【正文】 .. 3 國(guó)外客戶滿意度研究現(xiàn)狀 ........................................................................ 3 國(guó)內(nèi)商業(yè)銀行 客戶滿意度研究現(xiàn)狀 ........................................................ 3 文獻(xiàn)綜述總結(jié) ............................................................................................ 4 顧客滿意與顧客滿意度 .......................................................................................... 4 顧客滿意 .................................................................................................... 4 顧客滿意度 ................................................................................................ 5 商業(yè)銀行客戶滿意度理論 ...................................................................................... 5 3. 商業(yè)銀行客戶滿意度測(cè)評(píng)體系研究 ............................................................................... 6 商業(yè)銀行客戶滿意度測(cè)評(píng)影響因素 ...................................................................... 6 銀行服務(wù)環(huán)境 ............................................................................................ 6 銀行員工服務(wù) ............................................................................................ 6 銀行金融產(chǎn)品 ............................................................................................ 7 商業(yè)銀行客戶滿意度測(cè)評(píng)模型建立 ...................................................................... 8 4. 商業(yè)銀行客戶滿意度實(shí)證分析 ....................................................................................... 9 調(diào)查問(wèn)卷設(shè)計(jì) .......................................................................................................... 9 調(diào)查目標(biāo)選擇 ............................................................................................ 9 問(wèn)卷設(shè)計(jì)原則 ............................................................................................ 9 問(wèn)卷的基本框架 ...................................................................................... 10 商業(yè)銀行客戶滿意度調(diào)查結(jié)果分析 .................................................................... 10 樣本分布 .................................................................................................. 10 各銀行滿意度情況 ................................................................................. 11 滿意度問(wèn)題綜合結(jié)果分析 ...................................................................... 12 5. 有效提升商業(yè)銀行客戶滿意度的建議 ......................................................................... 14 客戶滿意度矩陣 .................................................................................................... 14 客戶不滿意機(jī)理分析 ............................................................................................ 15 針對(duì)本研究的建議 ................................................................................................ 16 服務(wù)戰(zhàn)略層面 .......................................................................................... 16 服務(wù)執(zhí)行層面 .......................................................................................... 17 結(jié)論 ...................................................................................................................................... 19 參考文獻(xiàn) .............................................................................................................................. 20 附錄 ...................................................................................................................................... 21 致謝 ...................................................................................................................................... 23 VII 圖目錄 圖 1 商業(yè)銀行客戶滿意度測(cè)評(píng)模型 ……………………………..……………………………………….8 圖 2 問(wèn)卷地區(qū)樣本分布 ……………………………..………………………………………..……………….10 圖 3 客戶流失 5%對(duì)企業(yè)利潤(rùn)的影響 ……………………………..……………………………………..14 圖 4 客戶滿意度矩陣 ……………………………..………………………………………..……………………14 圖 5 服務(wù)質(zhì)量差距圖 ……………………………..………………………………………..……………………16 VIII 表目錄 表 1 問(wèn)卷客戶樣本分布 ……………………………..………………………………………..………………….11 表 2 商業(yè)銀行滿意度得分情況 ……………………………..………………………………………..……….12 表 3 商業(yè)銀行客戶滿意度影響因素匯總 ……………………………..………………………………….121 1. 引言 研究背景 信息時(shí)代的到來(lái)，國(guó)內(nèi)銀行業(yè)競(jìng)爭(zhēng)日益激烈，尤其是在中國(guó)金融市場(chǎng)全面對(duì)外開(kāi)放之后，外國(guó)銀行的大量涌入在國(guó)內(nèi)形成了一個(gè)商業(yè)漩渦。s satisfaction on mercial banks, and analyzes these data. In last part, the author with survey results proposes some effective suggestions on improving customer satisfaction and makes a constructive conclusion. 【 Keywords】 customer satisfaction。 【關(guān)鍵詞】 客戶滿意度 影響因素 測(cè)評(píng)模型 V ABSTRACT With the increasing petition in the market, that financial industry fully open, as well as the rapid expansion of a large number of foreign banks and local banks has brought unprecedented challenges to the banking industry. Customer satisfaction refers to customers’ attitudes to financial products, service quality and delivered value provided by mercial banks. Researches on customer satisfaction in China started later than abroad, relatively not rich enough experience. Especially, customer satisfaction evalu