商业银行顾客满意度指数模型变量设置研究

Model Parameter Design on Customer Satisfaction Index for Commercial Banks

目前,"让顾客满意"已经成为我国商业银行完善服务,争取顾客的重要经营手段。本研究借鉴了中外最新的研究成果,用实证研究方法,采纳了专家及银行一线管理者的建议,提出了7个二级变量、17个三级变量、21个四级变量的顾客满意度指数模型量表。对问卷数据使用克朗巴哈α信度系数法来测量量表的信度,应用单项与总和相关效度因子分析方法测量量表的结构效度,用专家判定法判定内容效度,确定了包含企业形象、预期质量、感知质量、感知价值、顾客满意度、顾客抱怨、顾客忠诚这7个二级变量、16个三级变量和15个四级变量的商业银行顾客满意度指数模型。

Nowadays, ＂Let customers satisfied＂ has become Chinese commercial banks＇ important method to improve service and attract customers. Drawing references from the latest research achievements and suggestions of experts and banking professionals, the paper establishes a customer satisfaction index （CSI）scale with 7 level 2 parameters, 17 level 3 parameters and 21 level 4 parameters. The paper uses Cronbach＇s alpha to measure the scale＇s liability and applies factor analysis to measure the scale＇s construct validity and judge the scale＇s content validity with expert determination approach. Finally, a CSI model for commercial banks is established, which includes 7 level 2 parameters, 16 level 3 parameters and 15 level 4 parameters. The 7 level 2 parameters are enterprise image, expected quality, perceived quality, perceived value, customer satisfaction, customer complaint and customer loyalty.