I 摘要 近年来，随着个人金融业务的快速发展，商业银行在个人金融业务上的竞争 变得异常激烈。商业银行作为以盈利为目的的金融服务机构，唯有不断的提高自 身的服务才能提高客户的满意度。而广发银行是一家全国性并且最早成立组建的 股份制商业银行，成立于1988年7月,广发银行成立30年以来，主要从事综合 金融服务业务，同时发展企业客户，公司和中小企业板块在同行业排名中处于中 上水平。 本文以广发银行作为研究对象，以银行的VIP客户作为研究主体。利用文献 研究法、访谈法以及实证分析法对广发银行VIP客户满意度进行问卷调查和分 析，之后对统计结果进行回归研究，最终提出评价客户满意度的指标，提出广发 银行VIP客户满意度提升的对策。全文主体分为5部分，第一部分绪论，阐述了 本文的研究内容和意义以及对国内外相关文献的整理和综述。第二部分为理论基 础部分，对客户的满意度相关理论进行了分类概述为后续论文理论支持提供了依 据，第三部分广发银行的概述，首先对广发银行的基本情况进行了有序的分析然 后再进行广发银行中VIP客户的发展现状进行了分析和统计从而找到广发银行 目前针对VIP客户发展所面临的问题，第四部分根据广发银行VIP客户满意度影 响因素进行了研究，设计了相应的调查问卷根据问卷和样本的选择来分析广发银 行客户满意度的影响因素。第五部分根据前几章节得出的相应的广发银行在VIP 客户满意度提升存在的问题进行了深入的分析和研究找到了一些针对VIP客户 满意度提升的对策。通过本文的研究，希望能够真正的找到广发银行VIP客户满 意度提升的解决方案和改进措施，帮助广发银行在VIP客户服务方面的工作真正 向前迈进一步，并希望对广发银行未来VIP客户服务方面的工作起到指导的作 用。 关键词:银行VIP客户，客户服务，满意度提升，调查研究，提升的对策 Abstract II Abstract Inrecentyears,withtherapiddevelopmentofpersonalfinancialbusiness,thecompetitionof commercialbanksinpersonalfinancialbusinesshasbecomeextremelyfierce.Asaprofit-oriented financialserviceinstitution,onlybycontinuouslyimprovingcustomersatisfactioncan commercialbanksobtainlastingandstableprofits,thusimprovingtheircorecompetitiveness. GuangfaBankisanationalandearliestjoint-stockcommercialbankestablishedinJuly1988. Sinceitsestablishment30yearsago,GuangfaBankhasmainlyengagedinintegratedfinancial servicesbusinessanddevelopedcorporatecustomers.Thecompanyandsmallandmedium-sized enterprisesareattheupper-middlelevelinthesameindustryrankings ThispapertakesGuangfaBankastheresearchobject,andtheVIPcustomersofthebankas theresearchsubject.Byusingthemethodsofliteratureresearch,interviewandempiricalanalysis, thispapermakesaquestionnairesurveyandanalysisontheVIPcustomersatisfactionofGuangfa Bank,andthenmakesaregressionstudyonthestatisticalresults,finallyputsforwardthe indicatorsforevaluatingcustomersatisfaction,andputsforwardthecountermeasuresfor improvingtheVIPcustomersatisfactionofGuangfaBank.Themainbodyofthispaperisdivided intofiveparts.Thefirstpartistheintroduction,whichexpoundstheresearchcontentand significanceofthispaper,aswellasthecollationandsummaryofrelevantliteratureathomeand abroad.Thesecondpartisthetheoreticalbasis,whichprovidesthebasisforthetheoretical supportofsubsequentpapers.ThethirdpartisanoverviewofGuangfaBank.Firstly,thebasic situationofGuangfaBankisanalyzedinanorderlyway,andthenthedevelopmentstatusofVIP customersinGuangfaBankisanalyzedandcounted,soastofindouttheproblemsthatGuangfa BankisfacingforthedevelopmentofVIPcustomers.Thefourthpartstudiestheinfluencing factorsofVIPcustomersatisfactionofGuangfaBank,anddesignscorrespondingquestionnaires toanalyzetheinfluencingfactorsofcustomersatisfactionofGuangfaBankaccordingtothe selectionofquestionnairesandsamples.Thefifthpartmakesanin-depthanalysisandresearchon thecorrespondingproblemsofGuangfaBankinimprovingVIPcustomersatisfactionaccordingto thepreviouschapters,andfindssomecountermeasuresforimprovingVIPcustomersatisfaction. Throughtheresearchofthispaper,Ihopetofindthesolutionsandimprovementmeasuresto improvetheVIPcustomersatisfactionofGuangfaBank,helpGuangfaBanktomakearealstep forwardintheVIPcustomerservice,andhopetoplayaguidingroleinthefutureVIPcustomer serviceofGuangfaBank. Keywords:BankVIPcustomers,Coustomerservice,Satisfactionimprovement, Investigationandresearch,Promotioncountermeasure. 目录 III 目录 摘要..................................................................................................................................................I Abstract...............................................................................................................................................II 第一章绪论....................................................................................................................................1 1.1问题的提出...........................................................................................................................1 1.2研究目的及意义...................................................................................................................1 1.3研究现状...............................................................................................................................2 1.3.1国外研究现状............................................................................................................4 1.3.2国内研究现状............................................................................................................4 1.4主要研究内容.......................................................................................................................6 1.5研究方法...............................................................................................................................7 第二章基础理论..........................................................................................................................8 2.1客户满意度理论...................................................................................................................8 2.2客户关系管理理论...............................................................................................................9 2.3流程优化理论.....................................................................................................................11 第三章广发银行概述...............................................................................................................14 3.1广发银行的基本情况........................................................................................................14 3.2广发银行VIP的发展现状...............................................................................................15 3.2.1VIP客户来源及VIP范围界定...........................................................................15 3.2.2VIP客户服务渠道..............................................................................................16 3.2.3VIP客户服务特色..............................................................................................17 3.3广发银行面临的问题........................................................................................................18 3.3.1VIP客户服务水平不高.........................................................................................18 3.3.2VIP客户流失现象严重......................................................................................19 3.3.3VIP客户维护没有形成固定机制......................................................................20 第四章广发银行VIP客户满意度影响因素研究............................................................21 4.1调查问卷设计.....................................................................................................................21 4.2调查的样本选择.................................................................................................................21 4.3调查准备过程.....................................................................................................................22 4.4问卷结果分析.....................................................................................................................23 4.4.1广发银行与VIP客户金融服务方面....................................................................23 4.4.2广发银行与VIP客户的可靠性方面.....................................................................26 4.4.3广发银行新产品推出速度方面..................