商业银行个人客户对服务渠道的偏好

Individual Client' s Preference to Service Channels of Commercial Bank

本文以山东省某商业银行个人客户交易渠道的抽样数据为样本,运用现代统计学中的对应分析方法,从客户的年龄、学历和家庭收入出发,对商业银行不同年龄、学历和家庭收入客户的渠道偏好进行了定量研究。通过研究找出了不同年龄、学历和家庭收入的客户与商业银行不同渠道之间所存在的对应关系,并根据这些对应关系,挖掘出不同年龄、学历和家庭收入客户对商业银行不同渠道的偏好。在此基础上,对商业银行营业网点如何运用这些渠道偏好关系对客户进行分流以及实施差别化营销和服务提出了具体建议,以期能为商业银行营业网点的客户分流和差别化营销提供参考。

Based on the random samples of individual client service channels of a commercial bank in Shan Dong province and the Correspondence Analysis Method, the paper gives a quantitative analysis on individual clients＇ preference to service channels of commercial bank. The individual clients＇ age, education level and income may be different each other. The author discovered the correspondence relationship between the service channels and clients with different age, education level and income. On the basis of the relationship, the author brings forward suggestions for networks of commercial bank on how to utilize clients＇ preference to implement differential marketing and provide suitable services.