长沙银行零售业务客户满意度提升对策研究
摘要：长沙银行主要控股股东为长沙市财政局，前期业务发展倾向
为政府业务，在目前国际银行大趋势的影响下，银行策略开始向零售
方向进行大转型。但在转型阶段，零售业务发展面临诸多挑战。本文
以长沙银行为研究对象，研究客户满意度的主要影响因素，旨在扩大
该银行零售业务。
本文主要介绍长沙银行的基本情况，分析研究服务质量、服务机
制、定制产品、宣传灵活度、操作便利度、地理位置这六个因素对长
沙银行零售业务的影响，并提出如何解决这些问题，弥补不足。
本文得出的结论是：（1）在各类影响客户满意度的因素中，影
响程度最大的因素为服务质量；其次为定制产品以及宣传；网点分布、
服务机制与操作便利度也不容忽视，网点部分分布不合理、设备老旧
的问题亟待解决。（2）解决对策为：可运用大数据加强客户关系管
理精准化营销，利用增值体验服务增强客户粘性，建设高效专业的营
销团队来进行营销，整合渠道搭建场景获客能力，深化网点智能化建
设转型，创新产品优化服务提升获客能力，同时建立自媒体营销矩阵
来增加知名度。
关键词：长沙银行；银行零售业务；客户满意度；服务质量
I
STUDY ON INFLUENCING FACTORS OF CUSTOMER
SATISFACTION IN RETAIL BUSINESS OF CHANGSHA
BANK
Abstract: Changsha Bank's main controlling shareholder is Changsha
Municipal FinanceBureau, the earlybusiness developmenttrend is
governmentbusiness, butnowunderthe influenceofthe current
international banking trend, the bank strategy began to make a major
transformation to the retail direction. However, in the transition phase,
the development of the retail industry is facing many challenges. Based
onChangsha Bank'sresearchsample andtheimpact ofcustomer
satisfaction on the bank's retail business, this paper aims to find out the
factors that affect customer satisfaction and provide a theoretical basis for
improvingbank'sefficiencybystudyingtheimpactofcustomer
satisfaction on the bank's retail business. Through the analysis of the
questionnaire randomly distributed toChangsha Bank customers, the
scale ofcredibility andvalidity test,the effectivequestionnaire of
recycling qualitative and quantitative analysis, we can findout the
[2]
impact of customer satisfaction factors for the following: namely, the
comprehensive quality of the marketing team, access channels, customer
concentration and other reasons.
This paper introduces the basic situation of Changsha Bank, through
III