随着近年来经济的飞速发展，我国的银行业发展也进入了一个新的时代，尤其是 互联网金融的异军突起给传统商业银行的发展带来了巨大的挑战。而传统商业银行体 系中，大部分利润来源和中间收入都来自于个人客户，因此，提升客户满意度就成为 商业银行需要思考的重要问题。本文以农行GC支行个人客户作为主要研究对象，建 立了结合网点转型特殊背景因素的客户满意度调查模型，在传统客户满意度模型六个 要素的基础上，构建了本文的客户满意度模型，并以此为基础设计调查问卷。 本文以农行GC支行为例，在阐述客户满意度指标体系构建相关的理论基础上， 结合目前网点转型时期的特殊背景，从网点转型的内涵、转型概况、转型后的网点硬 件以及服务提升几个方面分析目前网点转型期间的客户满意度及其影响因素。在分析 调查的过程中，本文先梳理了国内外关于客户满意的相关文献，整理出六个基本要素， 结合工作实际和当前农行GC支行的实际，增加了第七个要素转型工作，确定了调查 方法和形式，然后发放问卷并进行收回，最后进行数据的分析和整理。以分析整理的 数据结果为基础，发现目前农行GC支行存在的问题，并从四个方面对发现的问题进 行分析，找出问题存在的原因。最后根据发现的问题及原因分析有针对性地提出了关 于提高客户满意度的相关策略。 关键词：银行网点转型；客户满意度；客户满意度模型；问卷调查 III Abstract With the rapid development of economy in recent years, the development of banking industry in China has entered a new era. In particular, the emergence of Internet finance has brought a great challenge to the development of traditional commercial banks. In the traditional commercial bank system, most of the profit sources and intermediate income come from customers, therefore to improve customer satisfaction has become an important issue for commercial banks. Taking the individual customer of the GC branch of the Agricultural Bank of China, as the main research object, this paper establishes a customer satisfaction survey model combining with the special background factors of the bank outlets transformation. Based on the six elements of the traditional customer satisfaction model, constructs the customer satisfaction model, and designs the questionnaire based on it. This paper takes the example of GC branch behavior of the Agricultural Bank of China, on the basis of the theory of constructing the customer satisfaction index system. This paper analyzes the customer satisfaction and its influencing factors during the network transformation from the aspects of the connotation, the general situation, the hardware and the service promotion.In the process of analyzing the investigation, this article first combed the relevant documents about customer satisfaction at home and abroad, sorted out six basic elements, combined with the actual work practice and the current practice of the GC branch of the Agricultural Bank of China, innovated the seventh element, and determined the investigation method and form. The questionnaire is then distributed and retrieved, and the data is analyzed and collated. Based on the results of the analysis and consolidation, we find out the problems existing in the GC branch of the agricultural bank, and analyze the problems found from four aspects to find out the reasons for the problems. Finally, according to the problems and reasons found, the author puts forward some relevant strategies to improve customer satisfaction. Key word: Bank outlets transformation; customer satisfaction; customer satisfaction model; questionnaire IV 目 录 第一章 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 研究方法和研究内容.................................................................................................- 3 - 1.2.1 研究方法..........................................................................................................- 3 - 1.2.2 研究内容..........................................................................................................- 3 - 第二章 理论基础与文献综述..........................................................................................- 5 - 2.1 客户满意度相关概念.................................................................................................- 5 - 2.2 客户满意度特性及影响因素.....................................................................................- 5 - 2.2.1 客户满意度特性..............................................................................................- 5 - 2.2.2 客户满意度影响因素......................................................................................- 6 - 2.3 国内外研究现状.........................................................................................................- 8 - 2.3.1 国外研究现状..................................................................................................- 8 - 2.3.2 国内研究现状..................................................................................................- 8 - 第三章 农行GC支行客户满意度调查设计................................................................- 11 - 3.1 农行GC支行情况简介.............................................................................................- 11 - 3.2 农行GC支行网点转型现状.....................................................................................- 11 - 3.3 农行GC支行转型中客户满意度概述.....................................................................- 12 - 3.3.1 个人客户界定................................................................................................- 12 - 3.3.2 个人客户的特征............................................................................................- 12 - 3.4 农行GC支行转型过程中客户满意度调查.............................................................- 12 - 3.4.1 调查问卷内容................................................................................................- 12 - 3.4.2 调查对象........................................................................................................- 13 - 3.4.3 调查问卷设计................................................................................................- 13 - 3.4.4 问卷发放与回收............................................................................................- 17 - 3.5 数据统计结果分析...................................................................................................- 18 - 3.5.1 基本信息统计结果........................................................................................- 18 - V 3.5.2 个人客户满意度相关因素统计结果分析....................................................- 21 - 第四章 农行GC支行客户满意度存在问题................................................................- 29 - 4.1 影响个人客户满意度的重要问题统计分析...........................................................- 29 - 4.2 农行GC支行个人客户满意度存在问题及原因分析.............................................- 29 - 4.2.1 品牌形象方面存在问题及原因....................................................................- 29 - 4.2.2 金融产品方面存在问题及原因....................................................................- 30 - 4.2.3 服务质量方面存在问题及原因....................................................................- 30 - 4.2.4 环境与设施情况方面存在问题及原因........................................................- 33 - 4.3本章小结...................................................................................................................- 34 - 第五章 农行GC支行个人客户满意度提升策略........................................................- 35 - 5.1 及时更新维护硬件设施...........................................................................................- 35 - 5.2 科学合理配置网点柜台..............................................................