致谢
在MBA学院的学习时光转瞬间即逝，回想在学校度过的日子，老师和同学们在学
习和生活上给予了我很多帮助，感慨良多，需要感谢的人太多。
衷心感谢我的导师王艳丽老师，从刚开始的开题报告，到后面的论文指导，从选
题到获取信息，建立提纲，中后期的变化，论文格式的调整过程等一系列问题，老师
都给予了我悉心的指导，倾注了很多心血。小到标点符号，大到论文框架，老师都是
一遍一遍不厌其烦的为我讲解，提出了许多宝贵的意见。导师兢兢业业的工作态度、
严谨细致的治学态度、正面高尚的人格情操值得我学习，让我终生受益。老师的用心
良苦，让我的论文更加严谨。在此，再次向我的导师致以我最真诚的谢意。
本论文的顺利完成，也离不开就读MBA期间诸位师长、同窗的关心和帮助。在此，
感谢学院各位老师的指导与帮助，很幸运在求学期间遇到这些在生活和学习上均给予
我诸多帮助与教益的老师和朋友，得益于他们的照顾，使我的研究能够在良好的环境
下完成。感恩之情难以用言语量度，谨以最朴实的话语致以最崇高的敬意。

摘要
近年来，各大银行已逐渐进入银行业改革的大潮，而在此之中，服务成为了银行
转型中的一个重要组成部分。一般来说，银行企业服务意识以及水平的提升能够为新
客户的开发提供重要的前提条件，还能增加客户的忠诚度，提升客户的满意度，在争
夺市场客户资源，促进企业发展上有着重要意义。客户满意度是评价服务性行业的重
要指标之一，而银行作为服务业之一更应该重视对客户满意度的提升。客户满意度与
客户对企业提供的服务或产品的预期紧密相连。作为提供服务或产品的企业，需要从
客户的角度出发来调整自己的服务或产品，以期达到客户的需求和预期。只有当企业
所提供的服务或需求超越了客户的需求和预期时，企业才能取得长久的竞争优势。
本文通过以 A银行徐州分行的客户满意度为对象，通过对现场从个人客户搜集到
的调查问卷数据，结合相关模型以及银行间测度比较等方法进行分析，分别从可靠性、
移情性、安全性、响应性、有形性等方面进行客户的满意度分析，最后，并提出提高
客户满意度的针对性地改进措施。这次的研究结果，可以作为 A银行徐州分行在今后
运营中的参考，帮助其完善客户服务，提升客户满意度。同样，也可以为同类银行在
今后提升客户满意度时提供重要的参考。根据调查结果显示， A银行徐州分行的客户
满意度整体较高，其需要改进的地方主要集中在可靠性、响应性与移情性某些因素上，
比如，银行办理业务流程的便捷性；窗口充足，满足客户业务需求；柜面业务办理高
效、准确、差错率低；网点自助机具业务办理的便捷性；工作人员礼貌热情、服务真
诚。对此，笔者最后提出了一些改进对策，主要是优化硬件设施的使用、提高员工的
职业素养、优化银行业务程序、丰富电子银行终端功能等，希望对于 A银行徐州分行
的发展起到一定的借鉴意义。
关键词：商业银行；客户满意度；模型；对策
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Abstract
In recent years, the major banks have gradually entered the tide of banking reform, and
in the process, services have become an important part of the transformation of banks.
Generally speaking, the improvement of the service consciousness and level of the banking
enterprise can provide important prerequisites for the development of new customers, but
also increase customer loyalty, improve customer satisfaction, in the competition for market
customer resources, promote enterprise development is of great significance. Customer
satisfaction is one of the important indicators to evaluate the service industry, and banks, as
one of the service industries, should pay more attention to the improvement of customer
satisfaction. Customer satisfaction is closely linked to customer expectations of the services
or products provided by the business. As a service or product of the enterprise, need to adjust
their services or products from the customer's point of view, in order to meet customer needs
and expectations. A firm can gain a long-term competitive advantage only if the services or
needs it provides exceed the needs and expectations of its customers.
Based on the customer satisfaction of Xuzhou Branch of A Bank, this thesis analyzes
customer satisfaction from reliability, empathy, security, responsiveness, physicality, etc.,
and finally, puts forward targeted improvement measures to improve customer satisfaction
by analyzing the questionnaire data collected from individual customers on-site, combining
the relevant models with the inter-bank measurement comparison. The results of this study
can be used as a reference for the future operation of the Xuzhou branch of A Bank to help it
improve customer service and improve customer satisfaction. Similarly, it can provide an
important reference for similar banks to improve customer satisfaction in the future.
According to the survey results, the overall customer satisfaction of The Xuzhou branch of
Bank A is high, and the areas that need to be improved mainly focus on reliability,
responsiveness and empathy, such as the convenience of the bank's business processes; In
this regard, the author finally put forward some improvement measures, mainly to optimize
the use of hardware facilities, improve the professional literacy of employees, optimize
banking procedures, enrich the function of electronic banking terminals, etc. , hoping to play
a certain reference for the development of A Bank Xuzhou Branch.
Keywords: Commercial Bank; Customer satisfaction; Model; countermeasure
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