商业银行顾客满意度影响因素的实证研究  

An Empirical Study on Factors Which Influence Customers' Satisfaction of Commercial Banks by Using the Structural Equation Model

作　　者：郝金磊[1] 胡强[1] 

机构地区：[1]兰州商学院,兰州730000

出　　处：《电子科技大学学报（社科版）》2015年第2期65-68,共4页Journal of University of Electronic Science and Technology of China(Social Sciences Edition)

摘　　要：顾客是银行的重要资源,在日趋激烈的市场竞争中,提高顾客满意度成为商业银行可持续发展的关键所在。以微观调查数据为基础,构建结构方程模型对我国商业银行顾客满意度的影响因素进行了研究。结果表明:商业银行顾客满意度主要受潜变量服务质量、业务能力和环境特征的影响显著,而受顾客个人特征的影响较小;可观测变量服务意识、服务态度和服务效率对服务质量及顾客满意度的影响显著;可观测变量业务种类、业务费用和业务水平对业务能力和顾客满意度的影响显著;可观测变量交通状况和厅内环境对环境特征及顾客满意度的影响显著。基于以上研究结论,提出了提高商业银行顾客满意度的对策建议。Customer is an important resource of bank. Improving customers＇ satisfaction becomes the key to the sustainable development of the commercial bank under the fierce market competition. According to the data from investigation, this article analyses the factors which influence the customer satisfaction of commercial banks via using the structural equation model. The author discovers that the customer satisfaction of commercial bank is influenced significantly by the service quality, the operational capacity, and the environment characteristics, while the customer personal characteristics impact is feeble. In terms of observed variables, service consciousness,service attitude, and service efficiency play an important role in the service quality and customer satisfaction;business varieties, business expenses, and professional skill play a vital role in the operational capacity and customer satisfaction; traffic conditions and hall environment impact significantly on the characteristics of environment. Based on above conclusions, this article takes some measures to improve customer satisfaction of commercial banks.

关 键 词：商业银行 顾客满意度 影响因素 结构方程模型 

分 类 号：F832.2[经济管理—金融学]