目 录
1. 绪 论 1
1.1 研究背景1
1.2 研究意义2
1.2.1 理论意义 2
1.2.2 现实意义 2
1.3 研究方法2
1.4 研究框架3
2. 文献综述 6
2.1 客户满意的概念及发展过程 6
2.2 客户满意度的测量 6
2.3 满意度的影响因素 7
3. 顾客满意度对民营银行的影响 9
3.1 民营银行的形成及发展 9
3.1.1 民营银行的界定 9
3.1.2 民营银行的形成背景 10
3.1.3 民营银行的发展现状 11
3.2 满意度对民营银行的作用 11
3.3 MT 银行设立背景及发展现状12
3.3.1 MT 银行设立的背景13
3.3.2 MT 银行发展现状13
3.3.3 MT 银行机构设置15
3.4 MT 银行提供的个人业务服务16
3.4.1 个人存款业务 16
3.4.2 个人贷款业务 18
3.5 MT 银行提升顾客满意度的策略19
4. 银行顾客满意度指标体系 20
4.1 银行顾客满意度影响因素分析 20
4.1.1 产品及价格因素 20
4.1.2 服务因素 21
4.1.3 顾客抱怨 21
4.2 初步建立顾客满意度指标体系 22
4.2.1 指标建立原则 22II
4.2.2 指标体系构建流程 23
4.2.3 顾客满意度指标体系的建立 24
4.3 利用因子分析法筛选指标 24
4.3.1 因子分析法 24
4.3.2 问卷调查样本分析 25
4.3.3 问卷调查样本数据分析 26
4.4 建立 MT 银行顾客满意度指标体系 30
5. MT 银行顾客满意度分析 32
5.1 MT 银行顾客满意度计算 32
5.1.1 三级指标的满意度和重要度计算 32
5.1.2 二级指标的满意度和重要度计算 34
5.1.3 一级指标的满意度和重要度计算35
5.2 MT 银行存在问题分析 35
5.2.1 员工综合素质较低 35
5.2.2 业务流程繁琐 35
5.2.3 顾客投诉处理机制不完善 36
5.2.4 服务收费偏高 36
6. 民营银行顾客满意度提升策略 37
6.1 加强员工培训，提高员工素质 37
6.2 简化业务流程，提高服务效率 37
6.3 处理好关键时点服务 39
6.4 完善顾客投诉机制 39
6.5 统筹规划布局营业网点体系 41
7. 结论与展望 42
7.1 研究结论42
7.2 不足与展望42
参考文献44
附 录46
致 谢491
摘 要
当前，各种资本控股的银行在我国都得到快速发展。民营银行作为其中的一
员，在资本不占优势，行业知名度不如国有银行，发展历史短等不利条件下，如
何在与外资银行、大型国有银行的竞争中获得一席之地，成为困扰当前民营银行
的一个难题。银行是服务型产业，消费者看中的银行服务是其可以为自己带来切
实利益，而非银行背后的资本构成。如今这个以顾客为导向的时代，客源规模成
了左右企业命脉的关键。顾客不再单一地仅仅重视产品或者服务的价格，而是同
时更重点关注服务质量。因此，对于服务的满意度将直接决定顾客的去留。商业
银行通过改善服务质量来提高顾客满意度和顾客忠诚度，从而维持与顾客的长期
合作关系，此举成为商业银行获得竞争优势，增强竞争力的有效途径。因此，有
必要对民营银行的顾客满意度体系进行研究，并将其应用在银行的实际评估中，
增强民营银行的竞争力

本文主要研究的是民营银行个人业务顾客满意度评估体系的构成和该体系在
实际中的应用。并以浙江省一家民营资本最为活跃的民营银行——MT 银行为例，
进行了顾客满意度分析。论文采用文献综述法，对满意度、民营银行、银行满意
度等概念进行了阐释；采用问卷调查法，编制了《MT 银行顾客满意度调查问卷》，
对收集到的问卷应用 SPSS 软件进行了因子分析，希望找出服务质量中影响顾客
满意度的关键因子；并借助相关的文献，构建了民营银行个人业务顾客满意度评
估体系；以 MT 银行为例运用实证研究的方法，介绍了如何应用此评估体系

民营银行发展中存在的问题具有一定的普遍性，如员工综合素质需进一步提
高，业务流程繁琐，顾客投诉处理机制不完善，服务收费偏高等。针对分析考察
出的浙江省民营银行的发展问题，本文提出了相应的对策和建议，包括：加强员
工培训，提高员工素质；简化业务流程，提高服务效率，处理好关键时点的顾客；
健全顾客反馈机制；统筹规划布局营业网点体系

关键字：民营银行；满意度；评估体系；应用研究Abstract
At present, all kinds of capital holding banks in China have the rapid development.
As one of them, private banks has many disadvantages, such as less capital, less
famous than State-owned Banks, short history and so on. How to compete with foreign
Banks, large state-owned banks successfully is a problem to private banks. Bank is a
service-oriented industry, consumers focus on Interests rather than the capital
formation which banks give to them. Customers become the master key to enterprise
lifeblood in the customer oriented times. They not only pay attention to the price of a
product or service, and also pay more attention to the quality of service. Service
satisfaction will directly determines the future of the banks. Commercial banks
enhance customer satisfaction and customer loyalty through improving the service
quality to develop long-term relations of cooperation with customers. It is a effective
way for commercial Banks to gain competitive advantage and enhance competitiveness.
So it is very necessary to study customer satisfaction of private bank system, and apply
it to the practical assessment of the bank to enhance the competitiveness of the private
bank.
This paper mainly studies the composition of private bank personal business
customer satisfaction evaluation system and application of it. Paper puts MT bank as a
example which has the most active capital in private bank in Zhejiang province and
study the customer satisfaction of it. The paper explains satisfaction, private bank,
bank of satisfaction by using literature review and use questionnaire survey to make
《MT bank customer satisfaction questionnaire》.The paper applies SPSS software to
the collect questionnaires for factor analysis, hoping to find out the key factors of
customer satisfaction in the quality of service. In addition, with the help of the relevant
literature, the article builds the private bank personal business customer satisfaction
evaluation system, adopts the method of empirical study to MT bank, and introduces
how to apply assessment system .
The shortcomings existing in the development of private bank has a certain
universality, such as not ideal employees comprehensive quality, business process
trival、 bad customer complaint handling mechanism、high service charge. This paper
puts forward the corresponding countermeasure and the suggestion based on what is
mentioned above, such as enhance staff service consciousness, improve employees39;
comprehensive quality; simplify the business process, improve the service efficiency3
and handle the key point of customers; build perfect customer feedback mechanism
and system overall planning layout of the branches.
Keywords: Private Banks；Satisfaction；Evaluation system；Application1. 绪 论1. 绪 论
1.1 研究背景
目前，人们手上可支配的剩余收入越来越多，大量的民间资本流向金融行业，
使得我国金融业得到
。。。。。。以上简介无排版格式，详细内容请下载查看