面向个人客户商业银行柜面服务满意度提升研究

Research on Commercial Bank Counter Service Satisfaction for Individual Customers

商业银行服务和个人客户服务满意度对商业银行的战略有重要意义。个人客户对商业银行柜面服务的核心需求是分析商业银行面向个人客户柜面服务存在问题及成因的主要依据,表现为服务停留口号、服务就是靠人、柜面建设滞后、柜面风险控制过度四个方面。解决问题的策略应从分层服务发挥物理分区效应,营销、会计条线协同合作,加大投入体验式设施,降低自助操作难度,奖励使用自助设备,优化内部操作流程等创新服务方面,提高个人客户对商业银行柜面服务满意度。

The domestic theoretical circles and the satisfaction of individual customer service are two aspects of the strategic significant of commercial bank .From the individual customer demands for cover commerical banking services based on the analysis of commerical service counter： the performance of the service;Service is on the counter ,the counter construction lag ,risk control over four aspect .From the hierarchical service play physical partition effect ,marketing, accounting line cooperation ,increase investment experience facilities,reduce the operation difficulty of self-help ,incentive to use self-service equipment, optimize the internal operation process and other innovative service initiatives ,to improve the individual customers of commerical bank counter service satisfaction