包商村镇银行可感知服务质量研究企业管理专业论文.docxVIP

内蒙古科技大学硕士学位论文 I 摘 要 近年来，金融市场得到了迅速发展，各银行之间的竞争愈演愈烈，而村镇银行作为 一个新型的银行，无论是资金上还是大众认可度上都处于弱势，在这种情况下，要想得 到长久的发展，必须从提高银行服务质量的角度入手，增加顾客的满意度，留住现有顾 客，吸引新客户。因此，本文对包商村镇银行的服务质量现状进行定性与定量的研究分 析，为其今后的服务质量改进提供方向。 本文对包商村镇银行服务质量的研究主要从两方面着手进行：一是在包商村镇银行 服务质量问卷调查的基础上设计出服务质量量表，对服务质量量表进行相关分析；二是 结合服务质量差距模型，找出服务差距所在，为包商村镇银行今后的服务改进提供方 向。具体做法如下：本文从包商村镇银行的实际经营出发，在文献回顾和前期实地访谈 的基础上，设计出服务质量调查问卷，采取随机发放、现场回收的方式来收集相关数 据。运用因子分析方法对收集回来的问卷进行数据处理，结合数据处理的结果建立适用 于包商村镇银行的服务质量量表，运用主成分分析法计算出服务质量量表中各因子的权 重，绘制出指标权重象限图，据此对服务质量量表进行相关分析，明确包商村镇银行的 优劣势所在。接着，本文将实证数据分析的相关结论应用到服务质量差距模型中，对包 商村镇银行的服务差距进行逐一分析并提出相应的弥合措施，为包商村镇银行的发展决 策提供依据。 在对包商村镇银行的服务质量现状进行研究分析的基础上，对本文的研究内容和成 果进行了总结，最后指出了文章中存在的不足。 关键词：顾客满意度；服务质量；村镇银行；服务质量量表；服务差距模型 II Abstract In recent years, the financial market has developed rapidly and the competition between each bank is becoming increasingly fierce. The town bank, as a new-type bank, is in a weaker position in both funds and public recognition. In this case, to get long development, the town bank must start with the improvement of its service quality to increase customer satisfaction, to retain existing customers and to attract new customers. Therefore, this paper carries qualitative and quantitative analysis on service quality status in quo of Baoshang Town Bank, striving to provide direction for the future improvement of its service quality. The service quality research of Baoshang Town Bank of this paper is carried on from two aspects. First, designing a service quality scale based on the customer satisfaction questionnaire survey and analyzing the service quality scale correlatively. Second, combining with service quality gap model and finding out service disparities in order to provide direction for the future service improvement of Baoshang Town Bank. The specific measures are as follows: this paper starts from the management reality of Baoshang Town Bank, designs customer satisfaction investigation questionnaire based on literature review and previous spot interview, and collects relevant data thr