I 摘要 随着互联网的兴起和蓬勃发展，银行业越来越重视以计算机为核心的信息技术 和通讯技术在金融业务创新方面的作用。作为银行业智能化的载体，手机银行自诞 生以来备受关注且发展势头蓬勃。大力发展手机银行业务，是银行业迎战金融科技 的改革浪潮、迎合消费者数字化金融需求的必由之路。GC农村信用社手机银行业务 起步较晚，手机银行发展没有先发优势。如何通过有效的手机银行客户管理，进一 步优化GC农村信用社手机银行运营模式，提升GC农村信用社手机银行市场占有率， 成为GC农村信用社在21世纪背景下的实现可持续快速发展的重要课题。 本文先对国内外研究背景和文献进行了阐述。通过研究客户管理、客户满意度 等相关理论并结合GC农村信用社手机银行发展现状制定GC农村信用社手机银行客 户体验满意度调查问卷。然后通过发放并回收客户体验满意度调查问卷分析GC农村 信用社手机银行客户管理中存在的问题。最后针对性提出GC农村信用社手机银行客 户管理优化措施，希望借此达到提高GC农村信用社手机银行市场占有率、促进GC 农村信用社的发展的目的，同时也为其他商业银行手机银行的发展提供借鉴。 关键词农村信用社；手机银行；客户管理；客户体验满意度；提升策略 Abstract II Abstract WiththerisingandboomingdevelopmentoftheInternet,thebankingindustryhas paidmoreandmoreattentiontotheroleofcomputer-basedinformationtechnologyand communicationtechnologyinfinancialbusinessinnovation.Asthecarrierofintelligent banking,mobilebankinghasattractedmuchattentionsinceitsbirth,anditsdevelopment momentumisbooming.Vigorouslydevelopingmobilebankingistheonlywayforthe bankingindustrytomeetthetideoffinancialtechnologyreformandtheneedsof consumers'digitalfinance.Mobilebankingdevelopmenthasnotmuchadvantagesdueto thelatebeginningofGCruralcreditcooperativemobilebankingbusiness.Howtofurther optimizethemobilebankingoperatingmodelofGCruralcreditcooperativeandimprove itsmarketsharethrougheffectivecustomermanagementofmobilebankinghasbecome animportantsubjectofsustainableandrapiddevelopmentofGCruralcreditcooperative inthebackgroundofthe21stcentury. Atfirst,theresearchbackgroundandliteratureathomeandabroadaredescribedin thispaper.Throughthestudyofcustomermanagement,customersatisfactionandother relatedtheories,combinedwiththepresentdevelopmentandmanagementstatusofGC ruralcreditcooperativemobilebanking,thequestionnaireofcustomerexperience satisfactionofGCruralcreditcooperativemobilebankingisformulated.Thenthe problemsexistingincustomermanagementofGCruralcreditcooperativemobilebanking areanalyzedbyissuingandcollectingcustomersatisfactionquestionnaires.Last,the customermanagementoptimizationmeasureswillbeputforward,withthepurposeof improvingthemarketshareandpromotingthedevelopmentofGCruralcreditcooperative. Atthesametime,italsoprovidesthedevelopmentofmobilebankingforother commercialbankswithreference. Keywords Ruralcreditcooperative;Mobilebanking;Customermanagement; Customerexperiencesatisfaction;Promotionstrategy 目录 III 目录 摘要····································································································I Abstract··································································································II 第1章绪论·······················································································1 1.1研究背景..................................................................................................................1 1.2研究意义..................................................................................................................1 1.3国内外研究现状......................................................................................................2 1.3.1银行客户管理的研究现状...............................................................................2 1.3.2手机银行客户管理的研究现状.......................................................................4 1.4研究方法..................................................................................................................6 1.5技术路线与研究内容..............................................................................................6 1.5.1研究内容...........................................................................................................6 1.5.2技术路线...........................................................................................................7 第2章相关概念及基础理论·····································································9 2.1手机银行概念及相关理论......................................................................................9 2.1.1手机银行概念...................................................................................................9 2.1.2手机银行的特点...............................................................................................9 2.1.3国内手机银行发展趋势.................................................................................10 2.2客户管理................................................................................................................10 2.2.1客户关系管理概念.........................................................................................10 2.2.2客户满意度相关理论.....................................................................................11 2.2.3客户忠诚度相关理论.....................................................................................11 2.3本章小结................................................................................................................11 第3章GC农村信用社手机银行客户管理现状············································13 3.1GC农村信用社的现状.........................................................................................13 3.2GC农村信用社手机银行发展现状.....................................................................14 3.3GC农村信用社目前手机银行客户管理现状.....................................................16 3.3.1现实手机银行客户管理现状.........................................................................17 3.3.2潜在手机银行客户管理现状.........................................................................18 3.4本章小结................................................................................................................18 第4章GC农村信用社手机银行客户体验满意度调查与分析··························19 4.1GC农村信用社手机银行客户体验满意度调查方案设计.................................19 河北科技大学硕士学位论文 IV 4.1.1目的.................................................................................................................19 4.1.2范围.................................................................................................................19 4.1.3程序及时间安排.............................................................................................19 4.1.4调查方法.........................................................................................................19 4.2GC农村信用社客户体验满意度调查问卷信度和效度检验.............................20 4.2.1GC农村信用社客户体验满意度问卷信度检验..........................................20 4.2.2GC农村信用社客户体验满意度问卷效度检验..........................................20 4.3GC农村信用社手机银行客户体验满意度问卷评价与分析.............................21 4.3.1受访者的基本特征.........................................................................................21 4.3.2受访者使用GC农村信用社手机银行情况.................................................22 4.3.3问卷调查结果和分析.....................................................................................23 4.4GC农村信用社手机银行客户管理存在的问题.................................................34 4.4.1对现实手机银行客户管理中存在的问题.....................................................34 4.4.2对潜在手机银行客户管理中存在的问