随着我国银欧亿·体育（中国）有限公司改革的不断推进,四大国有银行的商业性质逐步增强,以及新建商

业银行数量的不断增加,加入WTO后外资银行陆续进驻国内,整个商业银行日益呈现出

多元化的竞争格局,在这种背景下,客户成为银行最宝贵的资产和最重要的利润来源,

拥有牢固的客户关系是银行强有力的竞争优势之一。牢固的客户关系的关键在于取得长

期的客户满意度,因此如何提高客户满意度成为银行关注的焦点。

本文分析了成都银行信用卡市场营销现状,随后进行了 SWOT分析,进行信用卡业

务顾客满意度问卷调查,釆用科学的方法进行信度、效度分析、因子分析,对顾客满意

度加以测评分析。针对研究结果,本文对成都银行今后信用卡业务满意度提升的策略进

行了探讨,提出加强人力资源管理,提高员工业务素质,积极开展产品/服务创新,科

学规划网点建设方面的具体措施。以期提高顾客满意度,进而提升成都银行核心竞争力。

关键词:成都银行,信用卡,顾客满意度,营销策略

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昆明理工大学硕士学位论文
提升成都银行信用卡顾客满意度研究

Abstract

With the continuous development of China banking sector reform, the gradually

enhancement of the four major state-owned banks1 commercial nature and the increasing number

of new commercial banks,the whole commercial banks have shown an increasingly diverse

pattern of competition after accessing to WTO causing more and more foreign banks entering

China. In this context, customers become the bank's most valuable asset and the most important

source of Profits. Thus, a firm customer relationship is one of the bank!s strong competitive

advantages. A firm customer relationship is the key to achieve long-term customer satisfaction.

Therefore,how to improve the customer satisfaction becomes the focus of banks.

This paper analyzes the status of credit card marketing of Chengdu Bank XX Branch,and

then carries out SWOT analysis and customer satisfaction surveys of credit card business .In the

end, using scientific method analyzes reliability, validity, and factor and customer satisfaction.

Aiming at research results,this paper discusses the future strategy of improving credit's

customer satisfaction of Chengdu Bank XX Branch. It proposes a number of specific measures,

such as strengthening human resources management,improving professional quality of

employees,actively carrying out innovative products and services and reasonably planning

network building in order to improve customer satisfaction and thus enhance the core

competitiveness of Chengdu Bank.

KEY WORDS: credit card,customer satisfaction index,marketing strategy