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I本科生毕业论文（设计）商业银行客户满意度研究分析学生姓名：刘晓金学号：32010022126学院（系）：工商管理学院专业（方向）：市场营销指导教师：赵冰2014年5月II商业银行客户满意度研究分析摘要随着市场竞争的日益加剧，金融业的全面对外开放，以及入世后外资银行的大量涌入和大量地方性银行的急速扩张给银行业带来了前所未有的挑战。客户满意度是指客户对商业银行提供的金融产品、服务质量、让渡价值等的满意程度。我国的客户满意度方面的研究要比国外起步晚，经验相对来说不够丰富，具体表现在客户满意度评价的指标不合理，银行中管理与执行人员对客户满意度的提高总是抓不到关键因素。因此，对我国商业银行进行客户满意度影响因素的研究分析具有很重要的现实意义。本文在国内外客户满意度研究的基础上，对我国商业银行这一特殊对象的进行深入研究。总结前人对客户满意度的研究、相关理论的基础上，提出一系列的影响客户满意度的影响因素，再根据这些影响因素与客户满意度理论构建适合于商业银行客户满意度模型，并按照测评模型的要素进行实证调查。本文以北京地区5个银行为例在北京地区发放满意度调查问卷，调查人们对商业银行的满意状况，并对调查的数据进行整理分析。针对测评模型的调查结果，提出如何有效地提高客户满意度的对策。【关键词】客户满意度影响因素测评模型IIIABSTRACTWiththeincreasingcompetitioninthemarket,thatfinancialindustryfullyopen,aswellastherapidexpansionofalargenumberofforeignbanksandlocalbankshasbroughtunprecedentedchallengestothebankingindustry.Customersatisfactionreferstocustomers’attitudestofinancialproducts,servicequalityanddeliveredvalueprovidedbycommercialbanks.ResearchesoncustomersatisfactioninChinastartedlaterthanabroad,relativelynotrichenoughexperience.Especially,customersatisfactionevaluationindexisnotreasonable,andmanagersinbanksdon’talwaysholdthekeytoimprovecustomersatisfaction.Therefore,analysisoncustomersatisfactionforChina'scommercialbankshasimportantpracticalsignificance.Basedondomesticandinternationalcustomersatisfactionresearch,thepapercarriesoutin-depthstudyofthisparticularobject.Summaryofpreviousresearchoncustomersatisfactionandrelevanttheories,thethirdpartputsforwardaseriesoffactorsaffectingcustomersatisfaction.Accordingtothesefactorsandcustomersatisfactiontheories,thenextpartbuildscustomersatisfactionmodelsuitableforcommercialbanks,andadoptsempiricalinvestigationinaccordancewiththeelementsoftheevaluationmodel.Inthispaper,aimtofivebanksinBeijing,theauthorissuessatisfactionsurveystoinvestigatepeople'ssatisfactiononcommercialbanks,andanalyzesthesedata.Inlastpart,theauthorwithsurveyresultsproposessomeeffectivesuggestionsonimprovingcustomersatisfactionandmakesaconstructiveconclusion.【Keywords】customersatisfaction;influencefactors;evaluationmodelIV目录1.引言...................................................................................................................................11.1研究背景..................................................................................................................11.2选题意义与目的......................................................................................................12.商业银行客户满意度研究相关概念...............................................................................32.1文献综述..................................................................................................................32.1.1国外客户满意度研究现状........................................................................32.1.2国内商业银行客户满意度研究现状........................................................32.1.3文献综述总结............................................................................................42.2顾客满意与顾客满意度..........................................................................................42.2.1顾客满意....................................................................................................42.2.2顾客满意度................................................................................................52.3商业银行客户满意度理论......................................................................................53.商业银行客户满意度测评体系研究...............................................................................63.1商业银行客户满意度测评影响因素......................................................................63.1.1银行服务环境............................................................................................63.1.2银行员工服务............................................................................................63.1.2银行金融产品............................................................................................73.2商业银行客户满意度测评模型建立......................................................................84.商业银行客户满意度实证分析.......................................................................................94.1调查问卷设计..........................................................................................................94.1.1调查目标选择............................................................................................94.1.2问卷设计原则............................................................................................94.1.3问卷的基本框架......................................................................................104.2商业银行客户满意度调查结果分析....................................................................104.2.1样本分布..................................................................................................104.2.2各银行满意度情况.................................................................................114.2.3满意度问题综合结果分析......................................................................125.有效提升商业银行客户满意度的建议.........................................................................145.1客户满意度矩阵....................................................................................................145.2客户不满意机理分析..