- I - 摘要 近年来，银行业作为我国金融产业的重要行业，逐渐随着市场化的浪潮开始了 竞争和搏杀。原来国有银行在行业中处于垄断地位，但随着地方商业银行和小股份 制银行的发展、网络金融平台的普及，国有银行的市场份额受到了重大冲击。因此， 如何衡量银行的服务质量，增强银行网点的服务质量变得尤为关键。 本文针对银行业的服务质量问题进行理论和实证的深入研究。一方面通过对研 究对象的服务质量管理进行剖析，找出其问题存在的原因；另一方面借鉴 SERVQUAL 量表建立一个新的指标体系测评海阳路支行的服务质量，具有重大理论 意义和现实价值。 以中国银行股份有限公司秦皇岛分行下辖支行——海阳路支行作为研究对象， 建立问卷调查和服务质量指标体系，根据数据结果提出具体建议。 首先，对银行服务质量相关的研究背景及意义进行阐述，并结合国内外研究现 状确定本文的研究方法，明确了本文研究的主要问题和研究手段。 其次，介绍服务质量的相关理论、模型，并提炼出了本文需要引用的经典服务 质量模型——SERVQUAL 模型。 再次，介绍海阳路支行服务质量管理现状及问题、原因，并结合海阳路支行的 实际情况，为海阳路支行建立了服务质量指标体系，并设计了问卷加以实证。本文 设计的服务质量体系共涉及三级指标，其中第三级指标即是问卷的具体问题。本文 对问卷进行了客户的基本情况描述和各问题得分情况的统计说明，再运用探索因子 分析论证了指标的有效性，通过差异分析得到了各维度服务质量的具体情况。 最后，依据对海阳路支行服务质量管理问题和原因、问卷指标得分的差异分析 为海阳路支行做出合理化建议，从具体措施和制度保障上为研究对象提供良好参考 意见。 希望通过本文的研究，可以有效提升中行海阳路支行客户服务质量，以此提升 该支行的市场竞争力，提升银行的经济效益，同时对于其他金融机构客户服务质量 管理也具有理论借鉴价值。 关键词，服务质量；SERVQUAL 模型；海阳路支行燕山大学工商管理硕士学位论文 - II - Abstract In recent years, as an important industry of China's financial industry, banking gradually began to compete and fight with the tide of marketization. The original state-owned banks were in a monopoly position in the industry, but with the development of local commercial banks, small joint-stock banks and the waveform of network financial platform, the market share of state-owned banks has been greatly impacted. Therefore, how to measure the service quality of the bank and enhance the service quality of the bank branch has become especially critical. This article aims at the banking service quality question carries on the theory and the demonstration thorough research. On one hand, through the analysis of the quality of service management of the research object, find out the causes of its problems; On the other hand, it is of great theoretical significance and practical value to establish a new index system to evaluate the service quality of Haiyang Road Sub-branch,Bank of China with servqua-model. Taking Haiyang Road Sub-branch, a branch of Qinhuangdao Branch of Bank of China,as the research object, this paper sets up a questionnaire survey and service quality index system, and puts forward concrete suggestions according to the results of the data. First of all, this article describes the research background and significance of banking service quality, and determines the research methods combined with the domestic and foreign research status, then clarifies the main problems and research methods. Secondly, this article introduces the relevant theory and model of quality of service, and extracts the classic quality of service servqua-model, which needs to be quoted in this paper. Thirdly, this paper introduces the current situation and problems of service quality management of Haiyang Road Sub-branch, and combines with the actual situation of Haiyang Road Sub-branch, establishes the quality of Service Index system for it, and designs a questionnaire to prove it. The quality of service system designed in this paper involves three-level index, among which the third-level index is the specific question ofAbstract - III - the questionnaire. This article describes the basic situation of customers and the statistical explanation of the scores of each question, then proves the validity of the index by exploring factor analysis, and gets the concrete situation of service quality of each dimension through the difference analysis. Finally, according to the analysis of the quality of service management of Haiyang Road Sub-branch and the difference between the reasons and the index scores, this article makes some reasonable suggestions for Haiyang Road Sub-branch, and provides a good reference for the research object from the aspects of concrete measures and system guarantee. Hoped that through the research, this article can effectively improve the customer service quality of the Haiyang Road Sub-branch,Bank of China, so as to enhance the market competitiveness of the branch and enhance the economic benefits of the bank. At the same time for other financial institutions customer service quality management also has theoretical reference value. Keywords: quality of service;servqual-model; Haiyang Road sub-Branch燕山大学工商管理硕士学位论文 - IV -目 录 - V - 目 录 摘要.....................................................................................................................................I ABSTRACT.......................................................................................................................... II 第 1 章 绪 论......................................................................................................................1 1.1 选题背景和研究意义................................................................................................1 1.1.1 选题背景.............................................................................................................1 1.1.2 研究意义.............................................................................................................2 1.2 国内外研究现状与综述............................................................................................2 1.2.1 国外研究现状.....................................................................................................2 1.2.2 国内研究现状.....................................................................................................4 1.2.3 国内外研究现状综述.........................................................................................6 1.3 研究内容与研究方法................................................................................................8 1.3.1 主要研究内容.....................................................................................................8 1.3.2 研究方法.............................................................................................................8 第 2 章 相关理论与模型....................................................................................................10 2.1 服务质量的相关概念与理论..................................................................................10 2.1.1 服务的定义与特性...........................................................................................10 2.1.2 服务质量的内涵............................................................................................... 11 2.1.3 服务质量的维度...............................................................................................15 2.2 服务质量相关测量模型..........................................................................................16 2.2.1 客户感知服务质量模型....................................................................................16 2.2.2 服务质量差距模型...........................................................................................17 2.2.3 SERVQUAL 模型..............................................................................................18 2.3 本章小结..................................................................................................................21 第 3 章 海阳路支行服务质量管理现状及问题分析........................................................22 3.1 支行基本情况介绍...................................................................................................22 3.1.1 历史发展及主营业务情况........