本文選題：商業(yè)銀行 + 服務(wù)質(zhì)量�。� 參考：《東北林業(yè)大學(xué)》2013年碩士論文

【摘要】：隨著社會(huì)的進(jìn)步,人民生活水平的提高,服務(wù)業(yè)逐漸登上了歷史舞臺(tái),成為現(xiàn)代經(jīng)濟(jì)的一個(gè)主要產(chǎn)業(yè)。2012年9月26日,溫家寶總理在國務(wù)院常務(wù)會(huì)議上,提出要加快發(fā)展服務(wù)業(yè)。由此可見,服務(wù)業(yè)在國民經(jīng)濟(jì)中發(fā)揮著越來越重要的作用。而商業(yè)銀行作為一個(gè)金融服務(wù)企業(yè),在發(fā)揮重要作用的同時(shí),也面臨著來自競爭對(duì)手和服務(wù)對(duì)象的雙重壓力。在這樣的生存環(huán)境中,商業(yè)銀行如果想存活下來并且穩(wěn)健發(fā)展,就必須增強(qiáng)自己的競爭優(yōu)勢(shì)。如今這個(gè)以顧客為導(dǎo)向的時(shí)代,顧客成為了掌握企業(yè)命脈的關(guān)鍵,顧客不再單一的重視產(chǎn)品或者服務(wù)的價(jià)格,而是把關(guān)注的重點(diǎn)轉(zhuǎn)移到服務(wù)質(zhì)量上來。顯然,商業(yè)銀行通過改善服務(wù)質(zhì)量來提高顧客滿意度和顧客忠誠度,從而維持與顧客長期的合作關(guān)系,成為商業(yè)銀行獲得競爭優(yōu)勢(shì),增強(qiáng)競爭力的有效途徑。 本文以哈爾濱市中國工商銀行為例,在服務(wù)質(zhì)量與顧客滿意度及顧客忠誠度相關(guān)理論的基礎(chǔ)上,對(duì)三者之間的關(guān)系進(jìn)行了實(shí)證研究。旨在通過對(duì)服務(wù)質(zhì)量與顧客滿意度及顧客忠誠度關(guān)系的梳理,找出服務(wù)質(zhì)量中影響顧客滿意度及顧客忠誠度的因子,有針對(duì)性的提高我國商業(yè)銀行的服務(wù)質(zhì)量,并以此為橋梁,有效的提高顧客滿意度和顧客忠誠度,維持現(xiàn)有顧客,發(fā)展?jié)撛陬櫩?通過提高行業(yè)競爭力來實(shí)現(xiàn)我國商業(yè)銀行的蓬勃發(fā)展。 鑒于以上目的,本文以哈爾濱市中國工商銀行辦理過業(yè)務(wù)的顧客為樣本,大量閱讀國內(nèi)外相關(guān)文獻(xiàn)和研究成果,提出了適合我國商業(yè)銀行務(wù)服質(zhì)量與顧客滿意度及顧客忠誠度的調(diào)查問卷,在預(yù)調(diào)研的基礎(chǔ)之上完善問卷,形成正式問卷。對(duì)務(wù)服質(zhì)量與顧客滿意度及顧客忠誠度三者關(guān)系進(jìn)行實(shí)證研究,針對(duì)實(shí)證分析結(jié)果,提出了改善服務(wù)質(zhì)量,提高顧客滿意度和忠誠度的可行性對(duì)策建議,為我國商業(yè)銀行提供參考依據(jù)。
[Abstract]:With the progress of the society and the improvement of the people's living standard, the service industry has gradually stepped onto the historical stage and become a main industry of the modern economy. On September 26, 2012, at the executive meeting of the State Council, Premier Wen Jiabao proposed to speed up the development of the service industry. Thus, the service industry is playing a more and more important role in the national economy. As a financial service enterprise, commercial banks are faced with the double pressure from their competitors and service objects while playing an important role. In such a living environment, commercial banks must enhance their competitive advantage if they want to survive and develop steadily. Nowadays, in this customer-oriented era, customers have become the key to grasp the lifeblood of enterprises. Customers no longer pay attention to the price of products or services, but focus on the quality of service. Obviously, commercial banks can improve customer satisfaction and customer loyalty by improving service quality so as to maintain long-term cooperative relationship with customers and become an effective way for commercial banks to gain competitive advantage and enhance their competitiveness. Taking the Industrial and Commercial Bank of China in Harbin as an example, this paper makes an empirical study on the relationship between service quality, customer satisfaction and customer loyalty. Through combing the relationship between service quality, customer satisfaction and customer loyalty, the paper finds out the factors that affect customer satisfaction and customer loyalty, and improves the service quality of commercial banks in China. Effectively improve customer satisfaction and customer loyalty, maintain existing customers, develop potential customers, improve the competitiveness of the industry to achieve the vigorous development of commercial banks in China. In view of the above purpose, this article takes Harbin Industrial and Commercial Bank of China (ICBC) as a sample to read a large number of domestic and foreign related literature and research results. This paper puts forward a questionnaire which is suitable for the quality of commercial banking service, customer satisfaction and customer loyalty. Based on the pre-investigation, the questionnaire is perfected to form a formal questionnaire. This paper makes an empirical study on the relationship between service quality, customer satisfaction and customer loyalty. According to the results of empirical analysis, it puts forward feasible countermeasures and suggestions to improve service quality, customer satisfaction and loyalty. To provide reference for our commercial banks.
【學(xué)位授予單位】：東北林業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.33

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本文編號(hào)：2084398