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甘肃省商业银行客户满意度诊断研究 被引量:1

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摘要 客户满意是一种心理状态,缘于客户在感受完企业产品与服务的质量后与其感受前预期的对比。文章通过在甘肃省实地调研获取的2284份有效问卷,选用客户预期、感知价值、感知质量、品牌形象四个前置变量与客户满意、客户忠诚与客户抱怨三个结果变量,利用结构方程模型,对甘肃商业银行客户满意度指数进行了定量测评,并对不同分类的客户满意度进行了分析,结果显示:全省银行客户平均满意度指数为72.5分,张掖、金昌、酒泉等市州的客户满意度较高,城市商业银行的客户满意度居榜首,51~60年龄段的客户满意程度最高,收入越高的客户满意度也越高,高学历客户往往给出较低的满意度评价,并进行了相应的原因分析。根据测评结果,指出甘肃省商业银行在规范服务中应注重基本服务的地区均等化供给,各类商业银行应针对不同客户群体采取客户细分策略以全面提升客户满意度。
出处 《甘肃金融》 2018年第2期7-15,共9页 Gansu Finance
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