银行个人理财服务顾客满意度影响因素

Affecting Factors of Customer Satisfaction from Bank's Personal Financing Service

提高顾客满意度是个人理财服务快速发展的关键。本文从顾客角度探讨了我国银行个人理财服务销售人员的特征、品牌资产、关系品质、感知风险与顾客满意的关系,从而寻求提高顾客满意度的关键因素。通过建立假设模型、开发测量量表及对中国7家银行的数据统计分析,本文发现:销售人员特征对我国银行的个人理财服务顾客满意度总影响效果最大,其次为感知风险,再次为品牌资产;关系品质对顾客没有直接影响,但会通过感知风险间接影响顾客满意度。理财经理的素质和能力及品牌的塑造是我国银行个人理财服务发展的关键。

Improving the customer satisfaction is the key point to achieve the fast and healthy development of personal financing service. To find the crucial factors in enhancing customer satisfaction, this paper explores the relationship of customer satisfaction from the personal financial service with sales stafl＇s characteristics, brand asset, relationship quality and perceived risk. The paper builds a hypothesis model and survey scale with data from a questionnaire survey in 7 banks. The results reveal that the impact of sales staff＇s characteristics on customer satisfaction ranks first. The second is perceived risk, and the third is brand asset. Moreover, relationship quality does not show direct influence on customer satisfaction but can indirectly affect it through perceived risk. The main conclusion is that the brand and financing managers＇ quality and capability are the key factors to ensure the healthy development of Chinese banks＇ personal financing service.