基于crf的商业银行服务便利感知研究-企业管理专业论文.docxVIP

II II ABSTRACT The research of Services Convenience is increasingly becoming a very important issue in the field of marketing. With the development of the theory of 4C, Service Convenience plays a rule on consumer behavior as an important factor. in marketing, the rule of Services Convenience becomes more and more important. With the trends of commercial banking industry chain development and the introduction of a variety of convenient facilities and technology, the commercial banking services to facilitate competition in this area has become the important dimension of competitiveness in the commercial banking’ service quality and performance. In this paper, the author of the study makes consumers’ perception of commercial bank’s services convenience as an object of study. From both the impact of Corporate Related Factors and the differences in the consumers’ characteristics, which impact consumers’ perception of Services Convenience, author summarizes domestic and international studies in services convenience and corporate related factors (CRF), Sums up the latest study for service convenience. This article bases on the previous theoretical research, and mainly bases on Berry’s 2002 Understand Service Convenience where Berry developed the theoretical framework of service convenience. This article combines the five specific types of services convenience, which Berry firstly introduced in 2002 for the further theoretical and empirical research. In this article, author made an empirical research based on commercial banks in Jiangsu province as an example and established the CRF-SC model.This model develops the theory of service convenience well. At the same time, make up for the defect that there is no empirical study for Berry’s theory. To validate the rationality that corporate related factors (CRF) influence service convenience in the CRF-Service Convenience model, the author puts forward series of researching hypothesis. Through a series of interviews with experts