i 摘要 近年来，我国高速发展的经济使得高净值人群数量及其所拥有的可投资资产 总量也在逐年攀升。截止到2018年，中国高净值人群数量达到197万人，其可投 资金融资产总额达到61万亿人民币，财富管理市场迅猛发展。但是我国第三方理 财机构起步晚，发展时间短，服务尚不完善，难以满足高净值人群日益复杂的差异 化需求，导致客户满意度较低，因此，当前第三方理财机构亟需解决的重要问题已 经从如何快速提升高净值人群市场占有率转变为如何全面提升第三方理财机构的 客户满意度。C公司作为一家第三方理财机构，随着财富管理业务的快速发展，服 务的不完善导致客户抱怨及客户投诉不断增多，迫使C公司要尽快提出对策，提 升客户满意度，保持良性经营。 本文首先通过对国内外客户满意度的相关理论进行研究，结合国内第三方理 财机构的发展现状进行分析，并且通过对我国高净值人群心态和投资行为等特征 的探讨和研究，结合C公司的金融服务现状，确定研究思路和研究方法。其次， 基于SERVQUAL模型设计适合C公司的调研问卷，并且通过电话回访的形式对C 公司的高净值客户进行调研，对C公司的客户满意度现状做了较为客观的分析。 最后，通过服务质量差距模型对调研问卷的结果进行全面细致的分析，针对提升空 间最大的三个指标，即营业部环境、理财师的专业能力、客户分层服务流程，分别 提出适合C公司客户满意度的提升策略和服务改进方向。为C公司把握客户需求、 稳健高效发展提供了参考策略。论文的研究不仅能够提升C公司在日益竞争激烈 的金融市场上的竞争力，促进C公司的健康良性发展，也对其他的第三方理财机 构在客户满意度的研究方法和管理建议上具有一定的参考价值。 关键词：第三方理财机构；客户满意度；高净值人群；财富管理 北京交通大学硕士专业学位论文 ABSTRACT ii ABSTRACT With the rapid development of China's economy in recent years, the number of high net worth people and their total assets have been increasing year by year. By the end of 2018, the number of high net worth individuals in China had reached 1.97 million, and their total investable financial assets had reached 61 trillion yuan. The wealth management market was developing rapidly. However, owning to the short period and low level of development, the service which third-party financial institutions provided is not perfect. And it is difficult to meet the increasingly complex differentiated demand of high net worth population, which leads to a lower customer satisfaction. Therefore, how to improve the customer satisfaction of the third-party financial institutions has become an important problem that the third-party financial institutions generally exist and need to be solved urgently. As a third-party financial institution, with the rapid development of business, the imperfect service leads to the increasing number of customer complaints, which forces company C to improve customer satisfaction as soon as possible. In this paper, based on the theoretical research on customer satisfaction at home and abroad and the development of third-party financial institutions at home, and through the discussion and research on the characteristics of the mentality and investment behavior of high net worth people in China, combined with the current situation of financial services of C Company, the research ideas and methods are determined. Based on SERVQUAL model, this paper designs a questionnaire suitable for company C. In this way, the customer satisfaction of C company is analyzed objectively. Secondly, by means of a comprehensive and detailed analysis of the questionnaire data, from the three aspects of the business environment, the professional ability of the financial planner and the customer layered service process, this paper puts forward the promotion strategy suitable for customer satisfaction of company C. This provides a reference strategy for C company to grasp customer demand, develop steadily and efficiently, gradually promote C company's competitiveness in the increasingly competitive financial market and the healthy development of the company. In addition, the analysis ideas, research methods and management suggestions of C company's customer satisfaction are of certain reference value to other third-party financial institutions. KEYWORDS：Third-party financial institutions; Customer satisfaction; High net worth individuals; Wealth management services 北京交通大学硕士专业学位论文 目录 iii 目录 摘要 ...................................................................................................................................... i ABSTRACT ........................................................................................................................ ii 1 引言 ................................................................................................................................. 1 1.1 研究背景与研究问题 ............................................................................................. 1 1.1.1 研究背景 ........................................................................................................ 1 1.1.2 研究问题 ........................................................................................................ 3 1.1.3 本文特色 ........................................................................................................ 4 1.1.4 研究意义 ........................................................................................................ 4 1.2 研究思路与研究方法 ............................................................................................. 5 1.2.1 研究思路 ........................................................................................................ 5 1.2.2 研究方法 ........................................................................................................ 6 2 文献综述与相关理论 ..................................................................................................... 7 2.1 核心概念 ................................................................................................................. 7 2.1.1 财富管理 ........................................................................................................ 7 2.1.2 第三方理财机构 ............................................................................................ 7 2.1.3 客户满意度 .................................................................................................... 7 2.2 文献综述 ................................................................................................................. 9 2.2.1 研究现状 ........................................................................................................ 9 2.2.2 高净值人群的需求研究 .............................................................................. 10 2.2.3 第三方理财机构的发展策略研究 .............................................................. 11 2.2.4 客户满意度研究 .......................................................................................... 12 2.2.5 概括性评述 .................................................................................................. 13 2.3 理论基础 ............................................................................................................... 14 2.3.1 服务利润链 .................................................................................................. 14 2.3.2 卡诺模型 ...................................................................................................... 15 2.3.3 服务质量差距模型 ...................................................................................... 16 2.3.4 SERVQUAL模型 ......................................................................................... 18 3 C公司的金融服务现状 ................................................................................................ 19 3.1 C公司简介 ............................................................................................................ 19 3.2 C公司客户服务内容 ............................................................................................ 20 3.2.1 客户等级的划分 .......................................................................................... 20 北京交通大学硕士专业学位论文 目录 iv 3.2.2 客户分层服务内容 .......................................................