I 摘要 党的十九大报告明确指出，我国经济由高速增长阶段转向高质量发展阶段。 当前，质量强国战略正在全面实施，银行业也不例外。2019年中国 银行保险监督 管理委员会为了改善国有银行服务现状，发布了《关于进一步提高大型银行网点 服务质量的通知》。银行网点作为直接为客户提供服务的场所，网点服务质量的 高 低直接影响着客户的忠诚度，也关系着商业银行的品牌形象，而厅堂服务直接 与老百姓接触，做好厅堂服务更是银行提升服务质量和竞争力的关键。如何贯彻 落实好质量强国战 略，以提升网点厅堂服务质量为着力点，全面提升银行服务质 量，将提升服务质量与提高企业利润融合在一起从而达到银行与客户双赢的局面， 成为摆在银行业面前的重要课题 。 本文以提升银行厅堂服务质量为视角，选取中国建设银行B支行为剖析样本， 在界定银行服务既服务提升等相关概念的基础上，首先采用问卷调查和数据分析 发现建行B支行厅 堂服务存在的问题，其次吸收和借鉴国内4家具有代表性的银 行服务管理经验，最后提出针对性较强的对策建议和提升建行B支行厅堂服务质 量的现实路径。目的在于调查制约建 行B支行网点厅堂服务质量的因素，论述提 升银行厅堂服务的对策措施，以期为银行业提高服务水平提供参考和借鉴。 关键词：厅堂服务；建行B支行；客户满意度；服务质量 摘 要 II Abstract The report of the 19th National Congress of the Communist Party of China clearly stated that the national economy has shifted from a stage of rapid growth to a stage of high-quality development. Currently, “overall quality improvement strategy” is fully implemented, Banking is no exception. In 2019, CBRC has issued “a notice on further improving the service quality of large bank branches”, in order to improving large bank branches service quality. Bank branches are regarded as a platform to provide services to customers, which services quality directly affects the customer's evaluation and the brand image of the banks. Banks provide hall service to common people, so doing the hall service well is the key to improve the service quality and competitiveness of banks. How to implement “overall quality improvement strategy” well, This thesis selects hall service quality improvement as the focal point, so as to improve the bank services quality comprehensively. To improve the quality of service and improve banks profits together, so as to achieve a win-win situation for banks and customers has become an important topic that the current banking industry faces. This thesis takes hall service quality improvements as the perspective of research. The CCB B sub-branch was selected as the analysis sample. On the basis of defining the related concepts of bank service and service quality improvement. First, conducts questionnaire survey and data analysis method to analyze the existing problems of hall service quality of CCB B sub-branch. Then, absorb and draw lessons of hall service quality improvement experience from four representative domestic banks. Finally, puts countermeasures and suggestions with strong pertinence and realistic way to improve hall service quality of CCB B sub-branch. The purpose of this thesis is to surveying restriction factors of hall service quality of CCB B sub-branch, and expounding effective solutions of improving hall service, so as to provide reference of service level improvement for banks. Keywords: hall service; CCB’s B sub-branch; customer satisfaction; service quality 目 录 III 目 录 摘要 ......................................................................................................................... I Abstract ..................................................................................................................... II 第1章 绪论 ............................................................................................................. 1 1.1 选题的背景和意义 .................................................................................... 1 1.1.1 选题背景 ......................................................................................... 1 1.1.2 选题意义 ......................................................................................... 2 1.2 文献综述 .................................................................................................... 3 1.2.1 关于客户服务质量的理论研究 ..................................................... 3 1.2.2 关于网点转型理论的研究 ............................................................. 4 1.2.3 关 于银行厅堂服务质量影响因素的研究 ..................................... 5 1.2.4 关于银行厅堂服务质量提升策略的研究 ..................................... 5 1.2.5 研究现状评析 ................................................................................. 6 1.3 研究内容和方法 ........................................................................................ 7 1.3.1 研究内容 ......................................................................................... 7 1.3.2 技术路线 ......................................................................................... 8 1.3.3 研究方法 ......................................................................................... 9 1.4 创新之处 .................................................................................................... 9 1.5 本章小结 .................................................................................................... 9 第2章 理论基础 ................................................................................................... 10 2.1 银行厅堂服务概念及服务质量标准 ...................................................... 10 2.1.1 银行厅堂服务相关概念 ............................................................... 10 2.1.2 银行厅堂服务质量标准 ............................................................... 11 2.2 银行厅堂服务质量相关理论阐述 .......................................................... 11 2.2.1 顾客感知服务质量理论 ............................................................... 12 2.2.2 客户关系管理理论 ....................................................................... 13 2.2.3 银行网点转型理论 ....................................................................... 13 2.3 本章小结 .................................................................................................. 14 第3章 建行B支行厅堂服务现状分析 ............................................................... 15 3.1 建行B支行简介 ...................................................................................... 15 3.2 建行B支行服务环境分析 ...................................................................... 15 目 录 IV 3.3 建行B支行厅堂服务质量问卷调查分析 .............................................. 17 3.3.1 调查问卷的设计 ........................................................................... 17 3.3.2 调查问卷的发放与回收 ............................................................... 17 3.3.3 问卷整理分析 ............................................................................... 17 3.4 建行B支行厅堂服务质量存在的问题 .................................................. 27 3.4.1 网点物理环境杂乱，自助设备故障率高 ................................... 27 3.4.2 客户服务流程不明 确，客户关系维护缺失 ............................... 27 3.4.3 员工素质有待提升，服务文化缺失 ........................................... 28 3.4.4 服务用语不 规范，产品介绍略显夸张 ....................................... 29 3.4.5 网点服务人性化程度不高，员工服务主动性有待提升 ........... 29 3.5 本章小结 .................................................................................................. 29 第4章 国内银行厅堂服务经验镜鉴及启示 ....................................................... 30 4.1 我国大城市银行厅堂服务经验概述 ...................................................... 30 4.1.1 工商银行北京南站支行厅堂服务经验概述 ............................... 30 4.1.2 光大银行广州分行厅堂服务经验概述 ....................................... 31 4.2 邯郸地区银行厅堂服务经验概述 .......................................................... 32 4.2.1 农业银行邯郸市