近年来，随着我国经济的稳步发展，城市居民可支配收入逐年递增，居民理 财意识不断增强，个人理财业务逐渐发展成为商业银行个人业务的重中之重。从 国外的个人理财业务发展过程来看，我国个人理财业务还有很大的发展空间，个 人理财业务在商业银行业务中占得比重也会不断提高。兰州银行地处西北经济欠 发达地区，由于金融服务能力不足、信息闭塞等原因，个人理财业务的发展规模 和服务水平均与发达地区存在较大差距。兰州银行想要在激烈的市场竞争中占有 一席之地，就必须紧紧抓住个人理财市场，不断提升个人理财业务的服务质量， 获取更多的市场竞争力。本文围绕兰州银行个人理财业务，通过问卷调查的形式， 建立兰州银行个人理财业务服务质量评价模型，对兰州银行个人理财业务服务中 存在的问题及其原因进行探究，并提出提升策略。 本论文在回顾和总结服务质量评价模型和评价方法的基础上，借鉴PZB服 务质量测评量表和SERVPERF模型构建个人理财业务服务质量评价模型，并结 合兰州银行实际发展情况，对模型进行修正，最终选取客户体验个人理财服务时 最关注的16个指标建立兰州银行个人理财业务服务质量评价模型，通过模糊综 合评价法对兰州银行个人理财业务服务质量进行综合测评。研究发现，客户对兰 州银行个人理财业务服务质量总体来说较为满意，但在“响应性、可靠性和安全 性”方面仍然存在一些问题。结合实际发展情况对兰州银行个人理财业务服务的 可靠性、响应性、安全性三个维度进行深入分析后，发现兰州银行个人理财业务 服务主要存在以下问题：理财人员专业水平较低；理财产品信息披露不充分；缺 少个性化的理财服务；对理财产品的风险控制能力有待加强。并对此提出以下提 升策略：建立高素质的个人理财专业团队；加强理财产品的信息披露程度；完善 对理财产品的风险控制能力；提供个性化的理财服务。 关键词：兰州银行，个人理财，服务质量，提升策略 MBA学位论文作者：成瑞兰州银行个人理财业务服务质量提升策略研究 II RESEARCHONTHEIMPROVEMENTSTRATEGYOF PERSONALFINANCESERVICEQUALITYOF LANZHOUBANK Abstract Inrecentyears,withthesteadydevelopmentofChina'seconomy,thedisposable incomeofurbanresidentshasbeenincreasingyearbyyear,andtheresidents' financialmanagementconcepthasbeencontinuouslystrengthened.Therefore,the personalfinancebusinessofcommercialBankshasbecomemoreandmoreimportant. Individualfinancingbusinessdevelopmentprocessfromabroad,ourcountryalsohas theverybigdevelopmentspace,personalfinancebusinessofpersonalfinancial businessincommercialbankbusinessproportionalsounceasinglytoenhance. Lanzhoubankislocatedinthenorthwesteconomylessdevelopedareas,causedbya lackoffinancialserviceability,informationblock,thedevelopmentofpersonal financebusinessscaleandservicelevelthereisabiggapwiththedevelopedarea. Lanzhoubankwanttoplaceinthefiercemarketcompetition,itmustbepersonal financingbusinessservicequalitythroughascensiontoimprovemarket competitiveness.AroundLanzhoubankpersonalfinancialbusiness,thispaper throughthequestionnairesurveyform,buildaservicequalityevaluationmodel,the problemsthatexistintheLanzhoubankpersonalfinancingbusinessservice,and promotionstrategyisputforward. Onthebasisofreviewingandsummarizingtheservicequalityevaluationmodel andevaluationmethod,thispapercombinestheactualsituationofpersonalfinance businessofbankofLanzhouwithreferencetoPZBservicequalitymeasurementscale andSERVPERFmodel,andselects16indicatorstocomprehensivelyevaluatethe servicequalityofpersonalfinancebusinessofbankofLanzhouthroughfuzzy comprehensiveevaluationmethod.Thestudyfoundthattheservicequalityof personalfinanceservicesofLanzhoubankcanbasicallysatisfycustomersonthe whole,butthereisstillalotofroomforimprovement,especiallyintermsof responsiveness,reliabilityandsecurity,whichshouldbepaidmoreattentionto. MBA学位论文作者：成瑞兰州银行个人理财业务服务质量提升策略研究 III Finally,combiningwiththeactualsituationofLanzhoubankpersonalfinancing businessservicereliability,responsiveness,security,analyzingthreedimensions foundthefollowingproblems:Thefinancialmanagementpersonnelprofessionallevel islow;Insufficientdisclosureoffinancialproductinformation;Lackofpersonalized financialservices;Riskcontrolabilityoffinancialproductsneedstobestrengthened. Andputforwardthefollowingpromotionstrategy:Establishpersonalfinanceand professionalteamofhigh-quality;Enhancetheinformationdisclosureoffinancial products;Providepersonalizedfinancialservices;Improvetheriskcontrolabilityof financialproducts. Keywords:Lanzhoubank,personalfinance,servicequality,promotionstrategy MBA学位论文作者：成瑞兰州银行个人理财业务服务质量提升策略研究 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................................................................................................3 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................................................................................................4 1.3研究思路与技术路线....................................................................................4 1.3.1研究思路................................................................................................4 1.3.2研究技术路线图....................................................................................5 第二章基本概念与文献综述...................................................................6 2.1服务与服务质量基本概念............................................................................6 2.1.1服务的定义与特性................................................................................6 2.1.2服务质量的定义与特征........................................................................6 2.2个人理财文献综述........................................................................................7 2.2.1个人理财基本概念................................................................................7 2.2.2个人理财业务服务质量评价文献综述................................................8 2.3服务质量评价模型......................................................................................10 2.4服务质量评价方法......................................................................................12 2.4.1模糊综合评价法..................................................................................12 2.4.2层次分析法..........................................................................................13 第三章兰州银行个人理财业务服务现状分析....................................16 MBA学位论文作者：成瑞兰州银行个人理财业务服务质量提升策略研究 V 3.1兰州银行基本概况......................................................................................16 3.2兰州银行个人理财产品简介......................................................................16 3.2.1百合理财..............................................................................................17 3.2.2e融e贷...............................................................................................18 3.2.3百合宝..................................................................................................18 3.3兰州银行个人理财业务服务现状..............................................................19 3.3.1兰州银行个人理财业务服务流程现状..............................................19 3.3.3兰州银行个人理财服务人员现状......................................................21 3.3.4兰州银行个人理财服务客户分层现状..............................................21 3.3.5兰州银行个人理财业务风险控制现状..............................................22 第四章兰州银行个人理财业务服务质量评价....................................23 4.1服务质量评价体系构建..............................................................................23 4.1.1指标选取原