中国工商银行崇州支行个人客户服务满意度调查研究
摘要
个人金融业务是目前中国金融市场中成长最快的业务,已成为商业银行利润来源的重要组成部分和可持续发展的基础及动力。以客户为中心的个人金融业务发展战略,已成为商业银行提供差异化服务的主要途径和创造核心竞争力的主要手段。个人金融业务是中国工商银行崇州支行的重要经营支柱,其中,部分中高端客户对该行的贡献度尤为突出。了解该部分客户的满意度现状,改进服务水平,提升客户满意度、忠诚度,是该行亟待解决的问题。
本研究对崇州工行20万元以上资产客户进行了抽样调查,重点研究了以下内容:该行个人客户所重视的服务质量要素;服务质量要素与银行个人客户满意度的关系;服务质量要素与银行个人客户忠诚度的关系;不同群体客户在满意度上的差别。
本研究通过对110份抽样调查所得的有效问卷进行了分析,具体研究了该行中高端群体客户对包含服务设施、员工能力、员工行为、产品和银行形象等感知服务质量的真实情况。通过对该行中高端个人客户的服务满意度的调查研究,本文得出以下六点重要结论:
中国工商银行崇州支行个人中高端客户的整体满意度较好;不同属性的客户间满意度存在差异;产品及员工行为是客户最为关注的服务质量要素;服务设施与员工能力对客户满意度是服务的基本保障因素;银行形象因素对于客户满意度有显著的影响;满意度显著影响了忠诚度的产生。
基于以上研究,本文提出了针对客户服务方面的七点改进对策,涉及产品、员工行为、员工能力、服务设施以及服务绩效考核、健全服务监督机制、银行形象、CRM的应用等部分。通过实施以上对策,本研究可以有效地帮助该行改善服务水平,提升客户满意度、忠诚度,提高企业绩效。本研究的部分成果已经在中国工商银行崇州支行得到推行,并取得了较好的成效。
Individual financial service is one of the quickest growth service industries in the present China financial market. It is a general international banking trend that profit earned through individual financial service occupying more and more in bank total profit. Individual financial service is also the strategic choice and the focal point in present home commerce bank. Individual financial service has become the important component which is the sustainable development foundation and the power of Commercial bank. Research on individual customer service satisfaction can improve the quality of service effectively, enhance the customer satisfaction, increase the customer loyalty, and promote enterprise achievements.
This research is based on the modeling and analysis 110 answers from the customers of ICBC ChongZhou branch who have assets of over 200,000 Yuan. The detail of this research mainly include: the elements of service which banks' personal customers emphasize, the relationship between the elements of service and the degree of satisfaction of banks' personal customers; the relationship between the elements of service and the degree of royalty of banks' personal customers; the difference on the degree of satisfaction and royalty from different groups of customers.
It reveals the real situation that the customers' degree of satisfaction about the services of the bank, including facilities, products, employees, and the bank's image. Six results demonstrate that: Generally, most of the customers are satisfied; The level of satisfaction is different between different categories of customers; Product as well as staff behavior is two of most importance components customers concerns; As security factors, service facilities and staff capabilities exert insignificant effects on customer satisfaction from data analysis, however, they are indispensable; Bank image, as a factor evaluating total quality of service from own perspective has a significant effect on customer satisfaction; high level of customer satisfaction leads to the generation of loyalty.
At the end of this paper, according to the practical situation, some concrete suggestions and measurements associated to improving service level, promoting customer satisfaction and loyalty are brought forward. Some outcomes had been popularized in ICBC Chongzhou branch and get fairly good effect.
本研究对崇州工行20万元以上资产客户进行了抽样调查,重点研究了以下内容:该行个人客户所重视的服务质量要素;服务质量要素与银行个人客户满意度的关系;服务质量要素与银行个人客户忠诚度的关系;不同群体客户在满意度上的差别。
本研究通过对110份抽样调查所得的有效问卷进行了分析,具体研究了该行中高端群体客户对包含服务设施、员工能力、员工行为、产品和银行形象等感知服务质量的真实情况。通过对该行中高端个人客户的服务满意度的调查研究,本文得出以下六点重要结论:
中国工商银行崇州支行个人中高端客户的整体满意度较好;不同属性的客户间满意度存在差异;产品及员工行为是客户最为关注的服务质量要素;服务设施与员工能力对客户满意度是服务的基本保障因素;银行形象因素对于客户满意度有显著的影响;满意度显著影响了忠诚度的产生。
基于以上研究,本文提出了针对客户服务方面的七点改进对策,涉及产品、员工行为、员工能力、服务设施以及服务绩效考核、健全服务监督机制、银行形象、CRM的应用等部分。通过实施以上对策,本研究可以有效地帮助该行改善服务水平,提升客户满意度、忠诚度,提高企业绩效。本研究的部分成果已经在中国工商银行崇州支行得到推行,并取得了较好的成效。
Individual financial service is one of the quickest growth service industries in the present China financial market. It is a general international banking trend that profit earned through individual financial service occupying more and more in bank total profit. Individual financial service is also the strategic choice and the focal point in present home commerce bank. Individual financial service has become the important component which is the sustainable development foundation and the power of Commercial bank. Research on individual customer service satisfaction can improve the quality of service effectively, enhance the customer satisfaction, increase the customer loyalty, and promote enterprise achievements.
This research is based on the modeling and analysis 110 answers from the customers of ICBC ChongZhou branch who have assets of over 200,000 Yuan. The detail of this research mainly include: the elements of service which banks' personal customers emphasize, the relationship between the elements of service and the degree of satisfaction of banks' personal customers; the relationship between the elements of service and the degree of royalty of banks' personal customers; the difference on the degree of satisfaction and royalty from different groups of customers.
It reveals the real situation that the customers' degree of satisfaction about the services of the bank, including facilities, products, employees, and the bank's image. Six results demonstrate that: Generally, most of the customers are satisfied; The level of satisfaction is different between different categories of customers; Product as well as staff behavior is two of most importance components customers concerns; As security factors, service facilities and staff capabilities exert insignificant effects on customer satisfaction from data analysis, however, they are indispensable; Bank image, as a factor evaluating total quality of service from own perspective has a significant effect on customer satisfaction; high level of customer satisfaction leads to the generation of loyalty.
At the end of this paper, according to the practical situation, some concrete suggestions and measurements associated to improving service level, promoting customer satisfaction and loyalty are brought forward. Some outcomes had been popularized in ICBC Chongzhou branch and get fairly good effect.
引文
[1]花旗、汇丰、美洲银行2004年年报[R],内部资料
[2]崇州市、大邑县2007年统计年鉴
[3]崇州市人民银行、大邑县人民银行2007年9月银行同业数据报表
[4]刘冀生.企业战略管理[M].北京:清华大学出版社, 2003
[5]阳士昆.世界500强12种经典管理工具[M].中国时代经济出版社. ISBN:9787801697691
[6] Christopher H. Lovelock. Classifying services to gain strategic marketing insights [J]. Journal of Marketing. 1983, 47: 15
[7]丁宁.服务管理清华大学出版社北京交通大学出版社2007 ISBN 978-7-81082-895-6/F。199
[8] James A. Fitzsimmons. The Use of Spectral Analysis to Validate Planning Models [J] Socio-Economic Planning Sciences 1974, 8(3): 11-128
[9] Peter S. Rose, Commercial Bank Management [M], Fourth Edition, Irwin/Mc Graw-Hill companies, Inc. 1999.p5
[10]白长虹.西方的顾客价值研究及其实践研究[J].南开管理评论. 2001(2)
[11]薄湘平、周琴.服务补救:重建顾客满意的重要手段[J].湖南大学学报(社会科学版). 2005, 19(1)
[12]陈明亮.客户重复购买意向决定因素的实证研究[J].科研管理, 2003, 1
[13]顾冰.银行服务,任重道远[J].东方企业家. 2005, 9
[14]杨路明巫宁.客户关系管理理论与实务[M].电子工业出版社ISBN: 7-5053-9804-0
[15] Parasuraman A., Zeithaml V, Berry L. L.. SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality [J]. Journal of Retailing, 1988, 64(1):12-40
[16]王淑翠,王伟.服务质量文献综述[J].山东经济. 2005
[17] Philip Kotler.营销管理[M].上海人民出版社, 2004 ISBN:7-208-04675-1/F·1019
[18] Terrence Levesque,Gordon H.G. Mcdougall. Determinants of customer satisfaction in retail banking [J]. International Journal of Bank Marketing. 1996, 14(7): 12-20
[19] Ahmand Jamal,Kamal Naser. Factors influencing customer satisfaction in the retail banking sector in Pakistan [J]. International Journal of commerce & Management, 2003, 13(2): 29-53.
[20].Mihelis G. Grigoroudis E, Y.Siskos, Malangrakis Y. Customer satisfaction measurement in theprivate bank setor [J]. European Journal of Operational Research, 2001, 130: 347-360
[21] Taylor, S.A, Baker, T. L. An assessment of the relationship between service quality and customer satisfaction in the formation of customers’purchase intentions [J]. Journal of Retailing, 1994, 70(2):163-178
[22] Leon T, Liern V. Affzzy. Method to repair infeasibility in linear constrained problem[J]. Fuzzy sets and Systems,2001,122:2372243
[23] Rust,Roland T.,TIMOTHY L.Keiningham,Stephen Clements,Anthony J.Zahorik. Return on quality at chase manhattan bank [J]. Interfaces, 1999, 29(2): 62-72
[24]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, 8 (3)
[25] Fornell,C.,M.D.Johnson,E.W.Adnderson,J.Cha and B.E.Bryant.The Amercian Customer Satisfaction Index:Nature,Purpose and Findings [J].Journal of Marketing,60,1996
[26]温燕碧,汪纯孝.服务公平性对储户与银行间关系的影响[J].南开管理评论, 2005, 3
[27]汪纯孝,韩小芸,温燕碧.顾客满意度与忠诚度的实证研究[J].南开管理评论, 2003, 4
[28] Reichheld,F.F. The Loyalty Effect [M].Harvard Business School Press,1996
[29]张宗益商业银行零售业务客户满意度指标的甑别[J].金融论坛, 2006, 10 :36-41
[30] Albert Caruana .Servive Loyalty The effects of sevice quality and the mediating role of customer satisfaction [J] .European Journal of Marketing.2002, 36 (7-8):811-828
[31] Tom Beerli. A model of customer loyalty in the retaila bank marketing [J]. European Journal of Marketing.2004,38 (1-2):253-275
[32] Bloemer J, De Ruyter K, Peeters P. Investigating drivers of bank loyalty: the comp lex relationship between image, service quality and satisfaction [J]. International Journal of BankMarketing,1998, 16: 276 - 286
[33] Bloemer J, De Ruyter K, Wetzelsm. Linking perceived service quality and service loyalty: a multiOdimensional perspective [J]. European Journal ofMarketing, 1999, 33: 1082 - 1106
[34] Bould Ingw, Kalra A, Stael In R, et al. A dynamic p rocessmodel of service quality: from expectation to behavioral intentions [J]. Journal ofMarketing Research, 1993, 30: 7 - 27
[35] De Ruyter K, Wetzelsm, B Irgelen M. How do customers react to critical service encounters? A cross - sectional perspective [J]. Total QualityManagement, 1999, 10: 1131 - 114.
[36] Cronin J, Taylor S. Measuring service quality: A reexamination and extension [J]. Journal of Marketing, 1992, 56: 55– 68
[37] Cunn Ingham R. Brand loyalty - what, where, how much? [J]. Harvard Business Review, 1956, 39: 116 - 138
[38] Cronin J, Bradym, Hult G. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentionsin service environments [J]. Journal of Retailing, 2000, 76: 193 - 216
[39] Shemwell D, Yavasu, B Ilgin Z. CustomerOservice p rovider relationship s: an emp irical test of a model of service quality, satisfaction and relationshipOoriented outcomes [J]. International Journal of Service IndustryManagement, 1998, 9: 155– 168
[40] Derlund M. Customer satisfaction and its consequences on customer behavior revisited: The impact of different levels of satisfaction on word of mouth, feedback to the supp lier and loyalty [J]. International Journal of Service IndustryManagement, 1998, 9: 169 - 188.
[41] Ze Ithaml V, Berryl, Parasuraman A. The behavioral consequences of service quality [J]. Journal of Marketing, 1996, 60: 31-46
[42] Dick A, Basu K. Customer loyalty: toward an integrated concep tual framework [J]. Journal of the Academy of Marketing Science, 1994, 22: 99 -113
[43] Fornell C, Johnson M, Anderson E, et al. The American customer satisfaction index: nature, purpose, and findings [J]. Journal ofMarketing, 1996, 60: 7 - 18
[2]崇州市、大邑县2007年统计年鉴
[3]崇州市人民银行、大邑县人民银行2007年9月银行同业数据报表
[4]刘冀生.企业战略管理[M].北京:清华大学出版社, 2003
[5]阳士昆.世界500强12种经典管理工具[M].中国时代经济出版社. ISBN:9787801697691
[6] Christopher H. Lovelock. Classifying services to gain strategic marketing insights [J]. Journal of Marketing. 1983, 47: 15
[7]丁宁.服务管理清华大学出版社北京交通大学出版社2007 ISBN 978-7-81082-895-6/F。199
[8] James A. Fitzsimmons. The Use of Spectral Analysis to Validate Planning Models [J] Socio-Economic Planning Sciences 1974, 8(3): 11-128
[9] Peter S. Rose, Commercial Bank Management [M], Fourth Edition, Irwin/Mc Graw-Hill companies, Inc. 1999.p5
[10]白长虹.西方的顾客价值研究及其实践研究[J].南开管理评论. 2001(2)
[11]薄湘平、周琴.服务补救:重建顾客满意的重要手段[J].湖南大学学报(社会科学版). 2005, 19(1)
[12]陈明亮.客户重复购买意向决定因素的实证研究[J].科研管理, 2003, 1
[13]顾冰.银行服务,任重道远[J].东方企业家. 2005, 9
[14]杨路明巫宁.客户关系管理理论与实务[M].电子工业出版社ISBN: 7-5053-9804-0
[15] Parasuraman A., Zeithaml V, Berry L. L.. SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality [J]. Journal of Retailing, 1988, 64(1):12-40
[16]王淑翠,王伟.服务质量文献综述[J].山东经济. 2005
[17] Philip Kotler.营销管理[M].上海人民出版社, 2004 ISBN:7-208-04675-1/F·1019
[18] Terrence Levesque,Gordon H.G. Mcdougall. Determinants of customer satisfaction in retail banking [J]. International Journal of Bank Marketing. 1996, 14(7): 12-20
[19] Ahmand Jamal,Kamal Naser. Factors influencing customer satisfaction in the retail banking sector in Pakistan [J]. International Journal of commerce & Management, 2003, 13(2): 29-53.
[20].Mihelis G. Grigoroudis E, Y.Siskos, Malangrakis Y. Customer satisfaction measurement in theprivate bank setor [J]. European Journal of Operational Research, 2001, 130: 347-360
[21] Taylor, S.A, Baker, T. L. An assessment of the relationship between service quality and customer satisfaction in the formation of customers’purchase intentions [J]. Journal of Retailing, 1994, 70(2):163-178
[22] Leon T, Liern V. Affzzy. Method to repair infeasibility in linear constrained problem[J]. Fuzzy sets and Systems,2001,122:2372243
[23] Rust,Roland T.,TIMOTHY L.Keiningham,Stephen Clements,Anthony J.Zahorik. Return on quality at chase manhattan bank [J]. Interfaces, 1999, 29(2): 62-72
[24]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, 8 (3)
[25] Fornell,C.,M.D.Johnson,E.W.Adnderson,J.Cha and B.E.Bryant.The Amercian Customer Satisfaction Index:Nature,Purpose and Findings [J].Journal of Marketing,60,1996
[26]温燕碧,汪纯孝.服务公平性对储户与银行间关系的影响[J].南开管理评论, 2005, 3
[27]汪纯孝,韩小芸,温燕碧.顾客满意度与忠诚度的实证研究[J].南开管理评论, 2003, 4
[28] Reichheld,F.F. The Loyalty Effect [M].Harvard Business School Press,1996
[29]张宗益商业银行零售业务客户满意度指标的甑别[J].金融论坛, 2006, 10 :36-41
[30] Albert Caruana .Servive Loyalty The effects of sevice quality and the mediating role of customer satisfaction [J] .European Journal of Marketing.2002, 36 (7-8):811-828
[31] Tom Beerli. A model of customer loyalty in the retaila bank marketing [J]. European Journal of Marketing.2004,38 (1-2):253-275
[32] Bloemer J, De Ruyter K, Peeters P. Investigating drivers of bank loyalty: the comp lex relationship between image, service quality and satisfaction [J]. International Journal of BankMarketing,1998, 16: 276 - 286
[33] Bloemer J, De Ruyter K, Wetzelsm. Linking perceived service quality and service loyalty: a multiOdimensional perspective [J]. European Journal ofMarketing, 1999, 33: 1082 - 1106
[34] Bould Ingw, Kalra A, Stael In R, et al. A dynamic p rocessmodel of service quality: from expectation to behavioral intentions [J]. Journal ofMarketing Research, 1993, 30: 7 - 27
[35] De Ruyter K, Wetzelsm, B Irgelen M. How do customers react to critical service encounters? A cross - sectional perspective [J]. Total QualityManagement, 1999, 10: 1131 - 114.
[36] Cronin J, Taylor S. Measuring service quality: A reexamination and extension [J]. Journal of Marketing, 1992, 56: 55– 68
[37] Cunn Ingham R. Brand loyalty - what, where, how much? [J]. Harvard Business Review, 1956, 39: 116 - 138
[38] Cronin J, Bradym, Hult G. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentionsin service environments [J]. Journal of Retailing, 2000, 76: 193 - 216
[39] Shemwell D, Yavasu, B Ilgin Z. CustomerOservice p rovider relationship s: an emp irical test of a model of service quality, satisfaction and relationshipOoriented outcomes [J]. International Journal of Service IndustryManagement, 1998, 9: 155– 168
[40] Derlund M. Customer satisfaction and its consequences on customer behavior revisited: The impact of different levels of satisfaction on word of mouth, feedback to the supp lier and loyalty [J]. International Journal of Service IndustryManagement, 1998, 9: 169 - 188.
[41] Ze Ithaml V, Berryl, Parasuraman A. The behavioral consequences of service quality [J]. Journal of Marketing, 1996, 60: 31-46
[42] Dick A, Basu K. Customer loyalty: toward an integrated concep tual framework [J]. Journal of the Academy of Marketing Science, 1994, 22: 99 -113
[43] Fornell C, Johnson M, Anderson E, et al. The American customer satisfaction index: nature, purpose, and findings [J]. Journal ofMarketing, 1996, 60: 7 - 18