發(fā)布時間：2018-08-07 09:28

【摘要】：互聯(lián)網(wǎng)金融的興起對銀行業(yè)產(chǎn)生了全方位的沖擊,其中對商業(yè)銀行個人客戶的影響是一個重要方面,互聯(lián)網(wǎng)金融平臺不僅具有參與的廣泛性,而且參與人數(shù)正在進(jìn)一步的擴(kuò)展,他們的需求從某種程度上代表了未來銀行產(chǎn)品與服務(wù)的發(fā)展方向,因此對這部分客戶群體滿意度的研究顯得尤為必要。本文在對國內(nèi)外學(xué)者關(guān)于互聯(lián)網(wǎng)金融、客戶滿意度理論以及QFD模型在各行各業(yè)的實(shí)證研究進(jìn)行分析和總結(jié),并通過對互聯(lián)網(wǎng)金融的參與者(指支付寶、財付通、P2P等平臺使用者)在商業(yè)個人銀行客戶產(chǎn)品與服務(wù)方面的體驗進(jìn)行問卷調(diào)查搜集客戶滿意度的資料,結(jié)合SERVQUAL量表的評價方法以及其它經(jīng)典的客戶滿意度模型,構(gòu)建互聯(lián)網(wǎng)金融視角下商業(yè)銀行個人客戶滿意度評價指標(biāo)體系,通過分析不同權(quán)重計算方法的優(yōu)缺點(diǎn),選擇了最適合本文研究的權(quán)重確定方法來計算個人客戶滿意度相關(guān)指標(biāo)的權(quán)重,并通過描述性統(tǒng)計、信度和效度分析等對問卷調(diào)查客戶的基本特征、問卷調(diào)查的內(nèi)容以及指標(biāo)的合理性進(jìn)行檢驗與分析,最后構(gòu)建QFD模型并從中挖掘出互聯(lián)網(wǎng)金融視角下客戶滿意度的因素,通過所建模型計算所選擇工商銀行的客戶滿意度。通過分析不同客戶群體滿意度,我們發(fā)現(xiàn)互聯(lián)網(wǎng)金融視角下長沙市工商銀行個人客戶滿意度處于較低水平,并且呈現(xiàn)出這樣的特點(diǎn)：收入層次較高的客戶群體對商業(yè)銀行滿意度低于收入層次較低的客戶群體,年齡較小區(qū)間的客戶群體對商業(yè)銀行滿意度低于年齡較大群體的客戶群體,學(xué)歷較高的群體對商業(yè)銀行滿意度低于學(xué)歷層次較低的群體。通過對不同群體客戶滿意度的研究與分析,構(gòu)建銀行產(chǎn)品與服務(wù)技術(shù)措施質(zhì)量屋。
[Abstract]:The rise of Internet finance has a full impact on the banking industry. The impact on the individual customers of commercial banks is an important aspect. The Internet financial platform not only has a wide range of participation, but also the number of participants is further expanding. Their needs represent the future of the banking products and services to some extent. Therefore, it is particularly necessary to study the satisfaction of this part of the customer group. This paper analyzes and summarizes the domestic and foreign scholars' research on Internet finance, customer satisfaction theory and QFD model in all walks of life, and through the users of Internet Finance (such as Alipay, Cai, P2P and other platforms) A questionnaire survey on customer satisfaction of customer products and services in commercial banks is conducted to collect information on customer satisfaction, and to construct an index system for evaluating the customer satisfaction of commercial banks under the Internet financial perspective by using the evaluation method of SERVQUAL scale and other classic customer satisfaction models. The merits and demerits of the method are chosen to calculate the weight of the individual customer satisfaction index, which is most suitable for this study, and through descriptive statistics, reliability and validity analysis, the basic characteristics of the customer are investigated by the questionnaire, the content of the questionnaire and the rationality of the index are tested and analyzed. Finally, the QFD model is constructed. In this paper, we excavate the factors of customer satisfaction under the perspective of Internet finance, and calculate the customer satisfaction of ICBC through the model built. By analyzing the satisfaction of different customer groups, we find that the personal customer satisfaction of Changsha industrial and commercial bank is at a low level in the perspective of Internet finance, and presents such characteristics. The higher level of customer group to the commercial bank is lower than the lower level of the income level of the customer group, the age of the customer group is lower than the older group, the higher the degree of satisfaction is lower than the lower level. Research and analysis of satisfaction, build a quality house for banking products and services technology measures.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F832.33

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本文編號：2169594