfaction of commercial bank were done.
The second, study on customer latent attrition of the commercial bank. The intent of customer attrition was analyzed and an intent model of customer attrition was created.
The third, study on optimal method of decision-making to improve customer satisfaction of the commercial bank. An optimal method of decision-making based on DEA was put forward in view of combination improvement need of various factors which affects the customer satisfaction.
Finally the basic thought of making customer satisfaction strategy of China commercial bank was summarized. The response mechanisms based on customer demand management was designed. The portfolio of innovative approaches and quantitative evaluation of customer satisfaction incentive mechanism of staff was put forward. That personal financial and online banking are currently the focus to be studied. Customer satisfaction localization strategy was recommended at last.
The commercial banks which operate ATM and internet banking were selected for study. A total of 1,176 valid questionnaires were gathered by online survey. The main method is SEM based on PLS.
第一、中国商业银行顾客满意度研究。从影响商业银行顾客满意度的环境因素入手,分析了美国顾客满意度理论在中国商业银行领域的适用问题,提出了基于管理调控难易程度与顾客需求层次相结合的商业银行产品概念,对产品定制化做了进一步分解,并在此基础上建立了商业银行顾客满意度测评模型和指标体系,重点分析中国商业银行顾客满意度的影响因素,对文化背景、消费者行为模式和中国商业银行本身的特殊性等环境变量对顾客满意度的影响做了对比分析。研究表明,基于美国顾客满意度理论建立的中国商业银行顾客满意度测评模型拟合良好,除中国商业银行自身的特殊性外,其他环境变量对顾客满意度均有不同程度的影响,在顾客满意战略管理中应予以关注。
第二、商业银行潜在流失顾客研究。对影响商业银行顾客潜在流失的因素进行了相关分析,建立了商业银行顾客流失意图模型。
第三、商业银行顾客满意度改进决策优选研究,针对影响顾客满意度的各因素组合改进的需要,提出了基于数据包络分析的商业银行顾客满意度改进决策优选方法。
最后总结了中国商业银行顾客满意战略的基本思想、设计了基于顾客需求响应的管理运行机制,提出了产品组合创新方法和量化顾客满意度考核的员工激励机制,指出个人金融和网络银行业务是当前发展的重点,并基于中国商业银行顾客满意本土化战略提出建议。
研究对象是开通ATM和网上银行的商业银行。采取网上问卷调查方式,共获得有效问卷1176份。研究方法主要采用的是基于偏最小二乘的结构方程模型方法。
Banking plays an important role in the national economy and the people's livelihood. Analysis of internal and external environment and the competition situation of China commercial banks indicated that the customer satisfactory strategy should be implemented positively.
The first, research on customer satisfaction of China.commercial bank. Begin with the analysis of the environmental factors which influence customer satisfaction of China commercial banks, applicability of American Customer Satisfaction theory in China commercial bank was analyzed.The study raised the concept of commercial banking products based on management control and level of customer demand, the concept of customized products to be further decomposition. China commercial banks customer satisfaction evaluation model and variable system were established on this basis. the influence factctors of customer satisfactionr of China commercial bank was analyzed. Comparative analyze of trans-cultural, the consumer behavior pattern and commercial bank of China itself as well as technical variable influence on customer satisfaction of commercial bank were done.
The second, study on customer latent attrition of the commercial bank. The intent of customer attrition was analyzed and an intent model of customer attrition was created.
The third, study on optimal method of decision-making to improve customer satisfaction of the commercial bank. An optimal method of decision-making based on DEA was put forward in view of combination improvement need of various factors which affects the customer satisfaction.
Finally the basic thought of making customer satisfaction strategy of China commercial bank was summarized. The response mechanisms based on customer demand management was designed. The portfolio of innovative approaches and quantitative evaluation of customer satisfaction incentive mechanism of staff was put forward. That personal financial and online banking are currently the focus to be studied. Customer satisfaction localization strategy was recommended at last.
The commercial banks which operate ATM and internet banking were selected for study. A total of 1,176 valid questionnaires were gathered by online survey. The main method is SEM based on PLS.
引文
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