MBA教育中心知识库

  银行业既是金融业也是典型的服务型产业，伴随利率市场化的推进，金融市场和互联网金融的急速发展，银行间的竞争态势进一步加剧，各大商业银行也通过不同的理财产品来吸引新客户、留住老客户。近年来，银行理财产品收益率存在不断下行的趋势，加之其他各方面的因素影响，我行存量客户呈现不断流失的态势。当前我国正处于以国内大循环为主体、国内国际双循环的新发展格局中，在疫情的常态化下，经济从线下向线上转移的速度加快，在此背景下需要做好新时期金融服务质量提升和创新。这对我行来说既是机遇也是挑战，需要做好以客户为中心的、全方位的金融服务来提升客户满意度，减少客户流失率，增强我行同业竞争力。

  本文以工行八一支行个人理财业务客户为主要研究对象，查阅国内外关于个人理财业务客户满意度的相关研究结果并结合4P、4C营销理论，探讨提升理财业务客户满意度的对策。通过对行内理财业务发展情况和营销现状的分析，参考SERVQUAL模型设计出的客户问卷进行发放和客户及内部员工访谈的开展，总结归纳了我行个人理财业务客户满意度中存在的问题，并结合4P、4C营销理论对其中的问题和成因进行归纳整理，分别从理财产品与客户需求、产品定价和客户购买成本、理财购买渠道和客户便利、理财推广和客户沟通4个方面给出提升建议。最后为保证理财客户满意度提升策略的有效实施，本文从工作人员技能培训、加强部门沟通与协同、金融科技赋能、建立科学绩效考评制度、落实客户反馈评价真实性等方面提供组织和制度保障。

  希望通过对我行个人理财客户满意度的研究，结合理论与实际情况给出的提升策略能够提升我行客户满意度，减少客户流失，推动理财业务乃至零售业务更好的发展，提升我行竞争力，同时也对有类似情况的同业提供一定的参考价值。

关键词:工行八一支行 个人理财业务客户 客户满意度  4P、4C营销理论

Banking industry is not only a financial industry but also a typical service-oriented industry. With the continuous advancement of interest rate marketization, the continuous improvement of multi-level financial markets and the rapid development of Internet finance, the competition among banks is further intensified, and major commercial banks also attract new customers and retain old customers through different financial products. In recent years, the rate of return on bank financial products has been declining, coupled with other factors, our bank's stock customers have been losing. At present, China is in a new development pattern with domestic circulation as the main body and domestic and international circulation. In the face of the normalization of the epidemic, the speed of economic transfer from offline to online is accelerating. Under this background, we need to improve and innovate the quality of financial services in the new era, which is both an opportunity and a challenge for our bank. It is necessary to provide customer-centered and comprehensive financial services to improve customer satisfaction, reduce customer churn rate and enhance the competitiveness of our bank in the industry. In this paper, the main research object is the personal financial services customers of the Industrial and Commercial Bank of China Bayi Sub-branch, consulting the relevant literature on customer satisfaction of financial services at home and abroad, and combining with the 4p and 4C marketing theory, to explore the countermeasures to enhance customer satisfaction of financial services. Through the analysis of the development and marketing status of the bank's personal financial services, the distribution of customer questionnaires designed with reference to the SERVQUAL model and the conduct of interviews with customers and internal staff, this paper summarizes the problems existing in the customer satisfaction of the bank's personal financial services, and combines the 4p and 4C marketing theories to summarize the problems and their causes. Financial products and customer demand, product pricing and customer purchase cost, financial purchase channels and customer convenience, financial promotion and customer communication. Finally, in order to ensure the effective implementation of the financial customer satisfaction promotion strategy, this paper provides organizational and institutional guarantees from the aspects of staff skills training, strengthening department communication and collaboration, financial technology empowerment, establishing a scientific performance appraisal system, and implementing the authenticity of customer feedback evaluation.

It is hoped that through the research on the personal financial customer satisfaction of our bank, the promotion strategy given by combining the theory with the actual situation can improve the customer satisfaction of our bank, reduce the loss of customers, promote the better development of financial business and even retail business, and enhance the competitiveness of our bank. At the same time, it can also provide a certain reference value for the industry with similar situations.

Key words: ICBC Bayi Sub-branch; Personal Financial Services; Customer Satisfaction; 4p, 4C Marketing Theory