专业学位硕士研究生学位论文
（工商管理硕士）
基于SERVQUAL 模型的BC 农信联社
服务质量研究
作者姓名李燕
学号7320210106
导师张华
答辩委员会成员张宇（主席）、赵富春
黄全明、李端明、杨渝南
评阅人何剑彤、赵兴新
2023年12月
分类号：学校代码：10619
UDC：密级：
西南科技大学硕士学位论文
（工商管理硕士）
基于SERVQUAL 模型的BC 农信联社
服务质量研究
作者：李燕
学科(专业)或领域名称：工商管理
指导教师姓名、职称：张华、教授
校外指导教师姓名、职称：张骏
学生所属培养单位：西南科技大学
论文答辩日期：2023年12月02日
A Thesis Submitted to Southwest University of Science and
Technology for the Degree of Master
（MBA）
Research on Service Quality of BC Rural Credit Union
Based on SERVQUAL Model
Candidate:Li Yan
Supervisor:Professor ZhangHua
ZhangJun
Dec.2023
摘要近年来，省农信联社已发展成为全川“业务规模最大、网点覆盖最广、员工数量最
多”的银行业金融机构，为全省经济社会发展发挥了重要作用。但国有大行、股份制银
行等纷纷下沉服务重心，不断向县域乃至乡村延伸业务触角，过去农信社在县域、特
别是乡镇一家独大的局面被逐步改变，同业竞争强度持续增强，传统优势受到挑战，
服务举足轻重的作用越来越明显。BC 农信联社作为县域金融重要组成部分，其转型农
商行面临改革带来的新局面，而超乎预期的优质文明服务不仅可以为BC 农信联社形
象加分，还可以增加收入并降低成本，对本社的经营发展、体制转型有至关重要的意
义。
本文研究的理论指导源自于大量的服务质量研究成果。首先，整理归纳相关文献，
通过经典评价方法的比较，本文研究选取了SERVQUAL 模型。其次，通过梳理BC 农
信联社服务制度情况、服务标准情况、服务职能情况、服务监督情况，分析BC 农信
联社服务质量存在的问题。最后选择优秀的竞争对手Z 银行作为标杆，运用SERVQUAL
模型五大维度和22项指标对BC 农信联社及Z 银行综合服务质量问题进行问卷调查分
析，使用软件分析因子的有效性、一致性等，通过T 检验清晰的掌握BC 农信联社的
优点以及与Z 银行服务质量存在的差距。
经过对BC 农信联社现状分析，发现BC 农信联社服务质量总体情况较好，但也存
在有形服务不完善、可靠服务不到位、响应服务不明确、保证服务不匹配、移情服务
少个性、基础保障不到位等一系列问题。通过利用SERVQUAL 模型，与Z 银行比较，
指出BC 农信联社服务质量存在较大的差距，各维度发展参差不齐，服务质量没有明
显的特色与优势，并根据问题提出了相应的提升策略，这不仅有利于BC 农信联社践
行“以客户为中心”的服务原则，提高原有客户粘度，吸引更多的新客户，以达到提升
服务质量的目的，而且能从客户群体中挖掘更多资源，在同地区银行机构的激烈竞争
中脱颖而出，践行为广大客户提供优质金融服务的社会责任。
关键词：农信联社；服务质量；SERVQUAL 模型
论文类型：应用研究
I
西南科技大学硕士学位论文
ABSTRACT
In recent years,the Provincial Rural Credit Union has developed into the banking financial
institution with the “largest business scale,widest network coverage,and largest number of
employees”in Sichuan,which playing an important role in the economic and social
development of the province.However,with large state-owned banks,joint-stock banks have
sunk the focus of service,and continue to extend business tentacles to the county and even
the countryside,in the past,the situation of rural credit cooperatives in the county,especially
in the township has been gradually changed,the intensity of competition in the same
industry continues to increase,the traditional advantages are challenged,and the pivotal role
of service is becoming more and more obvious.As an important part of county-level finance,
BC Rural Credit Union is facing a new situation brought about by the reform,and the
high-quality and civilized service beyond expectations can not only add points to the image
of BC Rural Credit Union,but also increase income and reduce costs,which is of vital
significance to the business development and system transformation of BC Rural Credit
Union.
The theoretical guidance of this paper is derived from a large number of research results on
service quality.Firstly,the relevant literature was sorted out,and the SERVQUAL model
was selected through the comparison of classical evaluation methods.Secondly,by combing
the service system,service standards,service functions and service supervision of BC Rural
Credit Union,the problems existing in the service quality of BC Rural Credit Union were
analyzed.Finally,the excellent competitor Bank Z was selected as the benchmark,and the
five dimensions and 22indicators of the SERVQUAL model were used to conduct a
questionnaire survey and analysis on the comprehensive service quality of BC Rural Credit
Union and Bank Z,and the effectiveness and consistency of the factors were analyzed by
using software,so as to clearly grasp the advantages of BC Rural Credit Union and the gap
between the service quality of BC Rural Credit Union and Bank Z through the T test.
After analyzing the current situation of BC Rural Credit Union,it is found that the overall
service quality of BC Rural Credit Union is good,but there are also a series of problems
such as imperfect tangible services,inadequate reliable services,unclear response services,
mismatched guarantee services,less personality in empathy services,and insufficient basic
guarantees.By using the SERVQUAL model and comparing with Bank Z,it is pointed out
that there is a large gap in the service quality of BC Rural Credit Union,the development of
each dimension is uneven,and the service quality has no obvious characteristics and
advantages,and the corresponding improvement strategy is put forward according to the
problem,which is not only conducive to BC Rural Credit Union to practice the
"customer-centric"service principle,improve the original customer viscosity,attract more
new customers,so as to achieve the purpose of improving service quality,but also can tap
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