MBA教育中心知识库

零售业务的发展在商业银行市场竞争中作用愈发重要，提升服务质量是商业银行探索成功发展道路的重要路径，在此环境下，银行如何提升零售业务服务质量十分关键。兰州银行城关分行作为一家城市商业银行的分支机构，想要在激烈的零售市场获得竞争优势，通过提升服务的质量来扩大区域零售业务市场占有份额，建立稳定的零售客户群体成为当务之急。

本文首先阐述了研究提升城关分行零售业务的服务质量的目的和意义，梳理和回顾了服务质量理论在银行业务中的应用研究，介绍了服务质量差距模型、SERVQUAL等关键支撑理论与测度工具。其次，分析了兰州银行城关分行零售业务服务的现状及问题，以SERVQUAL量表进行客户测度分析，找到分行零售业服务质量的不同测量结果，探索实际认知和期望认知，梳理二者差距，解决现存问题，改善服务质量。最后，结合兰州银行城关分行的实际情况，围绕服务管理理念、服务流程管理、员工管理三方面提出具体提升服务水平、优化服务管理的策略，并且从管理、人力、技术、文化四个方面制定了保障措施。

本文围绕兰州银行城关分行零售业务展开，思考怎样提升零售业务的服务质量，参考借鉴国内外银行在服务质量提升策略的基础上，提出了适合兰州银行城关分行零售业务服务质量提升的途径，指出指导建议，有助于本地区其他商业银行提升服务质量。

The development of retail business plays an increasingly important role in the market competition of commercial banks. Improving service quality is an important way for commercial banks to explore the path of successful development. In this environment, how banks improve the service quality of retail business is very critical. Lanzhou Bank Chengguan Branch, as a branch of a city commercial bank, wants to gain a competitive advantage in the fierce retail market and expand its share in the regional retail business market by improving the quality of services. It has become a top priority for Lanzhou Bank to establish a stable retail customer group.

This paper first elaborates the purpose and significance of studying and improving the service quality of retail business of Chengguan Branch, sorts out and reviews the application research of service quality theory in banking business, and introduces the service quality gap model, SERVQUAL and other key supporting theories and measurement tools.Secondly, this paper analyzes the current situation and problems of retail business service of Lanzhou Bank Chengguan Branch, conducts customer measurement analysis with SERVQUAL scale, finds out different measurement results of retail service quality of the branch, explores the actual cognition and expected cognition, sorts out the gap between them, solves the existing problems and improves the service quality.Finally, combining with the actual situation of Lanzhou Bank Chengguan Branch, this paper puts forward specific strategies to improve service level and optimize service management from the three aspects of service management concept, service process management and staff management, and sets up safeguard measures from the four aspects of management, manpower, technology and culture.

This article revolves around lanzhou bank retail business in chengguan branch, think about how to improve the quality of service of the retail business, domestic and foreign Banks in reference service quality improvement strategies on the basis of the bank of lanzhou city branch retail business are proposed ways to improve service quality, points out that the guiding suggestion, help the region's other commercial Banks to improve service quality.