基于Kano-QFD模型的交通银行四方支行服务质量改进

【作者】 张琦；

【导师】 高齐圣；

【作者基本信息】 青岛大学 ， 应用统计（专业学位）， 2023， 硕士

【摘要】 数字化和信息化技术的发展助推了互联网金融的壮大,并对传统银行业造成了冲击。银行业面临着更高的客户服务要求和更严峻的竞争压力。银行作为服务实体企业的重要融资渠道,除了在融资方面提供必要的资金支持外,还为企业提供理财与风险管理等众多服务,在实体经济中扮演着不可或缺的角色。银行业必须借由互联网的力量摆脱传统的枷锁,提供更丰富的服务项目、更广阔的服务渠道。怎样提升服务质量已成为银行业打造综合竞争力的核心问题。论文梳理银行服务质量相关研究的基础上,结合当下银行的服务环境现状,从服务设计与服务质量入手,对青岛市交通银行四方支行服务质量设计和改进进行了系统研究。论文探索了整合定量化Kano模型和QFD的银行服务质量设计和和改进的理论与方法,该方法实现了顾客需求与银行服务系统设计相匹配,为银行服务质量策划与改进提供了决策依据。本文主要完成的工作分为以下三个方面:(1)建立适合交通银行实际情况的服务质量评价体系。使用SERVQUAL指标体系中的五个维度为基础框架,结合顾客需求,构建适应当前服务环境的银行服务质量评价体系,并应用到Kano模型中,为银行服务质量改进提供了理论基础。(2)通过精细化语义处理构建精确度更高的QFD模型。使用Kano模型设计调查问卷,采用二元语义和模糊集理论,最大化保留语义信息。引入语义处理和计算方法后显著提高了QFD模型准确性。(3)总结出银行服务质量策划和质量改进的流程和步骤。以青岛市交通银行四方支行为案例,遵照上述流程和步骤,通过各种语义处理和计算分析,验证了整合定量化Kano-QFD模型的可行性和有效性。在文章的最后,对本文的具体研究成果以及针对理论与应用得出的结论进行了归纳,并分析了论文研究的局限性,为以后深入研究工作指明方向。更多还原

【Abstract】 The development of digitalization and information technology has fueled the growth of Internet finance and has impacted the traditional banking industry.The banking industry is facing higher customer service requirements and more severe competitive pressure.As an important financing channel serving real enterprises,banks play an indispensable role in the real economy by providing not only necessary financial support in financing,but also numerous services such as financial management and risk management for enterprises.The banking industry has to get rid of the traditional shackles by the power of the Internet and provide richer service items and broader service channels.How to improve service quality has become a core issue for the banking industry to build comprehensive competitiveness.Based on the combing of bank service quality related research,the paper systematically researches the service quality design and improvement of the Sifang Sub-branch of Bank of Communications in Qingdao,taking into account the current service environment of banks,starting from service design and service quality.The paper explores the theory and method of bank service quality design and improvement integrating the quantitative Kano model and QFD,which realizes the matching of customer needs with bank service system design and provides a decision basis for bank service quality planning and improvement.The main work accomplished in this paper is divided into the following three aspects:(1)Establishing a service quality evaluation system suitable for the actual situation of Bank of Communications.Using the five dimensions in SERVQUAL index system as the basic framework and combining with customer needs,the bank service quality evaluation system adapted to the current service environment is constructed and applied to the Kano model,which provides a theoretical basis for bank service quality improvement.(2)Construct a QFD model with higher accuracy by refining semantic processing.The survey questionnaire is designed using the Kano model,using twotuple linguistic and fuzzy set theory to maximize the retention of semantic information.The accuracy of the QFD model is significantly improved by introducing semantic processing and computational methods.(3)The process and steps of bank service quality planning and quality improvement were summarized.The feasibility and validity of integrating the quantitative Kano-QFD model are verified by following the above process and steps through various semantic processing and computational analysis with the case study of Sifang Branch of Bank of Communications in Qingdao.At the end of the paper,the specific research results and the conclusions drawn for the theory and application are summarized,and the limitations of the paper’s research are analyzed to point out the direction for future in-depth research work.更多还原