中国邮政储蓄银行X支行顾客满意度提升的策略研究

【作者】 张伟；

【导师】 于晓明； 戚汝庆；

【作者基本信息】 山东师范大学 ， 工商管理硕士（专业学位）， 2018， 硕士

【摘要】 金融体系是现代商业社会不可或缺的一部分,商业银行作为金融体系的重要组成部分,承担着对经济结构和运行过程进行调节的功能,为经济社会实现资本融通。中国邮政储蓄银行是一家成立时间较短的年轻零售银行,它的40000多个网点遍及全国各地,包括很多偏远地区,为当地顾客提供了贴心便捷的服务。位于D市的X支行是中国邮政储蓄银行系统内的一家全功能支行,承担了D市城区北部的大量金融业务。X支行的顾客数量多,业务种类齐全,是城市居民金融服务里的一支重要力量。然而,经营年数短导致的经验不足,D市其他金融机构的快速发展带来的竞争压力和顾客抱怨的增多,迫使着X支行要快速找准对策,提高顾客满意度,保持支行的良性经营。国内外的商业银行应用各种顾客满意度分析的理论,对商业银行的持续经营发展提供了诸多客观可行的建议。本文首先参考了各种顾客满意度理论和前人的实证研究经验,利用问卷调查的方式,对X支行的顾客满意度做了较为客观的分析。其次,根据调查问卷数据的分析,提出了针对X支行提高顾客满意度的建议,为X支行的稳健发展提供了策略参考。希望X支行能够在竞争日益激烈的金融市场上,准确把握住顾客的需求和银行业的未来发展趋势,逐步提升自己的竞争力,促进X支行的健康良性发展。更多还原

【Abstract】 The financial system is an indispensable part of the modern commercial society.Commercial banks,as an important part of the financial system,assume the functions of regulating the economic structure and operation process,and realize the capital integration for the economic society.Postal Savings Bank of China is a retail bank and was established ten years ago.It has more than 40,000 branches throughout the country,including many remote areas.It provides various and convenient services to its local customers.The X branch of Postal Savings Bank of China,located in City D,is a branch of full functions,which contains all kinds of financial products and services in the system of Postal Savings Bank of China.It has undertaken a large number of financial services in the northern part of City D.The X branch of Postal Savings Bank of China has a large number of customers and a full range of financial services,making it an important role in the financial services for the local residents.However,lacking of experiences and increasing competitive pressure,customer complaints has become more than last year.And rapid development of other financial institutions in City D forced the X branch of Postal Savings Bank of China to change immediately.It should quickly identify the real need of customers,improve customer satisfaction,and keep the branch running well.Domestic commercial banks and foreign commercial banks have applied various customer satisfaction analysis theories and have taken many objective and feasible suggestions for their sustainable development.This article aims to use customer satisfaction theories and the prior research experience of measuring customer satisfaction for providing meaningful and objective advices.It uses a questionnaire survey to make an objective analysis of customer satisfaction of the X branch of Postal Savings Bank of China.Then,based on the analysis of the questionnaire data,the recommendations for the X branch of Postal Savings Bank of China to improve customer satisfaction are proposed,which provides some objective suggestions for the steady development of the branch.It is believed that the X branch can accurately grasp the needs of customers and the development trend of the banking industry in an increasingly competitive financial market.It also can gradually increase their competitiveness and has a sustainable development in the future.更多还原