MBA学位论文
作者：杨文静
建行金昌分行客户满意度提升策略研究
建行金昌分行客户满意度提升策略研究
中文摘要
伴随着我国经济的快速发展和金融市场的改革开放，我国银欧亿·体育（中国）有限公司也开启高速
发展的新征程。截至 2020年年末，中国银欧亿·体育（中国）有限公司金融机构网点总数达到22.67万
个。我国银欧亿·体育（中国）有限公司在飞速发展的同时也面临着激烈的竞争和挑战，以我国五大国有
银行为例，在过去的十五年市场占有率从 50%以上，下降到 38%左右。面对地
方性银行和外资银行大量涌入，我国利率市场改革存贷利差收窄，各家银行金融
产品覆盖度和服务范围不断地扩大，银欧亿·体育（中国）有限公司面临着金融产品创新和成本控制的双
重压力，如何增加持续盈利能力，是银欧亿·体育（中国）有限公司亟待解决的问题。随着市场竞争的加
剧，客户拥有了更多的选择权和更大的选择空间，在激烈的竞争环境中，拥有更
高客户满意度的银行，在实现扩大市场份额的目标中将更占优势。
本文以建行金昌分行为研究对象，以国内外商业银行的营销理论和客户满意
度文献为基础，对金昌分行客户满意度现状进行了调查和分析。在总结客户满意
度测量模型的基础上，以 CCSI模型为基础，提取出影响客户满意度的六个影响
因素，包括品牌形象、预期质量、感知质量、感知价值、顾客口碑以及顾客忠诚
度，在此基础上进行了问卷设计，同时结合访谈的结果，总结梳理了建行金昌分
行在客户满意度方面存在的问题，并进行了问题成因分析。可以看到，对于建行
金昌分行来说，存在业务等待时间长、业务处理时间长、客户口碑待提高、网点
综合服务能力较弱等问题，造成这些问题的可能原因包括网点分布不均、网点软
硬件设施待优化、员工服务和业务能力待提高等。为了解决以上关于客户满意度
方面存在的问题，本文以客户满意度基本理论为指导，设计了针对性较强的提升
策略，提出提升客户满意度的措施，主要从提升顾客口碑和忠诚度、提升顾客感
知质量、增强客户感知价值、加强网点建设四个方面提出了可实施的提升策略。
最后，为了保证建行金昌分行客户满意度提升策略的有效实施，提出相关的保障
措施。
本研究理论分析与实证相结合，研究成果兼具一定的理论指导意义和实践参
考价值，因而对提升建行金昌分行客户满意度，提升分行市场竞争力具有重要的
参考价值。
关键词：建行金昌分行；客户满意度；提升策略
II
MBA学位论文
作者：杨文静
建行金昌分行客户满意度提升策略研究
RESEARCH ON THE STRATEGY OF IMPROVING THE
CUSTOMER’ S SATISFACTION IN JINCHANG BRANCH
OF CCB
Abstract
With the rapid development of my country’s economy and the reform and
opening up of the financial market, my country’s banking industry has also embarked
on a new journey of rapid development. By the end of 2020, the total number of
branches of banking financial institutions in China reached 226,700. While my
country’s banking industry is developing rapidly, it is also facing fierce competition
and challenges. Take my country’s five major state-owned banks as an example. In the
past 15 years, the market share has dropped from more than 50% to about 38%.
Facing the influx of local banks and foreign banks, my country’s interest rate market
reform, deposit and loan spreads have narrowed, the coverage of financial products
and service scope of various banks have been continuously expanded, and the banking
industry is facing the dual pressure of financial product innovation and cost control.
How to increase sustainable profitability is an urgent problem for the banking industry.
With the intensification of market competition, customers have more choices and
more choice space. In the fierce competition environment, banks with higher customer
satisfaction will be more dominant in achieving the goal of expanding market share.
This paper takes Jinchang Branch of China Construction Bank (CCB) as the
research object, and based on the marketing theory and customer satisfaction literature
of commercial banks at home and abroad, investigates and analyzes the current
situation of customer satisfaction in Jinchang Branch. On the basis of summarizing
the customer satisfactionmeasurement model, based on theCCSI model, six
influencing factors that affect customer satisfaction are extracted, including brand
image, expected quality, perceived quality, perceived value, customer reputation and
customer loyalty. On this basis, a questionnaire was designed, and at the same time,
combined with the results of the interview, the problems existing in the customer
III
MBA学位论文
作者：杨文静
建行金昌分行客户满意度提升策略研究
satisfaction of CCB Jinchang Branch were summarized and sorted out, and the causes
of the problems were analyzed. It can be seen that for CCB Jinchang Branch, there are
problems such as long waiting time for business,long processing time for business,
customer reputation to be improved, customer Word of mouth needs to be improved,
The comprehensive service ability is weak. The possible reasons for these problems
include uneven distributionof outlets, softwareand hardware facilities tobe
optimized, staff service and business ability to be improved, etc. In order to solve the
above problems about customer satisfaction, this paper takes the basic theory of
customer satisfaction as the guide, designs a more targeted improvement strategy, and
proposes measures to improve customer satisfaction, mainly from improving the
overall quality of employees and enhancing product competition. The measures to
improve customer satisfaction are put forward, which are mainly from four aspects:
enhancing customer reputation and loyalty, enhancing customer perceived quality,
enhancing customer perceived value, and strengthening network construction.
This research combines theoretical analysis with empirical evidence, and the
research results have both theoretical guiding significance and practical reference
value. Therefore, it has important referencevalue for improving the customer
satisfactionofCCBJinchangBranchandenhancingthebranch'smarket
competitiveness.
Keywords: The Jinchang Branch of China Construction Bank, Customer satisfaction,
Improvement Strategy
IV