《毕业设计(论文)-Witness在银行服务系统中的应用研究》.doc

摘 要 银行营业网点客户排队既是一个常见的现象，也是一个令银行管理者头疼的问题，但又是一个必须解决好的课题。解决排队问题的基本目标是权衡客户等待成本与银行增加资源引起的成本之间的得失。客户和客户满意贯穿于现代商业银行经营管理和市场营销活动的始终。如何在不增加或尽可能少增加银行运营成本的前提下，准确把握客户的主导需求，切实提高银行员工的服务效率，实现客户满意、银行获利的“双赢”目标是银行经营管理者孜孜追求的目标。 本文首先在研究相关服务运营管理理论的基础上，结合商业银行营业网点服务的特点，构建了商业银行服务运营管理的研究框架：其次，分析了商业银行营业网点服务的现状，并提出了商业银行营业网点服务运营管理中存在的主要问题；同时，利用理论研究与实证研究、定性研究与定量分析相结合的方法，借助Witness仿真平台，提出了相应的改善方案。 关键词：顾客满意；Witness仿真；客户排队；服务运营管理 ABSTRACT The queue phenomenon in the banking offices is either a normal or a boring issue that should be solved properly in order to keep the clientele resources. The basic goal to resolve queue problem is the appropriate tradeoff between the customers waiting cost and the banks increasing operation costs caused by enlarging the service capital. The management of the market occupation rate and satisfaction degree of customers is two core aspects of modern commercial bank management and marketing. How to improve the service efficiency in order to gain the win-win result of customers satisfaction and banks profit-making, with no or less increasing the banks operation cost is an issue faced by all t0068e diligent bankers. Firstly, the research framework of commercial banking service was constructed according to characters of commercial banking and the study of related theories of service operation management; secondly, the main problems of service operation management for branches of commercial banks were analyzed; Meanwhile, with the help of Witness simulation platform , all improvement plan was proposed based on both a combination theoretical research and empirical research, and a combination of qualitative analysis and quantitative analysis. Key words: customer satisfaction；Witness simulation； customers line up； service operation management  目 录  第一章 绪论 1.1研究背景 随着中国经济的快速发展，金融活动己经与群众的生活和工作须臾不可分离。但与此同时，在我国银行排队问题己经成为社会关注的焦点据调查，在客户对银行服务满意度中，客户等待时间过长是最不满意的地方。从银行营销和服务管理的内在要求来看，客户最不满意的问题理应成为银行管理层着力优先解决的问题。因此，解决顾客排队的难题是成为商业银行发展过程中的重要课题。可以经常看到这样的现象，许多顾客来到银行，看到长龙的队伍