商业银行零售业务客户满意度指标的甄别

Identification of Customers' Satisfaction Index on Retail Business of Commercial Banks

随着我国金融市场的全面开发、金融管制的放松和市场竞争的加剧,提高客户满意度水平,争夺客户资源已成为银行提升市场竞争力的重要手段。目前,我国的商业银行在客户满意度管理方面与西方发达国家银行业相比还有一定的差距,具体表现在满意度测度指标的不合理,银行管理人员在提高客户满意度的过程中抓不住关键因素等方面。因此,针对我国商业银行进行客户满意度影响因素的分析具有现实意义。本文对我国商业银行零售业务的客户满意度进行了实证研究,作者采用因素分析方法对影响银行零售业务客户满意度的指标进行了甄别和归类,并对分类后的因素指标体系进行了信度和效度的检验。

With the fully opening of our financial sector, lifting of financial control and intensification of market competition, enhancing customers＇ satisfaction in pursue of customer resources has become an importance means for banks to sharpen their competitiveness. At present, our commercial banks lag far behind their counterparts in western developed countries in customers＇ satisfaction management as represented by the unreasonable index on satisfaction gauge and ineffective work on the part of executives in the process of improving customers＇ satisfaction. Therefore, it is of practical significance to analyze the factors influencing customers＇ satisfaction in our commercial banks. In this paper, an empirical study is made on customers＇ satisfaction with banking retail service. With the use of factor analysis method, related indexes are identified and classified and post-classification credibility and efficiency of such a factor index system are tested.