I 摘要 近年来国内商业银行数量不断增加；与此同时，很多互联网公司开启在线 金融业务，对传统银行业特别是其零售业务造成了较大的冲击，带来了更为激 烈的竞争。商业银行需要在零售业务方面进一步提升服务质量，来保持自身的 竞争力。只有可衡量的，才是可管理的，服务质量作为一个抽象概念，对其进 行可靠的度量是有效管理的起点，本研究以TJ银行的服务质量作为研究对象， 基于国际上金融服务业服务质量评估常用的RATER指数，开发出适用于TJ银行 服务质量评估的量表，并运用该量表对该行下属支行的零售业务服务质量进行 了全面评估。 本研究首先对银行零售业务客户服务质量评估的方法和理论进行了梳理， 重点对RATER指数相关理论进行了总结；基于RATER指数开发出TJ银行零售业 务客户服务质量评估量表，从信赖度、专业度、有形度、同理度、反应度五个 维度对该行服务质量进行全面评估，并在此基础上设计了客户服务质量调查问 卷；本研究还使用该问卷在该行下属各营业部用等距抽样的方法抽取了部分样 本进行问卷调查，并对最终调查结果进行了统计分析，分析结果显示本研究开 发的量表通过了信度与效度检验；最后本研究根据调查结果总结了TJ银行零售 业务客户服务质量存在的明显不足并从五个维度提出了有针对性的改进措施， 对TJ银行下一步如何充分利用该问卷持续提升服务质量提供了政策建议。 关键词：TJ银行；RATER指数；零售业务；服务质量 Abstract II Abstract Inrecentyears,thenumberofdomesticcommercialbankshascontinuedto increase;atthesametime,manyInternetcompanieshavelaunchedonlinefinancial services,whichhascausedagreaterimpactonthetraditionalbankingindustry, especiallyitsretailbusiness,andfiercercompetitionhasemergedmercial banksneedtofurtherimprovetheirservicequalityinretailbusinesstomaintaintheir competitiveness.Onlywhatismeasurableismanageable.Asanabstractconcept, servicequalityisthestartingpointforeffectivemanagement.Thisstudytakesthe servicequalityofTJBankastheresearchobject,anddevelopsascalesuitableforthe servicequalityevaluationofTJBankbasedontheRATERindex,whichiscommonly usedintheevaluationofservicequalityintheinternationalfinancialserviceindustry. Theservicequalityoftheretailbusinesswasfullyevaluated. Thisresearchfirstsortsoutthemethodsandtheoriesofcustomerservicequality evaluationofbankretailbusiness,andfocusesonsummarizingtherelevanttheories oftheRATERindex;basedontheRATERindex,theTJBank’sretailbusiness servicequalityevaluationscaleisdeveloped,whichcomprehensivelyevaluatesthe servicequalityofthebankfromthefivedimensionsoftrust,professionalism, tangibility,empathy,andresponsiveness,anddesignsitonthisbasisCustomer ServiceQualityQuestionnaire;thisstudyalsousesthequestionnairetoconducta questionnairesurveyinallthebusinessdepartmentsofthebank,adoptsthemethod ofequidistantsampling,takessomesamples,andcarriesoutstatisticalanalysisofthe finalsurveyresults,theresultsshowthatthescaledevelopedinthisstudyhaspassed thereliabilityandvaliditytest;finally,basedonthesurveyresults,thisstudy summarizestheobviousshortcomingsinthecustomerservicequalityofTJBank’s retailbusiness,andproposestargetedimprovementmeasuresfromfivedimensions, providingpolicysuggestionsonhowtomakefulluseofthequestionnaireforTJ Bankinthenextsteptocontinuouslyimproveservicequality. Keywords:TJBank;RATERindex;retailbusiness;servicequality 目录 III 目录 第一章绪论...............................................................................................1 第一节研究背景及意义......................................................................................1 一、研究背景..........................................................................................................................1 二、研究意义..........................................................................................................................2 第二节研究思路和方法......................................................................................2 一、研究思路..........................................................................................................................2 二、研究方法..........................................................................................................................3 第三节研究内容与创新之处..............................................................................4 一、研究内容..........................................................................................................................4 二、创新之处..........................................................................................................................5 第二章理论基础.......................................................................................6 第一节相关概念..................................................................................................6 一、银行零售业务..................................................................................................................6 二、服务质量..........................................................................................................................6 第二节相关理论..................................................................................................7 一、客户服务质量相关理论..................................................................................................7 二、RATER指数.......................................................................................................................8 第三章TJ银行零售业务与其客户服务质量现状...............................10 第一节TJ银行零售业务概况...........................................................................10 一、TJ银行概况...................................................................................................................10 二、TJ银行零售业务的发展情况.......................................................................................10 第二节TJ银行零售业务服务质量现状...........................................................11 一、客户服务内容................................................................................................................11 目录 IV 二、客户投诉机制................................................................................................................12 第四章TJ银行零售业务客户服务质量的调查与评估.......................14 第一节TJ银行零售业务客户服务质量问卷的设计.......................................14 一、基于RATER的客户服务质量维度................................................................................14 二、问卷的初步设计............................................................................................................15 二、问卷的最终确定............................................................................................................16 第二节TJ银行零售业务客户服务质量问卷调查的实施...............................19 第三节问卷的分析............................................................................................19 一、描述性统计....................................................................................................................19 二、问卷信度分析................................................................................................................20 二、问卷效度分析................................................................................................................20 第四节调查结果分析........................................................................................26 第五章TJ银行零售业务客户服务存在的问题分析...........................29 第一节信赖度问题分析....................................................................................29 一、安保措施及人员............................................................................................................29 二、未能准确为客户提供服务............................................................................................30 第二节专业度问题分析....................................................................................30 一、工作人员专业知识不足................................................................................................30 二、工作人员缺少亲和力....................................................................................................31 第三节有形度问题分析......