Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
A RESEARCH ON CUSTOMER SATISFACTION
OF HD BRANCH OF Z BANK
By
Yafei Liu
Supervisor: Prof. Junling Wang
Associate Supervisor: Ningwei Cai
December, 2021

河北地质大学硕士学位论文
摘要
长期以来顾客满意度研究与实践受到世界学者和经济组织的热衷追捧，这一理论
认为，如果顾客满意公司的产品或服务，将会形成顾客一定程度的忠诚度，忠诚度不
断累积，作用于鼓励客户继续购买公司的产品，公司的管理绩效则有可能提高。
中国金融市场于 2006年底全面开放，金融监管放松，外资银行、民营银行的加
入进一步加剧了银行业市场竞争。在认清这一形式后各家银行较快地意识到，提高客
户满意度是银行提高竞争力的最重要工具。尤其近几年智能技术在银行大范围应用，
各家银行都期望线上渠道及设备能够替代绝大部分传统人工操作，并积极引导顾客向
网上银行、智能柜台迁移进行日常业务办理，综合来看银行目前处于转型的关键时期，
但现阶段针对智能背景下银行顾客满意度的研究尚少。本文在梳理顾客满意度相关概
念之后，又对顾客满意度测评模型与方法进行了综述，为建立适合现阶段 Z银行 HD
分行的顾客满意度测评模型与指标体系奠定了理论基础。本论文的第三章分析了该银
行的经营状况，第四章对我国银行顾客满意度模型进行了文献综述，笔者结合 CCSI
模型，并学习了我国学者建立的商业银行顾客满意度模型，从而构建了适合 Z银行
HD分行现阶段的理论研究模型。该模型包含电子银行、预期质量、感知质量、感知
价值、顾客满意度等五个变量，据此产生了一套指标体系，目标层为顾客满意度， 4
个一级指标、11个二级指标和 23个三级指标。又将三级指标转化为调查问卷问题，
通过线上发放调查问卷的方式获取数据进行实证研究，通过信、效度检验，因子分析
验证了数据及指标体系的可靠性与合理性。根据模糊综合评价结果得出 Z银行 HD分
行顾客满意度总体处于一般与满意之间水平，其中电子银行和预期质量满意度较高，
而感知质量与感知价值得分相对较低。针对实证研究结果分析，并结合该银行具体情
况给出了相应的顾客满意度提升建议。
本文的创新点有两个，一是以 CCSI模型为基础构建了适合 Z银行 HD分行的顾
客满意度指标体系；二是以智能化改革背景下的银行为研究主体，对其顾客满意情况
进行研究，为该行及同业顾客服务工作提供参考。
关键词：顾客满意度；CCSI；层次分析法；模糊综合评价法
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Z银行 HD分行顾客满意度研究
ABSTRACT
For a long time, the research and practice of customer satisfaction has been
enthusiastically sought after by scholars and economic organizations around the world. This
theory holds that if customers are satisfied with the company's products or services, they
will form a certain degree of customer loyalty, and the loyalty will accumulate continuously,
which will encourage customers to continue to buy the company's products, and the
company's management performance may be improved.
At the end of 2006, China's financial market was fully opened, financial supervision
was relaxed, and the entry of foreign banks and private banks further intensified the
competition in the banking market. After recognizing this form, banks quickly realized that
improving customer satisfaction is the most important tool for banks to improve their
competitiveness. Especially in recent years, intelligent technology has been widely used in
banks. All banks expect that online channels and equipment can replace most traditional
manual operations and actively guide customers to migrate to online banking and smart
counters for daily business processing. Banks are currently in a critical period of
transformation. At this stage, there is little research on bank customer satisfaction under the
background of intelligence. After sorting out the related concepts of customer satisfaction,
this paper summarizes the evaluation models and methods of customer satisfaction, which
lays a theoretical foundation for establishing the evaluation model and index system of
customer satisfaction suitable for HD Branch of Z Bank at present. The third chapter of this
paper analyzes the operating conditions of this bank, and the fourth chapter summarizes the
literature on the customer satisfaction models of Chinese banks. Combining with CCSI
model, the author studied the customer satisfaction models of commercial banks established
by Chinese scholars, and thus constructed a theoretical research model suitable for the HD
branch of Z Bank at this stage. The model includes five variables, such as e-banking,
expected quality, perceived quality, perceived value and customer satisfaction. Based on
this, a set of index system is produced. The target level is customer satisfaction, with 4
first-class indexes, 11 second-class indexes and 23 third-class indexes. Third-level
indicators are transformed into questionnaire questions, and online data are obtained by
issuing questionnaires for empirical research. Through reliability and validity tests and
factor analysis, the reliability and rationality of the indicator system are verified. According
to the comprehensive fuzzy evaluation results, it is concluded that the customer satisfaction
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