商业银行个人贷款客户价值评价模型设计及实证研究
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摘要
随着我国金融体制改革的深化和市场竞争的加剧,外资银行正以灵活的经营机制、雄厚的资金实力、良好的国际信誉、优质的服务水平和科学的客户管理手段入驻中国市场,使得原本以同质性强著称的个人金融产品存在了明显的差异性,也因此满足了不同的细分市场。外资银行正逐步挤占我国的个人贷款市场,对我国商业银行造成了极大的竞争压力。为满足不同的细分市场而设计出差异化的金融产品已是现在商业银行挤占市场份额的关键。由此,现代商业银行经营管理的核心是客户价值管理,即以市场为导向,以客户为中心。而个人贷款业务随着中国消费者消费习惯的改变也已成为商业银行未来最有潜力的业务,亟待通过识别不同细分市场,挖掘潜在客户来进行系统的客户价值管理。
本文通过阅读大量的中外文献,介绍了客户总价值、客户当前价值、客户潜在价值等的概念、计算模型和评价体系,商业银行客户细分理论,商业银行信贷理论和客户价值管理理论。并梳理了客户价值影响因素方面的研究成果,并指出了目前研究中存在的不足。
在这些理论研究的基础上,本文提出了“商业银行个人贷款客户价值评价模型”和相应的假设。客户当前价值有两个影响因素,包括：资产类业务价值和负债类业务价值。客户潜在价值有四个分效应和四个影响因素,其中四个分效应包括：增量效应,交叉效应,口碑效应和完善效应。四个影响因素包括：客户让渡价值、客户信任、客户创造性和客户转移成本。为了验证本模型和假设,在预调研的基础上,本研究向武汉中心城区五家商业银行支行的个贷客户发放了400份调查问卷,有196份为有效问卷；向武汉中心城区四家商业银行支行个贷从业人员发放了40份调查问卷,有20份为有效问卷。对这些数据用SPSS软件包进行了分析。
根据调查和分析的结果,本文基本验证了研究假设,得出的主要结论有：通过因子分析,将客户让渡价值分为四个因子：服务可靠性、服务响应性、服务满意性、服务优惠性；通过潜在价值四个分效应与潜在价值的七个影响因素的相关分析,证实了它们之间部分存在显著相关关系；通过回归分析,得出影响潜在价值四个分效应的主要因素,并给出了回归方程。
本研究根据调研中的结论,将商业银行个贷客户分为四类,分别是：最有价值客户、最能增值客户、最无价值客户和最易耗损客户。并针对不同类型的客户,本文还给出了相应的营销策略。
最后,本研究总结了全文所解决的问题,得出的结论和存在的不足。在分析客户价值管理未来应用前景的基础上,对该领域的研究提出了展望。
With the deepening of China's financial reform and intensifying of financial market competition, It is foreign banks' flexible operating mechanism, strong fund strength, good international reputation, high quality of service and scientific customer management methods that have enabled them to squeeze into the Chinese market, which makes the originally well known highly homogeneous personal financial products once exist significant differences, and thus to meet the need of different market segments. Foreign banks are gradually taking up the personal loan markets in China, which courses a great competition pressure in China's commercial banks. The key to take up the market share is to design different financial products to meet different market segments. As a result, the core of modern commercial bank management is customer value management, that is, market-oriented, customer-centric. On the other side, the personal loan business has also become the greatest potential business in commercial banks with the change of Chinese consumers shopping habits. So, what in urgent need is identifying different market segments and tapping out potential customers for the systematic customer value management.
By reading a lot of internal and foreign literature, this paper has introduced the concepts, calculating models and evaluation systems of customer's total value, customer's current value, customer potential value; commercial Bank market Segmentation; commercial bank credit theories as well as commercial bank customers' value management theories. It also has reviewed the research of customer value impact factors, and has pointed out the shortcomings of the current researches.
On the basis of these theories, this paper has proposed "Value assessment model of Personal loan customer in commercial bank" and the corresponding assumptions. There are two factors in customer's current value, including:the value of assets business and the value of liabilities business. There are four sub-effects and four factors in customer's potential value, and the four sub-effects include:incremental effects, cross effects, reputation effects and improving effects, and the four factors include: customer delivered value, customer trust, customer creativity and customer switching costs. To validate the model and assumptions, this paper has distributed 400 customer-questionnaires to personal loan customers from 5 commercial bank branches in the central district of Wuhan city, with returning of 196 valid questionnaires. And then, another 40 bank-employee-questionnaires has distributed to bank employees from 4 commercial bank branches in the central district of Wuhan city, with returning of 20 valid questionnaires. All of these data has been analyzed in the SPSS Packages.
According to the survey and analysis of the results, this study validates the assumptions basically, and the main conclusions are:the customer delivered value is divided into four factors by Factor Analysis, they are:service reliability, service responsiveness, service satisfaction and service preference; the four sub-effects and the seven factors of the potential value are proved in significant correlation by correlation analysis; the four sub-effects'main factors are found out and also their regression equations through regression analysis.
According to the conclusion based on research, this paper has divided the personal loan customers into four categories, namely:the most valuable customers, the best value-added customers, the most worthless customers and the most easy-to-loss customers. In addition, this paper also has offered different marketing strategies for different types of customers.
Finally, this paper has summarized its addressed issues as well as conclusions and shortcomings. On the basis of the customer value management's future applications, this paper also has raised some prospects in this research field.
本文通过阅读大量的中外文献,介绍了客户总价值、客户当前价值、客户潜在价值等的概念、计算模型和评价体系,商业银行客户细分理论,商业银行信贷理论和客户价值管理理论。并梳理了客户价值影响因素方面的研究成果,并指出了目前研究中存在的不足。
在这些理论研究的基础上,本文提出了“商业银行个人贷款客户价值评价模型”和相应的假设。客户当前价值有两个影响因素,包括：资产类业务价值和负债类业务价值。客户潜在价值有四个分效应和四个影响因素,其中四个分效应包括：增量效应,交叉效应,口碑效应和完善效应。四个影响因素包括：客户让渡价值、客户信任、客户创造性和客户转移成本。为了验证本模型和假设,在预调研的基础上,本研究向武汉中心城区五家商业银行支行的个贷客户发放了400份调查问卷,有196份为有效问卷；向武汉中心城区四家商业银行支行个贷从业人员发放了40份调查问卷,有20份为有效问卷。对这些数据用SPSS软件包进行了分析。
根据调查和分析的结果,本文基本验证了研究假设,得出的主要结论有：通过因子分析,将客户让渡价值分为四个因子：服务可靠性、服务响应性、服务满意性、服务优惠性；通过潜在价值四个分效应与潜在价值的七个影响因素的相关分析,证实了它们之间部分存在显著相关关系；通过回归分析,得出影响潜在价值四个分效应的主要因素,并给出了回归方程。
本研究根据调研中的结论,将商业银行个贷客户分为四类,分别是：最有价值客户、最能增值客户、最无价值客户和最易耗损客户。并针对不同类型的客户,本文还给出了相应的营销策略。
最后,本研究总结了全文所解决的问题,得出的结论和存在的不足。在分析客户价值管理未来应用前景的基础上,对该领域的研究提出了展望。
With the deepening of China's financial reform and intensifying of financial market competition, It is foreign banks' flexible operating mechanism, strong fund strength, good international reputation, high quality of service and scientific customer management methods that have enabled them to squeeze into the Chinese market, which makes the originally well known highly homogeneous personal financial products once exist significant differences, and thus to meet the need of different market segments. Foreign banks are gradually taking up the personal loan markets in China, which courses a great competition pressure in China's commercial banks. The key to take up the market share is to design different financial products to meet different market segments. As a result, the core of modern commercial bank management is customer value management, that is, market-oriented, customer-centric. On the other side, the personal loan business has also become the greatest potential business in commercial banks with the change of Chinese consumers shopping habits. So, what in urgent need is identifying different market segments and tapping out potential customers for the systematic customer value management.
By reading a lot of internal and foreign literature, this paper has introduced the concepts, calculating models and evaluation systems of customer's total value, customer's current value, customer potential value; commercial Bank market Segmentation; commercial bank credit theories as well as commercial bank customers' value management theories. It also has reviewed the research of customer value impact factors, and has pointed out the shortcomings of the current researches.
On the basis of these theories, this paper has proposed "Value assessment model of Personal loan customer in commercial bank" and the corresponding assumptions. There are two factors in customer's current value, including:the value of assets business and the value of liabilities business. There are four sub-effects and four factors in customer's potential value, and the four sub-effects include:incremental effects, cross effects, reputation effects and improving effects, and the four factors include: customer delivered value, customer trust, customer creativity and customer switching costs. To validate the model and assumptions, this paper has distributed 400 customer-questionnaires to personal loan customers from 5 commercial bank branches in the central district of Wuhan city, with returning of 196 valid questionnaires. And then, another 40 bank-employee-questionnaires has distributed to bank employees from 4 commercial bank branches in the central district of Wuhan city, with returning of 20 valid questionnaires. All of these data has been analyzed in the SPSS Packages.
According to the survey and analysis of the results, this study validates the assumptions basically, and the main conclusions are:the customer delivered value is divided into four factors by Factor Analysis, they are:service reliability, service responsiveness, service satisfaction and service preference; the four sub-effects and the seven factors of the potential value are proved in significant correlation by correlation analysis; the four sub-effects'main factors are found out and also their regression equations through regression analysis.
According to the conclusion based on research, this paper has divided the personal loan customers into four categories, namely:the most valuable customers, the best value-added customers, the most worthless customers and the most easy-to-loss customers. In addition, this paper also has offered different marketing strategies for different types of customers.
Finally, this paper has summarized its addressed issues as well as conclusions and shortcomings. On the basis of the customer value management's future applications, this paper also has raised some prospects in this research field.
引文
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