基于顾客满意度的我国商业银行服务营销能力提升研究
|
摘要
商业银行最主要的资源是客户,对获得服务感到失望的顾客虽然沉默,却有机会选择别的银行,所以争夺客户资源逐渐成为银行业竞争的焦点,而客户的满意与否又往往是银行能否成功占有客户资源的关键。就商业银行而言,顾客满意度是指顾客对银行所提供的金融产品或服务的满意程度。商业银行只有站在顾客的角度,提升顾客满意度,才能在激烈的竞争环境下健康发展。
本文在国内外顾客满意度研究的基础上,结合我国商业银行的具体情况,对我国商业银行的顾客满意度进行了较深入的研究。首先,本文介绍了顾客满意度的基本理论,主要包括顾客满意度的影响因素、测评模型以及顾客满意度在商业银行中的应用的一些理论,服务营销及营销能力的基本理论。为后文的商业银行提升服务营销能力提供理论基础。其次,分析影响我国商业银行服务营销能力的原因。再次,将顾客满意度的相关理论与商业银行这一行业的基本属性相结合,尝试构建我国商业银行基于顾客满意度的服务营销能力测评模型,并根据测评模型建立了相应的测评指标体系,将顾客对指标重要程度的认识与层次分析法相结合,分析并确定了各指标的测评方法。最后,根据我国商业银行的顾客满意度测评指标体系,设计出具体的调查问卷,并以A商业银行作为调查对象,利用效度、信度、相关分析等方法来检验测评体系的合理性和正确性,采用层次分析法计算出该商业银行的顾客满意度值,然后提出提升我国商业银行服务营销能力的相关建议。
The customers are the main resources of commercial banks. Although customers were silenced meeting the disappointed services, they have the opportunity to choose other banks, so contesting the customers is the focus of competition in commercial banks, and that bank can successfully occupy the customers’resources is decided by the customer satisfaction. To commercial banks, the customer satisfaction index is the degree of the customer satisfaction to the banks’products or services. Only by standing at the customer's perspective to increase the customer satisfaction index, the commercial banks can development healthily in the fierce competition.
Based on the analysis of the customer satisfaction index at home and abroad, and with the specific circumstances of China's commercial banks, this dissertation studies deeply our commercial banks’customer satisfaction index. Firstly it introduces the basic theories of customer satisfaction index , including mainly the influencing factors、the measurement model and some theories which applying to the commercial banks, those provide a theoretical basis for the measurement of customer satisfaction in the commercial banks,the basic theories of service marketing and marketing capability .Secondly, it analyses the actuality of the service marketing capability in banks, is not high, and the system of the measurement is imperfect. Thirdly, it combines the theories of the customer satisfaction with the basic attributes in commercial banks, and tries to build the measure model of customer satisfaction's the service marketing capability suiting for our commercial banks, builds the measure system of the indicators according to the model, and chooses the method of indicators’measurement combining the customer awareness of indicators importance with the Analytic Hierarchy Process(AHP).Lastly, it designs some questionnaires according to them ensure system of the indicators, chooses one joint-stock commercial bank as the object of investigation, and tests the rationality and reliability of the measure system using the methods of the validity、reliability and Correlation, and then calculates the customer satisfaction index in the commercial banks after using the AHP to set the weight, and then provides some suggestions that we should comprehensively improve the level of the service marketing capability of China's commercial banks.
本文在国内外顾客满意度研究的基础上,结合我国商业银行的具体情况,对我国商业银行的顾客满意度进行了较深入的研究。首先,本文介绍了顾客满意度的基本理论,主要包括顾客满意度的影响因素、测评模型以及顾客满意度在商业银行中的应用的一些理论,服务营销及营销能力的基本理论。为后文的商业银行提升服务营销能力提供理论基础。其次,分析影响我国商业银行服务营销能力的原因。再次,将顾客满意度的相关理论与商业银行这一行业的基本属性相结合,尝试构建我国商业银行基于顾客满意度的服务营销能力测评模型,并根据测评模型建立了相应的测评指标体系,将顾客对指标重要程度的认识与层次分析法相结合,分析并确定了各指标的测评方法。最后,根据我国商业银行的顾客满意度测评指标体系,设计出具体的调查问卷,并以A商业银行作为调查对象,利用效度、信度、相关分析等方法来检验测评体系的合理性和正确性,采用层次分析法计算出该商业银行的顾客满意度值,然后提出提升我国商业银行服务营销能力的相关建议。
The customers are the main resources of commercial banks. Although customers were silenced meeting the disappointed services, they have the opportunity to choose other banks, so contesting the customers is the focus of competition in commercial banks, and that bank can successfully occupy the customers’resources is decided by the customer satisfaction. To commercial banks, the customer satisfaction index is the degree of the customer satisfaction to the banks’products or services. Only by standing at the customer's perspective to increase the customer satisfaction index, the commercial banks can development healthily in the fierce competition.
Based on the analysis of the customer satisfaction index at home and abroad, and with the specific circumstances of China's commercial banks, this dissertation studies deeply our commercial banks’customer satisfaction index. Firstly it introduces the basic theories of customer satisfaction index , including mainly the influencing factors、the measurement model and some theories which applying to the commercial banks, those provide a theoretical basis for the measurement of customer satisfaction in the commercial banks,the basic theories of service marketing and marketing capability .Secondly, it analyses the actuality of the service marketing capability in banks, is not high, and the system of the measurement is imperfect. Thirdly, it combines the theories of the customer satisfaction with the basic attributes in commercial banks, and tries to build the measure model of customer satisfaction's the service marketing capability suiting for our commercial banks, builds the measure system of the indicators according to the model, and chooses the method of indicators’measurement combining the customer awareness of indicators importance with the Analytic Hierarchy Process(AHP).Lastly, it designs some questionnaires according to them ensure system of the indicators, chooses one joint-stock commercial bank as the object of investigation, and tests the rationality and reliability of the measure system using the methods of the validity、reliability and Correlation, and then calculates the customer satisfaction index in the commercial banks after using the AHP to set the weight, and then provides some suggestions that we should comprehensively improve the level of the service marketing capability of China's commercial banks.
引文
[1][英]A.佩恩.服务营销精要(中文版)[M].北京:中信出版社,2003:24-25
[2] Athanassopoulos A D.Customer satisfaction cues to support market segmentation and explain switching behavior[J].Journal of Business Research,2000,10:31-46
[3] Berry L L.Cultivating Service Brand Equity[J].Academy of Marketing Science, 2000,7:43-57
[4] Cronin J Jr,Steven A Taylor.Measuring Service Quality:A Reexamination and Extension[J].Journal of Marketing,1992,11(56):35-42
[5] Carman,James M,Consumer Perceptions of Service Quality:An Assessment of the SERVQUAL Dimensions[J],Journal of Retailing,1990,3(66):33-35
[6]Day George S. The Capabilities of Market-Driven Organizations[J].Journal of Marketing.1994,58(4):37-52
[7] Hooley Graham, Fahy John, Cox Tony, Beracs Jozsef, Fonfara Krzysztof, and Snoj Boris. Marketing Capabilities and Firm Performance: A Hierarchical Model[J] . Journal of Market-Focused Management.1999,4(3):259-278
[8] Organizational Effectiveness:An Empirical Investigation[J].American Marketing Association Conference Proceedings.1999,10:110
[9]Parasuraman,A Zeithaml V A and Berry L L.A Conceptual Model of Service Quality and Its implications for Future Research[J].Journal of Marketing,1985
[10]Philip Kotler,Gary Amstrong, Principles of Marketing, 5th Ed. Prentice Hall,INC1991.
[11][美]菲利普.科特勒.营销管理[M].北京:中国人民大学出版社,2001:43
[12]Strandvik,T.,Tolerance Zones in Perceived Service Quality[M],Helsinki、/Helsingfors:Swedish School of Economics,Finland,1994
[13] Webster Frederick E. , Jr. The Changing Role of Marketing in the Corporation[J].Journal of Marketing.1992,56(4):1-17
[14] Vohies Douglas W.and Harker Michael.Business Strategy,Marketing Capabilities and Organizational Effectiveness:An Empirical Investigation[J].American Marketing Association Conference Proceedings.1999,10:110
[15]曹文.建立中国银行业顾客满意度指标评价体系的构想[J].杭州金融研修学院学报,2003(6):4-6
[16]陈亚绒.薛伟.周宏明.银行基于顾客满意度的竞争策略研究[J] .江苏商论,2006(2):154-155
[17]董大海.汪克艳.西方的顾客满意测量模式研究述评[J] .科学学与科学技术管理,2004(01)
[18]邓丽梅.赵鸣雷.顾客满意度在商业银行经营管理中的应用分析[J].新金融,2002(11):17-19
[19]费明胜.商业银行提高顾客满意度的途径分析[J].企业经济,2001(12):159-161
[20]黄建新.服务营销:银行业提升竞争力的砝码[J] .湖南经济,2003.
[21]零点研究咨询集团.2007年金融服务指数研究报告[EB/OL],2007
[22]李成.庞如兰.商业银行市场营销国际比较与现实思考[J].国际金融研究, 2003(8):33-40
[23]陆雯.利用数据挖掘技术建立商业银行客户满意度模型[J].中国金融电脑,2004(11):77-79
[24]靳晓海.张军.银行业客户满意度调查的应用与管理初探[J].济南金融,2006(7):40-42
[25]刘宇.顾客满意度测评[M].北京:社会科学文献出版社,2003:38-39,47-50
[26]刘玉来.企业营销能力概念探析[J].商业研究,2005(18):80-83.
[27]沈蕾.邓丽梅.构建商业银行客户满意度(CSI)的测评体系[J].东华大学学报(自然科学版),2003(12):84-88
[28]沈培玉.关于银行服务营销的思考[J].浙江金融,2002(3)
[29]王海忠.于春玲.赵平.银行服务质量与顾客满意度的关系[J].中山大学学报(社会科学版),2006(8):107-114
[30]王进富.张道宏.刘西民.国有商业银行顾客满意度研究[J].华东经济管理,2005(7):88-92
[31]王立新.商业银行如何实施顾客满意营销战略[J].新疆金融,2003(12):57-58
[32]吴明隆.SPSS统计应用实务——问卷分析与应用统计[M].北京:科学出版社,2003,62-112
[33]熊伟.高新技术企业营销能力新论[M].北京:中国经济出版社,2005
[34]许玉芳.商业银行服务营销中的差异化探讨[J].甘肃行政学院学报,2003(12):87-88
[35]于丹.董大海.赵玥等.银行个人客户的满意研究[J].预测,2006(1):47-52
[36]杨国勇.商业银行CS战略探析[J].生产力研究,2003(5):106-109
[37]叶少航.商业银行服务营销策略108条[J].农金纵横,2003(5)
[38]赵国杰.王仓忍.国有商业银行储蓄业务顾客满意度测度及改进[J].河北建筑科技学院学报(社科版),2004(4):26-28
[39]张德栋.我国零售银行业顾客满意度指数测评方法研究[J].管理评论,2004(16):42-44
[40]张松洁.田昆.我国商业银行储蓄业务顾客满意度分析[J].金融论坛,2003(3):39-43
[41]张宗益.邹睿.李军锋.商业银行零售业务客户满意度指标的甄别[J].金融论坛,2006(10):36-41
[2] Athanassopoulos A D.Customer satisfaction cues to support market segmentation and explain switching behavior[J].Journal of Business Research,2000,10:31-46
[3] Berry L L.Cultivating Service Brand Equity[J].Academy of Marketing Science, 2000,7:43-57
[4] Cronin J Jr,Steven A Taylor.Measuring Service Quality:A Reexamination and Extension[J].Journal of Marketing,1992,11(56):35-42
[5] Carman,James M,Consumer Perceptions of Service Quality:An Assessment of the SERVQUAL Dimensions[J],Journal of Retailing,1990,3(66):33-35
[6]Day George S. The Capabilities of Market-Driven Organizations[J].Journal of Marketing.1994,58(4):37-52
[7] Hooley Graham, Fahy John, Cox Tony, Beracs Jozsef, Fonfara Krzysztof, and Snoj Boris. Marketing Capabilities and Firm Performance: A Hierarchical Model[J] . Journal of Market-Focused Management.1999,4(3):259-278
[8] Organizational Effectiveness:An Empirical Investigation[J].American Marketing Association Conference Proceedings.1999,10:110
[9]Parasuraman,A Zeithaml V A and Berry L L.A Conceptual Model of Service Quality and Its implications for Future Research[J].Journal of Marketing,1985
[10]Philip Kotler,Gary Amstrong, Principles of Marketing, 5th Ed. Prentice Hall,INC1991.
[11][美]菲利普.科特勒.营销管理[M].北京:中国人民大学出版社,2001:43
[12]Strandvik,T.,Tolerance Zones in Perceived Service Quality[M],Helsinki、/Helsingfors:Swedish School of Economics,Finland,1994
[13] Webster Frederick E. , Jr. The Changing Role of Marketing in the Corporation[J].Journal of Marketing.1992,56(4):1-17
[14] Vohies Douglas W.and Harker Michael.Business Strategy,Marketing Capabilities and Organizational Effectiveness:An Empirical Investigation[J].American Marketing Association Conference Proceedings.1999,10:110
[15]曹文.建立中国银行业顾客满意度指标评价体系的构想[J].杭州金融研修学院学报,2003(6):4-6
[16]陈亚绒.薛伟.周宏明.银行基于顾客满意度的竞争策略研究[J] .江苏商论,2006(2):154-155
[17]董大海.汪克艳.西方的顾客满意测量模式研究述评[J] .科学学与科学技术管理,2004(01)
[18]邓丽梅.赵鸣雷.顾客满意度在商业银行经营管理中的应用分析[J].新金融,2002(11):17-19
[19]费明胜.商业银行提高顾客满意度的途径分析[J].企业经济,2001(12):159-161
[20]黄建新.服务营销:银行业提升竞争力的砝码[J] .湖南经济,2003.
[21]零点研究咨询集团.2007年金融服务指数研究报告[EB/OL],2007
[22]李成.庞如兰.商业银行市场营销国际比较与现实思考[J].国际金融研究, 2003(8):33-40
[23]陆雯.利用数据挖掘技术建立商业银行客户满意度模型[J].中国金融电脑,2004(11):77-79
[24]靳晓海.张军.银行业客户满意度调查的应用与管理初探[J].济南金融,2006(7):40-42
[25]刘宇.顾客满意度测评[M].北京:社会科学文献出版社,2003:38-39,47-50
[26]刘玉来.企业营销能力概念探析[J].商业研究,2005(18):80-83.
[27]沈蕾.邓丽梅.构建商业银行客户满意度(CSI)的测评体系[J].东华大学学报(自然科学版),2003(12):84-88
[28]沈培玉.关于银行服务营销的思考[J].浙江金融,2002(3)
[29]王海忠.于春玲.赵平.银行服务质量与顾客满意度的关系[J].中山大学学报(社会科学版),2006(8):107-114
[30]王进富.张道宏.刘西民.国有商业银行顾客满意度研究[J].华东经济管理,2005(7):88-92
[31]王立新.商业银行如何实施顾客满意营销战略[J].新疆金融,2003(12):57-58
[32]吴明隆.SPSS统计应用实务——问卷分析与应用统计[M].北京:科学出版社,2003,62-112
[33]熊伟.高新技术企业营销能力新论[M].北京:中国经济出版社,2005
[34]许玉芳.商业银行服务营销中的差异化探讨[J].甘肃行政学院学报,2003(12):87-88
[35]于丹.董大海.赵玥等.银行个人客户的满意研究[J].预测,2006(1):47-52
[36]杨国勇.商业银行CS战略探析[J].生产力研究,2003(5):106-109
[37]叶少航.商业银行服务营销策略108条[J].农金纵横,2003(5)
[38]赵国杰.王仓忍.国有商业银行储蓄业务顾客满意度测度及改进[J].河北建筑科技学院学报(社科版),2004(4):26-28
[39]张德栋.我国零售银行业顾客满意度指数测评方法研究[J].管理评论,2004(16):42-44
[40]张松洁.田昆.我国商业银行储蓄业务顾客满意度分析[J].金融论坛,2003(3):39-43
[41]张宗益.邹睿.李军锋.商业银行零售业务客户满意度指标的甄别[J].金融论坛,2006(10):36-41