Classified level:
Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
Research Strategy for Improving Personal Customer
Satisfaction of ICBC L Sub-branch
by
GaoNing
Supervisor: Prof. Wensheng Wu
December 2021
河北地质大学硕士学位论文
摘要
当今世界正经历百年未有之大变局，国际经济形势复杂多变，并随着市场不断开
放，科技不断进步，我国传统银行业的发展正面临着巨大压力。在激烈的竞争中，商
业银行要想取胜，就要与时俱进，及时转变思维，尤其在优化客户服务方面，用服务
赢得更大市场。但是从目前来看，我国国有商业银行在个人客户服务方面存在很大问
题，这是由国有商业银行长期以来重公轻私的发展模式导致，从而造成服务僵化，个
人客户的满意度不高。因此，在巨大的竞争压力下，如何提高我国国有商业银行个人
客户满意度，塑造核心竞争能力就成为一个迫切需要研究的课题。
目前，我国对银行客户满意度的研究方法较为陈旧。客户满意度是抽象概念，需
要通过多个测量变量来表现，因此本文的创新点就在于构建结构方程模型，利用路径
分析来研究各个变量与客户满意度的关系。作者以工商银行 L支行为例，结合县域实
际，以前辈们对客户生命周期理论、客户满意度研究理论为基础，在国内外学者构建
的客户满意度模型的基础上，增加了员工素质、客户投诉、产品质量等几个研究变量，
构建了工商银行 L支行个人客户满意度评价模型。再设计了工商银行 L支行个人客户
满意度调查问卷，利用 SPSS22.0、AMOS23.0统计软件对调查问卷的样本数据展开研
究。经实证分析，本次调查研究具有可信度、可靠度和有效性，并通过因子分析提取
了影响个人客户满意度的 5大因素，即服务环境、员工素质、产品质量、企业口碑和
客户投诉。同时经过路径分析后，得出这 5个关键因素对客户满意度都具有很高水平
的正向显著性。进而分析目前工商银行 L支行个人客户满意度在这 5方面存在的问题。
最后有针对性的提出解决措施：科学规划网点布局，改善网点的内外部环境，加强配
套设施建设；塑造企业良好文化，提高员工工作能力和整体素质；将线下线上产品相
结合，开发能够满足客户不同需求的“定制”产品；细化投诉管理机制，建立多元化
的投诉渠道；加强网络舆情监测，注重银行口碑的管理等。
关键词：工商银行；个人客户；客户满意度；服务
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河北地质大学硕士学位论文
ABSTRACT
Today's world is undergoing great changes unseen in a century. The international
economic situation is complex and changeable. With the continuous opening of the market
and the continuous progress of science and technology, the development of China's
traditional banking industry is facing great pressure.In the fierce competition, if commercial
banks want to win, they should keep pace with The Times, timely change their thinking,
especially in optimizing customer service, and win a bigger market with service.However,
at present, state-owned commercial banks in China have great problems in personal
customer service, which is caused by the long-term development model of state-owned
commercial banks over public over private, resulting in rigid service and low satisfaction of
personal customers.Therefore, under the huge competitive pressure, how to improve the
individual customer satisfaction of Chinese state-owned commercial banks and shape the
core competitiveness has become an urgent research topic.
At present, the research method of bank customer satisfaction in China is relatively
outdated.Customer satisfaction is an abstract concept that needs to be manifested by
multiple measurement variables, so the innovation point of this paper is to build the
structural equation model, using path analysis to study the relationship between each
variable and customer satisfaction.The author to industrial and commercial bank L branch,
for example, combined with the actual county, the predecessors of customer life cycle
theory, customer satisfaction research theory, on the basis of domestic and foreign scholars,
increased the employee quality, customer complaints, product quality and other research
variables, built the industrialand commercial bank of L branch personalcustomer
satisfaction evaluation model.The personal customer satisfaction questionnaire of ICBC L
Sub-branch was designed and studied the sample data of the questionnaire using SPSS22.0,
AMOS23.0 statistical software.Through empirical analysis, the survey has credibility,
reliability and effectiveness, and has extracted five factors affecting individual customer
satisfaction, namely, service environment, employee quality, product quality, enterprise
reputation and customer complaints.After path analysis, it is concluded that these five key
factors have a high level of positive significance for customer satisfaction.Then analyze the
problems existing in the personal customer satisfaction of ICBC L Sub-branch in these 5
aspects.Finally, propose targeted solutions: scientifically plan network layout, improve
internal and external environment, strengthen supporting facilities; shape good enterprise
culture, improve staff working ability and overall quality; combine offline and online
products, develop "customized" products that can meet different needs of customers; refine
complaint management mechanism, establish diversified complaint channels; strengthen
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