略论我国银行的客户关怀问题及对策

Problems and Countermeasures of Client Care in Domestic Commercial Banks

客户关怀作为营销的重要环节和现代服务行业持续经营的基石,不仅决定具体银行经营管理水平,而且影响我国银行业改革与开放的成败。我国银行客户关怀存在忽视客户需求、重产品轻服务、产品与服务相脱节等问题,必须从企业文化、组织机构、服务流程、绩效考核、服务团队构建等方面进行管理改进和变革,才能形成和发挥本土银行的竞争优势。

As an important element of marketing and a cornerstone of sustainable management of modern service industry, client care not only decides the specific bank＇s management, but also affects the success of domestic commercial banks＇ reform and opening. Problems of banks＇ client care exist which include ignoring clients＇ needs, stressing more on products and less on service and disjunction between products and service. In order to develop and exert competitive advantages of domestic banks, management in several aspects need to be improved such as corporate culture, organizatiorl structure, service procedure, performance appraisal and service team construction and so on.