摘要
I
摘要
现代商业银行属于服务行业，就其本质而言，同一般工商企业一样，其经营
目标是在满足顾客需求的前提下追求利润的最大化。没有顾客，商业银行就失去
了生存的基础，这是任何商业银行都无法回避的事实。伴随着我国金融体制改革
的不断深入，国有商业银行“一统天下”的局面被打破，各种股份制银行、合资
银行纷纷出现，再加上一些国外著名的跨国银行争先在我国抢滩登陆，这些都进
一步加剧了我国银行服务行业的竞争

随着人们生活水平的逐步提高，消费者对银行服务业的需求也处在不断变化
之中，而且顾客金融意识日益增强，选择日趋理性化，金融服务的“买方市场”
逐渐明显。在这样的形势下，我国商业银行要想求得生存，获得发展，必须切实
转变经营观念，实施顾客满意战略。提高顾客满意度是商业银行提升自身核心竞
争力的必要手段，充分了解顾客的需求，将顾客满意作为各个商业银行的核心战
略，做到让顾客满意对商业银行提高核心竞争力及其重要

本文以济南某商业银行的顾客作为研究对象，对国内外满意度相关理论以及
满意度测评模型研究的基础上，结合济南某商业银行的实际情况，构建了商业银
行顾客满意度模型的评价指标体系，并构建了包含顾客期望、感知价值、商业银
行形象、感知质量、顾客满意度和顾客忠诚度的结构方程模型，其中商业银行顾
客满意度模型以顾客期望、感知价值、感知质量和商业银行形象作为前因变量，
以顾客满意度和顾客忠诚度作为结果变量，通过对济南市某商业银行的顾客的问
卷调查，通过获得的调查数据，首先运用 SPSS20.0 对数据进行了信效度分析，
再运用 AMOS20.0 采用最大似然估计方法对本文所构建的商业银行顾客满意度
测评模型进行了统计分析。最后针对模型评价结果，有针对性提出了提高商业银
行顾客满意度的相关建议

关键词：顾客满意度；商业银行；结构方程模型山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
Modern commercial banks belong to service industry. In terms of essence,
commercial banks are similar to ordinary industrial and commercial enterprises,
whose business goal is to maximize profits on the premise of meeting customers’
needs. Without customers, commercial banks will lose survival foundation, which is
an inevitable fact that every commercial bank should face. With the deepening of
China’s financial system reform, the domination of state-owned commercial banks no
longer exists. Moreover, the advent of various joint-stock banks, share-holding banks
and some famous multi-national banks further intensifies the competition in China’s
banking industry.
With the gradual improvement of people’s living standard, consumers’
requirements on service industry are also changing. Besides, customers’ awareness of
finance is enhanced increasingly and their selection becomes rational day by day.
Hence, the buyer’s market in financial service industry becomes obvious. In such a
situation, to survive in the fierce competition and gain long-term development,
China’s commercial banks must change operational ideas and implement customer
satisfaction strategy. To raise customer satisfaction degree is a necessary means for
commercial banks to
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