华北水利
利水电大学硕士
II+
士学位论文
+
摘要
III
中信银行XX分行客户满意度分析与服务优化
摘 要
我国商业银行体制改革逐步深化，金融市场呈现多元化，融资和投资渠道也
日趋多元化，金融市场的竞争越来越激烈，银行市场已经呈现出买方市场的特征
随着银行准入门槛逐步放开，我国商业银行面临的压力越来越大，外资银行逐渐
进入我国金融市场，他们凭借先进的经营理念在我国迅速发展，国内商业银行也
不断提高自己的综合实力，希望在激烈的竞争中保持有利地位。金融服务的产生
和消费呈现出“同一性”，客户在无形中介入到金融服务生产过程中，因此，客
户满意度对银行来说至关重要。目前很多企业都将客户满意定为企业发展目标，
让客户满意的内容包括其产品和服务质量、品牌形象、企业文化内涵等，只有设
法让客户满意，才能不断地提高自身的竞争力，吸引更多的客户，才有可能获得
更多对企业忠诚的客户，创造更多的价值
本文以中信银行XX分行为背景，遵循借鉴国内外研究理论到实际应用的思
路，通过文献研究和实证研究，构建客户满意度指标体系，采取问卷调查法收集
数据进行数据统计，了解中信银行XX分行客户满意度当前总体情况，再通过定
量分析与定性分析、理论模型分析与实际分析相结合的方法，辅以商业银行专家
和员工座谈讨论，对客户期望进行分类，构建满意度测评指标体系，提出提高中
信银行XX分行客户满意度的对策和建议，为中信银行XX分行防止顾客流失，提
高服务质量及客户满意度提供有力的指导和借鉴
关键词：中信银行；客户满意度；满意度指标
ABSTRACT
IV
CUSTOMER SATISFACTION ANALYSIS AND SERVICE
OPTIMIZATION OF CITIC BANK XX BRANCH
ABSTRACT
The institutional reform of commercial banks in our country has been gradually
deepened, the financial markets have diversified, the financing and investment
channels have also become increasingly diversified, the competition in the financial
markets has become more and more fierce, and the banking market has shown the
characteristics of the buyer's market.With the gradual liberalization of bank access
threshold, the pressure on China's commercial banks is increasing. Foreign banks are
gradually entering the financial market in our country. With their advanced
management concepts, they have been developing rapidly in our country. The
domestic commercial banks have also continuously improved their overall strength ,
Hoping to maintain a favorable position in the fierce competition.The generation and
consumption of financial services show identity, and customers are virtually
involved in the production of financial services. Therefore, customer satisfaction is of
crucial importance to banks. At present, many enterprises regard customer satisfaction
as the goal of enterprise development. The content of customer satisfaction includes
the quality of their products and services, brand image and connotation of corporate
culture. Only by trying to satisfy customers, can they constantly improve their
competitiveness and attract more More customers, it is possible to obtain more loyal
customers to create more value.
This article takes CITIC Bank XX branch as the background, follows the
reference of domestic and foreign research theory to practical application of ideas,
through literature research and empirical research, builds the customer satisfaction
index system, uses the questionnaire survey method to collect the data to carry on the
华北水利水电大学硕士学位论文
V
data statistics, to understand the CITIC Bank XX Branch Customer satisfaction,
the current overall situation, and then through quantitative analysis and qualitative
analysis, theoretical model analysis and practical analysis of a combination of
methods, supported by commercial bank experts and employees to discuss and discuss
the customer expectations classification, build satisfaction evaluation index system,
put forward Suggestions and measures for improving customer satisfaction at XX
branch of CITIC Bank will provide strong guidance and reference for XX Bank of
China CITIC Bank in preventing customer loss, improving service quality and
customer satisfaction.
Key words: CITIC Bank; Customer satisfaction; Satisfaction index。