银行服务质量与顾客满意度的关系

The Structural Equation Model of Service Quality,Customer Satisfaction and Customer Loyalty: An Empirical Study on Retail Banking Industry of China

该文收集了7家中资银行在全国50个城市的1789个零售顾客的服务质量、顾客满意度和顾客忠诚度数据。研究发现,各中资银行之间显示出服务质量的差异,股份制银行和城市商业银行的服务质量高于国有商业银行;国有银行中,中国银行和建设银行的服务质量高于工商银行和农业银行。服务态度、服务效率等过程质量(“软”质量)比服务网点、服务设施等技术质量(“硬”质量)对顾客满意的影响效用更大;从长期看,银行形象和品牌塑造有助于提升顾客满意度;服务质量和银行形象直接影响顾客满意度,并经由顾客满意度影响顾客忠诚度;服务的技术质量还直接影响顾客忠诚度。

Through CATI system,1789 customers' service quality evaluation data about their 7 retail banking suppliers are collected from 50 cities of China.This paper discovers that among the studied bans there are significant differences in service quality.CMB's quality is scored highest among shareholding banks that are followed by state-owned banks among which BOC and CCB are better scored than ADBC and ICBC.Three exogenous variables influence customer loyalty through the mediating variable customer satisfaction but the technique quality also directly affects customer loyalty.Process quality produces a relative larger contribution to customer satisfaction than technical quality.However,the corporation image of bank has lasting and deep impacts on customer satisfaction.Finally it discusses managerial implications for Chinese retail banking suppliers and further research directions.