在面对互联网金融、移动网络时代等快速发展对传统银行业发展带来的冲击和挑 战，全面推动NC农商银行业务转型，是提升服务水平和金融市场竞争力的关键。围 绕此次网点转型工作在全省范围内的全面开展，各地农商银行从推动电子银行业务发 展，开展证券、保险、理财等多元金融化服务，推行文明规范服务等方面着手，不断 转变经营模式，全面提升客户体验感和满意度，增强了社会美誉度，为树立良好的现 代银行品牌形象不断努力。在市场竞争中，银行不仅要注重拓展市场，挖掘更多的客 户源，更重要的是留住顾客。通常情况只有顾客感受到良好的服务往往会产生满意， 这种满意会驱动顾客的行为，因此了解顾客的满意与不满意之处，采取行之有效的措 施进行满意巩固和不满意改善，可以赢得顾客的信赖，进而使得银行在市场竞争中占 据优势。基于此笔者试图解决以下问题：（1）通过查阅国内外研究分析了解当前银行 顾客满意度研究现状，分析总结哪些因素影响顾客满意度；（2）构建适用于NC农商 银行顾客满意度的研究模型，分析这些因素的影响程度；（3）分析当前NC农商银行 顾客满意度中存在的问题并采取针对性的解决措施。因此对NC农商银行顾客满意度 进行调研，有助于改善NC地区农商银行金融服务满意度，提高金融服务能力。 本文第一部分是绪论，首先介绍了本文研究的行业背景和研究对象NC农商银行 的发展背景，简略概括了本文拟解决的问题，以及论文的理论意义和实践意义；并概 述了本文的研究内容和研究方法，研究的创新之处。第二部分是理论综述，阐述了顾 客满意和顾客满意度的概念，分析了顾客满意度的重要性，并通过翻阅国内外文献了 解银行顾客满意度的现状，根据研究现状进行文献述评。第三部分是研究设计，本文 在文献研究的基础之上构建测评模型并提出研究假设，根据研究目的设计适合的测量 指标，并设计调查问卷。第四部分是数据分析，根据收集的数据进行样本回收和个性 II 特征分析，进行信、效度分析、因子分析，并运用线性回归分析方法验证研究假设； 最后在回归分析的基础之上进行描述性统计分析，发现有效影响因素中存在的具体问 题。第五部分是结论及建议，根据数据分析得出的研究结果，发现的问题提出行之有 效的解决措施。 关键词：银行；顾客满意度；影响因素；建议 III ABSTRACT InthefaceoftheimpactandchallengesbroughtbytherapiddevelopmentofInternet financeandmobilenetworkeraonthedevelopmentoftraditionalbanking,promotingthe transformationofNCagriculturalandcommercialbankingbusinessisthekeytoimprovethe servicelevelandthecompetitivenessoffinancialmarkets.Aroundthisnetwork transformationworkintheprovincetocarryoutacomprehensive,localagriculturaland commercialbankstopromotethedevelopmentofe-bankingbusiness,securities,insurance, financingandotherdiversifiedfinancialservices,theimplementationofcivilizedand standardizedservicestostart,constantlychangingbusinessmodels,comprehensivelyenhance customerexperienceandsatisfaction,andenhanceThereputationofsocietyhasbeenworking hardtoestablishagoodbrandimageofmodernbanks.Inthemarketcompetition,banks shouldnotonlyfocusonexpandingthemarket,tappingmorecustomersources,more importantly,retaincustomers.Usually,onlythecustomerfeelsgoodserviceoftenproduces satisfaction.Thissatisfactionwilldrivethecustomer'sbehavior.Therefore,understandingthe customer'ssatisfactionanddissatisfactionandtakingeffectivemeasurestoconsolidateand improvethesatisfactioncanwinthecustomer'strustandmakethebankoccupythemarket competition.Advantage.Basedonthis,theauthortriestosolvethefollowingproblems:(1) throughconsultingdomesticandforeignresearchtounderstandthecurrentstatusofbank customersatisfaction,analysisandsummaryofwhatfactorsaffectcustomersatisfaction;(2) tobuildaresearchmodelforNCAgriculturalCommercialBankcustomersatisfaction, analysisoftheimpactofthesefactors;(3)analysiswhenTheproblemsofcustomer satisfactionintheformerNCagriculturalandcommercialbankwereanalyzedandtargeted measuresweretaken.Therefore,theresearchoncustomersatisfactionofNCAgricultural IV CommercialBankishelpfultoimprovethefinancialservicesatisfactionandfinancialservice abilityofNCAgriculturalCommercialBank. Thefirstpartofthispaperistheintroduction,firstofall,itintroducesthebackgroundof theindustryandtheresearchobjectofNCAgriculturalCommercialBank,briefly summarizestheproblemstobesolvedinthispaper,aswellasthetheoreticalandpractical significanceofthepaper,andsummarizestheresearchcontentsandmethodsofthispaper, researchinnovation.Thesecondpartisatheoreticalreview,expoundingtheconceptsof customersatisfactionandcustomersatisfaction,analyzingtheimportanceofcustomer satisfaction,andthroughreadingdomesticandforeignliteraturetounderstandthestatusof bankcustomersatisfaction,accordingtothestatusquoofliteraturereview.Thethirdpartis theresearchdesign.Basedontheliteratureresearch,thispaperconstructstheevaluation modelandputsforwardtheresearchhypothesis,designsthesuitablemeasurementindex accordingtotheresearchpurpose,anddesignsthequestionnaire.Thefourthpartisdata analysis,accordingtothecollecteddataforsamplerecoveryandpersonalitycharacteristics analysis,reliability,validityanalysis,factoranalysis,andtheuseoflinearregressionanalysis toverifytheresearchhypothesis;finally,onthebasisofregressionanalysis,descriptive statisticalanalysis,foundthattheeffectivefactorsexistinthespecificfactors.Theproblem. Thefifthpartistheconclusionandthesuggestion,accordingtotheresearchresultwhichthe dataanalysisobtains,discoveredthequestiontoproposetheeffectivesolutionmeasure. KeyWords:Bank;CustomerSatisfaction;InfluencingFactors;Suggestions 目录 摘要.................................................................................................................................I ABSTRACT....................................................................................................................III 目录..................................................................................................................................I 1绪论.................................................................................................................................1 1.1研究背景...............................................................................................................1 1.1.1行业背景....................................................................................................1 1.1.2NC农商银行背景.....................................................................................2 1.2拟解决的问题.......................................................................................................3 1.3研究意义...............................................................................................................3 1.4研究方法...............................................................................................................4 1.5研究的创新之处...................................................................................................4 2.理论综述.........................................................................................................................5 2.1顾客满意度相关概念...........................................................................................5 2.1.1顾客满意的概念.......................................................................................5 2.2.2顾客满意度的概念...................................................................................6 2.1.3顾客满意度的重要性................................................................................6 2.2商业银行顾客满意度相关研究...........................................................................7 2.3文献述评...............................................................................................................9 3.研究设计........................................................................................................................11 3.1测评模型及假设.................................................................................................11 3.1.1测评模型..................................................................................................11 3.1.2测评假设..................................................................................................11 3.2测量指标.............................................................................................................13 3.3调研设计.................................................................................................