本文以 AHP 分析法为主,模糊综合分析法和 SERVOUAL 模型为辅,通过
对相关数据的分析,对交行网银服务质量提升提出了改进建议。从安全性、响应
性、移情性、便捷性、可靠性、有形性、附加功能七个维度设计了优化措施,提
出将“以质取胜”和“客户驱动”作为经营理念的核心,要进一步提升网银的安
全性,加强与客户的沟通交流以及时解决客户的需求,关注网银产品的研发,提
升网银业务的流程操作,最大限度的提升客户的使用体验感。本论文期待为我国
银行网上银行服务提升提供一定的帮助和参考
关键词:网上银行、服务质量、交通银行浙江工业大学硕士学位论文 交通银行网络银行服务质量提升研究
II
Research of Service Quality of Online Banks of the Bank
of Communications for Instance
ABSTRACT
With the popularity of internet and the fast development of online economy in
China, major banks started their websites on internet and provided online commercial
services, as a result, the amount of online bank businesses rises greatly. Generally
speaking, services offered by Chinese online banks have been improved fast and
excellent achievements have been made, however, there are also disadvantages, such
as low degrees of supporting software and hardware, out-sync between front and back
ends, low efficiency of service and etc. Under situation mentioned above, Online
Bank of Bank of Communications was used as an instance in this essay, research
background, domestic and foreign research results were analyzed, relevant data was
managed and analyzed, and it was found that the Artificial Customer Service System
of Online Bank of Bank of Communications occupied leading position in the industry,
but there is considerable room for progress on conveniences of corresponding Robot
Customer Service System, Life Service System and Online Bank App service.
In this essay, AHP Analysis Method was mainly used together with Fuzzy
Comprehensive Analysis method and Servoual Model, relevant data was analyzed and
suggestions were provided for improving service quality of Online Bank of Bank of
Communications. Meanwhile, optimization means were designed on seven
dimensions: safety, responsiveness, empathy, convenience, reliability, visibility and
additional functions; it was suggested to consider “win with high quality” and
“customer-driven” as the core of operation concept, to further enhance safety of
online banks, to strengthen communication with customers, to satisfy customers’
needs in time, to pay attention on research and development of online bank products,
to improve process operation of online bank businesses and to develop customers’
using experience to the maximum extent. Hope the essay can provide certain help and
reference for improving service quality of Chinese online banks.
Key Words :online bank; service quality; Bank of Communications
目 录
摘 要 ..I
ABSTRACT ........... II
1 绪论 ..1
1.1 研究背景与意义 ..........1
1.1.1 研究背景...........1
1.1.2 研究意义...........2
1.2 研究内容和创新点 ........2
1.2.1 研究内容...........2
1.2.2 研究方法...........3
1.2.3 研究创新点.........3
2 文献综述 ..........5
2.1 网上银行理论综述 ........5
2.1.1 网上银行概念.......5
2.1.2 网上银行特点.......5
2.2 服务质量管理理论 ........6
2.2.1 服务质量...........6
2.2.2 服务管理...........6
2.3 国内外研究综述 ..........7
2.3.1 服务质量定义.......7
2.3.2 服务质量影响因素...7
2.3.3 商业银行服务质量研究...........7
2.3.4 商业银行网上银行服务质量研究...8
3 层次分析法与模糊综合评价法.... 10
3.4.1 层次分析法........11
3.4.2 模糊综合评价法....12
4 交通银行网上银行服务质量现状分析 .......... 16
4.1 交通银行简介 ...........16
4.2 国内网上银行服务市场分析 ...........17
4.3 交通银行网上银行服务现状分析 .......19
4.3.1 交通银行网上银行存在的问题及原因..........20
5 交通银行网上银行服务质量 AHP 分析 .......... 22
5.1 网上银行服务质量评价指标体系构建 ...22
5.1.1 网上银行服务质量评价体系构建原则..........22
5.1.2 评价体系的内容....23
5.2 基于 AHP 和模糊综合评价法的交通银行网上银行服务质量评价 .....27
5.3 结合模糊数学赋值法进行评价体系结果分析 .........31
5.3.1 网上银行综合得分对比..........31
5.3.2 交通银行网上银行服务系统结果分析..........33
6 交通银行网上银行服务质量提升措施 .......... 36
6.1 安全性维度 .36
6.1.1 银行加强技术创新 ..36
6.1.2 使用者增强安全意识37
6.2 响应性维度 .38
6.3 移情性维度 .39
6.4 便捷性维度 .40
6.5 有形性维度优化措施 .....40
6.6 可靠性维度 .41
6.7 附加功能维度 ...........41
7 总结 . 45
参考文献 ...........47
附 录 .49
致 谢 .53
图目录
图 1.1 研究框架.4
图 2.1 层次分析法结构图....10
图 4.1 交通银行发展图......16
图 4.2 年-2015 年第一季度网上银行客户规模统计图18
图 4.3 2015 年第一季度我国网上银行市场份额统计 .....19
图 5.1 网银使用用途分布图..33
表目录
表 3.1 标度示意表..........11
表 3.2 判断矩阵的随机一致性指标........12
表 4.1 交通银行财务简表....17
表 5.1 交通银行网上银行服务评价指标体系23
表 5.2 问卷调查被调查者职业分布........26
表 5.3 网上银行服务评价体系指标构建....26
表 5.4 比率标度27
表 5.5 各个专家就 A12 三个子指标的权重设计..........29
表 5.6 网上银行服务评价体系指标权重设计30
表 5.7 指标选项得分设置....31
表 5.8 一级指标得分........32
表 5.9 各个人群使用网银频率占比........32
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