本文選題：銀行客戶 + 客戶關系維護�。� 參考：《東華大學》2017年碩士論文

【摘要】：自國外咨詢業(yè)進入中國多年以來,國內(nèi)咨詢公司的數(shù)量迅速增加,使得該行業(yè)競爭也日趨激烈。在知識服務型企業(yè)中,由于知識產(chǎn)品同質(zhì)化現(xiàn)象明顯,核心競爭主體不只是產(chǎn)品本身。而客戶作為企業(yè)最重要的資源之一,使得客戶服務及客戶關系維護變得更為重要,企業(yè)競爭的核心已變?yōu)榭蛻絷P系管理能力的競爭�？偠灾�,企業(yè)應要認識到客戶關系維護的重要性,并對已有客戶進行客觀評估與多方位綜合管理,以提高客戶的滿意度,保持企業(yè)業(yè)務的穩(wěn)定與持續(xù)發(fā)展。本文以R公司的銀行客戶關系維護策略作為研究對象,從深入了解公司基本經(jīng)營狀況、銀行客戶構成、客戶流失原因等情況開始著手,運用波特五力模型淺析其行業(yè)環(huán)境,并對現(xiàn)行客戶關系維護策略進行初步分析。從中發(fā)現(xiàn)R公司在對銀行客戶關系維護服務工作中存在服務理念薄弱、服務團隊配備不足等問題。為進一步對R公司銀行客戶關系維護情況進行研究,通過專家調(diào)查法、層次分析法等方法建立R公司銀行客戶滿意度評價指標,并以問卷的形式進行滿意度調(diào)查。使用五級李克特量表及主觀賦權法來設定滿意度評價的計分及權重,量化滿意度。通過對R公司銀行客戶滿意度統(tǒng)計結果的分析發(fā)現(xiàn),在售后跟進服務、提供一對一個性化服務、客戶回饋活動等指標中滿意度較低。根據(jù)R公司銀行客戶滿意度評價結果中發(fā)現(xiàn)的各項不足之處,在基于IDIC模型的基礎上,從客戶識別、客戶差異化、客戶互動、客戶個性化等方面來制定應對R公司銀行客戶關系維護體系中存在問題的策略。從而提高客戶滿意度,增加客戶忠誠度,使得R公司的業(yè)績得以穩(wěn)定發(fā)展,實現(xiàn)R公司與銀行客戶“共贏”的戰(zhàn)略目標。
[Abstract]:Since the foreign consulting industry entered China for many years, the number of domestic consulting companies has increased rapidly, which makes the competition of this industry increasingly fierce. In knowledge service enterprises, because of the homogeneity of knowledge products, the core competitors are not just the products themselves. As one of the most important resources of enterprises, customer service and customer relationship maintenance become more important. The core of enterprise competition has become the competition of customer relationship management ability. In a word, enterprises should realize the importance of customer relationship maintenance, and carry on objective evaluation and multi-direction comprehensive management to existing customers in order to improve customer satisfaction and maintain the stability and sustainable development of enterprise business. This article takes R Company's bank customer relationship maintenance strategy as the research object, from the in-depth understanding company basic management condition, the bank customer structure, the customer churn reason and so on, uses the Porter five strength model to analyze its industry environment. And carry on the preliminary analysis to the current customer relationship maintenance strategy. It is found that the service concept of R company is weak and the service team is inadequate in the service of customer relationship maintenance. In order to further study the customer relationship maintenance of R company bank, the evaluation index of customer satisfaction of R company bank was established by means of expert investigation and analytic hierarchy process, and the satisfaction survey was carried out in the form of questionnaire. The score and weight of satisfaction evaluation were set by using five-level Richter scale and subjective weighting method to quantify satisfaction. Through the analysis of customer satisfaction statistics of R company bank, it is found that the satisfaction degree is lower in after-sales follow-up service, one-to-one personalized service, customer feedback activities and other indicators. According to the shortcomings found in the evaluation results of customer satisfaction of R Company Bank, based on IDIC model, from customer identification, customer differentiation, customer interaction, Customer personalization and other aspects to develop strategies to deal with R company bank customer relationship maintenance system problems. In order to improve customer satisfaction and increase customer loyalty, R company's performance can develop steadily and realize the strategic goal of "win-win" between R company and bank customers.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F282

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