MBA教育中心知识库

摘 要

随着互联网金融的发展、银行同业竞争的加剧以及国内经济发展，使得居民储蓄理念发生了较大的转变。客户在选择银行进行金融结算的同时，开始重视银行服务的质量、效率、便捷程度等。在银行业产品同质化严重的情况下，银行的服务水平越高，客户体验越好，也将会赢得更多的客户。兰州银行榆中支行目前作为榆中县域第二大银行，若想在现有地位上对当前排名有所提升，就必须以优质服务为导向，以客户满意度为衡量标准提升服务质量，所以对于兰州银行榆中支行服务质量提升的研究迫在眉睫。

本文选择兰州银行榆中支行作为研究对象，通过文献分析法对国内外银行服务质量提升相关资料进行梳理对比，以SERVQUAL测量模型为主要问卷设计依据，运用问卷调查表对兰州银行榆中支行服务质量进行满意度调查，并参考第三方调研机构调研结果，使用因果图、直方图等质量管理工具对兰州银行榆中支行服务质量现状进行分析，发现客户受重视程度和体验度不高、员工可靠性有待提高、业务流程及投诉处理流程不合理以及智能化设备应用不到位等问题；从员工、产品、渠道、网点环境、服务流程、投诉处理流程及科技方面提出相应的解决措施，提出打造智能银行的设想；并提出强化企业文化管理、完善组织架构及人力资源制度、加强内控制度建设，加强科技创新的服务质量提升保障措施，最终通过对PDCA的不断应用，循环改进所发现问题，从而帮助兰州银行榆中支行提升服务水平。

对于兰州银行榆中支行服务质量的研究，旨在通过理论指导实践，将研究成果得以良好运用，从而提高顾客满意度和忠诚度，进而稳定原有顾客群体，吸引新顾客群体，在市场竞争中占据优势，最终提高银行的盈利水平。

Abstract

With the development of Internet finance, the intensified competition among banks and the development of domestic economy, the concept of residents' savings has changed greatly.When customers choose banks for financial settlement, they begin to pay attention to the quality, efficiency and convenience of banking services. In the case of serious homogenization of banking products, the higher the service quality of banks, the better the customer experience, and will win more customers. Yuzhong sub branch of Lanzhou Bank is the second largest bank in Yuzhong County. If we want to maintain the current status and improve the current performance, we must take high-quality service as the guide and customer satisfaction as the measurement standard to improve the service quality of the bank. Therefore, the research on the improvement of service quality of Yuzhong sub branch of Lanzhou Bank is imminent.

This paper selects Yuzhong sub branch of Lanzhou Bank as the research object, combs and compares the relevant data of bank service quality management at home and abroad through literature analysis, takes SERVQUAL measurement model as the main questionnaire design basis, uses the questionnaire to investigate the satisfaction of service quality of Yuzhong branch of Lanzhou Bank, and refers to the research results of third-party research institutions, and uses causality diagram and direct correlation analysis based on the analysis of the current situation of service quality of Yuzhong branch of Lanzhou Bank with quality management tools such as square chart, we found that customers are not highly valued and experienced, business process and complaint handling process are lengthy, and intelligent equipment application is not in place. We put forward corresponding solutions from the aspects of employees, products, channels, network environment, service process, complaint handling process and technology. At last, through the continuous application of PDCA, circulation improvement of the problems found, so as to help Yuzhong sub branch of Lanzhou bank improve the service level.

The research on the service quality of Yuzhong sub branch of Lanzhou Bank aims to guide practice through theory, make good use of the research results, so as to improve customer satisfaction and loyalty, stabilize the original customer group, attract new customer groups, occupy an advantage in the market competition, and finally improve the bank's profitability.