摘要
随着互联网金融脱媒的加剧，国际局势的纷繁复杂变化，促使国内金融业开放程度
不断提升，对银行原有的物理网点零售业务带来巨大冲击和挑战。银行业为了尽可能减
少对资本的消耗，从过去重资产、重资本向轻资产、轻资本方向发展,，进而更加注重
以服务营销水平为核心竞争力，在此基础上研究和提升服务营销策略，投入更多的服务
营销技巧来提高客户满意度，从而稳步提升银行实体网点的服务营销质量。
本文以某城市商业银行 Y网点为研究对象，分析了其发展情况、客户情况及经营
环境，阐述了其组织构架及团队分工，确立了岗位职责。以网点理论、服务营销理论、
服务营销质量为理论依据，将 7PS服务营销模型作为本文的研究框架，分析了其中各个
因素指标的相互影响机理。根据某城市商业银行 Y网点的服务营销情况设计了调查问
卷，来调查客户对于该网点服务营销质量的满意程度，同时还运用回归分析模型，证实
了某城市商业银行 Y网点服务营销质量的影响因素取决于产品、价格、渠道、促销、
人员、有形展示、过程以及 7PS服务营销组合。
第一，某城市商业银行 Y网点刚经历了转型升级、软硬件更新，最近三年发展势
头强劲，但在某些方面仍然具备改良的可能性，网点服务营销能力还有提升的空间。产
品、价格、渠道等七个因素和 7PS整体组合均会在不同程度上影响客户对服务营销质量
的评价。第二，客户对某城市商业银行 Y网点服务营销质量的评价很大程度上取决于
过程、有形展示、渠道因素变量。第三，全面地从产品、价格、渠道等七个方面给出了
提升与改善 Y网点服务营销水平的策略建议。
关键词：服务质量；网点营销；客户满意度；7PS模型
I
Abstract
With the intensification of Internet financial disintermediation and the complex changes
in the international situation, the opening of the domestic financial industry has been
continuously improved, which has brought huge impacts and challenges to the retail business
of the original physical outlets of banks. In order to reduce the consumption of capital as
much as possible, the banking industry has developed from heavy assets and capital to light
assets and capital light in the past, and then pays more attention to the level of service
marketing as its core competitiveness, and researches and improves service marketing
strategies on thisbasis. , invest more service marketingskills to improve customer
satisfaction, so as to steadily improve the service marketing quality of the bank's physical
outlets.
This paper takes Y branch of a city commercial bank as the research object, analyzes its
development, customer situation and business environment, expounds its organizational
structure and team division, and establishes job responsibilities. Taking the outlet theory,
service marketing theory and service marketing quality as the theoretical basis, taking the
7PS service marketing model as the research framework of this paper, it analyzes the
interaction mechanism of each factor. According to the service marketing situation of a city
commercial bank's Y branch, a questionnaire was designed to investigate the customer's
satisfaction with the service and marketing quality of the branch. At the same time, the
regression analysis model was used to confirm the influencing factors of the service and
marketing quality of a city commercial bank's Y branch. Depends on product, price, channel,
promotion, people, physical display, process and 7PS service marketing mix.
First, branch Y of a city commercial bank has just undergone transformation and
upgrading and software and hardware updates. The development momentum has been strong
in the past three years, but it still has the possibility of improvement in some aspects, and
there is still room for improvement in the service and marketing capabilities of the branch.
Seven factors such as product, price, channel and the overall combination of 7PS will affect
customers' evaluation of service marketing quality to varying degrees. Second, the customer's
evaluation of the service marketing quality of a city commercial bank's Y branch largely
depends on the process, tangible display, and channel factors. Thirdly, it gives comprehensive
strategic suggestions for improving and improving the service marketing level of Y outlets
from seven aspects including products, prices and channels.
Keywords: Service quality; outlet marketing; customer satisfaction; 7PS model
II