MBA教育中心知识库

近年来，随着互联网金融的不断发展，第三方线上金融的不断创新，银行大批资金流向此类新型金融业务，传统银行业遭受了巨大的冲击，面临着前所未有的挑战。而如何改变现状，提高服务质量，提升客户满意度，挖掘魅力服务质量，并不断创新魅力服务，以此来提高商业银行自身的竞争力，成为传统银行亟需考虑和完成的任务。

本文以农业银行兰州高新支行为例，在分析研究国内外研究成果的基础上，依据魅力质量理论，运用Kano模型和SERVQUAL 服务质量评价模型，根据模型内容，结合农业银行的服务现状，合理设计问卷，进行问卷调查，分析出客户心目中Kano模型各层次指标对应的内容和各指标的客户满意度，针对各层次服务质量的满意度结果分析出Kano模型各层次存在的问题，并提出相应改进措施和保障措施，最终分层次逐渐提升，实现农业银行兰州高新支行魅力服务质量。

本文希望通过以上研究，对农业银行高新支行的总体服务质量提升和客户满意度提升提供一些思路，同时，为其他商业银行在服务质量方面的提升提供一些借鉴作用，以完善其服务水平，为此类银行实现魅力质量的服务提供一些参考方向。

In recent years, with the continuous development of Internet finance and the continuous innovation of third-party online finance, a large number of banks' funds flow to such new financial services, and the traditional banking industry has suffered a huge impact and is facing unprecedented challenges. However, how to change the current situation, improve service quality, enhance customer satisfaction, excavate charismatic service quality, and constantly innovate charismatic service, in order to improve the competitiveness of commercial banks, has become the task that traditional banks need to consider and complete.

This paper takes Lanzhou Gaoxin Sub-branch of Agricultural Bank of China as an example. Based on the analysis of domestic and foreign research results and the charm quality theory, this paper uses Kano model and SERVQUAL service quality evaluation model to design a reasonable questionnaire and conduct a questionnaire survey according to the content of the model and the service status quo of Agricultural Bank of China. Kano model analysis about customer mind all levels corresponding contents and various indicators of customer satisfaction, in view of the various levels of service quality satisfaction results analysis of the problems existing in the Kano model at all levels, and put forward the corresponding improvement measures and safeguard measures, the final layer gradually increased, the service quality of lanzhou high-tech agriculture bank branch appeal.

This paper hope through the above research, the agricultural bank of high and new branches of overall service quality improvement and customer satisfaction provide some train of thought, at the same time, for the ascension of other commercial Banks in terms of quality of service to provide some reference, to improve its service level, for such bank realize the quality of service to provide some reference direction.