商业银行个人客户满意度影响因素的实证分析

随着竞争的加剧、金融管制的放松和信息技术的发展,对客户需求的满足能力是商业银行可持续发展的关键所在。本文采用定性与定量的研究方法,分析了影响个人客户满意程度的因素。研究结果表明:银行的服务、银行的形象、银行提供的金融产品及银行营业网点的便利性,是影响个人客户满意程度的主要因素。在此基础上,比较了国内五家商业银行在这些重要因素上的表现,并提出了提高银行个人客户满意程度的相关建议。

Empirical Analysis of Influencing Factors of Individual Customers Satisfactory on Commercial Bank

With the competition witch is getting heating up,the relaxation of the financial control and the development of information technology,the ability of contenting the customers is the key equation to continual development for commercial banks.As a vital component of customers,it is particularly important to improve the individual customers' degree of satisfaction and maintain its relative stability.This thesis researches on the influencing factors of customer satisfaction index for commercial banks based on qualitative and quantitative analysis.And the results show that the image,products,branches and convenience of the banks are the main factors.On this basis,the paper compared the performance of several domestic banks on these factors,and given some personal recommendations.