从客户体验视角2c分析互联网金融时代零售银行网点转型策略——以上海地区零售银行为例.pdfVIP

A BRIEF INTRODUCTION OF THE TRANSFORMATION AND UPGRADING STRATEGY OF TRADITIONAL BRANCH OFFICE POINT OF RETAIL BANK AB STRACT In recent decades, with the development of the Internet-based financing, there is more and more competition between the online and offline channel in financial industry. As one of The most important part of our national financial industry, the extensive tactics of retail bank, which is in not only product and service, but also market strategy, does not have any advantage in the rapid-changing market environment. Facing the race and competition between physical channel and internet-based channel in our national retail banking, branch office of retail bank explores its new positioning and developing pattern. In other words, Time will not wait for the transformation and upgrading of branch office of retail bank. This paper is to view the transformation and upgrading of traditional branch office of retail bank from a whole new perspective, which is the view of ‘customer experience driven model’. This mode is based on the 万方数据 direct feedback from customer experience. The author designs a questionnaire called ‘Customer Questionnaire of Transformation and Upgrading of China National Retail Banking Branch Office in Coming Internet-based Financing Times’, and finally collects 794 valid samples for this questionnaire. The statistic result illustrate the quite different true feelings of different distinct customers for types, frequency, satisfaction and requirement improvement of both traditional retail banking Branch