發(fā)布時(shí)間：2018-03-19 18:52

  本文選題：商業(yè)銀行　切入點(diǎn)：對公客戶　出處：《長春工業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)前,國內(nèi)群眾對金融服務(wù)水平的要求也越來越高,這使得很多商業(yè)銀行間由原來商品、價(jià)格間的較量轉(zhuǎn)變成服務(wù)質(zhì)量的角逐。因此,服務(wù)質(zhì)量已經(jīng)成為各商業(yè)銀行競爭中獲勝的關(guān)鍵性因素。依據(jù)“二八法則”,在銀行當(dāng)中其兩成的對公業(yè)務(wù)量產(chǎn)生八成的收益,在銀行盈利方面,對公業(yè)務(wù)所占的比重越來越大,銀行的對公客戶服務(wù)質(zhì)量成為商業(yè)銀行贏得競爭的關(guān)鍵所在。本文在客戶關(guān)系理論和客戶滿意度相關(guān)理論的基礎(chǔ)上,以YBS農(nóng)村商業(yè)銀行中的對公客戶服務(wù)質(zhì)量作為探究對象,對YBS農(nóng)村商業(yè)銀行對公客戶服務(wù)現(xiàn)狀進(jìn)行探究。經(jīng)過研究可以看出當(dāng)前在銀行的對公業(yè)務(wù)中存在很多問題,如:對公業(yè)務(wù)業(yè)務(wù)辦理效率下降;對公業(yè)務(wù)營銷方式落后;對公客戶類別細(xì)分不到位;對公營銷團(tuán)隊(duì)薄弱、服務(wù)人員服務(wù)能力下降;客戶投訴后臺(tái)服務(wù)機(jī)制不暢通,客戶滿意度下滑等等。接下來深入探析造成這種現(xiàn)象的內(nèi)外原因和外在影響,綜合各種因素造成了這種現(xiàn)象,比如銀行內(nèi)部對公業(yè)務(wù)規(guī)則和業(yè)務(wù)流程不合理,市場營銷理念落后、未能建立深層次的營銷體系,對于對公客戶的信息收集、認(rèn)識(shí)、分析不夠?qū)е录?xì)分不到位,人才培養(yǎng)與激勵(lì)機(jī)制不合理、績效評估體系不完善,客戶服務(wù)問責(zé)機(jī)制不到位等。在文章最后部分,結(jié)合上述的理論和當(dāng)前YBS農(nóng)商銀行對公業(yè)務(wù)中存在的問題,給予相關(guān)提高服務(wù)的策略:首先,明確對公客戶業(yè)務(wù)流程,建立健全流程再造機(jī)制,科學(xué)組織管理業(yè)務(wù)流程,從而不斷提高對公客戶服務(wù)水平;其次,“以客戶為中心”,重塑經(jīng)營模式;再次分類細(xì)化對公客戶,根據(jù)對公客戶的不用等級和需求進(jìn)行分類,提供多樣化的服務(wù)以提高客戶的滿意度;然后,通過專業(yè)培訓(xùn)、定期考核的方法,不斷提高對公客戶服務(wù)團(tuán)隊(duì)整體素質(zhì),增強(qiáng)員工的專業(yè)素質(zhì),形成上下一心的工作格局;最后,完善監(jiān)督問責(zé)機(jī)制,明確導(dǎo)致工作失誤的責(zé)任主體。
[Abstract]:At present, the demands of the domestic people on the level of financial services are also becoming higher and higher, which makes many commercial banks change from the original competition of commodities and prices to the competition of service quality. Service quality has become a key factor in winning the competition among commercial banks. According to the "Rule of 28", 20% of the total amount of public business in the banks generates 80% of the income. In terms of bank profits, the proportion of the public business accounts for more and more. On the basis of customer relationship theory and customer satisfaction theory, this paper takes the service quality of YBS rural commercial bank as the research object. Through the research, we can see that there are many problems in the public service of the bank, such as the decline in the efficiency of handling the public business, the backward marketing mode of the public business; The classification of public customers is not in place; the public marketing team is weak and the service ability of service personnel is declining; the backstage service mechanism of customer complaints is not smooth, The internal and external causes and external influence of this phenomenon are analyzed deeply, and various factors are combined to cause this phenomenon. For example, the internal bank is unreasonable to the public business rules and business processes. The concept of marketing is backward, which fails to establish a deep marketing system. For the information collection, understanding and analysis of public customers, insufficient analysis leads to inadequate segmentation, unreasonable talent training and incentive mechanism, and imperfect performance evaluation system. In the last part of the article, combined with the above theory and the problems existing in the current YBS Agricultural and Commercial Bank to the public business, to give the relevant strategies to improve the service: first, clear to the public customer business process, Establishing and perfecting the process reengineering mechanism, scientifically organizing and managing the business process, so as to continuously improve the service level to the public customers; secondly, "taking the customer as the center", reshaping the business model, classifying and refining the public customers again, According to the classification of public customers'no grade and demand, to provide a variety of services to improve customer satisfaction; then, through professional training, regular assessment methods, constantly improve the overall quality of the customer service team, Enhance the professional quality of the staff, form a work pattern of one mind; finally, improve the supervision and accountability mechanism, clear the main responsibility leading to work mistakes.
【學(xué)位授予單位】：長春工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.35;F274

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