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2022年 12月 17日
2022年 12月 17日
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2022年 12月 17日
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摘要
摘要
近些年来，我国金融市场化的改革逐步推进，伴随着股份制商业银行准入门槛
的逐步放宽、国有银行股份制改革加上各城市商业银行迅猛发展，银行业的竞争压
力不断增长。近些年来随着个人客户为银行带来的效益占比不断提高，提升个人客
户满意度已成长为各家商业银行业绩增长中至关重要的一部分。因此，研究银行个
人客户满意度存在重要意义。
本文以 Y银行 S支行作为研究对象，以个人客户满意度相关的概念和理论为指
导，并在参考美国客户满意度指标模型（ASCI）、中国客户满意测量指标模型（CCSI）
等研究经验的基础上，构建了共包含 25项指标的个人客户满意度评价指标体系。对
评价体系设计相应的问卷并进行调查，根据调查结果对数据进行处理。找出个人客
户满意度中存在的问题为网点等待时间长，业务流程便捷性低，理财产品收益率低，
信用卡优惠活动少。据此，提出提升个人客户满意度的可行性策略，包括提升网点
服务质量，提升业务效率，甄别客户需求，提升理财服务品质以及提升信用卡优惠
活动及业务服务。本文研究能在一定程度上帮助 Y银行 S支行提升个人客户满意度，
提升企业的效益。
关键词个人客户满意度；满意度调查；提升策略
I
Abstract
Abstract
In recent years, the reform of China's financial market has advanced gradually, and
along with the gradual relaxation of the entry threshold for joint-stock commercial banks
and the reform of state-owned banks' shareholding system plus the rapid development of
urban commercial banks, the competitive pressure in the banking industry has been
growing. In recent years, as the proportion of benefits brought to banks by individual
customers has been increasing, improving individual customer satisfaction has grown to
be a crucial part of the performance growth of each commercial bank. Therefore, it is
important to study the personal customer satisfaction of banks.
This paper takes Bank Y Branch S as the research object and constructs a personal
customer satisfaction evaluation index system containing a total of 25 indicators based on
the concepts and theories related to personal customer satisfaction and on the basis of the
research experiences of the American Customer Satisfaction Index Model (ASCI) and the
Chinese Customer Satisfaction Measurement Index Model (CCSI). The corresponding
questionnaire was designed and surveyed for the evaluation system, and the data were
processed according to the survey results. The problems in personal customer satisfaction
were identified as long waiting times at the branch, low convenience of business processes,
low yield of financial products, and few credit card preferential activities. Accordingly,
feasible strategies to improve personal customer satisfaction are proposed, including
improving the quality ofbranch services, enhancing business efficiency, screening
customer needs, improving the quality of financial services, and improving credit card
promotions and business services. The research in this paper can help Bank Y Branch S
improve personal customer satisfaction and enhance the effectiveness of the business to a
certain extent.
KeywordsPersonal Customer Satisfaction；Satisfaction Survey；Promotion Strategy
III