摘要
随着金融企业的快速发展，个人财富管理业务的竞争愈发激烈，不仅银行在
抢优质客户，各种基金公司、证券公司也开通了类似业务抢夺国内有限的优质客
户资源。要想获得客户必须要提高客户的满意度，这也是银行抢夺优质客户的关
键所在。由于竞争过于激烈，国内商业银行对客户满意度越来越重视，用各种方
式提升客户对本行的满意度，因此，如何提升客户满意度是所有银行都在研究的
课题。
本研究以 X银行河西支行为研究对象，初步构建客户满意度的指标体系，
设计了个人财富管理客户满意度调查问卷并进行调查，收集客户对产品、渠道、
服务和设施等方面的满意度评价。通过 SPSS分析当前客户满意度现状以及影响
因素，在实证分析的基础上发现，产品与服务、银行环境、渠道建设、服务质量、
沟通方式与配套设施是影响客户满意度的重要因素。
针对 X银行河西支行个人财富管理客户满意度评价情况及个人财富管理业
务中存在的问题，从注重客户分层和市场精细化管理、加强财富管理产品创新与
研发、完善配套设施与业务办理流程等方面提出个人财富管理业务发展的改进策
略；从加强财富管理组织制度保障、加强财富管理信息技术保障、丰富个人理财
产品营销渠道、构建个人财富管理专业团队等方面提出保障措施。
关键词：个人财富管理；客户满意度；满意度测评；银行
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Abstract
With the rapid development of financial enterprises, the competition of personal
wealth management business is becoming more and more intense. Not only banks are
grabbing quality customers, but also various fund companies and securities companies
have opened similar businesses to grab the limited quality customer resources in
China. To get customers must improve customer satisfaction, which is also the key for
banks to grab quality customers. As the competition is too fierce, domestic
commercial banks are paying more and more attention to customer satisfaction and
improving customers' satisfaction with the Bank in various ways, therefore, how to
improve customer satisfaction is a topic that all banks are studying.
This study takes Bank X Hexi Branch as the research object, initially constructs
the index system of customer satisfaction, designs a personal wealth management
customer satisfaction questionnaire and conducts a survey to collect customer
satisfaction evaluation on products, channels, services and facilities. The current
status of customer satisfaction and the influencing factors were analyzed by SPSS,
and on the basis of empirical analysis, it was found that products and services, bank
environment, channel construction, service quality, communication methods and
supporting facilities are important factors affecting customer satisfaction.
In view of the evaluation of personal wealth management customer satisfaction
and the problems in personal wealth management business of X Bank's Hexi Branch,
improvement strategies for personal wealth management business development are
proposed in terms of focusing on customer stratification and market refinement
management, strengthening wealth management product innovation and R&D,
improving supporting facilities and business process, etc.; strengthening wealth
management organization and system guarantee, strengthening wealth management
information technology guarantee It also proposes measures to ensure the
development of personal wealth management business in terms of strengthening the
organizational system of wealth management, strengthening the information
technology of wealth management, enriching the marketing channels of personal
wealth management products, and building professional teams of personal wealth
management.
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Key words: personal wealth management; Customer satisfaction; Satisfaction
evaluation；Bank
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