党的十九大报告提出实施乡村振兴战略，坚持农业农村优先发 展，按照产业兴旺、生态宜居、乡风文明、治理有效、生活富裕的总 要求，建立健全城乡融合发展体制机制和政策体系，加快推进农业农 村现代化，使得金融支持“三农”与“乡村振兴”国家战略成为社会 各界关注的热点问题之一，中国农业银行作为“专业”的国有大型商 业银行，在“三农”普惠金融中理应发挥出“主力军”作用。 课题以“三农”普惠金融客户满意为研究对象，以株洲市A农行 “三农”普惠金融实践为研究个案，在广泛收集、整理、学习、消化 国内外学界、实践界相关研究成果与经验总结材料的基础上，借鉴参 考前人相关研究成果，结合株洲市A农行“三农”普惠金融工作实际 情况，制定调查方案，设计调查问卷，通过实地调查，统计与处理有 效问卷，然后就研究预设“五个维度”、28个指标的调查所得有效数 据，采取课题组集中讨论的办法，分别逐一讨论分析，得出株洲市A 农行“三农”普惠金融客户满意存在的主要问题：“总体满意度”方 面主要存在普惠金融尚未被真正认知等问题；“产品满意度”方面存 在“定制产品与实际需求不匹配、产品种类单一丰度不够、个性化产 品缺失”等问题；“服务满意度”方面存在售前“产品普适性较差、 宣传不到位”，售中“窗口服务质量欠佳、业务流程亟待优化”，售后 服务不足等问题；“社会满意度”方面存在“三农”产品影响力不强、 服务实力与能力不足、服务专项计划效果不明显等问题；“补救满意 度”方面存在“外围”服务补救仍有较大提质空间、“大厅”服务补硕士学位论文 III 救亟待加强等问题。针对“五个维度”存在问题，依次提出了提升总 体满意度、产品满意度、服务满意度、社会满意度、补救满意度等实 施策略，并分别从思想、机制、技术、人力、综治等五个方面提出了 提升客户满意度的保障措施。 关键词：“三农”，普惠金融，客户满意，4C营销策略“三农”普惠金融服务客户满意提升策略研究——以株洲市 A 农行为例 IV Abstract The report of the 19th National Congress of the Communist Party of China proposed to implement the strategy of rural revitalization, adhere to the priority development of agriculture and rural areas, establish and improve the system mechanism and policy system of urban-rural integration development in accordance with the general requirements of industrial prosperity, ecological livability, rural civilization, effective governance and well-off life, and accelerate the modernization of agriculture and rural areas, so as to make the national strategy of financial support for "agriculture, rural areas and farmers" and "Rural Revitalization" into a society Agricultural Bank of China, as a "professional" large state-owned commercial bank, should play a "main force" role in Inclusive Finance of "agriculture, rural areas and farmers". This project takes the customer satisfaction of Inclusive Finance for agriculture, rural areas and farmers as the research object, takes the practice of Inclusive Finance of Agricultural Bank A in Zhuzhou City as the research case. On the basis of extensive collection, collation, study and digestion of relevant research results and experience summary materials of academic and practical circles at home and abroad, reference related research results of predecessors, and combined with the work practice of Inclusive Finance of Agricultural Bank A in Zhuzhou City According to the actual situation, we make a survey plan, design a硕士学位论文 V questionnaire, and make statistics and processing of effective questionnaires through field survey. Then, we adopt the method of centralized discussion of the research group to discuss the effective data of 28 indicators. We conclude that the main problem of customer satisfaction of "three rural" Inclusive Finance of Agricultural Bank of Zhuzhou A is "overall satisfaction" In the aspect of service satisfaction, there are some problems, such as the lack of recognition of Inclusive Finance; in terms of product satisfaction, there are such problems as "the customized products do not match the actual demand, the variety of products is not enough, and the personalized products are missing"; in the aspect of service satisfaction, there are "poor product universality, poor publicity", and "poor service quality and business flow" In terms of social satisfaction, there are some problems, such as the weak influence of "three rural" products, insufficient service strength and ability, and the effect of special service plan is not obvious; in the aspect of remedy satisfaction, there is still much room for improvement of "peripheral" service recovery, and "Hall" service recovery needs to be strengthened. In view of the existing problems in the "five dimensions", this paper puts forward the implementation strategies of improving the overall satisfaction, product satisfaction, service satisfaction, social satisfaction and remedial satisfaction, and puts forward the guarantee measures to improve customer satisfaction from five aspects of thought, mechanism,“三农”普惠金融服务客户满意提升策略研究——以株洲市 A 农行为例 VI technology, human resources and comprehensive management. Keywords: "Three agriculture", inclusive finance, customer satisfaction, 4C marketing strategy硕士学位论文 VII 目 录 摘要...........................................................................................................I ABSTRACT.....................................................................................................IV 第 1 章 绪 论...............................................................................................1 1.1 问题的提出..........................................................................................................1 1.2 选题背景与研究意义..........................................................................................1 1.2.1 选题背景.......................................................................................................1 1.2.2 研究意义.......................................................................................................3 1.3 国内外研究现状..................................................................................................4 1.3.1 国外研究现状..............................................................................................4 1.3.2 国内研究现状..............................................................................................6 1.3.3 研究述评......................................................................................................8 1.4 研究思路与研究方法..........................................................................................9 1.4.1 研究思路......................................................................................................9 1.4.2 研究方法....................................................................................................10 1.5 研究内容及框架................................................................................................10 第 2 章 概念界定与理论基础.................................................................. 12 2.1 概念界定............................................................................................................12 2.1.1“三农”普惠金融......................................................................................12 2.1.2 客户满意.....................................................................................................13 2.1.3 客户满意级度............................................................................................14 2.2 理论基础............................................................................................................16 2.2.1 CS 理论.......................................................................................................16 2.2.2 4C 理论.......................................................................................................16 2.2.3 顾客满意度理论........................................................................................16“三农”普惠金融服务客户满意提升策略研究——以株洲市 A 农行为例 VIII 2.2.4 普惠金融论....................................................................................