發(fā)布時(shí)間：2018-04-19 18:29

  本文選題：中國(guó)銀行 + 信用卡��； 參考：《渤海大學(xué)》2017年碩士論文

【摘要】：近年來,隨著中國(guó)經(jīng)濟(jì)的快速發(fā)展,居民消費(fèi)能力得到不斷提高。社會(huì)對(duì)消費(fèi)信貸需求的日益增長(zhǎng),促使信用卡逐步由便捷的支付結(jié)算工具發(fā)展成為了大眾使用最普遍的消費(fèi)信貸工具。許多商業(yè)銀行都將信用卡業(yè)務(wù)作為主營(yíng)業(yè)務(wù)之一,國(guó)內(nèi)信用卡的發(fā)卡規(guī)模十分龐大。同時(shí),在中國(guó)金融市場(chǎng)對(duì)外開放程度逐步擴(kuò)大的推動(dòng)下,外資金融機(jī)構(gòu)的信用卡業(yè)務(wù)不斷涌進(jìn)與國(guó)內(nèi)商業(yè)銀行展開了激烈競(jìng)爭(zhēng),爭(zhēng)奪相對(duì)日益稀缺的客戶資源。因此,對(duì)于國(guó)內(nèi)各商業(yè)銀行而言,如何獲得更多信用卡客戶,成為信用卡市場(chǎng)獲勝的關(guān)鍵。在這種形勢(shì)下,中國(guó)銀行實(shí)施以信用卡客戶為中心的客戶滿意戰(zhàn)略,有利于提高中國(guó)銀行信用卡業(yè)務(wù)的經(jīng)營(yíng)能力、服務(wù)管理水平以及盈利空間。本文在總結(jié)相關(guān)客戶滿意度理論的基礎(chǔ)上,以中國(guó)銀行Z分行信用卡客戶為主要研究對(duì)象。首先,對(duì)中國(guó)銀行信用卡業(yè)務(wù)的發(fā)展與經(jīng)營(yíng)現(xiàn)狀進(jìn)行分析;然后,采用問卷調(diào)研的方法,對(duì)信用卡客戶滿意度的影響因素進(jìn)行調(diào)研分析;運(yùn)用SPSS22對(duì)問卷數(shù)據(jù)進(jìn)行信度、效度分析、相關(guān)分析和回歸分析,得出影響信用卡客戶滿意度的因素包括:產(chǎn)品的創(chuàng)新能力、使用安全性、優(yōu)惠活動(dòng)、使用便捷性、信用卡的主體功能、銀行工作人員的服務(wù)態(tài)度與工作效率等。最后,根據(jù)實(shí)證分析研究結(jié)果,為中國(guó)銀行Z分行獲得更多信用卡客戶、拓展信用卡業(yè)務(wù)提出針對(duì)性的對(duì)策和建議包括:加大信用卡產(chǎn)品的創(chuàng)新力度、提高信用卡使用安全性、加大用卡優(yōu)惠活動(dòng)的力度、增強(qiáng)用卡便捷性以及全面提升客戶服務(wù)體驗(yàn)等具體措施,期望可以借此提升信用卡客戶滿意度,增強(qiáng)中國(guó)銀行Z分行信用卡業(yè)務(wù)的市場(chǎng)競(jìng)爭(zhēng)力。
[Abstract]:In recent years, with the rapid development of China's economy, the consumption capacity of residents has been continuously improved.With the increasing demand for consumer credit, the credit card has gradually developed from a convenient payment and settlement tool to the most common consumer credit tool used by the public.Many commercial banks take credit card business as one of the main business, domestic credit card issuing scale is very large.At the same time, the credit card business of the foreign financial institutions is constantly competing with the domestic commercial banks to compete for the increasingly scarce customer resources under the impetus of the opening up of the Chinese financial market.Therefore, for domestic commercial banks, how to obtain more credit card customers has become the key to the success of the credit card market.In this situation, the bank of China implements the customer satisfaction strategy with credit card customers as the center, which is helpful to improve the management ability, service management level and profit space of the credit card business of Bank of China.On the basis of summarizing the theory of customer satisfaction, this paper takes the credit card customers of Z Branch of Bank of China as the main research object.First of all, the development and management status of Bank of China credit card business are analyzed; then, the questionnaire survey method is used to investigate and analyze the influencing factors of credit card customer satisfaction; the reliability of the questionnaire data is analyzed by SPSS22.Validity analysis, correlation analysis and regression analysis show that the factors influencing the customer satisfaction of credit card include: innovation ability of products, use safety, preferential activities, convenience of use, main function of credit card,Service attitude and efficiency of bank staff.Finally, according to the results of empirical analysis, the paper puts forward some countermeasures and suggestions for Bank of China Z Branch to obtain more credit card customers and expand credit card business, including: increasing the innovation of credit card products and improving the security of credit card use.In order to enhance the credit card customer satisfaction and enhance the market competitiveness of the credit card business of the Bank of China Z Branch, the specific measures such as increasing the use of credit card preferential activities, enhancing the convenience of using the card and enhancing the customer service experience in an all-round way are expected.
【學(xué)位授予單位】：渤海大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.2;F274

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本文編號(hào)：1774221