目前，伴随着互联网金融时代发展与客户需求日益多元化的形势，商业银行不仅面 临国内同行业间的竞争，还要迎接来自网络平台的挑战。商业银行为在激烈竞争的金融 市场中占有一席之地，需灵活转变服务理念，将服务质量提升放在首要位置，树立起“客 户至上”的科学服务理念,充分利用移动互联、大数据等新平台，深化市场调研与客户 细分,掌握客户需求,形成市场洞察,加强服务方式与内涵的创新等方式提高客户对其金 融产品和服务的满意度。 本文通过服务营销7PS理论和服务评价理论等相关基础理论和方法，以西安市A银 行为对象着手进行研究，分析探究商业银行网点服务质量评价以及改进措施问题，通过 借鉴国内外相关文献以及有关学者的调查结果，采取设计调查问卷的方式，将收集的问 卷整理归纳，以获取真实的A银行服务质量评价调查数据，通过研究分析问卷数据，挖 掘出A银行服务质量的影响因素，主要包含服务环境方面的有形性因素、服务行为方面 的可靠性因素、服务意识方面的响应性因素、服务能力方面的保证性和移情性因素。并 以此度量A银行服务质量的优劣，挖掘出客户满意度较低的指标项，设计服务质量提升 策略集。通过调查问卷对各方面满意度问题分析得出：西安市A银行总体的满意度状况 良好，但服务质量的五个维度存在略微差异，服务设备和环境方面较为满意，服务行为 相对满意，整体业务受理能力较低，服务意识方面仍有欠缺，还有完善和改进空间。具 体表现在以下方面，如：多功能设备投放不足、员工行为不规范，缺乏主动服务意识、 投诉建议处理效率低、服务时间安排欠灵活等问题。针对这些问题，提出相应解决措施， 主要为改善内外部服务环境，优化服务流程，转变服务意识，创新服务产品， 完善投诉处理机制，从而全面提升银行服务质量，提高客户满意度。 关键词：满意度，服务质量，提升措施 II Abstract Atpresent,withthedevelopmentoftheInternetfinanceeraandtheincreasingly diversifiedsituationofcustomerdemand,commercialBanksarenotonlyfacingthedomestic competitionamongthesameindustry,butalsomeetingthechallengesfromthenetwork platformmercialBankstoplaceinthefiercecompetitioninthefinancialmarkets,the flexibilitytochangeserviceconcept,toimproveservicequalityinthefirstposition,setupthe scientificserviceconceptof"customerfirst",makefulluseofthemobileInternet,bigdata, suchasanewplatform,deepenthemarketresearchandcustomersegmentation,graspthe customerdemand,theformationofmarketinsight,strengthenservicewayandthe connotationofinnovationandimprovethecustomersatisfactionofitsfinancialproductsand services. Basedonthe7PStheoryofservicemarketingandserviceevaluationtheoryandrelevant basictheoriesandmethods,toxi'anAbankasanobjecttostudy,analysistoexplorethe commercialbanknetworkservicequalityevaluationandimprovementmeasures,throughthe relatedliteratureathomeandabroadforreference,andtheresultsofAsurveyaboutscholars, adoptthemethodofdesignthequestionnaire,thequestionnairewillcollectallthe,inorderto getArealbankservicequalityevaluationofsurveydata,throughtheresearchanalysis questionnairedata,theinfluencefactorsofdiggingoutAbankingservicequality,Itmainly includestangiblefactorsofserviceenvironment,reliabilityfactorsofservicebehavior, responsivenessfactorsofserviceconsciousness,assuranceandempathyfactorsofservice ability.Basedonthis,theservicequalityofAbankismeasured,theindexitemswithlow customersatisfactionareexcavated,andtheservicequalityimprovementstrategysetis designed.Throughquestionnaireanalysisonallaspectsofsatisfactionproblem:xi'anA Banks'overallsatisfactionisingoodcondition,butslightlydifferencesinfivedimensionsof servicequality,serviceequipmentandobtainedsatisfactoryenvironment,servicebehavior relativelysatisfiedwiththeoverallbusinessacceptanceabilityislow,thereisstillAlackof serviceconsciousness,andimproveandroomforimprovement.Specificperformanceinthe followingaspects,suchas:multi-functionequipmentisnotenough,staffbehaviorisnot standard,lackofactiveserviceawareness,complaintsandSuggestionsprocessingefficiency III islow,servicescheduleisnotflexibleandsoon.Inviewoftheseproblems,corresponding solutionsareproposed,mainlytoimprovetheinternalandexternalserviceenvironment, optimizetheserviceprocess,changetheserviceconsciousness,innovateserviceproducts,and improvethecomplainthandlingmechanism,soastocomprehensivelyimprovetheservice qualityofthebankandimprovecustomersatisfaction. Keywords:satisfaction；servicequality；improvemeasures IV 目录 第一章绪论...............................................................................................................................1 1.1研究背景........................................................................................................................1 1.2研究目的和意义............................................................................................................1 1.2.1研究目的..............................................................................................................1 1.2.2研究意义..............................................................................................................2 1.3研究内容及方法............................................................................................................3 1.3.1研究内容..............................................................................................................3 1.3.2研究方法..............................................................................................................3 1.4国内外研究现状............................................................................................................4 1.4.1国外研究现状......................................................................................................4 1.4.2国内研究现状......................................................................................................4 第二章服务质量理论基础.......................................................................................................6 2.1服务质量的概念及特征................................................................................................6 2.1.1服务质量的概念..................................................................................................6 2.1.2服务质量的特性..................................................................................................6 2.2服务质量评价的相关理论基础及发展历程................................................................7 2.2.1服务质量评价的相关理论基础..........................................................................7 2.2.2服务质量评价体系的发展历程........................................................................10 2.3银行服务质量概念......................................................................................................11 2.4银行服务质量影响因素概述......................................................................................11 第三章西安市A银行概况和服务质量现状........................................................................13 3.1西安市A银行基本情况.............................................................................................13 3.1.1西安市A银行发展概况...................................................................................13 3.1.2西安市A银行服务概况...................................................................................14 3.2西安市A银行服务质量现状.....................................................................................15 3.2.1服务环境与设施现状........................................................................................15 3.2.2工作人员与服务效率现状................................................................................15 3.2.3客户投诉现状....................................................................................................15 3.2.4产品创新现状....................................................................................................16 第四章问卷设计与满意度数据分析.....................................................................................17 V 4.1问卷设计......................................................................................................................17 4.2问卷发放与回收..........................................................................................................17 4.3样本分析.......................................................