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MBA毕业论文_银行B分行零售业务客户流失管理策略研究PDF

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近年来随着利率市场化进程的加快、互联网金融的兴起以及金融监管的加强,商业 银行面临着越来越激烈的竞争,特别是针对零售业务客户的竞争。目前商业银行中的客 户流失率逐年提高,对银行的健康发展造成了阻碍。 本文在对商业银行零售业务、客户流失、客户关系管理等相关的理论进行梳理后, 以A银行B分行为研究对象,根据实证资料及相关数据,采用调查研究、对比分析、 统计分析等研究方法,对A银行B分行零售业务客户流失管理策略展开深入研究和剖 析。 首先简要分析了银行零售业务客户流失的研究背景和意义,系统地分析了国内外研 究现状的基础上,构建了文章的结构和体系。其次,对银行个人零售业务、客户流失理 论进行界定和分析,以A银行B分行为例,利用问卷调查法、案例分析法对其零售业 务和零售业务客户流失现状进行研究,发现客户满意度低;客户忠诚度不够;不同银行 之间的竞争;客户管理不到位等上述因素,是造成客户流失的主要原因。最后,通过研 究发现:对比于赢得新客户,挽留一名老客户且提高其忠诚度对银行而言更具有价值。 针对A银行B分行客户管理的局限性,对客户价值的认识存在差异,挽留客户的策略 单一等现状,本文分别从提升客户满意度、重视客户关系管理、推出产品交叉销售、营 造良好的企业文化等四个大的方面给出改进策略。针对A银行B分行客户流失的问题, 进行深层次地剖析,探究需要客户挽留的可行性,有的放矢地制定相关措施。 关键词:银行零售业务;客户流失;客户关系管理 II Abstract Inrecentyears,withtheaccelerationofinterestrateliberalization,theriseofInternet financeandthestrengtheningoffinancialregulation,commercialBanksarefacing increasinglyfiercecompetition,especiallyforretailcustomers.Atpresent,thecustomerchurn rateincommercialBanksisincreasingyearbyyear,whichhindersthehealthydevelopment ofBanks. Basedontheretailbusinessofcommercialbank,customerchurn,customerrelationship management,andotherrelatedtheorytocomb,withAbankBbranchastheresearchobject, basedonempiricaldataandrelateddata,theinvestigationandstudy,contrastanalysis, statisticalanalysisandotherresearchmethods,theretailbusinessofAbankBbranch customerchurnmanagementstrategy,intensiveresearchandanalysis. Firstly,thispaperbrieflyanalyzestheresearchbackgroundandsignificanceofcustomer churninretailbusinessofBanks,systematicallyanalyzestheresearchstatusathomeand abroad,andconstructsthestructureandsystemofthispaper.Secondly,itdefinesandanalyzes thetheoryofpersonalretailbusinessandcustomerlossofBanks.TakingbankBbranchasan example,itstudiesitsretailbusinessandthecurrentsituationofcustomerlossofretail businessbymeansofquestionnairesurveyandcaseanalysis.Insufficientcustomerloyalty; CompetitionbetweendifferentBanks;Customermanagementisnotinplaceandotherfactors, isthemaincauseofcustomerloss.Finally,thestudyfoundthatretaininganoldcustomerand improvingitsloyaltywasmorevaluabletothebankthanwinningnewcustomers.Inviewof thelimitationsofcustomermanagementofbankAandbankBbranch,differencesin understandingofcustomervalue,singleretentionstrategies,etc.,thispaperproposes improvementstrategiesfromfouraspects,namely,improvingcustomersatisfaction,attaching importancetocustomerrelationshipmanagement,launchingcross-sellingproducts,and buildingAgoodcorporateculture.InviewoftheproblemofcustomerlossofbankAand branchB,in-depthanalysisiscarriedouttoexplorethefeasibilityofcustomerretention,and relevantmeasuresareformulatedwithAdefiniteaim. Keywords:Bankretailbusiness;customerchurn;Customerrelationshipmanagement III 目录 第一章绪论....................................................................................................................................................1 1.1研究背景及意义...................................................................................................................................1 1.1.1研究背景................................................................................................................................1 1.1.2研究意义...............................................................................................................................2 1.2国内外研究现状....................................................................................................................................3 1.2.1国外相关文献回顾................................................................................................................3 1.2.2国内相关文献回顾................................................................................................................4 1.3研究思路与方法...................................................................................................................................5 1.3.1研究思路...............................................................................................................................5 1.3.2研究方法...............................................................................................................................5 1.4技术路线图...........................................................................................................................................6 1.5创新之处...............................................................................................................................................6 第二章相关概念与基本理论.........................................................................................................................8 2.1商业银行零售业务...............................................................................................................................8 2.2客户流失...............................................................................................................................................9 2.2.1客户流失概念.......................................................................................................................9 2.2.2客户流失的类型...................................................................................................................9 2.3银行零售业务客户流失基础理论.....................................................................................................11 2.3.1客户关系管理概述.............................................................................................................11 2.3.2客户流失理论.....................................................................................................................12 2.4商业银行客户的满意度与忠诚度.....................................................................................................13 第三章A银行B分行零售业务客户流失现状分析....................................................................................15 3.1A银行简介........................................................................................................................................15 3.2A银行B分行个人零售业务现状....................................................................................................15 3.2.1A银行B分行基本情况....................................................................................................15 3.2.2A银行B分行个人零售业务发展概况............................................................................16 3.3A银行B分行客户流失的问卷调查分析..........................................................................................16 3.3.1客户流失的文本数据分析.................................................................................................16 3.3.2客户流失的问卷调查分析.................................................................................................20 3.3.3调查问卷内容及结果分析.................................................................................................20 第四章A银行B分行零售业务客户流失原因............................................................................................27 4.1客户满意度低下.................................................................................................................................27 4.2客户忠诚度不够.................................................................................................................................27 IV 4.3银行业以外带来的竞争.....................................................................................................................28 4.4客户关系