银行服务接触、顾客情感与满意度之间关系的实证研究

服务接触管理的概念和思想来自于花旗银行的实践,本文从银行提高服务接触过程可视化效果的实践出发,总结服务接触过程对顾客情感的影响,进而总结提高顾客感知质量的经验。文章从服务的便利性、服务感受、银行形象、互动性、可靠性、移情性、品牌化等方面来形成对银行服务的认知,并通过结构建模方法明确服务接触过程与银行顾客情感、满意度之间的作用路径,进而为银行优化服务接触过程提供相关建议。

An Empirical Study on the Relationship among Bank's Service Encounter,Customer Emotion and Satisfaction

The concept and idea of service encounter management come from Citibank's practice.The article begins with bank's practice of improving visualization effect of service encounter process,concludes the influence of service encounter process on customer emotion,and further concludes the experience of improving the quality of customer sensitivity.The article forms the cognition of bank's service from aspects such as the convenience of service,the feeling of customer,the image of bank,interaction,accountability,...