随着经济与科技的快速发展，银行业也迎来了巨大的变革。一方面是经济环境的 不断恶化，银行业外部竞争逐渐加剧。另一方面是科技创新带来了各种机遇与变革。 建设银行迎合科技发展，开始在网点大量布置智能设备，网点服务模式由人工服务逐 渐转变为智能设备自助服务。网点硬件升级的同时却忽视了与硬件相配套的运营管理 制度的建设。这直接导致银行网点的个人客户流失，客户的大量流失会降低银行的综 合竞争力，不利于银行的长期发展。 本文通过研究建行B支行客户流失的现状，结合运营管理中的流程再造理论与服 务管理理论，寻找网点运营管理中存在的问题。总行在为网点大量配置智能设备并改 变原运营流程的同时，配套出台的新运营管理制度过于宽泛，不完全匹配每个网点的 实际经营情况。基层网点的负责人运营管理能力参差不齐，这直接导致部分基层网点 的物理设备先进但运营管理能力落后，进而造成客户对服务的不满，形成客户流失。 本文通过研究国内外相关领域的文献，设计配套的调查问卷与访谈问卷。通过对发放 的调查问卷进行整理以及对网点流失客户的电话访谈，汇总分析了导致客户流失的主 要原因。之后，结合所学的运营管理知识对员工进行半结构化访谈，分析网点运营方 面导致客户流失的原因，并提出了改进与优化建议，有针对性的解决了网点运营中存 在的问题。进而改变建行B支行网点个人客户流失的现状。 本文研究的主要意义在于寻找建行B支行网点个人客户流失的原因。结合运营管 理理论知识，分析银行网点运营管理中存在的造成网点客户流失的主要问题，并提出 优化建议。通过对网点运营管理的优化，改善网点个人客户流失的现状。 关键字：国有银行；运营管理；客户流失；银行网点；智能设备 II Abstract With the rapid development of economy and technology, the banking industry has also undergone tremendous changes. On the one side, the economic environment is deteriorating, and the external competition in the banking industry is gradually intensifying. On the other side, technological innovation brings about various opportunities and changes. The Construction Bank catered to the development of science and technology and began to deploy a large number of smart devices at the outlets. The service mode of the outlets gradually changed from manual services to self-service of smart devices. While upgrading the hardware of the network, it neglects the construction of the operational management system that is compatible with the hardware. This directly leads to the loss of individual customers at the bank outlets, and the large loss of customers will reduce the overall competitiveness of the banks, which is not conducive to the long-term development of the banks. This paper studies the current situation of customer churn in CCB B branch, combined with the process reengineering theory and service management theory in operation management, to find problems in the operation and management of outlets. While the head office is configuring a large number of smart devices for the network and changing the original operation process, the new operation management system introduced by the company is too broad and does not completely match the actual operation of each network. The operations and management capabilities of the responsible persons at the grassroots outlets are uneven, which directly leads to the advanced physical equipment of some grassroots outlets but the backward operational management capability. In turn, the customer is dissatisfied with the service and the customer is lost. This paper studies the literatures in related fields at home and abroad, and designs matching questionnaires and interview questionnaires. Through the collation of the issued questionnaires and telephone interviews with customers who lost the outlets, some major factors leading to customer loss were identified. Conduct semi-structured interviews with employees based on the operational management knowledge learned, and analyze the operation and management problems of the outlets corresponding to the factors leading to customer loss. Suggestions for improvement and optimization have been proposed to improve the problems in the operation of outlets. In turn, it will change the current situation of the loss of personal customers of CCB B branch outlets. The main significance of this paper is to find out the reasons for the loss of personal customers of CCB B branch outlets. Combining the operational management theory knowledge, it analyzes the problems existing in the operation and management of bank III outlets, resulting in the loss of outlet customers. Suggestions for optimization of problems in the operation of these outlets are proposed. Through the optimization of the operation of the outlets, the current situation of the loss of individual customers at the outlets is improved. Key words: State-owned Banks; Operations Management; Customer Loss; Bank Outlets; Intelligent Devices IV 目 录 第一章 绪论............................................................................................................................- 1 - 1.1 研究背景及意义...............................................................................................................- 1 - 1.1.1 研究背景.................................................................................................................- 1 - 1.1.2 研究目的和意义.....................................................................................................- 1 - 1.2 研究方法...........................................................................................................................- 2 - 1.2.1 文献研究法.............................................................................................................- 2 - 1.2.2 问卷调查法.............................................................................................................- 2 - 1.2.3 访谈法.....................................................................................................................- 2 - 1.3 研究内容...........................................................................................................................- 2 - 1.4 技术路线...........................................................................................................................- 3 - 第二章 相关理论及综述........................................................................................................- 5 - 2.1 相关理论...........................................................................................................................- 5 - 2.1.1 客户流失相关概念.................................................................................................- 5 - 2.1.2 客户关系管理理论.................................................................................................- 5 - 2.1.3 服务管理理论.........................................................................................................- 5 - 2.1.4 流程再造理论.........................................................................................................- 6 - 2.2 国内外研究综述...............................................................................................................- 6 - 2.2.1 国外研究综述.........................................................................................................- 6 - 2.2.2 国内研究综述.........................................................................................................- 7 - 第三章 建行B支行的现状...................................................................................................- 9 - 3.1 建行B支行简介..............................................................................................................- 9 - 3.1.1 建设银行基本情况介绍.........................................................................................- 9 - 3.1.2 建行B支行基本情况介绍....................................................................................- 9 - 3.1.3 B支行网点工作流程...........................................................................................- 11 - 3.1.4 建行B支行客户流失情况..................................................................................- 14 - 3.2 客户流失问题问卷设计......................................................................................