信用卡诞生于十九世纪末期英国的服装业，但直到二十世纪中期，美国银行 业才以金融机构身份开始正式发行。今天，信用卡业务作为支付、信贷消费为主 的个人金融服务，以非现金、快捷方便、安全透明、可透支等交易特点，赢得了 广阔的发展空间和市场前景。作为信用卡线下直销业务的主要补充，国内各商业 银行在电话营销业务中展开了激烈竞争，同时，伴随互联网、大数据等信息技术 的飞速发展也为信用卡电话营销带来了机遇和挑战。如何充分发挥电话营销的特 色优势，提升信用卡客户满意度，维持现有客户忠诚度并吸引更多新客户，已成 为中信银行信用卡业务的关键任务和新增长突破点。 本文以客户关系管理和客户满意度等相关理论为基础，以中信银行电话营销 方式下的信用卡客户满意度为研究问题。通过对近年来中信银行信用卡电话营销 的相关资料和数据进行收集整理、调查问卷设计与分析、内外部环境因素影响辨 识等，找出影响信用卡电话营销客户满意度的关键因素，并针对这些关键影响因 素和中信银行自身资源与能力，提出中信银行信用卡电话营销渠道客户满意度的 提升策略。 研究表明，影响中信银行信用卡电话营销客户满意度有四个关键因素，它们 分别是：产品、费用、核心服务和员工竞争力。其中，产品方面，实施产品创新 与产品组合策略，提升客户追求个性化、定制化等需求的满意度。费用方面，打 破统一定价机制，建立差异化产品价格体系，提升不同客户群多元化需求满意度。 核心服务方面，搭建电话营销综合服务平台，提升客户价值增值的满意度。员工 竞争力方面，实行优化定量考核和人才培养相结合的激励机制，提升员工满意度 是提升客户满意度的前提。 研究过程在理论上避免用单一指标度量客户满意的缺陷，在实践上充分了解 到客户对于中信银行信用卡电话营销服务的评价，为中信银行信用卡中心找到全 面提高客户满意度的关键影响因素，并提出客户满意度改进策略，这对中信银行 信用卡业务进一步发展具有指导意义和实践应用价值，同时为其他开展电话营销 的商业银行信用卡业务发展提供借鉴参考。 关键词：中信银行信用卡，电话营销，客户满意度兰州大学硕士学位论文 中信银行基于电话营销方式的信用卡客户满意度研究 II RESEARCH ON CUSTOMER SATISFACTION OF CREDIT CARD TELEPHONE SALES OF CHINA CITIC BANK Abstract The credit card was born in the British clothing industry in the late 19th century, but it was not until the mid-20th century that the US banking industry began to officially issue as a financial institution. Today, credit card business, as a personal financial service based on payment and credit consumption, has won a broad development space and market prospects with non-cash, fast and convenient, safe and transparent, overdraft and other transaction characteristics. As a major supplement to the credit card offline direct sales business, domestic commercial banks have launched fierce competition in the telemarketing business. CITIC Bank Credit Card Center is based in Shenzhen and serves the world. As a pioneer in domestic credit card telephone marketing, how to give full play to the advantages and advantages of telemarketing, facing the competition of the industry and the opportunities and challenges brought about by the rapid development of information technology such as the Internet and big data. Improving credit card customer satisfaction, maintaining existing customer loyalty and attracting more new customers has become a key task and a new growth breakthrough for CITIC Bank's credit card business. Based on the related theories of customer relationship management and customer satisfaction, this dissertation takes credit card customer satisfaction under CITIC Bank's telemarketing method as a research issue. Through the collection and collation of relevant information and data of CITIC Bank credit card marketing in recent years, the design and analysis of questionnaires, and the identification of internal and external environmental factors, we identify the key factors affecting customer satisfaction of credit card telephone marketing, and address these key impacts. Factors and CITIC Bank's own resources and capabilities, proposed the CITIC Bank credit card telephone marketing channel customer satisfaction improvement strategy. The research in this dissertation shows that there are four key factors affecting the customer satisfaction of CITIC Bank credit card telephone marketing: product,兰州大学硕士学位论文 中信银行基于电话营销方式的信用卡客户满意度研究 III cost, core service and employee competitiveness. Among them, in terms of products, the implementation of product innovation and product portfolio strategy to enhance customer satisfaction in the pursuit of personalized, customized and other needs. In terms of expenses, the unified pricing mechanism was broken, a differentiated product price system was established, and the satisfaction of diversified demand of different customer groups was improved. In terms of core services, we will build a comprehensive telemarketing service platform to increase customer satisfaction with value added. In terms of employee competitiveness, the implementation of an incentive mechanism that combines quantitative assessment and talent cultivation to enhance employee satisfaction is a prerequisite for improving customer satisfaction. In theory, this dissertation avoids the use of a single indicator to measure the defects of customer satisfaction. In practice, it fully understands the customer's evaluation of CITIC Bank's credit card telephone marketing service, and finds the key factors that can improve the overall customer satisfaction for CITIC Bank Credit Card Center, and proposes customers. Satisfaction improvement strategy, which has certain guiding significance and practical application value for the further development of CITIC Bank's credit card business, and provides reference for the development of other commercial banks' credit card business. Key Words: China CITIC Bank Credit Card，Telephone Sales， Customer Satisfaction兰州大学硕士学位论文 中信银行基于电话营销方式的信用卡客户满意度研究 IV 目 录 中文摘要.................................................I ABSTRACT ................................................ II 第一章 绪论 .............................................1 1.1 研究背景与意义 ..............................................1 1.1.1 研究背景 ................................................1 1.1.2 研究意义 ................................................2 1.2 研究内容与方法 ..............................................3 1.2.1 研究内容 ................................................3 1.2.2 研究方法 ................................................3 1.3 技术路线图 ..................................................4 第二章 文献综述 .........................................6 2.1 客户关系管理相关概述 ........................................6 2.1.1 客户关系管理 ............................................6 2.1.2 客户关系管理在商业银行中的应用 ..........................6 2.2 客户满意度相关概述 ..........................................7 2.2.1 客户满意度 ..............................................7 2.2.2 客户满意度相关指数模型 ..................................9 2.2.3 客户满意度在商业银行中的应用 ...........................13 2.3 电话营销相关概述 ...........................................13 2.3.1 电话营销 ...............................................13 2.3.2 电话营销在客户关系管理中的应用 .........................14 第三章 中信银行信用卡电话营销客户满意度调查方案设计 .....15 3.1 设计思路....................................................15兰州大学硕士学位论文 中信银行基于电话营销方式的信用卡客户满意度研究 V 3.2 客户满意度影响因素选取 .....................................16 3.3 调查问卷设计 ...............................................20 3.3.1 调研方式 ...............................................20 3.3.2 测评指标 ...............................................20 3.3.3 样本选择 ...............................................21 第四章 中信银行信用卡电话营销客户满意度调查分析 ........22 4.1 内外部环境分析..............................................22 4.1.1 宏观环境分析 ...........................................22 4.1.2 市场与行业环境分析 .....................................24 4.1.3 企业内部环境分析 .......................................27 4.2 调查问卷分析 ...............................................32 4.2.1 描述