在中国宏观经济发展速度持续放缓的环境下，我国经济发展步入新常态，高 速发展状态转变为中高速，尽管如此，中国的私人财富市场也继续保持着高速发 展状态。在发展中，能够看到其无穷的潜力，伴随着各种商机的出现，国内外商 业银行业也给予了高度的关注。高净值客户在资产方面的增长，往往激发他们在 财富管理方面的需求。在中国私人银行市场中，国内外银行的竞争非常激烈，大 众化金融服务是传统的中国内地金融业竞争热点，但是随着形势的转变，私人银 行的财富管理逐渐成为竞争核心。但是一般处于发展初期的市场，往往在增值服 务、客户培育、渠道建设、市场细化以及产品研发等方面都存在很多不足。 本文的研究主要集中在国内外银行高净值客户服务的实际状态以及金融服 务，以ZS银行H分行为案例，在服务质量测试模型的帮助下，对ZS银行H分行 高净值客户服务水平进行科学合理的评估，并在实际的调研中对ZS银行H分行高 净值客户服务水平进行说明，在此基础上对其服务中存在的主要问题进行了探讨， 在追根溯源中完成了原因分析，最后在对ZS银行H分行高净值客户服务质量的提 升策略上给予针对性建设：要不断强化人才队伍的建设；在应用系统和专属服务 方面做好创新优化；产品研发应该将客户作为主要研究对象；在增值服务方面提 高层次，持续创新。 在本文的探索中能够知道，ZS银行H分行在高净值客户服务质量上还不是非 常到位，在市场竞争白热化的形势下，ZS银行H分行要对存在的问题进行深入分 析，从而获得客户的认可，让自身更好的应对来自各方面的竞争压力。当然，本 文期望最终的研究结论能够为广大的同类企业服务。 关键词：商业银行，高净值客户，服务质量 II Abstract InthecontextofthecontinuousslowdownofChina'smacro-economic development,China'seconomicdevelopmenthasenteredanewnormal,andthestateof high-speeddevelopmenthasbeentransformedintoamediumhighspeed.However, China'sprivatewealthmarketcontinuestomaintainahigh-speeddevelopmentstate.In thedevelopment,wecanseeitsinfinitepotential.Withtheemergenceofvarious businessopportunities,thedomesticandforeigncommercialbanksalsogiveahigh degreeofattention.Theexpansionofhighnetworthcustomers'assetsoftenleadsto theirdesireforwealthmanagement.InChina'sprivatebankingmarket,thecompetition betweendomesticandforeignbanksisveryfierce.Popularfinancialservicesarethe traditionalhotspotsinthefinancialindustryinmainlandChina.However,withthe changeofthesituation,thewealthmanagementofprivatebankshasbecomethecoreof thecompetition.Butintheearlystageofdevelopment,therearemanydeficienciesin value-addedservices,customercultivation,channelconstruction,marketrefinementand productresearchanddevelopment. Thispapermainlyfocusesontheactualstateofhighnetworthcustomerservice andfinancialservicesofdomesticandforeignbanks.ThespecificcaseisZSBankH branch.Withthehelpofservicequalitytestmodel,thepaperevaluatesthehighnet worthcustomerservicelevelofZSBankHbranchscientificallyandreasonably,and explainsthehighnetworthcustomerservicelevelofZSBankHbranchintheactual researchOnthisbasis,themainproblemsinitsservicearediscussed,andthecause analysisiscompletedinthetracingbacktothesource.Finally,thetargetedconstruction isgiveninthepromotionstrategyofhighnetworthcustomerservicequalityofZS BankHbranch:theconstructionoftalentteamshouldbestrengthenedcontinuously, innovationandoptimizationshouldbedoneintheapplicationsystemandexclusive service;thecustomershouldbethemainresearchinproductR&DObject:toimprove thelevelofvalue-addedservicesandtoinnovatecontinuously. Intheexplorationofthispaper,wecanknowthatZSBankHbranchisnotvery goodatthequalityofhighnetworthcustomerservice.Intheformofcontinuousfierce marketcompetition,ZSBankHbranchshouldconductin-depthanalysisoftheexisting problems,soastoobtaintherecognitionofcustomersandbettercopewiththe competitivepressurefromallaspects.Ofcourse,thispaperexpectsthatthefinal III researchconclusionscanservethemajorityofsimilarenterprises. Keywords:commercialbanks,highnetworthcustomers,servicequality IV 目录 第一章绪论.....................................................................................................................1 1.1研究背景.............................................................................................................1 1.2研究意义.............................................................................................................2 1.3国内外研究现状.................................................................................................2 1.3.1国外研究现状.........................................................................................2 1.3.2国内研究现状.........................................................................................4 1.3.3文献综述.................................................................................................5 1.4研究内容及研究方法........................................................................................6 1.4.1研究内容.................................................................................................6 1.4.2研究方法.................................................................................................6 1.5研究框架............................................................................................................7 第二章相关概念及理论基础.........................................................................................9 2.1相关概念界定....................................................................................................9 2.1.1高净值客户.............................................................................................9 2.1.2服务质量.................................................................................................9 2.2理论基础............................................................................................................9 2.2.1客户满意度相关理论...........................................................................10 2.2.2常用服务质量评价基础模型...............................................................11 第三章ZS银行H分行高净值客户服务现状..............................................................15 3.1ZS银行简介.....................................................................................................15 3.2ZS银行H分行业务发展状况.........................................................................16 3.3ZS银行H分行高净值客户金融服务现状.....................................................16 3.3.1ZS银行私人银行业务简介..................................................................16 3.3.2ZS银行H分行服务内容......................................................................16 3.3.3ZS银行H分行客户现状......................................................................18 第四章ZS银行H分行高净值客户服务质量中的问题分析......................................21 4.1ZS银行H分行服务质量调查方案的制定.....................................................21 4.1.1调查目的...............................................................................................21 4.1.2问卷设计思路.......................................................................................21 4.1.3调查对象的确定...................................................................................21 4.1.4调查方法...............................................................................................22 V 4.2深度访谈..........................................................................................................22 4.2.1客户经理访谈.......................................................................................23 4.2.2高净值客户访谈...................................................................................24 4.3样本数据采集..................................................................................................26 4.3.1问卷的优化...........................................................................................26 4.3.2调查问卷的发放...................................................................................27 4.3.3样本情况描述.......................................................................................27 4.3.4样本数据信度和效度分析...................................................................28 4.3.4问卷结果整理............................................................