中国商业银行服务接触研究
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摘要
随着服务业的不断发展,消费者对于个人服务质量不满意的声音越来越多。服务人员和顾客之间的接触是决定服务质量好坏的关键因素,好的接触能够使服务机构在竞争上占有优势,并且顾客会多次购买相同的服务,为服务机构带来正面的品牌效用。只有不断加快服务质量的提升,解决服务中出现的问题,努力创造服务品牌,银行才能获得比较优势。这是新形势下我国商业银行面对市场挑战,采取的最正确的选择,也是一项我们亟待解决的重要课题。
针对服务接触中所存在的问题,通过对银行服务接触和服务品质提升的理论探讨,并对相关变量进行了分析,同时结合了国内外银行服务接触管理的现状和典型案例,分析和阐述了服务接触可视化要素对服务的满意度进而对银行市场竞争力的影响。文章首先回顾了服务接触领域发展的现状,重点探讨了服务接触的内涵外延、接触点管理和评价方法,顾客情感的类型及影响因素,满意度的内涵和影响因素等理论研究的脉络与现实,从而对全文的理论研究基础进行了详细阐释,并重点明晰了银行服务接触的作用过程和重要性；其次文章对花旗银行服务接触管理的的理念进行了简要的回顾与分析,提出了银行服务接触可视化的概念,并研究了服务接触可视化要素、顾客消费情感和满意度构面变量之间的假设关系,通过对相关文献的分析和梳理,明确变量之间的互动关系,从而为整体概念模型设计奠定了理论基础；再次,通过对服务接触可视化要素提升满意度的过程,实现服务接触的可视化以及情绪感染因素的中介调节作用进行实证检验,并分析了服务接触可视化效果的理论创新意义；最后,主要基于银行服务接触可视化要素提出改善服务质量的建议、加强对情绪管理,提升银行服务水平。
综上,银行能够通过控制服务接触可视化要素进而影响顾客满意度,良好的服务接触可视化要素能够使顾客形成积极的消费情感,增强对银行服务的满意度,并选择重复接受银行的服务,向其他顾客进行口碑推荐和加强与银行新业务和人员的互动合作,进而提升银行的有效顾客数量,扩展市场盈利能力。
With the continued development of service industry, consumers are becoming more and more dissatisfied with and resentful at the service quality and personal service encounters of banks. The encounter between customers and bank employees is a key component of the bank service quality. Good encounter may bring banks a competitive advantage, and usually will lead to repeated purchases and positive feedbacks. Feced with the market challenges, it is an inevitable choice for the commercial banks in China to improve the service quality as soon as possible, resolve the prominent issues, create service brands, and build a comparative advantage. It is also one of the important issues for us to solve.
With regard to the exsiting problems with service encounters, the thesis, by exploring the service encounter of banks and service quality and analyzing the relevant variables along with the status quo and the typical cases of banking services at home and abroad, researched and explained the effects of visual elements of service encounters on thecompetitiveness of a bank. First of all, the thesis reviewed the development and the status quo of the service encounters; explores specifically the threads and the reality of the thoeris, including the connotation and the extension of the service encounters, the management of service points and the evaluation methodology, the types of customer emotions and its influencing factors, the connotation of satisfaction and its influencing factors. In this way, the thesis elaborates on the theoretical basis and illustrates the working process and the importance of service encounters of a bank. Second, the thesis conducted a brief review and analysis of the philosophy of the management of service encounters in Citibank; stated the concept of Service Encounter Visualization; studied the hypothetical relations among such variables as visual elements of service encounters, customer emotions, and satisfaction.By analyzing and combing related literatures, identifying the interacting relations among the variables, the thesis laid a theoretical foundation for the design of the overall conceptual model. Third, the thesis conducted an empirical test on the process of increasing satisfaction through service encounters, the visualization of the service encounters, and the intermediary role of the emotional contagion factors; explored the theorectial innovation in Service Encounter visualization. The last part of the thesis analysed the visualization of the service encounters and the ways to improve satisfaction, proposed some advice for the improvement of service quality based on the visualization service encounter model of the bank, and how to optimize the visualization effects of the service encounters through strengthening the management of emotions.
To conclude, the thesis holds that the bank could influence customer satisfaction by the effective control of visual elements of service encounters. Good visual elements of service encounters can arouse positive consuming emotions among the customers and help promote their satisfaction about the bank, so that the customers will choose the bank services again in the future, recommend the bank to other customers, and enhance their interactions and cooperation with the new business and employees of the bank, finnally increasing the customer share and profitability of the bank.
针对服务接触中所存在的问题,通过对银行服务接触和服务品质提升的理论探讨,并对相关变量进行了分析,同时结合了国内外银行服务接触管理的现状和典型案例,分析和阐述了服务接触可视化要素对服务的满意度进而对银行市场竞争力的影响。文章首先回顾了服务接触领域发展的现状,重点探讨了服务接触的内涵外延、接触点管理和评价方法,顾客情感的类型及影响因素,满意度的内涵和影响因素等理论研究的脉络与现实,从而对全文的理论研究基础进行了详细阐释,并重点明晰了银行服务接触的作用过程和重要性；其次文章对花旗银行服务接触管理的的理念进行了简要的回顾与分析,提出了银行服务接触可视化的概念,并研究了服务接触可视化要素、顾客消费情感和满意度构面变量之间的假设关系,通过对相关文献的分析和梳理,明确变量之间的互动关系,从而为整体概念模型设计奠定了理论基础；再次,通过对服务接触可视化要素提升满意度的过程,实现服务接触的可视化以及情绪感染因素的中介调节作用进行实证检验,并分析了服务接触可视化效果的理论创新意义；最后,主要基于银行服务接触可视化要素提出改善服务质量的建议、加强对情绪管理,提升银行服务水平。
综上,银行能够通过控制服务接触可视化要素进而影响顾客满意度,良好的服务接触可视化要素能够使顾客形成积极的消费情感,增强对银行服务的满意度,并选择重复接受银行的服务,向其他顾客进行口碑推荐和加强与银行新业务和人员的互动合作,进而提升银行的有效顾客数量,扩展市场盈利能力。
With the continued development of service industry, consumers are becoming more and more dissatisfied with and resentful at the service quality and personal service encounters of banks. The encounter between customers and bank employees is a key component of the bank service quality. Good encounter may bring banks a competitive advantage, and usually will lead to repeated purchases and positive feedbacks. Feced with the market challenges, it is an inevitable choice for the commercial banks in China to improve the service quality as soon as possible, resolve the prominent issues, create service brands, and build a comparative advantage. It is also one of the important issues for us to solve.
With regard to the exsiting problems with service encounters, the thesis, by exploring the service encounter of banks and service quality and analyzing the relevant variables along with the status quo and the typical cases of banking services at home and abroad, researched and explained the effects of visual elements of service encounters on thecompetitiveness of a bank. First of all, the thesis reviewed the development and the status quo of the service encounters; explores specifically the threads and the reality of the thoeris, including the connotation and the extension of the service encounters, the management of service points and the evaluation methodology, the types of customer emotions and its influencing factors, the connotation of satisfaction and its influencing factors. In this way, the thesis elaborates on the theoretical basis and illustrates the working process and the importance of service encounters of a bank. Second, the thesis conducted a brief review and analysis of the philosophy of the management of service encounters in Citibank; stated the concept of Service Encounter Visualization; studied the hypothetical relations among such variables as visual elements of service encounters, customer emotions, and satisfaction.By analyzing and combing related literatures, identifying the interacting relations among the variables, the thesis laid a theoretical foundation for the design of the overall conceptual model. Third, the thesis conducted an empirical test on the process of increasing satisfaction through service encounters, the visualization of the service encounters, and the intermediary role of the emotional contagion factors; explored the theorectial innovation in Service Encounter visualization. The last part of the thesis analysed the visualization of the service encounters and the ways to improve satisfaction, proposed some advice for the improvement of service quality based on the visualization service encounter model of the bank, and how to optimize the visualization effects of the service encounters through strengthening the management of emotions.
To conclude, the thesis holds that the bank could influence customer satisfaction by the effective control of visual elements of service encounters. Good visual elements of service encounters can arouse positive consuming emotions among the customers and help promote their satisfaction about the bank, so that the customers will choose the bank services again in the future, recommend the bank to other customers, and enhance their interactions and cooperation with the new business and employees of the bank, finnally increasing the customer share and profitability of the bank.
引文
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