宁波银行个人客户满意度研究.docVIP

PAGE 1 浙江万里学院商学院 宁波银行个人客户满意度研究 Ⅲ 浙江万里学院商学院 ×××××××××××× PAGE 1 毕业论文独创性声明 本人郑重声明所提交的毕业论文是本人在指导教师的指导下进行的研究工作及取得的研究成果。除文中特别加以标注的地方外，论文中不包含他人已经发表的学术成果或者他人为获得高等院校学位而使用过的材料，论文中不涉及任何知识产权纠纷。否则，本人将承担一切责任。 学生签名：____________ 日 期：____________ 浙江万里学院商学院 宁波银行个人客户满意度研究 PAGE II 摘 要 众多的研究结果发现，客户的个人满意度是影响商业银行效益的重要因素之一，而影响个人客户满意度的不仅仅有银行的服务态度、产品质量，还有银行的业务内容、经营渠道等等，它能很直观的反映出顾客需要什么，银行拥有什么，需要改进什么，及顾客对银行现有服务的态度，这就有利于促进商业银行的进步。本文就是在此思想指导下对宁波银行个人客户满意度进行研究的。 本文通过实证研究，对宁波银行办理个人业务的客户进行了抽样调查，调查对象包括宁波市内各宁波银行营业网点及南京、南京、深圳分行，并利用excel处理相关数据，得出以下结论：一是自助设备利用率低；二是业务更新后通知方式的局限性；三是年龄、工作单位、年均收入的不同使得客户对银行产品看法的不同。针对结论，提出以下对策：一是提高银行各类设备的安全性，包括电子银行类产品及ATM机等自助设备；二是细分客户市场，明确营销重点，包括业务更新后对客户的通知方式以及产品的推荐；三是充分了解客户需求创新产品，根据客户市场的细分，结合对客户的需求性了解，创新产品留住客户。 关键词： 宁波银行；个人客户；客户满意度 Abstract Many research results show that the customers personal satisfaction is one of the important factors that influence commercial bank efficiency, that affect individual customer satisfaction not only Banks service attitude, product quality, and bank business content and business channels, etc., it can be very intuitive reflect what customers need, Banks have what, what needs to be improved, the existing service for Banks and customers, it is beneficial to promote the progress of commercial Banks. This article is under the guidance of ningbo bank individual customer satisfaction research. Through empirical research, this paper conducts a bank to deal with personal business customer to carry on the sampling survey, conducted among the ningbo bank business outlets in ningbo city and nanjing branch, nanjing, shenzhen, and using excel to deal with the related data, the following conclusions: One is self-help equipment utilization rate is low; Two is business way updated notification limitations; Third, age, work units, an annual income of different makes customer perceptions of bank products to be different. In view of the conclusion, puts for