J银行客户心理契约的提升对策研究.pdfVIP

摘 要 目前，学术界关于提升银行客户服务优化的研究数不胜数，组织行为领域心 理契约的研究也越来越多，但是心理契约视角下银行客户服务优化的研究却少之 又少。随着时代的发展、大数据的运用以及银行竞争的加剧，传统的客户服务已 远远不能满足客户的期待。要提高银行客户的忠诚度和品牌依赖，就有必要从客 户的角度来思考客户对银行存在什么样的期待，也就是客户与银行之间存在什么 样的心理契约。只有理清了客户对银行服务的期待，银行才能更好地进行服务改 进和优化。因此，本研究旨在探讨银行客户心理契约的内容维度，而后根据其内 容维度提出相应的服务优化对策。 220 J 本研究通过对 份有效问卷进行分析，得出 银行客户心理契约包含交易型 心理契约、关系型心理契约和技术型心理契约这三个内容维度。其中交易型心理 契约这个维度解释了所有变量的72.191%，关系型心理契约解释了所有变量的 5 644 612 . %，技术型心理契约解释了所有变量的 . %，这三个内容维度可以解释总 变量的81.448%，涵盖了变量的绝大部分差异，效果比较理想。 因此，根据以上对J银行客户心理契约内容维度的分析，本研究认为，为提升 J银行客户心理契约的效果，首先， 银行应强化员工心理契约意识，为客户提供J 差异化服务等来提升客户交易型心理契约；其次，银行的 “硬件”设施应及时跟 进， “软件”条件也应齐头并进来提升客户关系型心理契约；最后，银行还应建 立潜在客户识别系统，多种渠道获取潜在客户以及定期了解客户资产及需求来提 升客户技术型心理契约。 总而言之，本研究是学术界第一次尝试探讨J银行客户心理契约内容的维度， 本研究不仅仅是对心理契约理论的丰富与补充，更是对在实践中提升银行客户心 理契约具有重要的理论指导意义。 关键词：心理契约；客户心理契约； 银行J 1 目 录 第1章 绪论·····················································································································1 1.1 研究背景·················································································································1 1.1.1 理论背景··········································································································1 1.1.2 现实背景··········································································································2 1.2 研究意义················································································································· 1.2.1 理论意义·········································································································· 1.2.2 现实意义·········································································································· 1. 研究现状·············································································