银行企业金融户顾客满意度研究

关键词:  顾客满意度 ; 关系行销 ; 银行企业客户 ; 服务品质 ; 顾客关系管理 
英文关键词:  Customer ; The Customer Degree of Satisfaction ; Serving Quality 

[ 摘要 ] 
摘要
随着我国开放民营化的银行后，国内金融机构则进入百家争鸣的时代，又随着金融产品的创新，加上消费者的需求增加，国内银行则彷效国外大型金融机构成立了金控公司，透过金控公司的成立，来满足客户的所有的需求，因为金控公司拥有许多资金及资源，因此造成国内中小型的银行纷纷无法与金控公司来抗衡，因此资金不足或资本适足率不够的银行，最后则被大型金控公司合併或与其策略联盟，如何在激烈竞争的金融时代中，走出一条真正属于自己的路，则需要靠服务品质及顾客关系管理，深入了解客户的需求，有差异化才可走出属于自己的路，与顾客维持良好互动关系，对于关系行销则能成功的推展，顾客才愿意继续与银行往来，因此顾客满意度则自然提升，因此在金融竞争时代是极为重要。
本研究之目的在于探讨服务品质、顾客关系管理、关系行销对顾客满意度之影响，以本土银行与外商银行合併之企金授信户为对象，探讨合併前银行与合併后银行之差异，其对金融授信户的顾客满意度之影响。本研究採用问卷调查法及深入访谈法，来针对某商业银行与外商银行合併之企业金融授信户为研究对象，共发出100 份问卷，以邮寄、电子邮件、亲自送达等方式交至企业金融授信财务部门，因为均是与合併前银行往来，在合併后继续往来，因此问卷全部回收，所以回收有效问卷为100份。资料分析结果发现服务品质、顾客关系管理、与关系行销对顾客满意度的影响都不显着，且迴归模式的解释能力不高，因此由受访公司中抽取10家进行深度访谈，进一步瞭解在银行合併前后、影响顾客满意度的真正原因。
研究结果显示：
1. 企金户会因为银行合併前与合併后的差异，而对服务品质、顾客关系管理、关系行销的构面认知有所差异。
2. 对于企金户而言，服务品质并非有额度后就变好，而是受到银行整体业务的影响，需要各部门的配合才能提升银行的顾客满意度。
3. 银行的顾客关系管理，需要建立在人际关系上，因此银行合併前后，对于顾客关系管理，需特别注重，因为这将直接影响到顾客满意度。
4. 关系行销对于企金户是需要银行额度的配合，若仅以银行的品牌，来强调关系行销，则满意度将无法有效提升。
5. 以银行而言，所有企金业务是银行业务的火车头，银行的合併最需要注重的是企金客户，因此勿因为银行间的合併而造成客户权益受损。 
[ 英文摘要 ] 
Abstract
Opens the privately operated bank after our country, the domestic financial organ enters the time which hundred school of thought contends, also along with the financial product innovation, consumer's demand increase, the domestic bank imitated the overseas large-scale financial organ to establish the financial holding company in addition, the penetration Financial Holding company the establishment, satisfied the customer all demands, because the The Financial Holding company to have many funds and the resources, therefore created the domestic middle and small scale bank to be unable with the Financial Holding company in abundance to contend with, therefore fund insufficiency or bank of international settlement ratio not bank Finally is controlled by the large-scale gold the consolidation of corporation or if the strategy alliance, how in the steep competition financial time, goes out truly to belong to own road, then needs to depend on the service quality and the customer relates the management, thoroughly understood the customer the demand, has the difference only then to be possible to go out belongs to own road, maintains the good interaction relations with the customer, can succeed promoting regarding the relational marketing, the customer only then is willing to continue and the bank intercourse, therefore customer degree of satisfaction then nature promotion, therefore in the financial competition time is extremely important.
Goal of the this research lies in the discussion service quality, the customer relates the management, the relational marketing to influence the customer degree of satisfaction, take the native place bank and business of Jin Shouhsin foreign merchant bank amalgamation the household as the object, after before the discussion merge the bank and the merge difference of the bank, it gives the letter household to the finance influence the customer degree of satisfaction, take the above three constructions surface subject of as the research, uses the questionnaire survey law and the thorough interview law, aims at some commercial bank and enterprise of finance the foreign merchant bank amalgamation gives the letter household is the research object, altogether sends out 100 to ask the volume, Mails, the email, personally delivers and so on the way hands over to the enterprise finance gives the letter finance department, because is with the merge before the bank in tercourse, continues the intercourse after the merge, therefore asked the volume completely recycles, therefore the recycling effectively asked the volume is 100. The analyzing of servicing quality, customer relates the management, and the relational marketing to influence the customer degree of satisfaction is not remarkable, furthermore, the mode for explanation ability is not enough. As the result, I picked up 10 companies to do further interview in order to understand the real reason of customer satisfaction before and after the bank integration.
The findings showed that,
1. Corporate companies will have different concepts on serving quality, customer relationship managing, and relationship marketing due to the divergence before and after bank integration.
2. Says regarding business gold household, after the service quality has volume to
improve by no means, but is receives the bank overall service the influence, needs various departments the coordination to be able to promote the bank the customer degree of satisfaction.
3. Banks customers relate the management, needs to establish in the interpersonal relationship, therefore front and rear the bank amalgamation, relates the management regarding the customer, must specially pay great attention to, because this directly will affect the customer degree of satisfaction.
4. Relational marketing needs a bank volume coordination regarding business Jin Hu, if only by the bank brand, emphasizes the relational marketing, then the degree of satisfaction will be unable effectively to promote.
5. Says by the bank, all business gold service is the bank service railway engine, the bank merge most needs to pay great attention to is business gold customer, therefore not creates the customer rights and interests merge because of the bank between to suffer injury.
 
[ 论文目次 ] 
中文摘要………………………………………………………………………………………ii
英文摘要………………………………………………………………………………………iv
致谢……………………………………………………………………………………………vii
目录……………………………………………………………………………………………viii
图目录…………………………………………………………………………………………x
表目录…………………………………………………………………………………………xi
第一章 绪论……………………………………………………………………………………1
第一节 研究背景及动机…………………………………………………………………1
第二节 研究目的…………………………………………………………………………2
第三节 研究对象与范围…………………………………………………………………3
第四节 研究流程图………………………………………………………………………6
第二章 文献探讨
第一节 服务品质………………………………………………………………………… 7
第二节 顾客关系管理……………………………………………………………………7
第三节 关系行销………………………………………………………………………8
第四节 顾客满意度……………………………………………………………………10
第三章 研究方法
第一节 研究架构………………………………………………………………………12
第二节 研究假设………………………………………………………………………13
第三节 问卷设计………………………………………………………………………16
第四节 研究变数与操作性定义………………………………………………………16
第五节 研究对象………………………………………………………………………18
第六节 资料分析方法…………………………………………………………………19
第四章 研究结果
第一节 叙述性统计分析………………………………………………………………20
第二节 样本描述………………………………………………………………………21
第三节 信度分析………………………………………………………………………22
第四节 迴归分析……………………………………………………………………23
第五节 深入访谈……………………………………………………………………30
第五章 结论及建议
第一节 结论……………………………………………………………………………50
第二节 研究贡献………………………………………………………………………51
第三节 建议……………………………………………………………………………53
第四节 未来研究方向…………………………………………………………………54
参考文献………………………………………………………………………………………56
中文部份………………………………………………………………………………………56
英文部分………………………………………………………………………………………57

附录问卷………………………………………………………………………………………60

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