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MBA硕士毕业论文_C农商银行顾客满意度影响因素研究PDF

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在面对互联网金融、移动网络时代等快速发展对传统银华体汇app苹果下载发展带来的冲击和挑 战,全面推动NC农商银华体汇app苹果下载务转型,是提升服务水平和金融市场竞争力的关键。围 绕此次网点转型工作在全省范围内的全面开展,各地农商银行从推动电子银华体汇app苹果下载务发 展,开展证券、保险、理财等多元金融化服务,推行文明规范服务等方面着手,不断 转变经营模式,全面提升客户体验感和满意度,增强了社会美誉度,为树立良好的现 代银行品牌形象不断努力。在市场竞争中,银行不仅要注重拓展市场,挖掘更多的客 户源,更重要的是留住顾客。通常情况只有顾客感受到良好的服务往往会产生满意, 这种满意会驱动顾客的行为,因此了解顾客的满意与不满意之处,采取行之有效的措 施进行满意巩固和不满意改善,可以赢得顾客的信赖,进而使得银行在市场竞争中占 据优势。基于此笔者试图解决以下问题:(1)通过查阅国内外研究分析了解当前银行 顾客满意度研究现状,分析总结哪些因素影响顾客满意度;(2)构建适用于NC农商 银行顾客满意度的研究模型,分析这些因素的影响程度;(3)分析当前NC农商银行 顾客满意度中存在的问题并采取针对性的解决措施。因此对NC农商银行顾客满意度 进行调研,有助于改善NC地区农商银行金融服务满意度,提高金融服务能力。 本文第一部分是绪论,首先介绍了本文研究的华体汇app苹果下载背景和研究对象NC农商银行 的发展背景,简略概括了本文拟解决的问题,以及论文的理论意义和实践意义;并概 述了本文的研究内容和研究方法,研究的创新之处。第二部分是理论综述,阐述了顾 客满意和顾客满意度的概念,分析了顾客满意度的重要性,并通过翻阅国内外文献了 解银行顾客满意度的现状,根据研究现状进行文献述评。第三部分是研究设计,本文 在文献研究的基础之上构建测评模型并提出研究假设,根据研究目的设计适合的测量 指标,并设计调查问卷。第四部分是数据分析,根据收集的数据进行样本回收和个性 II 特征分析,进行信、效度分析、因子分析,并运用线性回归分析方法验证研究假设; 最后在回归分析的基础之上进行描述性统计分析,发现有效影响因素中存在的具体问 题。第五部分是结论及建议,根据数据分析得出的研究结果,发现的问题提出行之有 效的解决措施。 关键词:银行;顾客满意度;影响因素;建议 III ABSTRACT InthefaceoftheimpactandchallengesbroughtbytherapiddevelopmentofInternet financeandmobilenetworkeraonthedevelopmentoftraditionalbanking,promotingthe transformationofNCagriculturalandcommercialbankingbusinessisthekeytoimprovethe servicelevelandthecompetitivenessoffinancialmarkets.Aroundthisnetwork transformationworkintheprovincetocarryoutacomprehensive,localagriculturaland commercialbankstopromotethedevelopmentofe-bankingbusiness,securities,insurance, financingandotherdiversifiedfinancialservices,theimplementationofcivilizedand standardizedservicestostart,constantlychangingbusinessmodels,comprehensivelyenhance customerexperienceandsatisfaction,andenhanceThereputationofsocietyhasbeenworking hardtoestablishagoodbrandimageofmodernbanks.Inthemarketcompetition,banks shouldnotonlyfocusonexpandingthemarket,tappingmorecustomersources,more importantly,retaincustomers.Usually,onlythecustomerfeelsgoodserviceoftenproduces satisfaction.Thissatisfactionwilldrivethecustomer'sbehavior.Therefore,understandingthe customer'ssatisfactionanddissatisfactionandtakingeffectivemeasurestoconsolidateand improvethesatisfactioncanwinthecustomer'strustandmakethebankoccupythemarket competition.Advantage.Basedonthis,theauthortriestosolvethefollowingproblems:(1) throughconsultingdomesticandforeignresearchtounderstandthecurrentstatusofbank customersatisfaction,analysisandsummaryofwhatfactorsaffectcustomersatisfaction;(2) tobuildaresearchmodelforNCAgriculturalCommercialBankcustomersatisfaction, analysisoftheimpactofthesefactors;(3)analysiswhenTheproblemsofcustomer satisfactionintheformerNCagriculturalandcommercialbankwereanalyzedandtargeted measuresweretaken.Therefore,theresearchoncustomersatisfactionofNCAgricultural IV CommercialBankishelpfultoimprovethefinancialservicesatisfactionandfinancialservice abilityofNCAgriculturalCommercialBank. Thefirstpartofthispaperistheintroduction,firstofall,itintroducesthebackgroundof theindustryandtheresearchobjectofNCAgriculturalCommercialBank,briefly summarizestheproblemstobesolvedinthispaper,aswellasthetheoreticalandpractical significanceofthepaper,andsummarizestheresearchcontentsandmethodsofthispaper, researchinnovation.Thesecondpartisatheoreticalreview,expoundingtheconceptsof customersatisfactionandcustomersatisfaction,analyzingtheimportanceofcustomer satisfaction,andthroughreadingdomesticandforeignliteraturetounderstandthestatusof bankcustomersatisfaction,accordingtothestatusquoofliteraturereview.Thethirdpartis theresearchdesign.Basedontheliteratureresearch,thispaperconstructstheevaluation modelandputsforwardtheresearchhypothesis,designsthesuitablemeasurementindex accordingtotheresearchpurpose,anddesignsthequestionnaire.Thefourthpartisdata analysis,accordingtothecollecteddataforsamplerecoveryandpersonalitycharacteristics analysis,reliability,validityanalysis,factoranalysis,andtheuseoflinearregressionanalysis toverifytheresearchhypothesis;finally,onthebasisofregressionanalysis,descriptive statisticalanalysis,foundthattheeffectivefactorsexistinthespecificfactors.Theproblem. Thefifthpartistheconclusionandthesuggestion,accordingtotheresearchresultwhichthe dataanalysisobtains,discoveredthequestiontoproposetheeffectivesolutionmeasure. KeyWords:Bank;CustomerSatisfaction;InfluencingFactors;Suggestions 目录 摘要.................................................................................................................................I ABSTRACT....................................................................................................................III 目录..................................................................................................................................I 1绪论.................................................................................................................................1 1.1研究背景...............................................................................................................1 1.1.1华体汇app苹果下载背景....................................................................................................1 1.1.2NC农商银行背景.....................................................................................2 1.2拟解决的问题.......................................................................................................3 1.3研究意义...............................................................................................................3 1.4研究方法...............................................................................................................4 1.5研究的创新之处...................................................................................................4 2.理论综述.........................................................................................................................5 2.1顾客满意度相关概念...........................................................................................5 2.1.1顾客满意的概念.......................................................................................5 2.2.2顾客满意度的概念...................................................................................6 2.1.3顾客满意度的重要性................................................................................6 2.2商业银行顾客满意度相关研究...........................................................................7 2.3文献述评...............................................................................................................9 3.研究设计........................................................................................................................11 3.1测评模型及假设.................................................................................................11 3.1.1测评模型..................................................................................................11 3.1.2测评假设..................................................................................................11 3.2测量指标.............................................................................................................13 3.3调研设计.............................................................................................................14 3.3.1调查问卷设计原则..................................................................................14 3.3.2调查问卷结构..........................................................................................15 3.3.3调查对象..................................................................................................15 3.3.4调研方法..................................................................................................15 4.数据分析.......................................................................................................................16 4.1样本回收与个性特征分析.................................................................................16 4.1.1样本回收情况..........................................................................................16 4.1.2个性特征分析..........................................................................................16 4.2信度与效度分析.................................................................................................18 4.2.1数据的信度分析......................................................................................18 4.2.2数据的效度分析......................................................................................19 4.3因子分析.............................................................................................................21 4.4模型验证:回归分析.........................................................................................24 4.5维度描述性统计分析.........................................................................................26 4.6研究结论.............................................................................................................28 5.建议对策.......................................................................................................................30 5.1建议与对策.........................................................................................................30 5.1.1致力于金融产品创新,提升产品质量..................................................30 5.1.2转变服务方式,强化服务理念..............................................................30 5.1.3完善基础硬件设施..................................................................................31 5.1.4塑造良好银行形象..................................................................................32 5.2研究不足之处及展望.........................................................................................33

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