银行个人理财服务质量的评价

本文在进行市场调研的基础上,运用SERVQUAL模型对商业银行个人理财服务质量进行了简单评价.调研结果表明,虽然多数被调查者认可商业银行的理财服务,但是对理财服务质量并不满意.在评价理财服务质量的因素中,被调查者对商业银行提供的理财服务满意程度从高到低依次为有形性、可靠性、保证性、响应性、移情性和收益性.这表明商业银行在理财服务过程中较为重视硬件设施投入,而相对忽视软件设施建设.鉴于此,本文建议商业银行要在经营理念、产品创新、人员素质、组织机构和激励机制等无形因素方面加以改进,以增强理财服务竞争力.

Evaluation of Service Quality of Personal Banking Business

Based on a market investigation, this paper passes a brief comment on the service quality of personal banking business of commercial banks on SERVQUAL scale. It is shown that most investigatees are not satisfied with banks' service quality, although they accept such business. In evaluating service quality, they rank their satisfaction in the order of tangibility, reliability, sureness, responsiveness, loyalty and profitability. This ranking indicates that commercial banks pay more attention to hardware than to software. Therefore, it is proposed that commercial banks should work hard to improve their operational philosophy, product innovation, staff quality, organizational structure, incentive mechanism and other intangible factors so as to sharpen their competitiveness in this area.