当前，中国对于农村的发展以及金融业务拓展的重视，促进了农商银行的快 速发展。在农商银行快速发展的同时，也带来了巨大的竞争，特别是以管理客户 关系，以客户满意度作为核心竞争力的重要因素。然而，目前的研究大多仅聚焦 客户满意度指标分析或者是理论分析，少有理论和调研实证结合的研究。同时， 笔者所在的天易农商行，由于客户满意度不高，影响了其近年来发展的速度、质 量和效益。而研究的旨趣恰恰在于运用所学解决问题。由此，本研究非常具有实 践意义。 首先本文对天易农商行客户满意度提升策略研究的背景和意义、研究内容、 研究方法、国内外研究现状进行了阐述，并对顾客满意理论、影响因素指标和分 析模型进行梳理，为本文的研究提供理论指导。其次本文以天易农商行客户满意 度为研究对象，运用问卷、实地调查以及访谈法对天易农商行目前发展面临的客 户满意度存在问题进行分析，发现主要存在对客户满意的理念认知不到位、对客 户需求未能提供差异化服务、智能化便捷化手段不够、对客户回访反馈未形成闭 环、对客户权益保障不够等问题，并结合问题进行了深刻的原因剖析。 由此，本文对天易农商行未来如何完善客户关系管理，提升客户满意度，针 对性提出了优化以客户为中心的经营理念、丰富客户个性需求的产品业务、提升 员工综合素质以及促进科技革新和打造自身品牌文化等有益建议，以图进一步提 升天易农商行客户满意度水平，促进天易农商行快速持续发展。 关键词：农商银行；客户满意度；核心竞争力；客户关系管理 II Abstract Atpresent,China'sattentiontoruraldevelopmentandfinancialbusiness expansionhaspromotedtherapiddevelopmentofagriculturalandCommercialBank. Intherapiddevelopmentofagriculturalandcommercialbanks,butalsobroughtgreat competition,especiallytomanagecustomerrelations,toCustomersatisfactionasan importantfactorinthecorecompetitiveness.However,mostofthecurrentstudies onlyfocusontheCustomersatisfactionortheoreticalanalysis,andtherearefew studiesthatcombinetheorywithempiricalresearch.Atthesametime,theCustomer satisfaction,wheretheauthorislocated,isnothigh,affectingitsdevelopmentspeed, qualityandefficiencyinrecentyears.Thepurposeoftheresearchistousewhatwe havelearnedtosolvetheproblem.Therefore,thisstudyisofgreatpractical significance. Firstofall,thispaperdescribestheresearchbackgroundandsignificance, researchcontent,researchmethods,researchstatusathomeandabroad,andcarding thecustomersatisfactiontheory,influencingfactorsandanalysismodel,itprovides theoreticalguidancefortheresearchofthispaper.Inthispaper,wetaketheCustomer satisfactionofTianyiAgriculturalBankofChinaastheresearchobject,andusethe methodofquestionnaire,on-the-spotinvestigationandinterviewtoanalyzethe existingproblemsinthedevelopmentofCustomersatisfaction,itisfoundthatthere aresomeproblems,suchasthelackofunderstandingoftheconceptofcustomer satisfaction,thefailuretoprovidedifferentiatedservicestocustomers,thelackof intelligentandconvenientmeans,thelackofclosed-loopfeedbacktocustomers,and theinadequateprotectionofcustomers'rightsandinterests. Therefore,thisarticleonthedaysofAgriculturalBankofChinainthefuture howtoimprovecustomerrelationshipmanagement,Customersatisfaction,thispaper putsforwardsomebeneficialsuggestions,suchasoptimizingthemanagementideaof takingthecustomerasthecenter,enrichingtheproductbusinessofthecustomer's individualdemand,improvingthecomprehensivequalityofthestaff,promotingthe innovationofscienceandtechnologyandcreatingtheownbrandculture,etc.,in ordertofurtherenhancethelevelofCustomersatisfaction,andpromotetherapidand sustainabledevelopmentofTianyiAgriculturalBankofCommerce. Keywords:AgriculturalandCommercialBank;CustomerSatisfaction;Core competence;CustomerRelationshipManagement 目录 摘要..............................................................................................................................I Abstract......................................................................................................................II 第1章绪论..................................................................................................................1 1.1研究背景及意义..............................................................................................1 1.1.1研究背景...............................................................................................1 1.1.2研究意义...............................................................................................2 1.2研究综述..........................................................................................................3 1.2.1国外研究综述.......................................................................................3 1.2.2国内研究综述.......................................................................................6 1.3研究内容与方法..............................................................................................7 1.3.1研究内容...............................................................................................7 1.3.2研究方法...............................................................................................8 1.4研究路线及创新点..........................................................................................8 1.4.1研究路线框架图...................................................................................8 1.4.2本文创新点...........................................................................................9 第2章客户满意度内涵与相关理论基础................................................................11 2.1客户满意度的内涵........................................................................................11 2.2客户满意度评价指标....................................................................................11 2.3客户满意度评价模型....................................................................................13 2.4客户满意度影响因素研究理论....................................................................15 2.4.1期望——绩效理论.............................................................................15 2.4.2顾客让渡价值理论.............................................................................16 2.4.3客户消费经历比较理论.....................................................................16 2.4.4马斯洛“需求层次”理论.................................................................17 第3章天易农商行目前客户满意度现状、问题及成因分析................................18 3.1天易农商行简介............................................................................................18 3.1.1组织结构状况.....................................................................................18 3.1.2人力资源状况.....................................................................................19 3.1.3业务渠道及存款状况.........................................................................20 3.2天易农商行客户满意度现状问卷调查和访谈............................................22 3.2.1问卷部分.............................................................................................23 3.2.2访谈部分.............................................................................................27 3.3天易农商行目前客户满意度情况剖析........................................................28 3.3.1客户总体满意度情况.........................................................................28 3.3.2客户期望方面.....................................................................................29 3.3.3服务感知方面.....................................................................................29 3.3.4回访回应方面.....................................................................................30 3.3.5投诉情况方面.....................................................................................30 3.4天易农商行目前客户满意度存在的突出问题............................................30 3.4.1主动服务客户意识弱.........................................................................31 3.4.2业务需求产品同质严重.....................................................................31 3.4.3智能设备便捷化不高.........................................................................32 3.4.4客户回访不及时权益保障低.............................................................32 3.5影响天易农商行客户满意