分类号： C93 密级：公开
学校代码：11065 学号：2019025556
专业硕士学位论文
（统招非全日制）
莱商银行零售业务客户满意度研究
作者姓名骆文雪
指导教师 张旭教授
专业领域 工商管理
培养单位 商学院
答辩日期 2022 年 7 月 2 日
摘要
零售银行业务是商业银行的传统优势领域。随着国民经济的快速发展，我国中产
阶级群体不断壮大，居民财富显著增长，消费理念不断升级，汽车按揭、消费贷款、信
用卡等消费金融服务需求急速扩大，零售银行业务迈入加速发展的策略机遇期，大力
发展零售业务已成为商业银行业提升核心竞争力、实现发展可持续的策略选择。
本文立足莱商银行零售业务发展现状，通过问卷调查法和实地访谈法展开客户调
查，围绕客户满意度构建莱商银行零售业务满意度评价模型。基于调查数据展开实证
研究，分析莱商银行零售发展的影响因素及存在的问题，并针对性地提出零售业务发
展策略。
当前，莱商银行零售业务外部环境总体向好，但零售业务增速放缓，发展动力不足
现象不容忽视。莱商银行零售客户满意度影响因素可分为技术质量、感知价值、服务环
境和品牌形象四类，实证研究表明，这四类影响因素对零售业务客户满意度均有正向
促进作用，其中感知价值和技术质量对客户满意度作用最大，品牌形象和服务环境次
之。不同性别、文化程度的客户的满意度影响因素的重要度存在差异。莱商银行零售业
务发展问题主要分为技术质量、感知价值、服务环境和品牌形象四个方面。针对上述问
题提出以下建议：一是提升产品和服务质量。二是强化客户的感知价值。三是创造良好
的服务环境。四是打造银行零售业务品牌。
关键词：莱商银行；零售业务；客户满意度；发展策略
I
ABSTRACT
Retail banking is the traditional advantageous field of commercial banks. With the rapid
development of the national economy, the middle class in China has been growing, the wealth
of residents has increased significantly, the consumption concept has been upgraded, the
demand for consumer financial services such as automobile mortgage, consumer loan and
credit card has expanded rapidly, and the retail banking business has entered a strategic
opportunity period of accelerated development. Vigorously developing the retail business has
become a strategic choice for the commercial banking industry to enhance its core
competitiveness and achieve sustainable development.
Based on the current situation of retail business development of laishang bank, this paper
carries out customer survey through questionnaire survey and field interview, and constructs
an evaluation model of retail business satisfaction of laishang bank around customer
satisfaction. Based on the survey data, this paper carries out empirical research, analyzes the
influencing factors and existing problems of the retail development of laishang bank, and puts
forward targeted retail business development strategies.
At present, the external environment of the retail business of laishang bank is generally
good, but the growth of retail business is slowing down and the lack of development
momentum can not be ignored. The influencing factors of retail customer satisfaction of
laishang bank can be divided into four categories: technical quality, perceived value, service
environment and brand image. Empirical research shows that these four categories of
influencing factors have a positive effect on retail customer satisfaction, of which perceived
value and technical quality have the largest effect on customer satisfaction, followed by brand
image and service environment. There are differences in the importance of influencing factors
of customer satisfaction with different gender and educational level. The retail business
development of laishang bank is mainly divided into four aspects: technical quality, perceived
value, service environment and brand image. In view of the above problems, the following
suggestions are put forward: first, improve the quality of products and services. Second,
strengthen the perceived value of customers. Third, create a good service environment. Fourth,
build the brand of bank retail business.
Keywords: Laishang bank; Retail business; Customer satisfaction; development strategy
II
目录
第 1 章 绪论 ............ 1
1.1 研究背景及意义 ........ 1
1.2 文献综述 ....... 2
1.3 研究内容与方法 ........ 7
第 2 章 概念界定及理论基础 ........... 10
2.1 银行零售业务 ......... 10
2.2 相关理论基础 ......... 11
2.3 本章小结 ............. 14
第 3 章 莱商银行零售业务发展现状分析 ........ 15
3.1 莱商银行简介 .......... 15
3.2 莱商银行零售业务发展环境 ..... 16
3.3 莱商银行零售业务发展概况 ..... 17
第 4 章 莱商银行零售业务满意度实证分析 ...... 21
4.1 研究模型的构建 ....... 21
4.2 研究假设及问卷 ....... 23
4.3 信度和效度分析 ....... 25
4.4 描述性统计分析 ........ 26
4.5 方差分析 ....... 28
4.6 因子分析 ....... 29
4.7 相关分析 ....... 32
4.8 本章小结 ....... 35
第 5 章 莱商银行零售业务发展问题分析 ........ 36
5.1 技术质量方面 .......... 36
5.2 感知价值方面 .......... 37
5.3 服务环境方面 .......... 39
5.4 品牌形象方面 .......... 41
5.5 本章小结 ....... 43
第 6 章 莱商银行零售业务发展策略 ..... 44
6.1 提升产品和服务质量 ........... 44
6.2 强化客户的感知价值 ........... 45
6.3 创造良好的服务环境 ........... 46
III
6.4 打造银行零售业务品牌 ......... 47
第 7 章 结论与展望 ............ 49
7.1 研究结论 ............. 49
7.2 研究展望 ............. 50
附录 1：莱商银行零售业务发展现状调查问卷 .... 51
附录 2：莱商银行零售业务访谈大纲 ..... 53
参考文献 .............. 54
致谢 ........... 57
学位论文独创性声明、学位论文知识产权权属声明 ...... 57
IV