商业银行个人业务顾客满意度研究——以宁波银行为例  

Research on Customer Satisfaction of Commercial Bank Individual Service——A Case Study of Bank of Ningbo

作　　者：张庆伟[1,2] 

机构地区：[1]浙江万里学院,浙江宁波315100 [2]天津财经大学,天津300222

出　　处：《浙江万里学院学报》2011年第3期6-9,13,共5页Journal of Zhejiang Wanli University

基　　金：2008年宁波市金融保险应用型人才培养基地项目"金融改革与宁波区域金融中心建设研究"(编号:JD081028)

摘　　要：商业银行实施顾客满意度战略是维系顾客争取顾客忠诚的必备条件。文章通过问卷调查的形式,对宁波银行个人客户展开银行顾客满意度抽样调查,对影响顾客选购银行产品和服务的各因素的重要程度和满意程度进行分析。结果发现诸如服务质量、ATM位置分布、金融创新速度等因素会显著影响宁波银行的客户满意度。因此宁波银行可以通过差异化服务获得竞争优势。The application of the customer satisfaction in commercial banks will maintain customers＇ loyalty.Sampling investigation has been applied to research customers satisfaction of Bank of Ningbo based on questionnaires.It is concluded that there are many factors,such as service quality,ATM distribution,financial innovation and so on,which affected significantly customer satisfaction of Bank of Ningbo.Furthermore,a competitive advantage in market competition can be gained by Bank of Ningbo with differentiated services.

关 键 词：顾客满意度 因子分析 抽样调查 

分 类 号：F832.2[经济管理—金融学]