MBA教育中心知识库

  商业银行的发展离不开个人理财客户，因此改善对个人理财客户的服务质量，维持客户的满意度，能够促进银行更好的发展。本文以兰州银行为例，重点研究该银行个人理财客户服务满意度现状及问题，发现该银行在个人理财客户服务满意度上的问题及不足，并提出相应的对策建议来改善该银行在个人理财客户服务的满意度程度。

  论文首先基于客户服务满意度理论的基础上，论述分析了相关理论依据基础以及客户服务满意度的相关模型框架；其次，对兰州银行目前对个人理财客户的服务内容、形式、理念等进行了论述，同时设计了相应的个人理财客户服务满意度的调查问卷；最后，基于服务型企业满意度理论的问卷调查结果发现兰州银行个人理财客户服务满意度问题及问题原因，并提出相应的满意度提升策略。

  通过本文的研究主要得到了以下结论：兰州银行对个人理财客户服务满意度问题主要体现在：产品体系与客户需求不匹配、客户感知服务质量问题突出、综合服务环境体验感不足、银行企业形象有待提升、客户抱怨反应不及时；造成问题产生的原因在于：产品设计及服务提供尚未达到客户期望、员工服务和环境难以符合客户感知、网点智能化程度无法达到客户感知价值、兰州银行企业品牌价值有待提升、客户抱怨处理流程体系不完善。基于上述存在的问题，本文提出了以下满意度提升策略：设计满足客户需求的多元理财产品、提升个人理财业务服务质量、增强客户服务体验感、完善提升兰州银行形象、健全客户投诉服务管理体系等建议。

  本文提出相应的改善建议来提升兰州银行在个人理财产品上的服务满意度及服务质量，也为其他银行如何提升个人理财客户服务满意度提供相应的依据和参考分析案例素材。

    The development of commercial banks cannot be separated from personal financial customers. Therefore, improve the service quality of personal financial customers, maintain customer satisfaction, and can promote the better development of banks later.This paper takes the Bank of Lanzhou as an example, and focuses on the current situation and problems of personal finance customer service satisfaction. Based on the analysis results, the bank finds its problems and deficiencies in personal finance customer service satisfaction, and puts forward corresponding countermeasures and suggestions to improve the satisfaction degree of the bank in personal finance customer service.

    Based on the theory of customer service satisfaction, the service content, form and concept of customer service satisfaction, the results of the customer satisfaction theory, and propose the corresponding satisfaction improvement strategy:

    Lanzhou satisfaction with personal finance customer service is mainly reflected in: mismatch between product system and customer demand, customer perception service quality problems, insufficient comprehensive service environment experience, bank corporate image to improve, customer complaints; problems: product design and service provision has not yet reached customer expectations, employee service and environment difficult to meet customer perception, network intelligence to reach customer perception value, value of Lanzhou enterprise brand needs to be improved, and customer complaints about imperfect process system.Based on the above problems, this article puts forward the following satisfaction improvement strategy:designing diversified financial products to meet the needs of customers, improving the service quality of personal financial business, enhancing the sense of customer service experience, improving the image of Bank of Lanzhou, perfecting the customer complaint service management system and so on .

    This paper puts forward corresponding improvement suggestions to improve the service satisfaction and service quality of Lanzhou Bank in personal financial products, and also provides corresponding basis and case materials for other banks to improve the satisfaction of personal financial customer service satisfaction.