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MBA硕士毕业论文_易农商行客户满意度提升策略研究PDF

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内容简介
当前,中国对于农村的发展以及金融业务拓展的重视,促进了农商银行的快 速发展。在农商银行快速发展的同时,也带来了巨大的竞争,特别是以管理客户 关系,以客户满意度作为核心竞争力的重要因素。然而,目前的研究大多仅聚焦 客户满意度指标分析或者是理论分析,少有理论和调研实证结合的研究。同时, 笔者所在的天易农商行,由于客户满意度不高,影响了其近年来发展的速度、质 量和效益。而研究的旨趣恰恰在于运用所学解决问题。由此,本研究非常具有实 践意义。 首先本文对天易农商行客户满意度提升策略研究的背景和意义、研究内容、 研究方法、国内外研究现状进行了阐述,并对顾客满意理论、影响因素指标和分 析模型进行梳理,为本文的研究提供理论指导。其次本文以天易农商行客户满意 度为研究对象,运用问卷、实地调查以及访谈法对天易农商行目前发展面临的客 户满意度存在问题进行分析,发现主要存在对客户满意的理念认知不到位、对客 户需求未能提供差异化服务、智能化便捷化手段不够、对客户回访反馈未形成闭 环、对客户权益保障不够等问题,并结合问题进行了深刻的原因剖析。 由此,本文对天易农商行未来如何完善客户关系管理,提升客户满意度,针 对性提出了优化以客户为中心的经营理念、丰富客户个性需求的产品业务、提升 员工综合素质以及促进科技革新和打造自身品牌文化等有益建议,以图进一步提 升天易农商行客户满意度水平,促进天易农商行快速持续发展。 关键词:农商银行;客户满意度;核心竞争力;客户关系管理 II Abstract Atpresent,China'sattentiontoruraldevelopmentandfinancialbusiness expansionhaspromotedtherapiddevelopmentofagriculturalandCommercialBank. Intherapiddevelopmentofagriculturalandcommercialbanks,butalsobroughtgreat competition,especiallytomanagecustomerrelations,toCustomersatisfactionasan importantfactorinthecorecompetitiveness.However,mostofthecurrentstudies onlyfocusontheCustomersatisfactionortheoreticalanalysis,andtherearefew studiesthatcombinetheorywithempiricalresearch.Atthesametime,theCustomer satisfaction,wheretheauthorislocated,isnothigh,affectingitsdevelopmentspeed, qualityandefficiencyinrecentyears.Thepurposeoftheresearchistousewhatwe havelearnedtosolvetheproblem.Therefore,thisstudyisofgreatpractical significance. Firstofall,thispaperdescribestheresearchbackgroundandsignificance, researchcontent,researchmethods,researchstatusathomeandabroad,andcarding thecustomersatisfactiontheory,influencingfactorsandanalysismodel,itprovides theoreticalguidancefortheresearchofthispaper.Inthispaper,wetaketheCustomer satisfactionofTianyiAgriculturalBankofChinaastheresearchobject,andusethe methodofquestionnaire,on-the-spotinvestigationandinterviewtoanalyzethe existingproblemsinthedevelopmentofCustomersatisfaction,itisfoundthatthere aresomeproblems,suchasthelackofunderstandingoftheconceptofcustomer satisfaction,thefailuretoprovidedifferentiatedservicestocustomers,thelackof intelligentandconvenientmeans,thelackofclosed-loopfeedbacktocustomers,and theinadequateprotectionofcustomers'rightsandinterests. Therefore,thisarticleonthedaysofAgriculturalBankofChinainthefuture howtoimprovecustomerrelationshipmanagement,Customersatisfaction,thispaper putsforwardsomebeneficialsuggestions,suchasoptimizingthemanagementideaof takingthecustomerasthecenter,enrichingtheproductbusinessofthecustomer's individualdemand,improvingthecomprehensivequalityofthestaff,promotingthe innovationofscienceandtechnologyandcreatingtheownbrandculture,etc.,in ordertofurtherenhancethelevelofCustomersatisfaction,andpromotetherapidand sustainabledevelopmentofTianyiAgriculturalBankofCommerce. Keywords:AgriculturalandCommercialBank;CustomerSatisfaction;Core competence;CustomerRelationshipManagement 目录 摘要..............................................................................................................................I Abstract......................................................................................................................II 第1章绪论..................................................................................................................1 1.1研究背景及意义..............................................................................................1 1.1.1研究背景...............................................................................................1 1.1.2研究意义...............................................................................................2 1.2研究综述..........................................................................................................3 1.2.1国外研究综述.......................................................................................3 1.2.2国内研究综述.......................................................................................6 1.3研究内容与方法..............................................................................................7 1.3.1研究内容...............................................................................................7 1.3.2研究方法...............................................................................................8 1.4研究路线及创新点..........................................................................................8 1.4.1研究路线框架图...................................................................................8 1.4.2本文创新点...........................................................................................9 第2章客户满意度内涵与相关理论基础................................................................11 2.1客户满意度的内涵........................................................................................11 2.2客户满意度评价指标....................................................................................11 2.3客户满意度评价模型....................................................................................13 2.4客户满意度影响因素研究理论....................................................................15 2.4.1期望——绩效理论.............................................................................15 2.4.2顾客让渡价值理论.............................................................................16 2.4.3客户消费经历比较理论.....................................................................16 2.4.4马斯洛“需求层次”理论.................................................................17 第3章天易农商行目前客户满意度现状、问题及成因分析................................18 3.1天易农商行简介............................................................................................18 3.1.1组织结构状况.....................................................................................18 3.1.2人力资源状况.....................................................................................19 3.1.3业务渠道及存款状况.........................................................................20 3.2天易农商行客户满意度现状问卷调查和访谈............................................22 3.2.1问卷部分.............................................................................................23 3.2.2访谈部分.............................................................................................27 3.3天易农商行目前客户满意度情况剖析........................................................28 3.3.1客户总体满意度情况.........................................................................28 3.3.2客户期望方面.....................................................................................29 3.3.3服务感知方面.....................................................................................29 3.3.4回访回应方面.....................................................................................30 3.3.5投诉情况方面.....................................................................................30 3.4天易农商行目前客户满意度存在的突出问题............................................30 3.4.1主动服务客户意识弱.........................................................................31 3.4.2业务需求产品同质严重.....................................................................31 3.4.3智能设备便捷化不高.........................................................................32 3.4.4客户回访不及时权益保障低.............................................................32 3.5影响天易农商行客户满意度成因分析........................................................33 3.5.1对客户管理认知有偏差.....................................................................33 3.5.2产品业务资源与客户需求的不匹配性.............................................33 3.5.3互联网金融技术融合创新不足.........................................................33 3.5.4制度及业务流程导致客户成本权益保障不够.................................34 第4章天易农商行客户满意度提升策略................................................................35 4.1天易农商行客户满意度提升的整体思路....................................................35 4.1.1思想理念的渐次递进.........................................................................35 4.1.2员工+服务与客户双向互动...............................................................36 4.1.3业务中的技术推动.............................................................................37 4.1.4回归客户的协同机制.........................................................................38 4.2提升客户满意度的具体措施........................................................................38 4.2.1客户预期与消费感知匹配.................................................................38 4.2.2提升产品业务的综合质量.................................................................39 4.2.3强化客户智能体验经历.....................................................................40 4.2.4回归客户的需求.................................................................................41 第5章天易农商行客户满意度提升的保障措施....................................................43 5.1人力资源保障................................................................................................43 5.2绩效考核保障................................................................................................43 5.3企业文化保障................................................................................................44 5.4技术创新保障................................................................................................45 第6章研究总结与展望............................................................................................46 6.1研究总结........................................................................................................46 6.2研究展望........................................................................................................47

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