本文選題：商業銀行　切入點：對公客戶　出處：《長春工業大學》2017年碩士論文　論文類型：學位論文

【摘要】：當前,國內群眾對金融服務水平的要求也越來越高,這使得很多商業銀行間由原來商品、價格間的較量轉變成服務質量的角逐。因此,服務質量已經成為各商業銀行競爭中獲勝的關鍵性因素。依據“二八法則”,在銀行當中其兩成的對公業務量產生八成的收益,在銀行盈利方面,對公業務所占的比重越來越大,銀行的對公客戶服務質量成為商業銀行贏得競爭的關鍵所在。本文在客戶關系理論和客戶滿意度相關理論的基礎上,以YBS農村商業銀行中的對公客戶服務質量作為探究對象,對YBS農村商業銀行對公客戶服務現狀進行探究。經過研究可以看出當前在銀行的對公業務中存在很多問題,如:對公業務業務辦理效率下降;對公業務營銷方式落后;對公客戶類別細分不到位;對公營銷團隊薄弱、服務人員服務能力下降;客戶投訴后臺服務機制不暢通,客戶滿意度下滑等等。接下來深入探析造成這種現象的內外原因和外在影響,綜合各種因素造成了這種現象,比如銀行內部對公業務規則和業務流程不合理,市場營銷理念落后、未能建立深層次的營銷體系,對于對公客戶的信息收集、認識、分析不夠導致細分不到位,人才培養與激勵機制不合理、績效評估體系不完善,客戶服務問責機制不到位等。在文章最后部分,結合上述的理論和當前YBS農商銀行對公業務中存在的問題,給予相關提高服務的策略:首先,明確對公客戶業務流程,建立健全流程再造機制,科學組織管理業務流程,從而不斷提高對公客戶服務水平;其次,“以客戶為中心”,重塑經營模式;再次分類細化對公客戶,根據對公客戶的不用等級和需求進行分類,提供多樣化的服務以提高客戶的滿意度;然后,通過專業培訓、定期考核的方法,不斷提高對公客戶服務團隊整體素質,增強員工的專業素質,形成上下一心的工作格局;最后,完善監督問責機制,明確導致工作失誤的責任主體。
[Abstract]:At present, the demands of the domestic people on the level of financial services are also becoming higher and higher, which makes many commercial banks change from the original competition of commodities and prices to the competition of service quality. Service quality has become a key factor in winning the competition among commercial banks. According to the "Rule of 28", 20% of the total amount of public business in the banks generates 80% of the income. In terms of bank profits, the proportion of the public business accounts for more and more. On the basis of customer relationship theory and customer satisfaction theory, this paper takes the service quality of YBS rural commercial bank as the research object. Through the research, we can see that there are many problems in the public service of the bank, such as the decline in the efficiency of handling the public business, the backward marketing mode of the public business; The classification of public customers is not in place; the public marketing team is weak and the service ability of service personnel is declining; the backstage service mechanism of customer complaints is not smooth, The internal and external causes and external influence of this phenomenon are analyzed deeply, and various factors are combined to cause this phenomenon. For example, the internal bank is unreasonable to the public business rules and business processes. The concept of marketing is backward, which fails to establish a deep marketing system. For the information collection, understanding and analysis of public customers, insufficient analysis leads to inadequate segmentation, unreasonable talent training and incentive mechanism, and imperfect performance evaluation system. In the last part of the article, combined with the above theory and the problems existing in the current YBS Agricultural and Commercial Bank to the public business, to give the relevant strategies to improve the service: first, clear to the public customer business process, Establishing and perfecting the process reengineering mechanism, scientifically organizing and managing the business process, so as to continuously improve the service level to the public customers; secondly, "taking the customer as the center", reshaping the business model, classifying and refining the public customers again, According to the classification of public customers'no grade and demand, to provide a variety of services to improve customer satisfaction; then, through professional training, regular assessment methods, constantly improve the overall quality of the customer service team, Enhance the professional quality of the staff, form a work pattern of one mind; finally, improve the supervision and accountability mechanism, clear the main responsibility leading to work mistakes.
【學位授予單位】：長春工業大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.35;F274

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本文編號：1635566