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(duì)公客戶(hù)　出處：《長(zhǎng)春工業(yè)大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：當(dāng)前,國(guó)內(nèi)群眾對(duì)金融服務(wù)水平的要求也越來(lái)越高,這使得很多商業(yè)銀行間由原來(lái)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(jìng)爭(zhēng)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(duì)公業(yè)務(wù)量產(chǎn)生八成的收益,在銀行盈利方面,對(duì)公業(yè)務(wù)所占的比重越來(lái)越大,銀行的對(duì)公客戶(hù)服務(wù)質(zhì)量成為商業(yè)銀行贏得競(jìng)爭(zhēng)的關(guān)鍵所在。本文在客戶(hù)關(guān)系理論和客戶(hù)滿(mǎn)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(duì)公客戶(hù)服務(wù)質(zhì)量作為探究對(duì)象,對(duì)YBS農(nóng)村商業(yè)銀行對(duì)公客戶(hù)服務(wù)現(xiàn)狀進(jìn)行探究。經(jīng)過(guò)研究可以看出當(dāng)前在銀行的對(duì)公業(yè)務(wù)中存在很多問(wèn)題,如:對(duì)公業(yè)務(wù)業(yè)務(wù)辦理效率下降;對(duì)公業(yè)務(wù)營(yíng)銷(xiāo)方式落后;對(duì)公客戶(hù)類(lèi)別細(xì)分不到位;對(duì)公營(yíng)銷(xiāo)團(tuán)隊(duì)薄弱、服務(wù)人員服務(wù)能力下降;客戶(hù)投訴后臺(tái)服務(wù)機(jī)制不暢通,客戶(hù)滿(mǎn)意度下滑等等。接下來(lái)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(duì)公業(yè)務(wù)規(guī)則和業(yè)務(wù)流程不合理,市場(chǎng)營(yíng)銷(xiāo)理念落后、未能建立深層次的營(yíng)銷(xiāo)體系,對(duì)于對(duì)公客戶(hù)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(jī)效評(píng)估體系不完善,客戶(hù)服務(wù)問(wèn)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(duì)公業(yè)務(wù)中存在的問(wèn)題,給予相關(guān)提高服務(wù)的策略:首先,明確對(duì)公客戶(hù)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(duì)公客戶(hù)服務(wù)水平;其次,“以客戶(hù)為中心”,重塑經(jīng)營(yíng)模式;再次分類(lèi)細(xì)化對(duì)公客戶(hù),根據(jù)對(duì)公客戶(hù)的不用等級(jí)和需求進(jìn)行分類(lèi),提供多樣化的服務(wù)以提高客戶(hù)的滿(mǎn)意度;然后,通過(guò)專(zhuān)業(yè)培訓(xùn)、定期考核的方法,不斷提高對(duì)公客戶(hù)服務(wù)團(tuán)隊(duì)整體素質(zhì),增強(qiáng)員工的專(zhuān)業(yè)素質(zhì),形成上下一心的工作格局;最后,完善監(jiān)督問(wèn)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(zhǎng)春工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F832.35;F274

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